20081229 yes we can 83565777 18
An Obama supporter holds up a "Yes We Can" sign as U.S. President-elect Barack Obama gives his election night victory speech in Grant Park, Ill. - 


Scott Jagow: 2009 looks to be pretty bleak for advertising. One analyst predicted ad spending will be at its lowest level since 1994. But with whatever money companies are committing for advertising, they're gonna try to convince consumers to spend a little. Andrea Gardner tells us about one strategy.

Andrea Gardner: The buzz word of 2008? Well, that's simple:

President-elect Barack Obama: Change, change, change.

Just after the election, that word seemed to be popping up more often in commercials.

Commercial montage: Tundra, the truck that's changing it all . . . It's time for a change. It's time for Avent Blue Cross.

Advertisers often weave buzz words from pop culture into their spots, as a way of staying current. The "Change" message of the Obama campaign has been a natural fit for ads because it's hopeful and positive. So says marketing consultant Andrea Learned.

Andrea Learned: The idea is that in 2009, with the economy and, you know, with the Obama "Yes we can," "Change" theme, is that people are going to really be taking charge of their purchases, and taking responsibility, and being a wiser consumer.

Learned says look for commercials that build up consumers, giving them a "Yes you can" peptalk, in hopes they'll venture out to shop.

In Los Angeles, I'm Andrea Gardner for Marketplace.