Advertising and that pleasurable feeling / by kevin murray

"Just the facts, ma'am", has little or nothing to do with advertising that consumers are inundated with each and every day, no matter, the medium that they engage it with.  That is to say, while advertisers could spend an inordinate amount of time listing all the reasons why consumers should pick their particular product over a competing source or an alternative source, fact by fact, they seldom bother to do such.  Rather, advertising is much more about trying to create an emotional connection between the consumer and the product that is actually being advertised, so that facts for the most part are put aside, especially since facts for a given product, as in its particular effectiveness, are often illusive, transitory, and not necessarily true, so rather than being caught making claims of some dubious veracity, advertisers find it far more lucrative and successful to advertise in a manner that invokes good and pleasurable feelings in an audience. 

 

For instance, most everybody wants on some level to be liked, or admired, or respected, and other attributes of that sort, because it makes them feel better about their validity and about themselves.  Advertisers are well aware of this need for self-validation, so they make it their purpose to advertise products that will make you feel that if you own such, you will feel better or more accomplished about yourself.  So too, advertisements are a way to take a product and to make it appear to be something that if you are able to own it, your status rises because you have it.

 

While advertisements could make it their point to appeal to consumers in both a logical and straightforward manner, they recognize that they are far more successful in selling products to consumers through emotional tie-ins, that tap into the inner yearning and desires of consumers, so that by partaking of a certain something,  this will enable their customers to be part of something that helps to make them feel better and more complete about themselves, which is often why advertisements through their imagery and music, construct a storyline in which the real objective of the story is for you to want to capture that emotional feeling of the narrative.  This means, for people that are enraptured by a particular advertisement, that they will want to purchase it, because they believe that by doing so, they will add that feeling to their persona. 

 

What many people fail to recognize when they speak of the "necessities" of life, is that everyone already knows that they need food, water, shelter, and so on and so forth, but they also consider necessities the things that will allow them to within their social milieu, to hold their own, and advertisers are able to exploit this over and over again, so that people feel strongly that they must have certain purchases in order to conform and to affirm that they are part of that social group, or even, beyond it, even though, from an objective standpoint, they really are not. 

 

So that, the real reason that there is so much advertisement in the United States, isn't because the advertisers are trying to provide necessary pertinent information to their audience base, but rather, to make people feel that they need this specific product in order to feel good about themselves and/or to demonstrate that they have achieved something of real status by virtue of their ownership of that special product.