POP CULTURE: The Clever Tricks of Advertising

POP CULTURE: The Clever Tricks of Advertising

When advertising began in a significant way in the [early] 19th century It was a relatively straightforward business. It showed you a product told you what it did where you could get it and what it cost Then in 1960s America a remarkable new way of advertising emerged Led by Luminaries of Madison Avenue Like William Bernbach David ogilvy and Mary Wells lawrence in their work for brands like Soa vests and life cereal Adverts cease to be in a narrow sense about the things that they were selling The focus of an ad might ostensibly be on a car But our attention was also being directed at the harmonious handsome couple holding hands beside it It might unsurfaced be in adverted out soap But the true emphasis was on the state of calm that accompanied the washing It might be whiskey one was being invited to drink But it was the attitude of resoluteness and resilience on display that provided the compelling focal point Madison Avenue had made an extraordinary discovery however appealing a product might be there were many other things That were likely to be even more appealing to customers and by in twining their products with these ingredients Sales could be transformed [Patek] [Phillipe] is one of the giants of the global watchmaking industry Since 1996 they’ve been running a very distinctive series of adverts featuring parents and children It’s almost impossible not to have glimpse one somewhere in one example a father and son are hanging out together in scenes Which tenderly evoke filial and paternal loyalty in love we can imagine the boy will grow up confident and independent It also respectful and warm the advert understands our deepest hopes around our children It’s moving because what it depicts is so hard to find in real life We’re often brought to tears not so much by what we have as by what we long [for] but cannot reach Father-son relationships are dependably problematic, but in the world of patek phillipe We glimpse a kind of psychological? Paradise we can turn to Calvin Klein the couple seemed like they might have been together a while They may have a couple of children, and they’re in it [for] the long term [the] perfume is called eternity But their passion is still so intense they have sex. Maybe a couple of times a day often in unusual locations Calvin Klein knows all about what we really want in relationships It’s brilliantly latched on to our deepest and at the same time our most elusive [in] a long house Adverts wouldn’t work If they didn’t operate with a very good understanding of what [our] real needs are What we truly require to be happy their emotional pull is based on knowingness [eerily] Well as they recognize we are creatures who hunger for good family relationships Connections with others a sense of freedom and joy a promise of self-development Dignity calm and the feeling that we’re respected yet armed with this knowledge They and the Corporation’s who bankroll them are unwittingly somewhat cruel to us For while they excite us with reminders of our buried longings. They cannot do anything wholehearted about quenching them Adverts may want to sell us things but incommensurate things in relation to the hopes they’ve aroused Calvin Klein makes lovely Cologne Patek Phillipe swatches are extremely reliable in beautiful agents of timekeeping But these items cannot by themselves help us secure. The goods are unconscious believed were on offer the real crisis of capitalism is the product development lags so far behind the best insights of advertising since the [1960’s] Advertising has worked out just how much we need help with the true challenges of life Its fathomed how deeply we want to have better careers stronger relationships greater confidence in most adverts the pain and the hope of our lives have been superbly Identified but the products are almost comically at odds with the problems at hand Advertisers are hardly to blame. They are in fact the victims of an extraordinary oblem of Modern capitalism While we have so many complex needs we have nothing better to offer ourselves in the face of our troubles Then perhaps a slightly more accurate chronometer or a more subtly blended perfume business needs to get more ambitious in the creation of new kinds of Products in their own way as [strange-sounding] today as a wristwatch would have struck observers in 1500 We need the drive of commerce to get behind filling the world in our lives with goods that really can help us to thrive Flourish find contentment and manage our relationships well to trace the future shape of capitalism We only have to think of all the needs we [have] that currently lie outside [of] [commerce] We need help in forming cohesive interesting benevolent communities. We need help in bringing up children We need help in calming down at Key moments We require immense assistance in discovering our real talents in the workplace [our] higher needs are not Trivial or minor once Insignificant things we could easily survive without they are in many ways central to our lives We’ve simply accepted without adequate protest that there is nothing business could sell us to address them we don’t know today quite What the businesses of the [future] will look like just as half a century ago? No one could describe the corporate essence of the current large technology companies, but [we] can know the direction We need to head [to] one where the drive and inventiveness of capitalism tackles the higher deeper problems of life Advertising has at least done as the great service at hinting at the future shape of the economy it already Trades on all the right ingredients The challenge now is to narrow the Gap between the fantasies being offered and what businesses should be able to sell us you

Author: Kennedi Daugherty

100 thoughts on “POP CULTURE: The Clever Tricks of Advertising

  1. sure the ads dangle the lifestyle we want in front of our eyes, but really it's the personal failure of us and others that makes these simple things unattainable rather than the advertisers being cruel. We only don't have sex late in marriage because we can't be bothered even though we want to. We can't accomplish what we want because everyone thinks they know how the world works and nobody actually does. I could also be wrong about what's wrong but clearly something is wrong. Any ideas?

