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Sermon illustrations

Advertising

Anywhere the Eye Can See

Have you noticed the ever-increasing arm of advertising in our lives?  According to a New  York Times article, supermarket eggs have begun to be stamped by CBS television shows, turnstiles in subways are blanketed with  Geico ads, and Chinese food cartons are emblazoned with ads from Continental Airways. Eve the trays we place our personal belongings in at the airport are sporting Rolodexes.  

According  to the research firm Yankelovich, a person  “living in a city 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 today. About half the 4,110 people surveyed by Yankelovich said they thought marketing and advertising today was out of control.”

Stuart Strachan Jr, Source: New  York Times: “Anywhere the Eye Can See, It’’s likely to see an Ad.

The Forces Behind Modern-Day Advertising

Advertising as we now know it started not on Madison Avenue but in another city: Berlin. With another group of power brokers: the Nazis. They took the ideas of an Austrian psychotherapist named Freud, then unknown in America, and used them to manipulate the masses. Freud was one of the first modern thinkers to point out that human beings aren’t nearly as rational or autonomous as we like to think.

We constantly make irrational decisions based on what he called our “unconscious drives” (similar to what the New Testament calls “the flesh”). We are far more emotionally tricked and desire driven than we care to admit.

The Nazis picked up Freud’s ideas (which was ironic, seeing as he was Jewish) and used them to shape their propaganda machine. They appealed not to reason but to Germany’s “unconscious drives.”

Hitler was a master of fanning the two most basic human emotions: I want, and I fear. After the war, it was actually Freud’s nephew, Edward Bernays, who first used Freud’s ideas in America. An intelligence officer during the war, he found himself in need of a job. His theory was that if the Nazis could manipulate people in wartime, then surely business owners and politicians could manipulate people in peacetime. He called his new idea “public relations” and became the so-called “father of American advertising.” Never heard of him? Most haven’t.

He predicted as much in his book Propaganda:

The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

We are governed, our minds are molded, our tastes formed, our ideas suggested, largely by men we have never heard of…. In almost every act of our daily lives…we are dominated by the relatively small number of persons…who pull the wires which control the public mind.

The Ruthless Elimination of Hurry, The Crown Publishing Group, 2019.

How Stories are being used by Companies to Shape Character

The final step of the ladder of Enchantment is creating or adding to a story that will enchant the user. Why a story? We all think of our lives as stories, each with a main character (us) theme, and plot (interesting so far, but as yet unfinished). We also love to hear stories about others and even about things. Stories hook into our curiosity-what happens next?-and into our emotions:

What would I do in that situation? Stories have the unique power to engage and, if they engage enough, to trigger empathy, enchant. Designers, having tapped the potential of personalizing, socializing, and gamifying, can work to embed a drama in our heads. They can involve us in a story so the narrative gains a purchase on both our minds and [our hearts]. It becomes part of our heritage, our folklore, our mythology. We can feel as if we are part of the action, even a central character in the tale.

David Rose, Enchanted Objects: Design, Human Desire, and the Internet of Things.

Two Sketches

Have you ever noticed that we often see ourselves, specifically our bodies, our facial features differently? In 2013 the soap company Dove decided to explore this phenomenon by hiring an FBI-trained forensic artist to draw sketches of women. The artist was tasked with doing two sketches: one based on how the woman described herself, and the second based on how complete strangers described the women.

The results were shocking. The sketches done based on the description of the strangers were always more beautiful than the ones described by the women themselves. The point of the ad was rather obvious: most woman do not appreciate their own beauty, nor can they accurately describe how they look. The goal of the ad was to help woman see their own beauty and to foster a greater appreciation for their own beauty. 

Stuart Strachan Jr.

What They Know

Now today, with increased opportunity for personal-data collection via technology, target marketing has allowed sellers to become even more effective.

No longer do they know just our age, gender, and marital status. Today, corporations know our net worth, our personal preferences, our shopping habits, and our favorite books and movies. They know where we spend, when we spend, and how we spend. They have recorded every piece of data that could possibly be collected from our smartphones or our Internet browsers’ history. And they use it every day to exploit our weaknesses.

From Joshua Becker, The More of Less, The Crown Publishing Group.

24 Honest Brand Slogans By Cliff Dickens

Ikea: We throw in extra parts just to mess with you.

Lays: Flavored Air

Maybelline: Maybe it’s Photoshop

Wikipedia: You’re Welcome, College Students

Perrier: Rich People Water

Bic: You Probably Didn’t buy it.

Candy Crush: The Game Version of Pure Cocaine

Urban Outfitters: Pay Money to Look Homeless

Lego: The Bane of Your Foot’s Existence

Starbucks: We’ll Serve You Decaf if you’re Rude

Gillette: We’re just Going to Keep Adding more Blades

WebMD: Convince Yourself that you have a Terminal Illness

Monopoly: A Great Way to Ruin Friendships

Netflix: Spend More Time Searching than Actually Watching

Old Spice: Smell Like Grandpa

Google: Just Try Using Another Search Engine

McDonalds: Because You Only Have $4

iTunes: I have not read the Terms and Conditions

Pepsi: When there’s no Coke

Linked In: Connect with People for No Reason at All

Crayola: The White One is Useless

Found on Bored Panda

See Also Smart PhonesTechnology 

Still Looking for inspiration?

Consider checking out our quotes page on Advertising. Don’t forget, sometimes a great quote is an illustration in itself!

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