I’ve been turning the TV on a lot more now than ever before.
There’s a good deal of time in the day spent watching cable sitcoms, Netflix dramas, Prime TV films, YouTube videos or whatever we prefer. And an annoyingly large part of those experiences is advertising. If asked on their thoughts about the value of advertising in the viewing experience, most people would probably tell you something negative. They might say that advertising is distracting, that it interrupts the movie or show being watched. Others might go deeper and say that advertising is too observant of our personal habits and is too personalized to be a morally sound entity. Advertising is how media outlets continue to function and generate revenue, so naturally it is here to stay and will continue to seek the ever changing wants and needs of the buyer.
Perhaps this explains the shift in advertising due to the recent outbreak of COVID-19. Nowadays, it seems that advertisers are creating ads that seek to emphasize unity between companies and people. These ads seek to sympathize with the uprooting the outbreak has caused in our lives. Companies are crying out, “we understand your predicament; we know this is a difficult time; and we are here for you.” More commercials are being filmed in homes, showing footage of parents working from home with kids running around in the background, families doing life together. Sometimes, the commercials show footage (usually monochromatic) of the empty streets once filled with people and things to do. The emptiness and sadness that comes with it is the pathos here. Others go the comical/entertaining route, making light of the situation at hand. Whatever form they take, ads today are doing whatever they can to display empathy for buyers, and to let them know that they’re not alone.
But what is the motive here? I just watched a Lowe’s ad that detailed how every room in a house now has a new purpose (i.e. “kitchen is now a home office”) and they wrapped up this home tour with a “do it with Lowe’s.” Many other “coronavirus-inspired” ads seem to follow the same outline: a sympathetic message and a reminder to still purchase, subscribe or “order online.” The motives behind these ads can seem superficial, in which the only reason Company X is putting out this very timely ad is to get someone to still purchase their product. I personally hope that companies aren’t using the legitimate crisis to simply make a profit.
The good thing is that my fear is not entirely true. There are many companies out there that are seeking the betterment of our nation and the end of this pandemic. Companies like Apple, Starbucks and Amazon are continuing to pay their workers and are keeping jobs alive. Google and Facebook are providing employees with families paid leave to take care of their loved ones. MLB teams have complied around $30 million to pay ballpark workers who are now unemployed because of the virus. And as for you and me that purchase from, rather than work for these corporations, Amazon has reserved their Prime shipping for essential purchases, helping families get the supplies they need without them having to go out and risk potential infection.
These are difficult days to live, but I can find some comfort knowing that there are still good people out there, and more importantly a good God in control of it all.