  2. They basically lure you with the fallacy of ad populum. They tend to use one of these forms of it: bandwagon argument (everybody else is doing it, so you should too), appeal to vanity (you can be as beautiful or respected as that girl/guy if you use our product), or appeal to snobbery (you can be part of an exclusive, elite group if you buy our product). Did a video on fallacies on my channel, if y'all want to check it out. Doesn't include ad populum, saving that for another video, but it does include other ways people try to fool you/take advantage of the debate/argument. 🙂

  3. Once again, why rush to capitalism's defence in this matter – if we can trace so many of our problems to capitalist ideology.

    Capitalism cannot address our higher needs – because the imputes behind capitalism creates a rigid class structure. Those of the higher classes will be forever unfulfilled on the spiritual because they confuse money for wealth. And the lower classes unable to properly subsist remain unfulfilled because they are not able to be truly self actualised in a capitalist society that values objects as symbols of self assurance.

    Capitalism has failed and has dragged humanity to a dead end philosophically , because we cannot envisage a better world beyond it.

    Stop trying to pander to the Guardianistas of the world. We need something more than capitalism. It is our doom.

  4. Each product the person buys meets some need- either directly or indirectly. As businesses, we need to understand the consumer psychology – the Maslow's need hierarchy and use it to tailor our messages. As consumers we need to be aware of our real needs and then make a choice.

  5. Up until a few years ago, tv commercials were more interesting than what they were sponsoring. Every product is unique, it's up to the ad agency to find it and bring it forward.

  6. I wonder how many of the viewers watching this video, other than myself, were greated to this video with an advert?

  7. i found your YouTube channel about a month and i love all of your Videos. I am from germany and i always avoided "deep" things in foreign languages because i thought i might would not get the point or wont get it at all.
    Your Videos changed the way i look at things, life and people. I hope you keep Up with your great work.
    Greetings from germany

  8. There are advertisers that promise something said to fulfill emotional and deeper needs. They are called missionaries…

  9. I have been watching this channel for a while now and must say it's one of the bright spots on YouTube! It's good how you guys produce thoughtful and respectful content.The segments about our greatest philosophers are a favorite of mine.Please,keep up the good work! Kind regards from the United States. 🙂

  10. I love this channel, how the videos are made, Allain's soothing voice and beautiful sentences, the ideas, everything!

  11. IDK, School of Life. I love 90% of your videos, and then there are creepy ones like this.
    For some reason I don't want happiness and fulfillment sold to me by companies. This stuff is only good if it comes from within, you know…

  12. I agree with your assessment of how modern advertising appeals to our deepest longings, but I think you have misunderstood the natural limits of capitalism. Capitalism is an economic system. As such, it can solve some of our economic problems (and create a few), but it can't solve our emotional or psychological problems. You wouldn't go to a CEO to get your teeth fixed or a banker to have your eyes checked, so you shouldn't be looking to entrepreneurs and businesses to fix your emotional and mental health issues.

  13. If Capitalism tackled the higher, deeper problems of life, it would undermine itself, assuming its success in doing that.

  14. Hey school of life. The lessons you share have been one of the most helpful i have received in my life. That said I've noticed any attempt to share such material is ignored or switfly forgotten. How can such ideas as philosophy and emotional well being be presented in a wayto engage and pique interest?

  15. So we want to consume products that make us more whole?
    I guess everything you own really owns you at some point.
    Having a bad relationship? Buy a Squiggle by Matel.
    Unsecure with your self? Buy Doploc by Ferrero.
    You son hates you? Buy Foodeej by Warner Bros..
    And you are for that mentality?
    Isn't that in direct contrast to what you usually talk about? Like find your inner strenghth?
    But now: You can't find your inner strenghth? Substitute it with Ablada by Microsoft!

    Of course there could be a horrible misunderstanding, but if not, you are not just empowering individuals to basically god like creatures, since when you can buy the love of you child, how can someone improve it then, without getting even more ethical sick?
    The first one that produces this product is king and everybody would want it, how can you legally compete with the first one?

