Advertising is a field that is constantly changing and innovating, adapting to new technologies and the modern world. Unfortunately, I cannot say the same about our current court system and the resulting trial processes. By implementing certain techniques and principles from within the world of advertising to the court process, much could be done to improve the entire system, giving our courts a fresh start and new look.
Advertising primarily exists for the purpose of either informing or persuading, both of which I feel like court process is lacking in. Starting with the principle of informing, informative advertisements can play an important role in increasing education on specific products or services. With my experience in the trial process, a lot could be done on all ends to add more information to the process. From the moment we walked in we were confused on where to go, what was happening, who was speaking, etc. Using the principles from of informative advertisements could clear up a lot of confusion around the court system, saving time and money. With persuasion, I believe that the jury selection system could pick up a bit of enthusiasm to help encourage people to approach the situation differently. The court knows that you have to go to jury duty if selected, so they don't put much time or effort into marketing it as a "right" or something we should look forward to. This small change in marketing could completely realign how people approach their summons and, in turn, positively impact the entire trial process.
A heavily taught technique within advertising is the K.I.S.S., or keep it simple stupid, technique. During my time in the courthouse, I felt as if everything was way too over complicated. From the wordage used within the courthouse to even general guidelines and directions throughout, they need to understand that not everyone utilizing the court system is, in fact, a lawyer, and sometimes, easier is better.
Last, a key part of working in the field of advertising is understanding your audience. Knowing who you are working with and the group you are focused on selling to is crucial to a successful campaign, and this could be a big takeaway for the trial process. Often, I feel as if the courthouse forgets who they are actually there to benefit and serve: the American citizen. This process exists to protect and serve the American people, yet at times it feels as if it is doing anything but that. Understanding the audience of our courthouses is just as important as knowing an audience in Advertising.
While at first glance the United States Court System and field of Advertising might not seem to have much in common, it turns out that there are plenty of chances for both to leam from each other. The court system can use a variety of advertising principles.
Chase Riekhof, a student in Jon Pfeiffer’s Spring 2018 Media Law class at Pepperdine University, wrote the above essay in response being asked how her major, IMC, could improve the trial process.