Advertising needs to connect Human and Non-human

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Advertisement is how organizations look to interact with their customer base, both current and potential. It is designed to exist as a contact point that connects an observer to a brand, message, product, idea, or possible solution. The communication can be subtle to trigger a subconscious wanting and desires one's mind. It can also be bold and fuel a conscious passion. Therefore, for successful campaigns, there needs to be a level of connectedness and planning. Furthermore, efficient planning relies on knowledge-funded insights and a bit of intuition. This involves adequate research on who the audience is geared to and how the message can be integrated into multiple media platforms. This essay analyzes why advertising needs to connect human and nonhuman actants to create an impactful experience.
There is VR, AR, and widespread use of digital and non-digital analog in the current age. Cutting-edge technology such as virtual reality has opened unforeseen possibilities that increase impressions' quality to an audience. These advancements have been made with consideration to human and nonhuman actants. Actants are described as people, creatures, or objects playing an active set of roles. The first form of distinction between the human and nonhuman actants was done by Michel Callon, Bruno Latour, and John Law in the early 1980s giving birth to the Actor-Network-Theory. It offers the concept of network and connections as an on-going forming-shifting-reforming entity influenced by actants.
Consequently, human actants refer to humans that actively play a part in the supply chain motion, starting from conceptualizing a product, production, and creation of a campaign. Nonhuman actants refer to objects that influence the success of any advertisement campaign. An object, in this case, refers to any non-individual entity.
Actor-Network Theory proposes that human and nonhuman actants are equally capable of influencing social-ecological systems by actively enacting relations and enrolling other actors. It is mainly known for its use in the social sciences until its most recent marketing and consumption research involvement. This theory's contribution is its ability to analyze human relationships, interactions, and trajectories, which is valuable information for marketing persons. Technology has provided necessary advertisement entities with opportunities and means to communicate with the audiences. Websites, social media, television, audio, and video distribution platforms give consumers outlets to consume content. Therefore, it has become easier to curate what content is widespread and what people are interested in. The data is helpful for any organization looking to resonate with a specific audience. It is not only that there are increased number of platforms; instead, the clarity of audience has provided marketers with an in-depth knowledge of the people consuming said content.
When a society is stable, consumption is always at an all-time high. For instance, after notable world wars, some of the vehicle manufacturing industry saw a rise due to the ambiance of optimism the end of the war brought. The same trend is seen in modern-day consumption, and marketers are using ...