    I hope I did just misunderstood that, but I fear, that commenters will just try to talk that basic method more appealing, because: The market is good and will regulate itself… just like this perfect creation can just come from god.

  16. It's a simple concept really. The idea is to sell what the product will do for you, rather than the product it's self, as the product alone has no intrinsic value. The problem is that the adverts often over promise, hence our expectations are not met when we get the product and realise it didn't do what the advert implied it would do.
    There's nothing wrong with selling the benefits of a product, it's just better if they are honest.

  17. To be honest if these forms of cheap propaganda works on the feeble-minded consuming-obsessed masses, then so be it. Everyone should be accountable for how and what he consumes. I won't blame advertisers for trying to maximize their gains; it's their rights and it's basic in all human relationships.

  18. Advertising is part of the "marketing mix". The objective of advertising is to create "share of mind" not sales/ "share of market". Success means that my product (coffee, for example) will be name first when one is polled to name a brand of coffee. Much of what was done on Mad Men was marketing and not advertising.

  19. I'm watching this on my iPad in Starbucks. I hope it impresses people. I'm desperately lonely and need friends.

  20. Consumerism (which is what you are talking about here, not Capitalism) depends for its very existence, on making us feel unfulfilled, and lacking something, so they would have no interest in making products that actually fulfilled us, even if that were possible.

  21. That's a boss idea, but another idea sprang to mind with the realization that commercials were selling ideas. Commercials can be used to understand and guage what a person truly desires. Since it's entirely wish fulfillment; By understanding which fulfill you, then you can understand your, or anorher's, wishes.

  22. So in other words, advertise more counseling services and manufacture more psychological drugs, right? XD

    In all seriousness, I have no idea how products –material things– will ever fully solve this problem. Very few material things beyond essentials hold any lifelong value. Products are not meant to be this way and advertising is manipulation to get people to buy things they don't need or persuade them from one necessity to another. I say this as a person who buys tons of useless crap and is taking advertising and business classes. I try to be a realist about anything I do.

    I think that one of the first keys to happiness is understanding this manipulation and finding the root of what makes you want a product. Ask yourself questions: Why does buying something make you happy? What void are you trying to fill? Do you NEED it? What are your habits about buying things? Are there emotions attached to certain purchases? Could you make other choices and be just as happy? Why did the ad stick with you?

    These questions have value, but not monetary value. Therefore, they cannot be advertised unless we count charity and self-help material. But why bother with that when you can Google self help for free? …Any wonder why Google is so damn rich?

  23. I have to admit, not watching TV and blanking out during ads helps me control my buying impulses. Yes they are strong but I am stronger and these companies will not control me or my life. Do I still fail, absolutely but I'm content knowing I can control it to a certain point.

  24. The passion for money and all that money affords us. The problems arise in our personal priorities. We have to ask ourselves "Who am I?" "What do I really want my life to be like?" "Why am I willing to sacrifice my personal happiness for social status within group(s). We should be questioning every purchase we make. Questions that really affect our stability both personally and socially. For example: You want to look good for a job interview, but because we are currently unemployed we lack funds to purchase expensive clothing that will last for years that is designed plainly but well crafted to make the best look of our physical shape. But we look in our closets and all we see is trendy fashions that have changed from the year before and their craftsmanship was poor and the garment has faded, the fabric has lost its physical integrity (looks tattered). We are depressed and worried because we fear we will not get the job because we will not look good for the interview. This type of scenario is the current root of our unhappiness. We sacrifice quality for immediate gratification and the consequences play out in our future.

  25. Fat chance. Madison Avenue are just the latest to join ranks with government, industry, and religion, whose entire existence depends on us being miserable and broken Human Beings, and they're the ones who steer the consumer economy itself. We can't sit around waiting for this slavery system to evolve into utopia.

  26. The problem is if businesses are able to sell us tools for love, good family relationships, charisma, and sex, there will be an even greater divide between the rich who will be able to afford not simply commodities as they are now, but the essence of happiness, and the rest of us who will be left out. Given a finite amount of resources available to an economy, the focus should be on feeding and housing the hungry and poor. We do not need products for good relationships as much as the the impoverished need resources.

  27. Watch companies will never make a product that will satisfy our true needs. And they will keep using those images to entice us. This does not have to do with refusal. Nor will it disappear.

  28. Good analysis. Except for the idea you slipped in there about talents being something you find, rather than create through consistent practise.

  29. Capitalism is about making money not making people successful and happy. There is far more profit in selling someone the idea of successful and happy in a product that they will buy over and over rather then selling something that will true make them successful and happy.

