Suppose you’re walking down the street, minding your own business when suddenly a wild advertisement appears. Its flashing colors, catchy slogans, and promises of a better life make you feel a strange urge deep within you, a primal need to own that product. And just like that, you’re hooked to the brand and its product. Similarly, have you ever had a fashion meltdown in front of your closet? You’re rifling through your clothes, hating every single item, and declaring to anyone within earshot, “I have nothing to wear!” It’s a frustrating feeling, even when you have a mountain of clothing staring back at you. But, it’s important to remember that this feeling may be a symptom of a larger issue – a mindset that tells us we need more stuff to be happy and fulfilled.
The constant bombardment of advertising and social media has a significant influence on our purchasing decisions, leading us to make impulsive buys of the latest fashion and beauty products. We start believing that owning more stuff can make us feel better, ultimately falling into the trap of compulsive buying.
Why We Buy Things?
We’ve got our basic needs down pat these days – food, water, shelter, and clothing. But let’s face it, we’re not just here to survive – we’re here to thrive.
There’s also a social aspect to why we buy things that we don’t need. We often use our possessions as a way to show off our status and impress others. We want to be seen as successful, wealthy, and desirable, and we think having the latest and greatest things will help us achieve that.
Think about it – when you see someone driving a brand new luxury car, don’t you automatically assume that they must be doing pretty well for themselves? It’s not just about the joy that the things themselves bring us – it’s also about the validation that we get from others when we have them. We want to be admired, respected, and envied, and we think that owning certain things will help us achieve that.
How do companies persuade you to buy their products?
Companies convince you to buy their products by making you feel like a sad puppy needing a cure. They know how to hit your pain points and promise to make it all better with their magical product. It’s like they’re waving a wand and saying, “Abracadabra! Your pain is gone. They want us to feel like we are missing out on something important, or that we are suffering in some way that this product can fix.
When it comes to products that promise to improve our social status, companies often use aspirational marketing to create a sense of desire within us. They want us to see the product as a symbol of success and status, something that we can use to signal to others that we are doing well in life. For example, think about ads for luxury cars. They often feature sleek, high-end vehicles speeding through beautiful landscapes, with the implication that driving this car will make you feel powerful, sophisticated, and successful.
Here are 2 major areas where brands target:
1. Targetting Pain
Let’s say a skincare company wants to sell you its acne-fighting product. They might start off by showing you a close-up shot of a big, red pimple on someone’s face, and then they’ll introduce their product as the hero that will save the day (or rather, your face). They might even throw in some dramatic music and flashy graphics to really drive the point home. But the truth is, there’s no magic cure for acne, and the product may not work for everyone. It’s important to keep a skeptical eye on these kinds of marketing tactics and do your own research before buying into any product promises.
2. Luxury and Pleasure
Tech companies like Apple know how to get us hooked. They create products that promise to take us to Pleasuretown, and they make sure to advertise them in the slickest, most mesmerizing ways possible. Their commercials are like mini-movies, filled with awe-inspiring details and just the right amount of coolness.
And boy, do we fall for it! People will line up for hours, even days, just to get their hands on the latest iPhone. It’s like a modern-day pilgrimage, with people willing to brave any obstacle just to join the ranks of the “cool kids” who have the newest gadget. It’s a genius marketing strategy, really. By making their product seem like the ultimate status symbol, Apple has created a cult-like following that keeps coming back for more.
Brand’s marketing > Consumers’ choice
The brands are like the cool kids in school, always one step ahead of the game. They know what’s in, what’s out, and what’s going to make us drool. And we, the consumers, are like the awkward kid trying to fit in, buying whatever we can to be a part of the crowd.
They know how to manipulate our psychology, making us feel like we need the latest and greatest product to keep up with the times. So, who’s winning in this battle of brand versus consumer? Well, let’s just say it’s not us. The brands are the reigning champions, and we’re just the spectators, watching from the sidelines with a lighter wallet and a closet full of stuff we don’t need.
List of smart ads that are letting you buy things that you don’t even need
1. Vimal Elaichi – Nawabi on top
2. Pan Bahar – Want to look Royal ? then you need to have Pan Bahar in your pocket
3. Fair n lovely – Wanna become star? talent? No, just get a fair complex
4. Blenders Pride – My Life My Pride ? A liquor ?
5. Fair and Handsome – Slap some Fair and Handsome and you are ready to become a hunk
6. Toyota India – Buy a Toyota and feel powerful instantly
7. Clinic Plus- A shampoo is your strength symbol
The relationship between brands and consumers. It’s like the classic tale of the grass and the horse – they need each other to survive. The horse needs the grass to eat, but the grass needs the horse to spread its seeds. Similarly, brands need consumers to buy their products, but consumers need brands to give them something to buy in the first place. The relationship between consumers and brands is a complex one. On the one hand, consumers are the ones who ultimately determine the success or failure of a brand. They are the ones who choose whether or not to buy a product, and they can spread the word to their friends and family about their experiences. However, on the other hand, brands have all the power when it comes to advertising and marketing. Brands use psychology, product placement, and persuasive advertising to trigger certain emotions and desires in consumers.
At the end,
It’s like a game of cat and mouse. Brands are the cat, and consumers are the mouse. But in the end, we all just want the cheese.
