Spectrum

Authenticity and great storytelling combine to form the backbone of good advertising, according to advertising expert Chuck Borghese. Borghese is an award-winning veteran of the creative side of advertising having spent nearly four decades in the business and charting its changes over time. He notes that in the days of Mad Men advertising executives, up through the early 1960’s, that most advertising was based on “authority.” The advertisers, according to Borghese, told consumers what they wanted and even down to dictating the colors that would be most popular. Beginning in the mid 1960’s until now, he claims that most effective advertising is being based on “authenticity.” He says that this is especially true in the era of heightened social media. If a product is not authentic or the message is not accurate, people on social media will be talking about it immediately. Social media can destroy an advertising campaign in a heartbeat, Borghese says. No matter how advertising messages are delivered in the “Digi