Our Hidden Needs and Why We Buy (Part 2)
December 28th, 2011Hello everyone
Have you all quite recovered from holiday celebrations? Looking forward to 2012?
In the last blog, we looked at perspectives on the self and how advertisers target emotional security issues in consumers.
In this blog we are going to look at self-worth and how advertisers sell reassurances of our self-worth. What is self-worth? How is it measured? How do you measure yours?
Self-worth is linked or equated with self esteem, self love (not necessarily narcissistic), self regard, self respect, self integrity. It would, therefore, depend very much on the context in which the the term is used.
Perhaps you measure your self worth by how spiritual you are (or think you are), or the abundance of your material possessions (not necessarily a ‘bad’ thing). Or it could be in your job, the position you hold within your company and the job title that goes with it (by the way, the Christian religion [esp] with its hierarchies can be included here). Or it could be linked with how you are seen in your social circles, peer groups, and communities. Or yet, it could be linked to biological imperatives to perform, reproduce, bear children and the consequences for our own self esteem (or self-worth) if we are unable to, either temporarily or permanently.
These are just a few ways we see ourselves. There are positive/negative, right/wrong, good/bad, acceptable/unacceptable views of self worth (and all the gradations between these binaries). How then do advertisers tap into this aspect of our lives? And how do they tap into self-gratification, another hidden need related to self-worth?
A cursory glance at advertisements for anti-bacterial products which have increased since SARMS that are particularly targeted at women, whether they are housewives, career women, single parents, etc., would seem to provide reassurances as to their efficacy. However, I see a subtext here and it is this: mothers, you owe it yourselves and to your families to protect them from danger and harm. And who would want to argue with that? However, is there a flipside? I think so. The flipside of this subtext is: if you are not using anti-bacterial products in your home you are a bad mother. By the way, just a thought: can viruses die in the biological sense of the word, or are they simply rendered inactive and made dormant? This is not my area so I would not want to embarrass myself with my ignorance of scientific advances in microbiology. That is, if any have been made in this area.
Another example. Whenever I visit the US I do love to watch TV, particularly the adverts. I am always amazed at the sheer amount of medical health adverts, not so much for insurance, but for medicines and other pharmaceutical products. What I am particularly amused by is the reinforcement of the doctor/physician’s role as ‘the all powerful healer’ (Vance Packard: The Hidden Persuaders, 1981) as if to reassure health professionals that they are not just pill-dispensers, and they are not being de-skilled and will therefore not lose respect from their colleagues or those they serve (unlike – dare I say it? – teachers) and thus confirm their place in our minds as authorities to be recknoned with.
Which leads me to ask: apart from government-sponsored teacher recruitment campaigns, and Hollywoodised feel-good movies such as Knights of the South Bronx, Coach Carter, and Freedom Writers, has anyone seen adverts or programmes that elevate the teacher’s status rather than berate it? Can the advertising industry do anything about this? What about award ceremonies, including the yearly Honours List? It must be said that the Queen’s Honours List does include teachers who are the best in their fields. I have, in the past, found UK comedy dramas such as Teachers (aired on Channel 4 from 2001-2004) uncomfortable viewing, perhaps it hits close to home, and shows society that we are not just professionals; we are VERY HUMAN professionals operating in very chaotic situations. The recently aired Educating Essex series (also on Channel 4) looks interesting and I will have a look at that at some point.
So, whatever your status in life, how do you measure your own self-worth? And what adverts do you identify with that provide reassurances that you are all man, good mothers, good grandparents (I’ve yet to tackle this one in a future blog in this series).
In my next blog, we will look at how advertisers sell creative outlets for women (esp). I might even see if I can tie in gender roles into this one!
Peace…I AM The Musclecturer