ADSactly on ADSACTLY #69
On Advertising - Part 2
There is a number of mechanisms that work behind commercial brainwashing. You've probably heard that 'when repeated a thousand times, a lie becomes truth', right? It is usually attributed to Goebbels, Hitler's minister of war propaganda, but in reality, it is much older than him. It comes from the ancient world and Goebbels was merely citing it. Nothing new under heavens. That sentence describes the rule of repetition, which implements new truths in person's mind by compounding.
'Yeah, but I am smarter than that, I don't accept bullshit when I hear it,' I can hear you say right now.
Well, the bad news is that, unfortunately, you are accepting it every single day. There are states of mind in which we don't really know what we hear but our mind registers and automatically accepts what has been said without our unconscious involvement.
For example, you might be reading this article but the TV is turned on behind your back. There is a seductive voice speaking of faraway islands and the necessity to feel the thirst because it is beautiful and hot there. It ends with a suggestion of a kiss with a beautiful partner after you've drunk a bottle of Coke. All this unconsciously enters your mind whether you like it or not, whether you're listening to it or not. At one point, after enough repetition, it will all become truth in your mind and adventurous allure of travelling far and finding love will be connected with - Coke. You will order Coke unconsciously at certain occasions without knowing why. The craving becomes an emotion-based drive, not a logical decision.
Most of the times it works even deeper. Advertisements compound one upon another. Instead of making you buy something and consume a certain product, they create lifestyles, opinions, points of view and general directions of thinking. Seeing people taking loans and smiling on TV for a thousand times will make us believe that it is a good idea to take a loan or at least the most normal thing there is. Many will readily go for an instant gratification material desires (which were also created by the same system) and sooner or later, they'll be paying off one or two. We could make a similar example from every single commercial there is.
Did you notice that majority's opinion on general subjects has radically changed during the last 40-70 years? Do you think this happened by chance? Nope, it didn't. They are constantly working on people's opinions by means of advertisement (most tv shows fall in the same category), washing our brains, creating desires, defining what is right or wrong in a society, making sure that we cannot tell good from bad, except in a way they need us to see the difference. Soon, imposed opinions start coming right out of millions of mouths as 'own thoughts'. Imposed and regurgitated truth becomes the real truth and people start living it.
All this serves to slowly conform masses to the needs of privileged. From their point of view, it is understandable that they need the majority to be ignorant and obedient.
The question is: Are you aware of this process?
Tell us what you think!
Thank you for following "On Advertising" series of articles. We hope you enjoyed them and learned a thing or two. If not, then we hope they at least remind you of something you already knew deep down and can use it as food for thought.
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