Re: Subliminal advertising

Sean Pfister (seanp_at_cnet.com)
Fri, 30 Aug 1996 10:06:53 -0800

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Donna writes:
>And relying mainly or even exclusively on non-rational aspects (like the
>Calvin Klein commercials) is essentially dishonest, since they're trying to
>make you want something without really giving you a good reason.

Uh, isn't that what 90% of ALL advertising is? Particularly for consumer
products. Take a look at the detergent section in the supermarket: there's
6 or 7 kinds of Tide, let alone all the other brands. I don't think there's
much chemical difference in the ingredients. It's the same powder in a lot
of different cardboard boxes. The difference is the container.

Nike shoes cost about $4 to produce (labor is very cheap in Indonesia), but
they sell for considerably more because of the tremendous investment they
make in creating an artificial sense of need.

We're very emotional creatures. And there's a strong emotional component to
purchase behavior. Advertising is designed for that. Anyway that's the
business we're in.

Just buy it.

<getting off soapbox>

sean pfister
director, research and analysis
CNET: The Computer Network
seanp_at_cnet.com
415-395-7805 x 1529
Fax: 415.395.9205

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