Desire and Fear as culture marketing - inspired by Kevin Simler

    

Desire and Fear as culture marketing

    In this attempt, i will try to lead you from classical physic ( or classical computer ) to Darwin's theory on human theory and next stop will be how ads ( maybe ) works and the end will draw another conclusion on Desire and Fear

Anything is related to each other

In classical physic there only 2 state exist, 0 and 1. They cannot exist in the same state, if 0 exist then 1 is out of equation, vice versa.Using that theory, Darwin (1) came to an idea that lay a foundation for human kind, from small rat to big corporations - Natural selection is a mechanism of evolution. Organisms that are more adapted to their environment are more likely to survive and pass on the genes that aided their success. This process causes species to change and diverge over time - In another word, we live base on natural selection, which is to survive and replicate. 

(1)

0 as dead and 1 as survive, 0 as non-replication and 1 as replication (2).


(2)

Another view on ads.

When i search on google about how ads work, all paper always draw a conclusion on emotion is the main reason (3). People buy product base on what they feel, women buy a new dress because they see it express a value of themselves on emotional level when they wear that dress, man buy a car because they simply see it express a value of themselves on emotional level when they drive that car, things that create patterns of associations that have emotional force. It has a valid reason but no one buy toilet paper to express a value of themselves on emotional level that they can ... wipe a good paper ? I became stubborn with their answer, it cannot be like that, they are just a kid mind in big body ( like me ) explain a theory without fundamental level.


(3)

Then i came across " Ads doesn't work that way " by Kevin Simler ( suggest to check it out, he explained ideas way much better than me ) and my mind blown away by his in depth explanation. An advertisement work in a way that favor our survival instinct by seeing a group of friend buying it, then we should buy it also to fit ourselves into that group of friend so as we can stay in that pack - to enhance our survival and replication. To prove this, i cannot make you buy something straight away, instead of that i will show you 2 kinds of ads and see if you recognize which one faster. 


(4)

In this advertisement (4), you see there is an association of drinking too much sugary beverages can cause fat, so you SHOULD go with water or low-fat milk instead - fit with explanation " How does advertising work " above (3) and reasonable explaination . But will you listen to it after 3 or 4 days seeing this ads ? Does it sufficient enough to make you realize soda is unhealthy ? The answer probably no, because you certainly see this kind of ads appear nowhere in your way to work or to your friends house. For that fact, other friends of yours wouldn't see that kind of ads also, therefore the effect on drinking less sugar will less appeal to your mind. 

(5)


Now with this red background and white combine with dark color created an old man with a bow tie (5). The association of eating chicken wings can " gives you wings ", so you SHOULD buy it because it gives you wings ? - fit with explanation " How does advertising work " above (3) but unreasonable explanation. Yet you immediately realize that this ad is about eating chicken, even only with that old man with a bow tie, and you know that other people also know about that guy. This create an peer-pressure effect if you are in a group of 5 or 6 of friends and they all want to eat KFC, will you deny eat KFC and find Texas chicken or you go along with it ? 

In conclusion, ads work because " Once we see it — and know that all our peers have seen it too — it's in our rational self-interest to buy the advertised product  ".

On Desire and Fear

Our Desire and Fear are culture imprinted through hundred of generations. We desire and fear because we assign value to the thing that we desire and fear. And we subconsciously assign value through people around tell us what we should do and should not do. 

We fear because we assign value to the thing that we fear.
Example: We fear of falling from high mountain because we assign the survival and death into falling from high mountain, normally we subconsciously assigned these value through social media, television or through word of mouth. As we have been taught, snake are dangerous to be close with it, to touch it, or even bite it with our mouth. But look at these babies, do they know that ? 

We desire because we assign value to the thing we desire.
Example: We desire to have a beautiful clothes to wear because we assign the survival and death into will we fit with a group or not. If you wear a trashy clothes, people will assign values to you as a low status, hence low resources to be around with, therefore this person should not be around me, but if you wear a flashy clothes, nice perfume, your status will increase in people eyes and they want to associate with you. As we have been taught, you are the average of the five people you associate with most. 

    
Any human being who does not wish to be part of the masses need only stop making things easy for himself. Let him follow his conscience, which calls out to him: “Be yourself! All that you are now doing, thinking, desiring, all that is not you. 

 Friedrich Nietzsche








Nhận xét

Đăng nhận xét

Bài đăng phổ biến từ blog này

Marketing

 Core Principle of Marketing " It's all about perception of value "  All of marketing tactic could be understood using human evolution All of marketing is already form under path dependent, therefore it is easier to lead (or manipulate) Effective marketing is focus on the subconscious and unconscious part of human (forming high value of perception by storytelling, experiences...) not the conscious part   Below are the things that I learn from various books, and with my tiny experiment, I try to conclude for myself what the fuck marketing is: " Create your own unique category where you can be the leader " from law number 2 of 22 Immutable law of marketing. - In ecological environment, the alpha is the one who lead. That being said, by creating a new category, you become the leader who leads. The benefit of becoming a leader is everyone look at you with perception of high value.  " Purple cow " from Seth Godin book name Purple Cow.  - Work the same way w...
Đọc thêm

Something in the history has been written wrongly

 Something in the history has been written wrongly As I observed in the ached of no client sign up for my business and looking over the window while opening "What a life" from Another round. I get conquered by the idea that I told my friend long time ago: " There is something missing, there is something wrong. Why we, human, have  been on earth for many centuries yet until now not figure out why we aren't happy with what we have, satisfy with what we do, frustrating at  the little thing that we see. Something is wrong in here " In the old corner, there is my apartment. A nice little apartment that i share with my girlfriend, the neighbor is nicely treated us, although  some are not, they share their dogs to us have a fun with them in middle of the night, they even stayed in the rain to watch us play with them dogs, what a beloving kind man with tattoos and big fat stomach. And there it is, my luckily 2 guys from Colombia that i met over Reddit. They are  kind an...
Đọc thêm