do not do, say, or wear anything that makes them seem different from the target audience.

They wear clothes that make them look like the target audience.

The people in plain-folks advertisements are dressed in a simple, everyday manner to appear relatable and approachable to the average person. This helps create a sense of familiarity with the audience and build trust in the product or message being promoted.

The possessive form of folks is formed by adding an apostrophe: folks'

Nathan Folks's birth name is Nathaniel Thomas Conrad Folks.