Summary: The days of product puffery are over. I think it’s because we’ve developed a pessimistic and sarcastic outlook toward the world in order to shield us all from looking happy go lucky and thus, stupid. These days, telling everyone why your product “glistens and sparkles” doesn’t reach the core of consumers like it used to. Whatever the reason may be for our cynical new attitudes, advertising must reflect society’s mood.
Our audience wants honesty.