«He who hates, disguises it with his lips, and lays up deceit within himself; when he speaks kindly, do not believe him, for there are seven abominations in his heart» (Proverbs 26:24, 25).
DECISIONS
Until 1910, advertisers in general believed that consumers acted driven by reason and interest and that they could be persuaded on that basis. However, between 1910 and 1930, advertisers began to realize that customers act irrationally, so propaganda messages stopped appealing to reason to invoke emotions and fantasies of the consumer. In 1923, during a meeting of advertisers, one of the speakers said: ‘Appeal to reason with you announcements and you will reach 4% of the human race.» Publicists reaffirmed that it was useless to seduce the masses with intellectual or logical arguments. In 1927, John Benson, who was the president of the American Association of Advertising Agencies made the following comment: «Telling the unvarnished mouth may not be very attractive. It may be necessary to deceive people for their own good. Doctors and even preachers know this well. The intelligence of the average citizen is surprisingly low. It is much more effective to guide them through their instincts and unconscious impulses than through reason.»—Roland Marchand, Advertising the American Dream: Making Way for Modernity, Berkeley University of California Press, 1985, p. 85.
Today the big commercial brands try to establish affective links between their products and their customers. People enter stores in search of an emotional experience, so the smell, the lighting, the music, the decoration, the good treatment ina fluence their decision to buy. No logical or rational arguments, only fantasies, illusions, and fascination of the senses!
In our time we are bombarded day and night with all kinds of ads in and out of the home. The danger is that we are losing the power to make intelligent and rational decisions, as we base our choices on the folly of whims and fleeting emotions. Apparently, using reason and trying to structure smart decisions is very boring. Yes, we’ve become accustomed to others thinking for us.
It is necessary to regain the ability to think and make wise decisions. It is not good to live hooked to the computer, the TV, the iPad, or the mobile phone. Shut those things down regularly. Enjoy the silence, the solitude, a dialogue with yourself, Learn to be happy with few things and not to feel frustrated if you don’t buy certain products.
Today ask the Lord to help you develop the strength to make intelligent decisions.