The Secret Fuel Of Advertisements
We have been exposed to advertising in one form or another for centuries, and yet brands continue to spend more money on it year after year. By now, you would think we should be immune to its effects â just as weâve grown immune to the constant noise of cars, the hum of electronic appliances in our homes, or the absence of birds chirping in the morning. But strange as it may sound, advertisingâs effects arenât wearing off. In fact, we are more deeply immersed in it than ever.
Advertising works because desire works. As long as we have desires, advertising will continue to affect us. The stronger the desire, the greater the impact. Broadly speaking, there are only two kinds of products in the world: utilitarian and aspirational â things you need and things you want. Business growth depends on how many âwantsâ can be turned into âneeds.â The more, the better.
As children, our expenses were minimal. We could live with a few clothes, a few toys, and just a handful of products overall. The same tends to be true in old age. Itâs the middle stage of life â when we are young and passing through different phases â where our aspirations peak. Childhood aspirations are more about identity and discovery. Adult aspirations, however, are tied to society, status, and how we are perceived. Even if you personally donât want to follow those norms, others will use them as yardsticks to judge you. And so, willingly or not, you play along.
This is why every advertisement reminds you of something you âshouldâ have. They suggest what youâll miss out on without it. Once you climb onto that wagon, it becomes difficult to imagine life without the product, and soon enough, wants turn into needs. The only way to truly step off that wagon is either by going broke â or by growing old.
We are bombarded with hundreds of ads every single day. No matter how many ad blockers you install, you canât escape them. Even if not directly, youâre influenced indirectly when friends or peers buy what you donât have. Every e-commerce sale plays on the same psychology: the fear of missing out on âamazing discounts.â And we often forget that this was the very goal of the sale in the first place.
I donât intend to wade into the lifestyle debate of what you truly need versus what you should aspire to. Everyone finds their own way of navigating life. My only point is this: advertising isnât going anywhere because our desires arenât going anywhere. If you want to reduce advertisingâs impact â the constant bombardment of the same ads chasing you across apps and websites â you first need to address your own desires. Because most of the time, we buy not what we need, but what we want.