The Pervasiveness and Patronising Nature of Direct Address in Marketing
In an opinion piece by Max Fletcher, the widespread use of direct address in marketing — employing the pronoun 'you' — is critiqued as a pervasive and patronising tactic. Fletcher highlights examples such as packaging on Alpro oat milk, communications from a restaurant, and bills from Octopus Energy, all of which frequently use 'you' to engage customers. The article notes that while direct address has long existed, referencing Kodak's 1888 slogan, its current ubiquity is unprecedented.
A recent study is also cited, claiming that adverts using direct address generate better consumer responses, but Fletcher views this claim as disingenuous, arguing that such practices ultimately reinforce the power of large brands over individuals. He characterizes direct address as the default style of the ruling class and expresses concern over technologies like ChatGPT that engage users directly, potentially deepening this dynamic.
To counter the perceived patronization, Fletcher suggests that more formal modes of address, such as 'Dear' or 'Sir,' could be preferable. He characterizes the trend as a troubling shift in how brands relate to individuals, underscoring the power imbalance between corporate entities and consumers facilitated through devices and communication styles.
