What is plain folks in advertising?

Introduction

Plain folks in advertising is a persuasive technique used to create a relatable and trustworthy image for a product or service. It involves presenting the advertiser or spokesperson as an ordinary, everyday person who can understand and empathize with the target audience’s needs and experiences. This technique aims to establish a connection with consumers by portraying the advertiser as someone just like them, rather than an unreachable or unrelatable figure.

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The Strategy Behind Plain Folks Advertising

Plain folks advertising is rooted in the idea that people are more likely to trust and be influenced by individuals they perceive as similar to themselves. By presenting the advertiser as an average person, this technique seeks to break down any barriers or skepticism that consumers may have towards traditional advertising.

The use of plain folks advertising can be seen across various industries, from food and beverage to personal care products. Advertisers often employ relatable characters, everyday people, or even celebrities who are portrayed as down-to-earth and approachable. This approach helps consumers to feel a sense of familiarity and trust towards the product or service being promoted.

Characteristics of Plain Folks Advertising

Relatability: The main characteristic of plain folks advertising is relatability. Advertisers strive to present themselves or their spokesperson as relatable individuals who understand the struggles and desires of their target audience. This relatability can be achieved through the use of language, clothing, settings, and situations that the average person can identify with.

Authenticity: Authenticity is key in plain folks advertising. Consumers are more likely to respond positively to advertisements that they perceive as genuine and sincere. Advertisers need to ensure that their portrayal as an ordinary person is believable and not contrived. This can be achieved through naturalistic performances, realistic scenarios, and avoiding excessive glamour or extravagance.

Empathy: Plain folks advertising aims to evoke empathy from the audience. By presenting the advertiser as someone who has faced similar challenges or desires, the advertisement seeks to establish an emotional connection. This connection can be further strengthened by highlighting shared values, experiences, or aspirations.

Examples of Plain Folks Advertising

Plain folks advertising can take various forms and can be found in different mediums such as television commercials, print ads, and social media campaigns. Here are a few examples:

Food and Beverage: Many food and beverage brands use plain folks advertising to create a relatable image. For instance, a fast-food chain may feature an advertisement with a spokesperson who is an everyday person enjoying their products, emphasizing that anyone can enjoy their meals.

Personal Care Products: Personal care product advertisements often employ plain folks advertising to connect with consumers. They may showcase individuals with everyday routines, highlighting how the product fits seamlessly into their lives.

Political Campaigns: Political candidates often use plain folks advertising to appeal to voters. They may present themselves as ordinary citizens who understand the challenges faced by the electorate and promise to represent their interests.

Conclusion

Plain folks advertising is a persuasive technique that aims to establish a relatable and trustworthy image for a product or service. By presenting the advertiser as an ordinary person, this technique seeks to create a connection with the target audience and break down any skepticism towards traditional advertising. Through relatability, authenticity, and empathy, plain folks advertising can effectively influence consumer behavior.