Buzz
On an intellectual level, we recognize that advertisements are misleading. No one genuinely believes that using Axe will magically attract a partner or that switching toothpaste will give you a picture-perfect smile. However, there are basic assumptions we’ve become so accustomed to that we don’t question them—allowing clever marketers to deceive us when we least expect it. I’m talking about simple, yet powerful assumptions like:
10. Words Carry Weight
Years of bitter experience have shown us that terms like “deluxe” often mean “anything but.” For instance, consider the McLean Deluxe, a McDonald’s failure that took “deluxe” to mean “full of water and seaweed”.
But what about terms with clear meanings, such as “light” or “low fat”? A recent study by a consumer group revealed that the health difference between “light” and regular versions was nearly nonexistent. One comparison found only an eight-calorie difference between “light” and standard biscuits, while another examined “lighter” cheddar and concluded that it still contained dangerously high fat levels.
Advertisers exploit the wide gap between the legal definitions of terms and how we understand them in everyday life. For instance, while “lighter” cheddar may have 30% less fat, it’s still a ticking time bomb for your heart. Even worse are vague terms that fly under the radar, such as “premium” vodka that’s closer to gasoline than anything drinkable, and “improved” flavors that are nothing more than deceptive nonsense.
9. Numbers Hold Real Power
We're all familiar with the concept of “cherry-picking,” which is why we tend to ignore outlandish claims like “97% of women prefer Dove deodorant.” But the manipulation of numbers isn’t limited to these misleading examples; entire industries rely on it. Take fish oil, for example: several years ago, companies touted studies that claimed fish oil boosted children's concentration. These studies came with fancy data and graphs, so they must have been legitimate, right?
Except, of course, they weren’t. The data was pulled from a tiny Omega-3 study, not one on fish oil itself. In reality, a thorough study on fish oil showed it made no difference at all. But, unsurprisingly, the sales of fish oil pills surged, proving that deception is rampant in health industries.
8. Experts Really Do Know What They're Talking About
Most of us are honest enough to admit that we don’t have all the answers. That’s why we turn to experts, hoping they’ll help fill in the gaps of our knowledge. This works well—unless, of course, the so-called “experts” turn out to be complete jerks.
Pfizer made headlines last year when it was forced to pay $60 million after it was revealed that employees had been bribing doctors to endorse their products. Though this scandal made waves, it’s hardly a one-off. From doctors parroting company press releases to people fabricating their qualifications to sell you worthless pills, “experts” are often no more reliable than anyone else on the payroll.
We need to ask ourselves: is it truly more believable that a group of doctors independently decided that Walmart lard is beneficial for our cholesterol, or is it more likely that someone slipped them a box of champagne in exchange for a half-hearted endorsement?
7. It Really Looks Like That
If you’re anything like me, you’ve probably lost track of the number of times you’ve stumbled into McDonald's after a few drinks, enticed by the warm aroma and tempting images on the menu—only to end up with something that looks like it was scraped off the bottom of a homeless person’s shoe. This is such a common experience that one guy even created a photo blog to compare the advertised food with the real thing—and the results are just as disappointing as you’d imagine.
Companies are required by law to feature actual food in their advertisements, but there’s nothing stopping them from heavily airbrushing it. Whether it’s glue, motor oil, or brown shoe polish, if it makes that sad burger look irresistible, food photographers will use it. So, by the time we step into the store, we’re already set up for disappointment with unrealistic expectations.
6. It Truly Lives Up to Its Claims
After the SARS outbreak and other health concerns, hand sanitizer sales skyrocketed. People were convinced it helped, but what led to this widespread belief?
The answer lies with companies like Lysol and Kleenex. They were quick to suggest that their products could protect us from infection, and many consumers bought into it, despite the lack of scientific proof. This type of manipulation is commonplace; take the homeopathic industry, for instance, which thrives on unfounded claims. Still, we continue to buy those herbal remedies even when confronted with clear evidence of their ineffectiveness.
