What’s to trust?

Most advertising lacks context, and most advertisers no longer assume that potential buyers are literate, rational or analytical (See Amusing Ourselves to Death: Public Discourse in the Age of Show Business). There’s little room for trust in the modern advertiser’s vocabulary when attention is the first order of business. Add in an overstimulated consumer, and it’s no wonder the most trusted forms of advertising are recommendations from people already known and (potentially) unbiased reviewers.

“Whereas many persons are so unfortunate as to lose their foreteeth by accident, and other ways, to their great detriment, not only in looks, but speaking both in public and private: this is to inform all such, that they may have them replaced with false ones, that look as well as the natural, and answers the end of speaking to all intents, by Paul Revere, Goldsmith, near the Head of Dr. Clarke’s Wharf, Boston.”  -Advertisement in the Boston Gazette, 1768