What are the economic trends and how can it impact advertising?

Trends in Economy: (Source: Faith Popcorn's Popcorn report 1996)

I marked trends will definately influence advertiseing with *, and give my explaination of it.

Anchoring - The tendency to use ancient practices as anchors or support for modern lifestyles: aromatherapy, meditation, yoga, & Eastern religions.

• New lifestyles means new behaviors, also means new channels, new ideas for advertiseing.

Being Alive - The desire to lead longer and more enjoyable lives: vegetarianism, low-tech medicine, mediation.
ashing out - The desire for a simpler, less hectic lifestyle. A nostalgic return to small-town values.

• Above two trends are related people's attitude to life. According to that, advertisement with a 'fallow' style may be more popular.

Clanning - The need to join groups in order to confront a more chaotic world: Harley-Davidson's Harley Owners Group (Hog).

• People are willing to join groups, which means there can be ways to reach similar people more efficiently. TV advertisements broadcasted in Salons are good examples.

Cocooning - The impulse to stay inside when outside gets too tough and scary: redecorating, watching TV & rental movies, ordering from catalogs.

• No matter traditional TV will change to internet based or not, people will still spend much time watch TV programms and movies with their family theater. There are tools to block advertisements in TV, but it will still remain be the best way to reach your customers.
  

Down-Aging - The tendency for older people to act and feel younger than their ages: youthful clothes and hair coloring, adult toys, adventure vacations.

Egonomics - The wish to individualize oneself through passions & experience: customized goods, services, experiences.

• Advertisements will also be customized. Internet can achieve that easily, many search engines give you relevant commercials while searching.

Fantasy Adventure - The need to find emotional escapes: safari vacations, exotic foods.

99 Lives - Doing many things at once, "multitasking": cluster marketing enterprises-all-in one service stops.

S.O.S. (Save our Society) - The desire to make society more socially responsible: education, ethics, the environment.

Female Think - The recognition that men and women act and think differently.

Mancipation - The emancipation of men from stereotypical male roles of being macho and strong, and instead showing them as nurturing dads and concerned husbands.

• These are all trends that distinguish one group of people from others.

Small Indulgences - The desire to indulge in small-scale splurges to obtain an occasional emotional lift.

Pleasure Revenge - The proud and public pursuit of pleasure as a rebellion against self-control and self-deprivation.

Icon Toppling - The return to interest in smaller and more local organization and products.

• How can an advertisement give consumers this feeling.

The Vigilant Consumer - Intolerance for shoddy products and poor service.

• Quality of advertisement is important, too.

From the analysis above we can see that the economic trends have significant impact on people's lifestyle and consuming behaviors.