As companies today try to advertise themselves, it’s important for them to understand the customer. In addition to understanding the customer and what they want, businesses should also be mindful of how to sell their product to these customers without seeming pushy or too forward. And with that, I think many companies have shifted not only to customer influenced ads, but advertisements that present a message and not solely a product.

While many businesses these days are keeping up with appealing to their consumers, there are others that are going even further. Some businesses can present their ads for a particular product, but also advertise other messages and influence individuals at the same time. American Express put out an advertisement supporting small businesses, stating that small businesses “make your town, your town” (ISpotTV). This support of small businesses sends a message to not only American Express members, but to anyone who is interested in supporting small businesses (local, or not). I think that American Express is supporting something, while at the same time, advertising them, their company, and what they stand for.

American Express mentions in this video that they are proud to be a founding partner of “small business Saturday,” but they are selling the event, not necessarily their business, (which actually in turn sells/promotes American Express). And in the video they use individuals, workers, families and more to illustrate how friendly small businesses are. The depiction of real people using American Express, is supporting small businesses, and proves to be more powerful because it isn’t only relatable, but motivational and influences people to act on a certain cause.

The Small Business Saturday video has 11 likes on YouTube, but is shared among other sites and platforms, and I assume others agree with the same cause and intent behind the video/advertisement.