"A good ad should be like a good sermon: It must not only comfort the afflicted, it also must afflict the comfortable"
About this Quote
Bernice Fitz-Gibbon's quote draws an engaging example in between advertising and preachings, suggesting that both should serve a double purpose: offering solace to those in distress while challenging those who are at ease. The quote speaks with the vibrant nature of effective communication-- whether in marketing or preaching-- and underscores its transformative potential.
On one hand, the concept of "reassuring the afflicted" discuss the understanding function that both preachings and ads can play. Just as a sermon might provide solace and hope to people dealing with struggles or difficulties, an advertisement must resonate with the needs and feelings of its audience. By addressing the discomfort points and desires of consumers, it can create a sense of connection and understanding. An excellent ad recognizes the obstacles its audience may deal with and provides options, reassurance, and support through its messaging.
On the other hand, the idea of "affecting the comfortable" suggests the provocative power inherent in both sermons and marketing. This aspect points to the requirement for challenging the status quo and motivating self-reflection. For sermons, this might mean pressing churchgoers to question their beliefs or consider social and ethical concerns they might otherwise overlook. In marketing, it translates to the capability to shake complacency, urging consumers to reconsider their options, practices, or perceptions. This could include presenting disruptive innovations or highlighting problems that force audiences to react or change.
In essence, Fitz-Gibbon exposes the balance between compassion and provocation. Effective interaction must not be solely about persuasion or soothing platitudes; it must also motivate action and encourage change. By balancing these 2 aspects, an ad becomes more than an easy message-- it transforms into a catalyst for reflection, connection, and action, similar to a well-delivered preaching aiming to nourish the soul and promote growth.