How marketers use Your systems

In the 1920-ies in the United States women didn't smoke. Or, if they do, then for them it is strictly condemned. It was a taboo. People believed that women should leave Smoking men – as well as the right to graduation or the opportunity to be elected to the U.S. Congress.

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This created problems for the tobacco industry. 50% of the population didn't smoke cigarettes for one reason and one reason only — it was unfashionable and could be regarded as a breach of decency. We had to do something. As said, when George Washington hill, President of the "American Tobacco Company": "This is a gold mine, which is right in our backyard". The industry tried several times to throw the cigarette market for women, but it never worked. Cultural norms against female Smoking are too deeply entrenched in the public consciousness.

And then, in 1928, "American Tobacco Company" hired a young gifted marketer, Edward Bernays, along with his unconventional ideas and even more unconventional marketing campaigns.

Marketing techniques of Bernays was radically different from all others in the industry. In the early twentieth century, marketing was based around the tangible advantages of the product, which is described in more simple and concise manner. At that time it was believed that people make purchases on the basis of facts and information.

If someone wanted to buy a cheese, then you had to convey to him information about why your cheese is better than others I had to tell them something like "Made from fresh French goat's milk, aged 12 days, is delivered in the fridge!"People are considered rational actors making sound decisions about their purchases.

But Bernays ' approach was less traditional. Bernays did not believe that people in the majority make rational decisions. He believed that in fact people are fundamentally irrational, and therefore must refer to them on an emotional and subconscious level.

At that time, the whole of the tobacco industry has focused on trying to persuade individual women to start buying and Smoking cigarettes, Bernays approached this question as a problem of emotions and culture. If Bernays wanted to get women to start Smoking, he had to break the established views and to turn Smoking into a positive emotional experience for women by changing cultural beliefs about Smoking.

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To achieve this, Bernays hired a group of women to participate in the Easter procession in new York city. Today large festive procession turned into a boring action that you prefer to watch on TV, pokemama on his couch, but in those days they were very important social events.

Bernays had already planned that during the parade at some point these women were simultaneously smoke cigarette. In addition, Bernays hired photographers who had to capture the moment and then post photos of all the major national Newspapers. Reporters Bernays explained that these ladies are not just lit his cigarette, and lit "torches of freedom", showing their ability to defend their independence and the right of a woman to belong to herself.

Of course, this was all arranged. But Bernays presented Smoking as an act of political protest because I knew that it will cause the appropriate emotions in women across the country. In just ten years earlier, feminists have made of giving women the right to vote in the election.

Women stopped being Housewives and began to play an increasingly important role in the economic life of the country. As a symbol of self-affirmation they were shortly to get a haircut and wear more provocative clothing. Women of that time saw themselves as the first generation of women who could exist independently of men, and many of them were very sensitive to this. If Bernays managed to convince the movements for women's rights a simple idea that "Smoking = freedom", tobacco sales would have doubled and he would be a rich man.

And it worked. Women began to smoke and to earn lung cancer with the same pleasure, as did their husbands.

This technique is based on breaking cultural traditions Bernays continued to regularly use in the future – during the 1920s, 30s and 40s. He made a revolution in marketing, and laid the foundations of what is now called "Public Relations", or simply "PR". To pay celebrities for the use of your products? It was the idea of Bernays. Create fake news articles that are actually hidden ads? It is also his idea. Organization controversial public events as a means of drawing attention to one of his clients? Great idea! Almost any form of marketing or advertising, the effects of which endure today we all started with Bernays.

And here another curious fact about Bernays: he was the nephew of Sigmund Freud.

Freud's theories were among the first in which it was argued that most human decisions are basically irrational and the unconscious level. Freud first thought that human flaws arouse in them the desire of excess and overcompensation. Furthermore, Freud was one of those who believed that people, deep down, remain animals and can easily be manipulated, especially in groups.

Bernays simply applied these ideas in sales, and he made a fortune on this.

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Using Freud Bernays understood in business that no one before him and never understood: if you can use a human complexes, if you can stab them in the deepest feelings of inferiority — then they will buy almost all of the most stupid things, and what you tell them.

This form of marketing has become the Foundation of all future advertising. Large cars are sold to men as a way to assert their manhood, and reliability. Makeup is sold to women as a way to become more favorite and attract more attention. Drinking beer is marketed as a way to have fun and be the center of attention at the party. And "Burger King" is generally used to promote hamburgers slogan, "Make it your own", it doesn't even make any sense.

