Commentary

The Reality of Reality TV

Last week I watched my first episode of "The Apprentice." I know, I know... where was I last year when the original "Apprentice" became a television smash? I tend not to watch the first season of too many new shows, with the exception of almost anything on HBO, but this time around I was convinced by a friend to watch and I must say it was pretty good. Watching "real people" take shots at one another for money and power is certainly a more enjoyable use of time than I thought it would be!

I use the term "real people" rather sarcastically because these are all actors. Anytime a camera is in use, everyone becomes an actor. As soon as the film is rolling and the lens is open, your natural reaction is to act in one way or another for the benefit of the viewer of these pictures, even if that viewer will be you. But why do I care about "The Apprentice" in a column that is typically dedicated to interactive advertising?

I'm so glad you asked.

"The Apprentice", and all reality TV for that matter, is a marketing execs dream come true. They allow products to be integrated into the daily lives of people who most resemble ourselves, or at least the visions that we have for ourselves. These shows feed off of our natural, inherent fears and desires. How would we react in the same situation? How would we respond to a task? Wouldn't I like to be at Toys "R" Us right now?

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The scene in "The Apprentice" where they all met at Toys "R" Us was funny because there was no reason for it, other than the fact that Toys "R" Us could use the publicity. The task involved Mattel and the development of a toy targeting young boys. Why not a video game arcade or a school? Why not meet at Mattel? The use of Toys "R" Us was a little frivolous, but I'm sure they got the exposure they wanted. This product placement was more valuable than any commercial on the show would have been.

Reality shows also provide marketers with examples of the "natural" reactions of the typical consumer. Of course, I once again raise an eyebrow at the idea of these reactions being natural and not acting, but what they do provide is a glimpse into the world that does not show up in focus groups. Focus groups, however effective, are a sterile environment. These shows provide the opportunity to observe human interaction in a very different, albeit not quite real, environment. I'm sure that trend spotters and make-up companies and entertainment executives alike watch shows like "Blind Date" to see how their primary audiences use their products. MTV provides as much of a glimpse into popular culture as it does to affect change in popular culture. A wise person once told me that if I wanted to be successful in advertising that I should read everything I can and become a student of popular culture. From these vantage points you can always determine how to speak to your audience.

Reality television, however little I like it, provides us with the opportunity to see culture and behavior change right in front of our eyes. Whether this is a question of which came first, the chicken or the egg, remains to be seen and may never be truly answered.

What do you think?

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