I am currently taking a class that talks about the persuasive tools and techniques that are used to advertise a product or idea to the public as well as shape public opinion. Even though the same advertising principles and practices are still in place, it's interesting to see the many ways in which advertising has evolved over the decades.
In the modern age, it is evident that we are all, to some extent, heavily influenced by the various forms of technology that are present as well as the media. There has never been a point in history where email, music, the Internet, news, TV, social media and the like have been so easily accessible; in fact, many of these things, which we take as a normal part of daily life, did not exist in the past. With the emergence of new technological advancements and, more specifically, new forms of social media, advertising as become increasingly deceptive and influential. Sometimes, we may know that we are being convinced to buy into something, but we buy it anyway. Other times, we may not even be aware that we are being persuaded to buy.
We live in an era of beauty, body image and self-care, all of which are evidenced by the rising popularity of "Instagram models," social media influencers and photoshop, to name a few examples. There have been countless times when I have navigated my Instagram feed only to find several pages endorsing a specific product whether it be a clothing line like FashionNova, a weight-loss product like FitTea, or a luxury car. The fact of the matter is that we no longer need a company to directly tell us why we need to buy their products or services. That no longer works. Instead, we have said influencers to showcase that particular product for the company, which ultimately is trying to get you to think that when you buy their product, you're buying a lifestyle. If you buy a Rolex, you achieve a life of sophistication. If you rent that villa overlooking the beautiful, vast ocean in Thailand, you achieve a life of luxury. Whatever the product or service may be, we tend to be hooked because of the perceived lifestyle it can potentially give us, even if it doesn't solve all of your problems or actually help you reach that kind of life.
It is safe to say that social media does it best, especially when it comes to influencing younger audiences. So, why do we give in if we might be somewhat aware that we are being persuaded to buy even though it might not affect our lives in any significant way? I think that the lie that buying a product or service will possibly help us attain a fantasy lifestyle or help us feel a certain way is easier to accept and confront than the truth that it doesn't. We'd like to think that our lives will change when we buy, even if it doesn't, and this is the very power of advertising—it appears to give us access to something that we want but otherwise could not get.
