One of the things that gives me big chuckles is listening to account planners and creative directors talk about "the consumer."
"The consumer" is someone they think they know a lot about. Apparently she attends the same pilates classes as planners, and goes on mountain bike rides with creative directors.
Despite their unctuous devotion to mouthing the word, most people in advertising don't know the first thing about "the consumer."
This point was reinforced to me recently by two things I read. First was a blog piece by the great Dave Trott, writing about the reaction he gets to his cockney accent when speaking to business groups.
"Was the white collar world of marketing and senior management made up exclusively of middle class people with middle class accents?
Did they think everyone, everywhere was exactly like them?
Because here’s a funny thing.
Where I grew up everyone had cockney accents.
Around three million people.
And I’d lived my whole life without anyone ever commenting on it, until I started doing talks to people in marketing.
People who, apparently, never hear anything but middle class accents."