  30. I was always reluctant about this channel, now my suspicions are confirmed. Capitalism is unable to offer the tools to improve society, because it does not believe in what it sells. The products sold under capitalism, also known as commodities (this is a key concept to understand all this), are just a mean to maximize the profit of capitalists, not a mean to give people what they need. Sometimes both goals coincide, but they do so by accident, not by the goodwill of the capitalist.

    The ironic part of this is that you have the evidence in your own video: advertisers pretend to be offering us what we need, but what they actually offer us is nothing but. They will never offer us what we really need because it would basically require dismantling capitalism, and pretending is much more profitable. And advertisers know it. Marketing, in general, is the most mercenary of all jobs under capitalism and they should not be condoned for what they do.

  31. Once capitalism has taken over every aspect of our lives we will see all too easily why it needs to be removed and a new system created over time.

  32. This is a very interesting take on marketing, but I disagree completely with the idea that advertising and the market can address our higher needs. Advertisers have an uncanny knowledge of our needs because the advertisers themselves are human, they understand what it is we wish we could have and what would, at lest in the surface, bring us fulfillment and joy.

    Everyone wishes they could have an idyllic life where they are beautiful, wealthy, respected, and social, along with having a happy family life and a perfect partner. The problem is that these things can't be offered by businesses. A business can't sell you beauty, or any of these things. Not to mention the fact that the portrayal of this perfection in advertisements only serves to highlight our own shortcomings. As corny as it sounds, happiness can only be achieved from within. Utopian ideals only foster feelings on entitlement which in turn hinder our ability to pursue the happiness that could accommodate our situation.

  33. Nintendo is learning the hard way that showing smiling and happy people in there ads does not make gamers want their crap.

  34. uploads video of the ways commercialism taints our subconscious; puts ads at the end of video

    Just kidding. brilliant as usual 🙂

  35. Your argument tries to harken back to old, traditional, practical advertising; what is the product in practical terms (what it costs, where to buy it).
    That is not most modern advertising. Everything you mentioned as what capitalism could do to benefit society could be put in an advertisement for beer. This beer leads to long lasting relationships. It helps in finding the right career. It the cool thing to do and leads to more popularity.
    Of course any beer really can't do that (even if "the most interesting man in the world" says so).
    Most modern advertising is a lie. Or plays on superficial desires; style, status.
    * The customer's task is to wade through the BS of advertising and try to find products which are really beneficial.
    Advertisers are not going to teach that. But the School of Life could help.

  36. Minor complaint but Patek Phillip's watches are not extremely reliable, they are delicate works of art. Reliability is what Rolex does.

  37. Consider that the "public relations" firms that try to sell you sports cars and chocolate are the same people who try to sell you politicians and foreign interventions.

  38. The advertising industry may have discovered ways to motivate people but I don't think capitalism is what's going to help any of the issues you mentioned. The goal of a company is to make money, nothing more, nothing less.

  39. This isn't critical enough of advertising.
    Advertising is one of the most disgusting industries in existence. It's just complete manipulation for profit.
    "Advertising is the rattling of a stick inside a swill bucket." -George Orwell

  40. did school of life just optimistically imply that soon businesses will be able to really sell us our true desire (friends ,relationships , purpose) . That sounds like a scary future for me

  41. As an advertiser, I believe these kinds of ads will fall away in the upcoming generation as millennials are concerned with causes. Philanthropic marketing is the next big thing.

  42. Can you imagine an advertisement that adjusts as you're watching it to compensate for aspects you don't like? I'm talking about a future where there is a reliable enough way to sense your emotions, and dynamically adjust the advertisement as you are watching it to be more favorable to you. Or perhaps, take a step down and consider the more fathomable dynamic billboard which recognizes that YOU are looking at it and presents its ad to you the way you want to based on your ad personality profile (for such a "mass" advert multiple people can look at simultaneously, I would imagine this could happen effectively through augmented reality – think contacts and glasses that are too convenient to give up just to rid ourselves of ads which are creepy until you get used to them.

  43. When I was a child I often payed more attention to the adverts than the actual programme I was watching. Some classic adverts shown here, especially the Hovis advert, every time I hear the music to that ad I'm moved to tears, its beautiful

  44. It feels like this video was an advertisement for School of Life merch, by saying that advertisements should sell things that fix people's lives.
    *looks at the "cards for self-exploration" *

  45. Here's another "trick" in advertising: if every product and service advertised as "quick, easy, and guaranteed", were to perform as advertised, and the advertising industry insisted that all products they advertise live up to that claim, there would be no need for any advertising gimmicks.
    People might actually not mind being bombarded with ads so much, if they knew that all products and services lived up to their advertising claims. But when people know that so many products and services don't live up to their advertising claims, it creates cultural cynicism. Add ad bombardment on top of the false claims, the cynicism is compounded! People instinctively know that not only do the manufacturers of products and services make false claims, but that also the ad industry actively aids and abets those false claims.

