The Threat Of American Advertising

This week's Grasshopper Notes essay offers a gentle warning about American advertising  from John Morgan. It's for the week of October 6th.

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Transcript

The Threat Of American Advertising

I spent over 30 years in broadcasting, and let me tell you — I’m grateful advertising was there. Without it, my paycheck wouldn’t have shown up every week.

And hey, America really is the advertising capital of the world. Shows like Mad Men gave us a peek behind the curtain at how it all works.

But if you really pay attention, a lot of TV ads — especially the ones not about shiny new cars — they’re built on threats. And there’s a reason: threats work.

I learned this in my NLP training. People basically do one of two things — we either move toward something that gives us pleasure or peace of mind, or we move away from something that causes pain.

Most advertising leans on that pain principle.

Take this ad for example. It says:

• “99% of adults over 50 already have the virus that causes shingles inside them.”
• “If you’re one of them, it can reactivate at any time.”
• “No matter how healthy you feel, your immune system declines as you age.”

On the surface, that sounds like public health info. But it’s really a scare tactic. It’s saying, this could happen to you. And then, of course, it offers the product that promises peace of mind.

And it’s not just medicine, either. Listen to this car warranty ad:
 “If you’re driving a vehicle that’s getting up there in mileage, you know something’s bound to break. Don’t be guilty of paying for expensive repairs out of pocket when all you have to do is call…”

That’s pressure. That’s a veiled threat.

Now, me? I don’t like being threatened. But I’m also realistic — this kind of advertising isn’t going anywhere.

So what can you do? Be aware. When you hear ads like these, take a breath. Recognize they’re trying to manipulate you. That pause might save you a lot of pain — and a boatload of American dollars.

All the best,
John