The final goal of advertising is to get us to buy something.  Part of getting us to buy something is to first convince us we need it.  The more innocent pleas attempt to convince us that because something is “new and improved”, we should buy it to replace the similar product we already own or use which isn’t as good.  Or, we are assured that a version of a product is now packaged in such a way that it is a better value than the form we’ve purchased in the past.  Both ways encourage us to upgrade to something better, in value or quality.  And when we do so, we feel good about ourselves, smug in the fact that we are such smart and conscientious shoppers.

The more malicious advertising strategy is to convince the consumer that they will not be beautiful, popular, happy or loved unless they purchase the product or service.  A key element of this strategy is to develop and propagate standards of beauty, popularity, happiness and love that can’t easily be obtained, and certainly can’t be obtained without the continuous use of a series of products and services.  

© Salahub 2003