In the end, what makes money a women's magazine, which shows on pages 150 photos of women, constituting 0.01% of the population, in terms of beauty and wealth? Or based on what beer ads, which show a noisy party with friends, girlfriends, Boobs and sports cars? Casino, friends, more girls, more Boobs, more beer, girls, girls, again girls, parties, dancing, cars, friends again, and again girl – drink "Budweiser"!..

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All this is included in the program of modern marketing. When I started my first business and first began to study marketing, I was told that I should find the "pain points" and then subtly make them feel bad. Then I have to turn the situation around 180 degrees and to convince them that this is my product made them feel better. In my case, when I used to sell advice on how to meet, the idea was to convince people that they are very alone and that nobody will love them — as long as they won't buy my book!

Of course, I did not do that. It would make me uncomfortable to feel. And it took me years to understand why.

In modern society, the product promotion is often done through messages. The vast majority of information we collect includes some form of marketing. And so if the marketing to get you to buy something that will constantly make you feel like shit, we all essentially live in the cultural environment, makes you feel like shit all of us, and we will always want a kind of compensation.

There is one thing that I notice for many years, out of the thousands of people who come to me for advice via email or other form, most don't have any real problems, just that these people are trying to meet some fantastically unrealistic standards.

They are like the child who goes to College, waiting for the daily pool parties with girls in bikinis, and then disappointed due to the fact that he feels uncomfortable when he has to go to class, study difficult subjects and make new friends. He is constantly unsure of himself, because never before lived independently. All this is perfectly normal, but it's not consistent with his conception of life at the University.

Such things happen in all. I know myself, in my youth, my ideas about romantic relationships were somewhere at the intersection of what I've seen in random episodes of "Friends" and films with Hugh Grant in the lead role. It goes without saying that for many years I felt disappointed, as though everything that happened to me, in essence was wrong.

By the way, Bernays knew about all of this. But the political views of Bernays was similar to the light version of fascism — it was considered inevitable that the weak are always exploited by the strong, and will be better for everyone to have this done through the media and propaganda. He called the media the "invisible government" and generally thought that the masses are stupid and deserve everything that smart people convince them to do.

Our society in its historical development has reached an interesting point. Theoretically, capitalism satisfies the needs and requirements of each the most effective way.

But it is possible that capitalism is the most effective way to meet physical needs of the population needs in food, housing, clothing, etc. Because the capitalist system is beneficial to feed the universal uncertainty, human vices and vulnerabilities, and to confirm the worst fears and to constantly remind people of their shortcomings and failures. Is profitable to establish a new and unrealistic standards to create a society of constant comparison and to instill a sense of inferiority. Because the people who feel bad, are the best customers.

In the end, people buy something only when they believe that it will solve their problem. So, if you want to sell things more than there is a problem, you have to convince people that there are problems even where they are actually not.

This is not an attack on capitalism. It's not even an attack on marketing. I don't think there is a big comprehensive conspiracy holding the "sheep" in the pen. I think the system simply creates certain incentives in the formation of the media and then the media go on the formation of callous and superficial culture based on how to live always in expectation of something.

In General, and for the most part our system is made damn well. I like to think of her as the "least worst" option of the organization of human civilization. But unbridled capitalism brings with it particular cultural baggage, and we must learn to be aware of this and be able to adapt to it. Very often in our economy happens, that marketing campaign give us a sense of accomplishment in yourself to get more profit, we all benefit.

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In General, and for the most part our system is made damn well. I like to think of her as the "least worst" option of the organization of human civilization. But unbridled capitalism brings with it particular cultural baggage, and we must learn to be aware of this and be able to adapt to it. Very often in our economy happens, that marketing campaign give us a sense of accomplishment in yourself to get more profit, we all benefit.

Some may argue that such things should be regulated and monitored by the government. Maybe it's a little and can help. But in the long run it doesn't seem like a good solution.

The only real long-term solution can only serve the development of their own identity. People need to understand when the media affect their weaknesses and vulnerabilities and are forced to make decisions based on these fears. The payback for the free market is responsible for the implementation of our choice. And this responsibility is much harder than we often think.published  


Author: Dmitry Oskin


See also:

How to determine the unknown: Fermi method for rapid assessment of anything

The unique properties of various vegetable oils — save yourself!



P. S. And remember, only by changing their consumption — together we change the world! ©

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