If there is no fashion, new things or new models; then what would life be? Boring? You wouldn’t like to wear or have something for a long time, right? Life is dynamic. We need to adapt to changes. Most of the time, the old people fail to adapt. I think, we should practice and insist on educating the young ones on what’s new and try to influence them that it is a standard way of living. It’s okay not to follow what’s new as long as you can’t afford the value. But if you can buy the latest one, then there should be no other reason not to follow the trend. What happens if we are left behind? Let’s say, you don’t want to give up your old rotary phone; then here comes the easy and fast way of dialing called touch-tone; aren’t you going to change for the better? You think it’s fine to have the rotary phone (pulse)? What if the industry decided to make the rotary phone obsolete, what will you do? Change it? The principle of “change for the better” is what fashion is all about. Telling people what is new is the challenge in advertising. If it’s a new dress; mostly, will go for the visual advertising. But informing the audience through audio advertising (which is narrowcasting using CADIO) is also a good way of educating people on its right term and how it is being pronounced correctly. Just like the pronunciation of a proper noun and a brand called “Cadbury.” In 1992, I worked at Duty Free Philippines, and I was assigned in the liquor and chocolate section. At that time, I used to pronounce “Cadbury” like cad-berry, the same with strawberry. After several years (from 1992 to mid 2000), I heard a radio commercial of “Cadbury” and it was pronounced differently. I can’t imagine I was wrong. This is what I heard: http://www.howjsay.com/index.php?word=cadbury.
Advertisers’ name their brands and they should also understand that correct pronunciations of their brands are being observed. If it’s only visual, then we have to expect that all people know how to pronounce our brands correctly. Still, you need to use audio advertising. Remember, proper nouns have different pronunciation. Unlike common nouns, there is a standard way of pronouncing them. Brands & terms are owned by company founders, authors, inventors, innovators, politicians, entrepreneurs and the like. So we have to respect the creator. Today’s generation must be oriented with correct pronunciation of brands. Again, old people fail to adapt changes. This reality can also be changed if we start educating them as early as today. If we fail to instill in their system the habit of “being on fashion,” then we lose these market when they get old. In other words, no sale is expected.