Stop capitalists from feeding on our insecurities! In the 1930’s advertisements took a turn for the worst when they first introduced the use of words with negative connotations into their ads. This way/form of advertising changes the game forever. At first, they way that products were advertised only told consumers “wow look at this new thing you should buy so you could be cool and with the times!” but now advertisement ads are more like “if you don’t buy this product you will experience social alienation!” Okay, so maybe advertisements aren’t that dramatically honest, but that’s the subconscious message that people receive. The idea that if you don’t comply with and buy into the idea that they are selling, then you will be labeled with a negative characteristic.
The idea here in this ad is that women, in order to maintain their femininity, must be dainty and the only way to achieve that characteristic is by purchasing this product. If you don’t buy this product you will suffer from the natural bodily action “B.O.” and people will think that you don’t value your daintiness.
Oh here is a classic one! The idea that is exclusive to women: they need to shave their underarms because if they don’t then they will stink up an entire room – that is only a job for men. The image of a woman crying is how one should feel is they don’t participate in the transaction (the act of buying a razor) that will grant them with happiness and social acceptance. No more tears, problem solved! A problem that the advertisement created for you and so kindly also offered you a solution to: to buy their product.
HA! This one is funny and has a 99.9% success rate of getting people to buy the product being advertised. Play on a person’s insecurities and emotions about their physical state and body size and you will for sure make the sale. Sounds cruel, I know, but who cares? As long as you make a profit, f*ck morals!
Okay so I’m not actually being serious. I hope you could read my sarcastic tone when explaining to you some of these olde negative advertisements. I do not believe that profits belong over morals. Put that’s where we have been headed for the sake of making money and promoting economic growth. But, at what cost?
Well that’s capitalism for you, creates the problem to then sell you the solution!