Freedom of choice: why we carried on advertising?
Freedom is a very fashionable word, in any society, discusses the lack of freedom itself (which in enlightened Europe, in a less enlightened Russia) — only in a very totalitarian States this does not say a word. And you know, man, I often wonder about what is after all a kind of freedom: indeed, under such a voluminous concept should be something truly monumental. Although today people think less of the very large and monumental — often in the talk about freedom we hear that, say, the USSR was a «doctor» sausage, and you’re free to choose the sausage of many varieties. Is wanted. But what the hell is the sausage for free?
Every day we see an incredible amount of advertising. The very look: TV, radio, print publications, Internet, billboards on the streets and advertising in transport: only about 250 ads per day (and this is just the most optimistic forecasts, the raise to 3000). Do not say, but the perception of advertising has become an integral part of modern life.
But it’s not just that we impose some products — and to hell with them, with these products. In fact, as we presented them, with what values, ideas and social standards. Advertising appeals to such common themes as beauty, happiness, love, friendship, sex, its image — and, of course, companies are all is completely unrealistic, perfect world to promote their products. As a result of their ads influence our minds that, in General, very vulnerable.
A common psychological principle used in advertising, «the repetition of the program psychology.» Studies show that the more often something is repeated the more you believe it. So if this «pause, eat a Twix» or «do Not brake — snikersni» — once for 100-200 you can in the head, «Twix», and «Snickers» — with the source of energy. And probably going to buy these products in the pursuit of an appropriate outcome. Without even thinking about it.
In this method, there is nothing wrong. Psychotherapy, for example, uses the brain’s ability to update associative links, to treat people and make their lives more complete. However, in this case we are talking about therapeutic purposes of using the method, while the main objective of large companies is to sell more of their product and make more money, even if it is associated with confusion in the head, they generate their advertising.
In the early twentieth century the relationship between psychology and consumption proved Sigmund Freud’s nephew Edward Bernays. He used the ideas of uncle about the hidden sexual and aggressive forces, to show corporations how to link their food consumption with unconscious desires. In the result of obsessive imagination and an overwhelming desire to purchase the product of steel for a much more pleasant experience than actually owning the product. This has proven that people will commit and make irrational purchases — that’s really the origin of today’s consumer culture, otherwise consumerism.
Bernays, worked with several US presidents and large corporations, was one of the first to use psychological methods such as the Association of the product with stars, product placement in films and establishing a connection between the product and the femininity or masculinity. In his book «Propaganda» (later «Public Relations»), he explains in many examples from everyday life, «how we imagine ourselves free», but in Delhi we «are run by dictators with great force.» «Man, buys clothes, explains Bernays — imagines that he chooses in accordance with his taste and personal preferences clothes that he likes. In fact, he is subject to the procedure established by unknown tailors from London». Bernays explains that a tailor from London is only part of a wider network that implements the described methods. Therefore, even our everyday consumer choices — it’s mostly the illusion of freedom, as announced by the Bernays «father of public relations».
Values, which we serve through advertising, is to us in all sorts of shapes and sizes. The constant images of happy, smiling, healthy people with the same products in the hands provokes a materialistic view of things and advances a simple idea: if you’re looking for fullness of life, you need to buy. As a result, our value more and more valued what we have and our way to earn a living, and not the fact that we represent. Advertising promotes the idea of pleasure, tells us to focus on their short-term desires instead of our relationships with others. Whether we like it or not, but the manifestation of the love and friendship we are shown how the presentation of gifts, and the holidays became so numerous that people a hundred years ago could not imagine. Some moral appeals can only be found in social advertising — there is something about charity — and it turns out that even here you’re worth exactly how much you’ll spend.
Sexuality and dissatisfaction with their own bodies
Since we’re talking about the promotional images, is to touch and constant communication between the woman, sex, desire, beauty, harmony and happiness — so presents us the picture of the world all the same is. This concept is most often used in advertising, such a model, we observed hundreds of times a day. Remember: even on advertising a car wash definitely will show off half-naked girl — well, how did this happen?
To do this, even there is a kind of term — sexualization, which is defined as «a phenomenon in which the value of the individual depends on its sex appeal or behaviour and more to any characteristics». People become nothing more than sexual objects, and this widespread phenomenon. We just consumed each other — of course, in a sexual sense — and does not have values individuality and personality, even the features of the body — most importantly, that it was associated with the relevant object of consumption. Moreover, studies have confirmed that images which represent the woman as a sexual object, in the perception of men make her less human, rational and moral, and therefore men become indifferent to women and their ability to feel pain.
The phenomenon of «body dissatisfaction» is defined as the difference between the body of a real person and the ideal body presented in the media. Numerous psychological studies show that dissatisfaction with one’s own body leads to nutritional and psychological disorders: depression, low self esteem, anxiety, shame and self-loathing. These disorders are caused by a giant chasm that separates the ideal image and the real person, which often can’t come close to these standards. The female body, which is shown as the norm, is characteristic only for 5% of all women in the world — and others far from ideal. Men find real women much less attractive than those that they see in advertising. Although men are not exempt from the increased sexualization of advertising, it does not feel as acutely as the sexualization of women. Even for children, the standard of beauty!
That’s the freedom of choice. That’s the freedom to choose the sausage.