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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

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

  1. 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

  2. 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.

  3. 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.

  4. 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

  5. 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" *

  6. 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.

  7. 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!

  8. 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?

  9. 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.

  10. 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

  11. 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).

  12. 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.

  13. 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!!!!!!!!!

  14. 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.

  15. Hi guys! I'm doing a short survey on humour in advertising. Would love it if you could participate – takes 3 mins or less! ♥

  16. Advertising is a capitalist tool which results in the wealth of one person or family, and the exploitation of what they refer to as their facility too. The difference, the workers, retire with almost nothing, and the family goes on and produces entitled, insensitive and inconsiderate people who’s joy in life is themselves, and/or exploiting others.
    Just an opinion of course, capitalism has been very kind to 1-4% of the population….

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