5. Quality is Not Subjective
It may seem like common sense: if one product performs its role—whether it's being delicious or smelling great—better than another, then by all measures, its quality is superior.
But this isn’t entirely accurate. Our idea of 'quality' is easily swayed by misleading advertising. Take the Italian beer Peroni as an example. In the UK, it’s marketed as a premium, high-end beverage, but in Italy, it’s considered a cheap, tasteless drink for those looking to get drunk without much thought.
It turns out that our brains are wired to buy into the hype. In a famous study, researchers demonstrated that people will believe a wine is of superior quality just because it’s labeled with a $90 price tag. Brands capitalize on this by carefully designing their packaging, pricing, and advertising to make consumers associate their products with quality, even when they might actually be inferior to other options.
4. Branded Products Are Superior
Even those who know that price doesn’t always reflect quality often remain loyal to certain brands. Imagine a man with a modest income shopping for coffee. He faces a choice between high-end Starbucks, mid-range Folgers and Maxwell House, and a lackluster Walmart brand. He’s most likely to opt for anything other than the Walmart brand.
Here’s the surprising part: in blind taste tests, Walmart coffee outperformed both Folgers and Maxwell House, and even matched the taste of Starbucks. This wasn’t an isolated incident; similar studies have shown that people often can't tell the difference between low-cost and high-end products.
The plot thickens when you look at the Pepsi vs. Coke challenge. Blind tasters consistently rated Pepsi as the better drink—until they were informed it was Pepsi, at which point their opinions shifted dramatically. Curious, researchers conducted a brain scan and confirmed that the tasters were genuinely more satisfied with Pepsi before they knew its identity. Once they did, it really did start tasting worse.
3. Spending Brings Happiness
There’s plenty of research indicating that consumer culture is linked to deteriorating mental health, particularly in children. A disheartening study by The Children’s Society pointed out that advertisements are largely responsible for shaping children’s unrealistic expectations and poor self-esteem. A separate study for UNICEF identified the cycle of consumerism as the primary reason for the unhappiness of British children.
We adults aren’t exempt from this either; those of us who focus on wealth and materialism are more prone to anxiety and depression when faced with our lack of possessions. Moreover, this study concluded that simply adopting the “consumer mindset” is enough to turn most people into unpleasant individuals. Yet, marketers continue to promote the illusion of the 'happy shopper,' because if that image were to fade, the entire consumer culture would collapse.
2. Choice is a Beneficial Factor
The fundamental principle behind advertising is that having choices is beneficial. This notion is not only based on common sense but also supported by multiple studies. When options are removed, we are left in a grim world full of people in despair, which is why consumerism is often seen as a savior.
However, it turns out that our consumer-driven world isn’t exactly doing us many favors. Our brains, it seems, act like the frustrating person you always end up behind at the checkout. When faced with too many options, we become anxious about making the wrong choice, convinced that we have made a mistake, and end up trapped in constant worry.
One study where participants could choose between two chocolates, either from a box of six or a box of thirty, revealed that those who chose from the smaller box were more content, while those who picked from the larger box experienced greater frustration and less satisfaction. Other research into speed dating and pension plans showed similar findings. It seems that our brains struggle when overwhelmed with too many options, leading to dissatisfaction and unhappiness.
1. The Power of Choice is Yours
What would Pepsi drinkers think if they were told they were more likely to be less educated, read sensational tabloids, watch trashy TV, stay within their own country, and rarely step outside their homes?
These sweeping generalizations all come from a highly biased survey with no scientific merit. Yet, some might read this and think, “That sounds about right.” This is an example of confirmation bias, the same mental shortcut that can lead a die-hard Democrat to believe George Bush had the IQ of asparagus, which is cleverly manipulated by advertisers to influence our purchasing decisions.
This is known as “identity marketing”: turning consumer products into representations of our lifestyle. We don’t just drink Coke; we are “Coke drinkers,” and our choice of beverage reflects who we are as individuals.