  46. This is barely at the surface of advertising. Just basic knowledge packed in a presentable way. Im quite supprise ar the amount of folks thinking this is even insightful. No wonder why advertising is so effective!

  47. What a bizarre rationale, advertisers aren't to blame it's the corporations not making the right products? How can a new phone or gadget meet the deeper human needs?

  48. I'm ready to buy into good advertising because it makes using the product feel a lot better. Imo, a good advertising is such that gives the product a certain vibe that makes using the product more special, instead of giving you the false promise of a more successful life that dispels as soon as you buy into the ad. I'll choose a well-advertised (with this kind of good advertisement I described before) pair of jeans over other objectively identical pairs of jeans because I'll feel more confident and outgoing wearing them (and no, just showing me a confident and outgoing person wearing those jeans in the ad is not enough to do that, mb if it was my favorite character from a movie or smth like that…). I'm really driven by vibes, so I see no way you can call this kind of advertisement bad if it actually enhances your experience with the product. Edit: that being said, I could never afford to make impulsive purchases for anything more expensive than a high-end McDonald’s burger. So I guess this kind of mindset is based on not going savage and buying things the minute you saw an ad.

  49. Capitalism is not designed to do that. To fill all our inner needs. capitalism's goal is to make profits for shareholders. This is Tyler durden's argument in Fight Club. He didn't have a solution and neither does Trump or Jordan Peterson for that matter. Trump and Peterson beating apologist capitalism and the status quo

  50. I think the strongest ad trick is trends. If the majority of people talk about it, use it and feel superior using the product – that's more efficient than just ads. It creates a pressure upon us e.g. overpriced iPhones (selling superiority, not a phone).

  51. I think this is overly analytical. Capitalism provides people with good products. We are bombarded with hundreds of ads every day, and no one thinks deeply about them. We buy products because we want them, and not because we think they will actually have profound effects on our relationships, etc.

  52. So it has a video of something that actually isn't anything to do with the actual product, and instead it's trying to attach an idea to a thing to deceive people into subconsciously feeling that that solves all of their problems, so that when it doesn't they subconsciously keep buying the product without even realising?

    Take it at face value for what it is. It's manipulation. Dun dun dun!!!!!!!!!

  53. I don't give a crap about how good the actors are at pretending the business' cares about their customers, they use "technicalities" and high-paid lawyers to basically bribe their way out of justice. I don't care about: "Well, technically," It's still bribery if you use technicalities to the point where it is lying and cheating
    Why do you think quote, "beauty" companies sell products that don't actually make you more beautiful, but instead manipulate the feeble fears of the general population because of jealousy and anxiety and fear, all the while making people shallower and simpler and simpler and easier for the more intelligent to manipulate hahahahaha NO, I'M SERIOUS. It's okay to have fear, understand it, but embrace it and work through it. OWN IT. Don't take it for granted that these businesses have tour best interests at heart. Don't look for the EASY option. There is a better option to using makeup, and it will last forever; its called LOOKING AFTER YOURSELF, AND BEING A TRUELY UNIQUE AND WONDERFUL PERSON, NOT A BIMBO IN THE CROWD. I DON'T WANT TO DATE BIMBOS WHO COVER THEMSELVES IN FAKE TAN. IF I WANTED TO DATE AN ORANGE, I'D BUY ONE FROMT HE STORE. IF I WANTED A GIRL TO get it on with, and I was that desperate, I'd buy a prostitute. There are plenty of girls who would do it with me for money. Many have done it free. I'm looking for an intelligent woman. If I was looking for something to shag, I have a pillow.

    I'm looking for someone TRUELY special, a strong person not someone who cries because her makeup isn't right. I'd rather do it with an ugly but unique Einstein girl than with a bimbo.

    But a bit of both? Hell, yeah, that's my woman.

  54. Hi guys! I'm doing a short survey on humour in advertising. Would love it if you could participate – takes 3 mins or less! ♥ https://newcastlebusiness.eu.qualtrics.com/jfe/form/SV_e3ahXck3exo2Ls1

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