Post by Whitney Heckathorne, Public Relations Research
In your opinion, what makes an advertisement trustworthy? Is it the humor? The sentiment? The endorser?
For me, and I'm sure many of you, it's the brand itself. And not just the longevity of the brand, but also how much comfort and pleasure I derive from the brand's products.
According to a recent Adweek Media/Harris Poll, Americans view the soft drink industry as having ads they trust most, among the five industries listed.
- Soft drink ads (34% say most trusted)
- Fast food ads (22%)
- Pharmaceutical ads (18%)
- Automotive ads (14%)
- Financial services ads (13%)
But are the ads from these industries actually trusted by the public? In other words, I'm more curious how much we trust certain industries' ads. Though we didn't ask this question, I imagine America's response given this list would be "not so much."
Let's face it-- all of these industries have faced at least some scrutiny in the recent past, whether it was a car recall, too much high fructose corn syrup, or receiving a government buyout (the industries to remain nameless).
But, to quote my cubemate (and frequent OTW contributor) Mark MacAdam, "What industries HAVEN'T been in question recently?"
So let me ask you the question the poll left me pondering--how much do you trust (or distrust) the advertisements for these industries?