nihilistic little fool

The first work from the "Chinese zodiac animals" collection - a honey nephrite rat

Back in high school, my class watched a video on how a certain Coca-Cola advertisement was made. You may have seen it, but for those who haven’t: The ad featured a cinematic montage of a crowded beach with smiling thin white people enjoying their leisure time and drinking Coca-Cola out of a common plastic bottle.

The big takeaway from this video was that the ad wasn’t actually advertising Coca-Cola. It was advertising a lifestyle. By associating Coca-Cola with a desirable lifestyle (as well as qualities associated with desirability) it plants the association of “Coca-Cola” with “happiness” in people’s subconscious minds.

This becomes clear when you consider who the ad was meant for. The target audience wasn’t the smiling thin white people that the ad featured, but instead it was people who wanted to be smiling thin white people. This was an ad for the Gen X mom of three kids who worked full-time, who relied on shelf-stable foods to keep everyone fed, and whose nervous system was chronically fried from the stress of never having adequate time for herself.

If she was at the grocery store, and saw the very same bottle of Coca-Cola featured in that ad, she’d be far more likely to pick it up than she was before watching it. If she didn’t anticipate finding relief for her stress, then she could at least drink up the idea of it.

Of course, the thing about ads is that they stop working. Eventually, people’s minds grow wise to the fact buying a certain product doesn’t actually grant them the lifestyle associated with them.

But there’s a lot of other tricks ads employ beyond this.

The reason why Geico is the first company you consider when thinking about buying car insurance is because of the calm, consistent nature of their ads and the fact they’re ubiquitous enough to be familiar. Their mascot forms a kind of parasocial rapport with the audience, so Geico already feels familiar to you by the time you’re looking to buy insurance.

Cereal brands use cartoon-character-like mascots to make their product memorable to kids who can’t read. The reason why so many cereal mascots exhibit such frenetic, possessive behavior is to teach kids to emulate that behavior to compel parents into buying them the cereal, especially if they saw that behavior rewarded in the ad (with the cereal).

You only really see ads for apps on an app-based devices for a reason.

Then there are the ads that don’t look like ads, but look like people on TikTok sharing a new secret product with their audience using the only communication format we regularly trust: word-of-mouth.

And let’s not forget the sheer magnitude of ads that exist. I can’t go outside without seeing them. I can’t watch videos online without exposing myself to ads that wants to skewer my emotions within 10 seconds.

There’s no reprieve from it unless I wall myself off from our culture entirely.