“Advertisement”, which takes its roots from the French word réclame means to claim or to protest what is put forward by shouting, and it occupies a great place in our lives. Advertising has a great impact on many of our decisions, from the chewing gum we buy when we are at the cash register in the grocery store to the cars that are bought after an extensive research and spent large sums of money. With advertisement, we attribute value to a brand and create an image in our mind. Advertisements that are so effective in our value judgments have offered us an ideal life, ideal people, colorful and perfect universes for many years. However, the time has come for this system to change and “come down to earth”!

Many brands around the world realizes that cellulite-free legs, non-porous skin, and shiny hair lose their credibility. Because in the world of advertising, the expectations of “aspire” and “wish to be like the person in the image” are replaced by the expectation of the creation of the perception of “these people are just like me”. If those who see the advertisement cannot see a similarity, they begin to doubt the quality of the product or service. That’s why it’s more effective contacting with us when they show someone with messy hair, a person who is tired or people in whose lives not everything to be “glamorous”. We can even say that an extension of this is that the advertisements that feed on celebrities and their inaccessible lives are replaced by people called micro-influencers, who have a small audience but a lot of sincerity. We all know that Jenifer Lopez does not use that shampoo, Ronaldo does not shave with that razor. But we are users of them, so why shouldn’t some of us tell us about it?