Take the shortcut

Source: Bryan Rodriguez via Unsplash.com.

​Like dating.

Like your device.

Like social media.

Like the sciences.

Like virtually all other facets of human civilisation and development.

Advertising is a shortcut.

It’s a shortcut to reaching more prospects.

Changing behaviours.

Moulding perceptions.

In the most memorable way.

In the least expensive way.

But when advertising pretends to be or do anything more, it becomes an eyesore.

A noise.

A barrier.

An unwelcome interruption.

A mere pandering.

A waste of money.

Time.

Space.

Pixels.

Creativity.

And human potential.

When advertising pretends to be or do anything more, it becomes a needless test of patience.

A lost opportunity.

A bully.

A blight on common sense.

And society.

Advertising is a shortcut.

It does not have all the answers.

But it can be made better by the right questions.

It is a business.

It is a calling.

It has to be both.

Advertising is a shortcut.

To being more responsible.

As marketers.

As advertising professionals.

Towards consumers.

Society.

The wider world.

And ourselves.

Advertising is not dead.

Or dying.

Advertising is just a shortcut.

If it can get you where you’d rather be, you should take it.

If it can’t, the world is not short of other shortcuts.