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Advertising: Why Bother With It?
By: Dwayne W. Waite Jr.
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We had the pleasure of attending a dance recital for boys and girls with ages ranging from 10–18 years old. The young men and ladies were incredible to watch. We enjoy the arts, and when we get a chance to see people lose themselves in creative expression, we cannot help but to be immersed in the experience.

But we're not writing about the advertising of the recital, or why it is important to dance, or to spot talent as early as possible. No, we want to dwell on what the studio director said near the end of the show.

The director thanked all of the people for coming, and expressed how the talent of the dancers continues to improve as she continues the program. Then, she rhetorically asked, even though we have military conflicts, natural disasters, famines, and droughts, should we as a society still care about dancing?

The answer, from her, was a convincing yes.

Her rationale? She believes that when she watches people dance, and sees full-scale dance recitals and performances, it helps her escape reality for just a little bit. It provides an opportunity for us to dream, imagine, and explore worlds and scenarios we may never have experienced before or have the time and money to experience in the first place.

How does this apply to advertising?

Advertising, as we have said before, is the language of business. But advertising is more than that. Advertising is a staple in our American landscape; and experiencing shows and events without commercials would be really odd.

Even with the wild things happening in Corporate America, AdLand should be content to know that people watch ads for entertainment, for getting information, and for wasting time during breaks.

So why advertising? Why not? We need it, whether we like it or not.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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