How world works

Advertising

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Advertising is the art of selling you a solution you never knew you needed to a problem you never knew you had.

How’s that for a nutshell?

The main goal of an ad campaign is to make you feel dissatisfied. Let’s skip the obvious ones, like the ads for the Wear-these-and-lead-a-carefree-lifestyle Jeans (TM), or the dreadful My-laundry-is-whiter-than-thou Detergent (TM as well, dammit). Even the “good” campaigns, like the ones for Save the Children or other such just and good as apple pie humanitarian cause will usually make you cringe a bit inside for being a selfish little bastard and not forking up some of your hard-earned dough for the poor little buggers. Or whales. Or pandas. Or whatever else we’re saving these days.

A successful ad campaign will be able to trigger in its target audience a feeling of discomfort, and that particular brand of magic relies heavily on the theory of cognitive dissonance (go ahead, click it, it’s Wikipedia). Relevant quote:

A powerful cause of dissonance is when an idea conflicts with a fundamental element of the self-concept, such as “I am a good person” or “I made the right decision.” The anxiety that comes with the possibility of having made a bad decision can lead to rationalization, the tendency to create additional reasons or justifications to support one’s choices. A person who just spent too much money on a new car might decide that the new vehicle is much less likely to break down than his or her old car. This belief may or may not be true, but it would likely reduce dissonance and make the person feel better.

Speaking of which, have you clicked on that Wikipedia link? Nice site, Wikipedia. Did you know it relies entirely on donations from its users? Well? You just burned a hole in their budget there, you bad bad person, you! Want to be good again? Donate something to Wikimedia!

Ok, that’ was a bit heavy-handed, I must admit, but that’s how it works. Triggering cognitive dissonance in its target audience is an essential part of a good ad. The second part of this one-two punch is handing out a seemingly obvious solution to this attack on one’s self image. A sort of “duh, just do/buy/donate this and you’ll be fine”. It’s mostly sleight of hand that does it; the brain is still trying to come to terms with the previous statement, which was essentially a form of “you’re a bad, unaccomplished, not-keeping-up-with-the-Joneses kind of person”. Suddenly, there’s a new piece of information coming in, and the brain yells: “Hey! A straw! Let’s grab it! It’s only 59.95!”

There are some exceptions to this rule, as some of you are likely to point out. Some ads are using humour to rack a sell: high-brow, low-brow, self-deprecating or even downright infantile. Others dress it up in science, using either lab-coated men with serious demeanours or pie-charts and statistics to show you why you’re wrong if you don’t buy their product. But whatever their tactics, they always have the same goal: to sell something to you by the end of that minute. Your defence? Use your head. Or stop watching commercials.

Note from our sponsor: Studies have shown that 92.5% of the people that read this blog lead happier, more fulfilled lives, are envied by their peers and greatly admired by the opposite sex. So keep on reading!

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Practical wisdom

This is the TED talk given by Barry Schwartz on wisdom and moral responsibility. At 20 minutes it is rather long, but well worth your time. From his biography:

Barry Schwartz studies the link between economics and psychology, offering startling insights into modern life. Lately, working with Ken Sharpe, he’s studying wisdom.



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The value of money

moneyMy money’s worthless. But that’s ok, because so are yours. Or rather, they have exactly the value you think they have. Which is a pretty neat trick to pull for a piece of paper.

The main purpose of any commercial enterprise in this world is to make money. Or, to translate in marketspeak, to create value for their customers, and thus create value for themselves. This value is created by you, me, and anybody else who works for a living, by converting our time and skills into products that are useful for other companies and/or other human beings. This has always been so. In the past it was worth knowing how to plow a field, how to shoot a bow, how to distinguish the really bad mushrooms from the merely poisoned ones. These were all skills one could turn into profit.

Enter the banks. Banks do not create value directly, by themselves, but rather help create value, by lending money to active companies and individuals that need money to exercise their skills in order to create value. In return, a portion of this value returns to the bank. Banks also help people save money, and pay interest for the right to use those money for lending. In effect, banks are vast meeting places, where the people that need money meet the people that have money to the mutual benefit of both parties.

Or at least, that’s the theory. In reality banks are no longer safeguarding and managing other people’s money. Banks have and produce value in themselves, above and beyond what is needed to function as a bank. They use their guarantees and deposits as assets, which can themselves become guarantees if the bank itself needs to borrow money. And past events teach us that this reality is quite prone to abuse, often with catastrophic results.

It all boils right back down to value. Since value is a subjective property, driven by the marketplace’s two opposing forces, Fear and respectively Greed, there is always a risk factor involved when evaluating the value of an asset or investment. Take salt, for example.

Salt is now by and large a commodity, to be picked up once a month at the grocer’s and passed around at the dinner table. But it wasn’t always so. Before we discovered how to extract salt from the sea, the only way to acquire salt was to dig deep in the earth an pray for a salt vein. Salt was expensive, treasured. Wars were fought for control over salt mines. And to spill the salt was to invite serious trouble upon oneself.

Now imagine that you would buy a salt mine mere days before the sea salt extraction process came into power. Your rock-solid investment, 100% guaranteed profitable by a thousand years of history will become a loser overnight. Your net worth would plummet accordingly. Any loans that may have been available to you against that mine are now a pipe dream, and if you’re really unlucky you have your creditors knocking at your door.

Those were the salt bubble days. We’re now in the housing bubble days. There also were a dot com bubble, an Asian market bubble, an African lending bubble and lots and lots of other smaller bubbles, distanced about 10 years apart. Each of these bubbles was new and unexpected. Each of these bubbles taught us absolutely nothing about risk management in the marketplace. And if you disagree, get in touch; I can tell you all about some really hot opportunities – biotech startups, gene sequencing, next-gen targeted viruses… the way of the future, man! You can’t afford to miss it!

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