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Advertisers make adjustments to focus on security rather than luxury

READ MORE: Advertisers make adjustments to focus on security rather than luxury
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It's no secret most people are keeping a closer eye on their budgets, and that has advertisers working a little harder to convince them to part with their pennies. Local businesses, like Front Street Brewery, are trying to catch consumer attention by addressing the monetary concerns. Some ads try to emphasize things you can't put a price tag on. Richard Olsen, Ph.D., of UNCW’s Department of Communications noted, “The priceless campaign by Mastercard is a great example. This costs this much, this costs this much, but a perfect wedding… priceless.” Even Mastercard has added a recession theme. A local group called "Safe Streets" is taking the opposite approach, putting up signs all across town, showing how expensive a DWI can be. The Wilmington Athletic Club's new ad campaign isn't trying to hide the behind the recession. WAC manager Melissa Bunting said a gym membership is a preventative measure during tough economic times. “It's been proven that people that work out retain more at work, they're more productive, they feel better, they're going to save a ton of money off of their medical.” Cartoonists are taking a lighter approach to the recession, making slight alterations to the logos of some major brands. Olsen predicted while humor helps people feel more comfortable during uncertain times, don't expect the jokes to be pointed at any local companies in the near future. “One of the parody ads pronounces Chrysler as 'Crisislyer'. That's kind of funny unless you're in Michigan and Chrysler is closing the plant,” Olson said. Maybe those who fail to see the humor can work out some of their frustrations at the gym. Olsen said in good circumstances, advertising emphasizes luxury and pleasure, but in a recession, most successful ads shift the focus to security.

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