Earlier, I mentioned Edward Bernays. He is really a fascinating person, and he is the man we can give credit to for turning this country's population into more of a consumer-minded people. This article really introduces him really well...please take a moment and go read it!!! Right now! It's not very long...it only took me 2 or 3 minutes to read it.
Did you catch that? In the 1920's, selling/buying was based on FUNCTION. If your coat was worn out, you would look around for one that advertised the best functioning coat for you, not the one that would make you FEEL and LOOK the prettiest...but Bernays changed that. He used the "irrational emotion" of customers to get them to buy more stuff. All of a sudden, we not only needed a practical, warm winter coat, but now we needed a fancier coat for things like church and parties, a really warm coat for the winter, and lots of various sweaters for roaming the house in and feeling comfy. Do you see where I'm headed with this? ;)
Let's look at some examples here of modern advertising, heavily influenced by Bernay's discoveries, and I want you to think about how you feel when you look at a certain image. (all images taken from Google Images).
How do I feel looking at this one? Free, happy, warm, springy....
Natural? I love natural! And look at that curly natural hair...this will definitely make my eyes pop, but not be too overbearing.
I'm definitely a first at a lot of outdoor things....maybe The North Face's innovative products and super high quality will make scaling this insane mountain a lot easier.
SALE! I love sale prices! I've been "needing" some new spring dresses anyway...Mine are a couple years old and starting to look a little out of date...
I had no idea that if men used this cologne it would transport them to a magical island with a super hot girl standing next to them in a bikini looking pretty fresh.......did you?
After doing the research on Bernays and really taking a closer look at these advertisements, I feel a little silly! I'm pretty surprised that I could be so easily manipulated to buy things that I don't need....and maybe not by these particular items necessarily, but I have definitely purchased things that I didn't really need after seeing it on some sort of advertisement, or even after seeing how "happy" someone looked on an advertisement. Buying those dresses "on sale" from Target will definitely make you happy, right? Well, maybe if you desperately need a new dress because you have outgrown all of yours or they each have massive irreparable holes in them, then yes, buying a new dress would make you happier. However, that is not usually the case for most of us. So, I really encourage you to think twice about going to the store on your off days. Don't deprive yourself of things that you need or the VERY occasional self-pampering item, but don't deprive your wallet in lieu of giving yourself a false emotional high. Instead of hopping in your car to head to the mall, take a walk outside, go on a run, exercise, make your menu plan for the week, try a new recipe, or settle down with a blanket to watch a good movie on Netflix, but quit buying into consumerism to "make yourself feel better". It won't work in the long run, and you'll be happier and more financially stable if you don't. :) Learn to be more satisfied with what you have! I myself have enough clothes to probably last me for a month without having to wear the same thing twice, so do I really need MORE clothes? No, I don't. I've had several off-days in the last few months, and instead of going to the store, I've gone for several walks, made a few fancier meals, and watched quite a few movies/documentaries on Netflix, and I can honestly say that I have slowly had less and less off-days, because satisfaction doesn't come from stores, it comes from YOU, and YOU can achieve real happiness on your off-days without going to the store. I believe in you, and I believe in me, too!











