A 'think-piece' written as part of an assignment in my first year of Creative Advertising at Falmouth University.
This is a technological age. We are slaves to our computers, and phones have almost become an extension of our hands. The world has changed immensely.. and still is. This new age is praised for how it lets us communicate and interact and engage - so why is it that even when we’re together physically, we aren't really together?!
This brings us to this TED talk, “Connected, but alone”, where cultural analyst Sherry Turkle exposes the psychological power technology holds over us, saying how it doesn't just change what we do, but who we are. Sure, it’s an exciting concept that this technology is constantly developing, but when we stop and look - it’s taking us to places we don't really want to go. So, surely, this should be a wakeup call for us all if we’ve gotten to the point where these tiny devices can change the people we actually are, and what we do.
Snapchat. Facebook. Instagram. Twitter. Tinder. The applications available to us today are infinite, and as with that, so are the dangers of using them. Stepping out of your door, armed with your mobile phone, you’re allowing your every move, every message, every call, to be tracked. However, we’re blissfully unaware of where all our data is going. Now, they say ignorance is bliss, but when it’s your whole life (however sad it is, most people’s phones today count as their lives!) at risk, surely you’d rather know?
Now although the fact that pretty much everyone and their grandma is online and has some sort of social presence is revolutionary in the world of advertising, as it provides greater insight and market research, it also comes with the drawbacks. If you’re interested in how technology has changed the advertising game, then click here, but for now let’s focus on how you can ensure you’re making the best use of this technological ages as possible.
Now, as advertisers, we all know the code of conducts in place, and the consequences if these standards aren't met. Quite rightly, there’s rules and regulations on using children in advertising, political advertising, selling the product exactly for what it is. If you aren't already familiar with them, the ASA details them on their website. But when times and technologies are constantly evolving, can the rules, regulations and guidelines constantly be updated?
To answer that in the most simple way, then, no… they can’t. Realistically speaking, when everyday there’s more and more advancements being made, it’s unlikely that the rules will be up to scratch. In an ever-changing world like today’s, it’s hard to constantly ensure everything and everyone is considered, however ideal that would be. The most that can be done here is foe the creatives, the clients, the agencies to consider the impacts the ads are putting out themselves, rather than constantly relying on institutions like the ASA to do it. Because at the end of the day, it’s just yet another issue created by the technology of the world we live in today, and it’s inevitable.