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Is advertising simply a superficial exercise in making people buy something they don’t actually need?

An average supermarket has 40,000 articles. The interesting part is that an average family usually meets between 80% and 85% of their requirements out of 150 articles. This means that chances are very high to ignore 39,850 items in that store.

Advertising is about juicing in the right hemisphere of the human brain, imposing advertisers’ wishes, which don’t let the choice at random. Your choice is calculated in money, lots of money, perhaps billions of Euros, at best. Advertisers are the ones that decide today what the consumer wants tomorrow.

Who may (still) think that the client is a collaborator should find out that the client is actually the Executive Director. The customer is the King. The client is a butterfly. The client is an adult child. The client is a Don Juan or a Mother Teresa.

We do not see things as they are. We see things as we are. And because everyone is in some respects: as all men, as some people, as no other man, how can you nowadays reach humans? Perhaps calling the last weapon, probably the only one that cannot be technologized - human emotions. So a valuable brand exploits your feelings. Feelings determine most, if not all our decisions. A brand puts you in touch with a great experience. It is an emotional connection point that transcends the product: when you use a trendy scent, you’re irresistible, when you get off a BMW, you are a successful banker, when you put on your Levi’s jeans you are handsome.

This activity named advertising, which once appeared as a joke, now dominates our lives: finances television, dictates media print, owns sports (at the World’s Cup final, Brazil didn’t beat France, but Nike beat Adidas), shapes society, influences sexuality, supports economic growth.

In 1998, each French household spent an average of 640 francs a week for food. Coca-Cola sells a million doses per hour, worldwide. In Europe, there are twenty million unemployed people - so advertising is NOT at all a superficial thing.

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