Con-men, Beggars, Good Samaritans and Advertising

Con-men, beggars, Good Samaritans and advertisers - what do they all have in common?  More than you think.

In his blog Stumbling on Happiness, Daniel Gilbert discusses how his experience with a bogus beggar changed his world view. He points out that advertising does the same thing, preying on our good nature.   

We are used to commercial tricks that play on our fears. The official-looking letter marked “Verification Audit” is actually a magazine subscription renewal form; the credit card company’s ominous call to “discuss your account” is actually an attempt to sell new services.

Should we now get used to commercial tricks that play on our humanity? How would we feel about a device planted in trash bins that screams “I’m stuck!” until the lid is opened, at which point it continues, “Stuck in a dead end job, that is — and if you are too, then let us show you how to make millions in real estate with no money down”? Is it O.K. to send a thousand doleful puppies into the streets with tags that say: “Thanks for checking. And speaking of checking, our bank charges no monthly fees”?

You have to read the full post to understand the power of his message - so give it a read.

And advertisers - note - Women are especially aware of attempts to con them. Are you being deceptive in your advertising?  Are you making big statements to try to get her attention that you don't follow through on?   Are you preying on her good nature?

Comments

[heather]

great post

[Janet Edens]

Amen, sister. I can't even tolerate ads that play on my emotions. Gilbert's experience might have sent me over the edge. Advertisers need to know, as you point out, that many women (and I'd bet men, too) resent it mightily when genuine emotional reactions are conjured up merely to imprint a brand in our heads.

Trust me. I don't forget your brand when you've done that to me.

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