生活者視点

広告は誰が見るかを考えた時、それぞれターゲットの違いはあるものの、共通しているのは一般の生活者であることだ。法人の場合もあるが、いわゆる街に溢れる多くの広告は生活者が対象だ。

クライアントは商品やサービスの良さ(価格・品質・機能・性能・耐久性などなど)を伝えようとする。至極当然なことだ。ただ、良さをアピールしようとすればするほど、時に細部にまで至る場合がある。そうすると、生活者から見ればいろいろあり過ぎて、印象にすら残らない結果になる。

新聞広告や雑誌広告などは、良さを言おうとすればするほど文字情報や写真が多くなる。生活者はその瞬間『読むのが面倒くさい』と思うか『ただスルー』され、何れにしても飛ばされてしまう。つまり新聞広告や雑誌広告はページをめくった瞬間に判断されてしまうから、テレビCMよりシビアだ。

印刷されている広告を俗に【紙媒体】というが、紙媒体はどんな媒体であれ、スペースが限られている。たくさんアピールポイントを入れ込もうとすればするほど、ひとつひとつのアピールポイントは自ずと小さくなり、全体の見た目としてギッチギチな広告になってしまう。こうなると、

大抵の生活者は読もう(見よう)と思わない。

そこで重要になってくるのが、広告制作に携わる者の

生活者視点

で、クライアントの最も身近な生活者として、広告を制作しなければならない。

私は基本はクライアントの意向を重視するが、生活者視点で見た時に『これは読まれない(見られない)』と思ったら、忌憚無く意見し、商品やサービスの良さの中でも目玉となるアピールポイントに絞ることを進言するように心がけている。

まず見てもらわなければ話にならない。

興味関心を抱いた生活者のために、細部の良さを丁寧にアピールする媒体としてWEBサイトを活用していく。WEBサイトは紙媒体と違って動画も掲載でき、より生活者の理解を促進させることができる。

クライアントの意向をそのまま聞いて制作してしまうと、ほぼクライアントの独りよがりな広告になってしまうことが多い。クライアントだけが満足し、生活者にとってわかりにくい、見づらい広告になってしまうのは本末転倒というものだ。

そうならないためにも、広告制作に携わる者が生活者視点で時に意見し、提案し、クライアントにも満足してもらい、同時に生活者にも苦にならない広告を制作しなければならない、とても責任のある立場だ。

そのためには、ベタな言い方で恐縮だが、

がなければいけないと思っている。

メンタルサポート事業部

“生活者視点” への77件の返信

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