“That feeling of freedom, open highways of possibilities, has kind of been lost to materialism and marketing.” – Sheryl Crow
Since becoming minimalist, I watch far less television. I have learned that television rarely brings any significant value into my life. Worse than that, it often distracts me the very things that do. But, I am not entirely opposed to using television as a means for entertainment/relaxation on a limited scale.
And, just to be fair, I do appreciate entertainment as much as the next guy and often find enjoyment in sporting events and clever advertisements. But as somebody who has developed great frustration over the consumer-driven culture that we live in, I observe marketing with a skeptical eye. I often seek to determine the underlying promise of any advertisement and uncover what else, other than the product itself, marketers are trying to sell me.
Far too often, I discover their underlying message promotes foolish misconceptions about life. We would be wise to recognize and intentionally reject each of them. Consider just a few misconceptions on display in our most popular television advertisements.
7 Life Misconceptions Portrayed in Popular Television Advertisements
1. Happiness is for sale.
Marketers often seek to convince us their products will increase our happiness. From soda and alcohol to fashion and automobiles, happiness is offered to us in our very next purchase. I was surprised at the level of boldness some products used in promoting this misconception. Coca-Cola (“Open happiness”) and Volkswagen (“Get in. Get happy.”) stand out significantly. The truth of life is that happiness cannot be purchased no matter how hard we search for it in material possessions. And advertisers do a great disservice to their audience by promising it in temporal packages.
2. Self-confidence can be quickly found in the right purchase.
Every person desires to be comfortable in their skin and self-confident in their abilities. We have an ingrained desire to accomplish, succeed, and make something of our lives. But many of us are held back by a lack of self-confidence. Thus, we desire any quick advantage to find it. This again is a common theme among marketers and many will offer it to us in exchange for our dollars. Both Audi and Speed Stick (among others) employ it. But putting your confidence in an automobile or stick of deodorant is not the same as finding it in yourself. Instead, focus on your strengths, celebrate your uniqueness, and learn from past failures rather than dwelling on them if you want to learn how to be more confident.
3. Youth culture represents the pinnacle of life’s seasons.
Advertisers idolize youth culture and our society rewards them for it. For example, watch this Taco Bell commercial. Apparently, the “youth” season of life is to be among the most praised, promoted, and desired. And while I often look back on my college years with fond memories, I have come to the conclusion there are far greater things to accomplish in life than rejecting authority and staying up late. I have learned the value of family, service, contribution, mentoring, and improving the lives of those in community around me. Maturity and wisdom have taken root. And the only reason I’d want to relive my youth is to do it all differently.
4. Sex is the ultimate goal.
Sex is best enjoyed and brings the greatest fulfillment in a committed relationship. For marketers to esteem it in any other light is painful for me to watch—especially with two young children in my home. My hope is that both of them—and society—will grow to appreciate all the beauty and value and perspective that women bring into our world. Marketers that seek to sell their products using women as objects of sex to be conquered are degrading to both males and females. I am not expecting the trend to end anytime soon, but Axe Body Spray, Fiat, and GoDaddy stand out as some of the worst offenders.
5. To watch television is to experience life.
Network television advertisements often use this misconception when promoting their television shows (to be fair, movie studios do the same). In their marketing, to watch their show is to experience life at its fullest. They appear to offer the very best thing you can possibly choose to do with your next 30/60 minutes. Coupled with the subtle lie that everyone else is watching (#1 Show / #1 Network / #1 Movie), this becomes a motivating sell. We begin to believe that if everyone else is spending their evening watching… I must really be missing out. But you are not missing out. Life is not meant to be observed. Life is meant to be lived.
6. Adventure/Respect is discovered in the right automobile.
The automobile industry doesn’t sell just cars anymore, it sells respect, confidence (see above), and adventure. After all, with most cars nowadays driving well past 100,000+ miles, marketers must sell us something different than a simple mode of transportation. Some will seek to convince us their vehicle is good for the environment… some will promise us respect and envy… others will promise us adventure. But they are all wrong. A certain model/style of vehicle will not bring the promised results. It will get you from Point A to Point B. And there are far greater places to earn respect and find adventure than a car dealership.
7. A website will solve your life problems.
Cars.com promises to make buying a car simple and easy. GoDaddy.co promises wealth and luxury. They are both over exaggerating. Websites offer information and inspiration, but they do not solve your problems. They will not accomplish the truly important things in life for you. Hard work, dedication, discipline, and focus result in the type of life change many of us desire. Too often, websites and the over-delivery of information only cause us to postpone the hard work necessary to secure lasting change in our lives. Don’t look for a website to solve your problems. Look for them to provide inspiration. But then, put the computer away, and get to work doing something about it.
Image: AP/PepsiCo
Kelly Tribble says
I remember this Sprite ad in the 1990s. It parodied the whole “drink this and you’ll be awesome” idea: http://youtu.be/Eoj5ABE2pUs It was pretty funny because it made it all step back and remember that these ads are just ads… and the onscreen characters just actors.
But, I struggle with simplicity every day. I fail every day. And I attempt to woo my girl every day into continuing to love me AND stop loving her stuff. We’ll see how it goes.
Brownvagabonder says
I find that sports in general have a very base message to give. As long as you have money, you will have success. The sports idols are treated like gods, because we think they have everything. That isn’t so prevalent in Canada, as much as it is in the United States. We are drowning in reality TV shows and sports, so we do not have the time to think about the important questions in life. It is like the movie, Wall-e, or Idiosyncracy. You are too busy watching TV to actually notice that your planet is falling apart around you. But everything will be alright – just watch more TV, and it will solve all your problems, or at least put them on the backburner so you don’t have to worry about them. Cynical, yes. But so sadly true.
Marty Greer says
Wow that is so cynical!
I saw entirely different messages.
I saw in Budweiser – the human animal bond.
I saw in Dodge not only the human animal bond but a way to highlight the importance of farmers in our lives. Without them, there would be no survival in the way we can today. None of us can grow all of our own food.
Life is all in what lens you peer at it through.
Amps says
Budweiser and Dodge got it right. The rest of them were a waste of effort, time and money!
joshua becker says
Thanks for the comment Marty. As I mentioned in the post, I thought the M&M’s commercial was both clever and entertaining. And the Dodge advertisement was my favorite of them all. Thanks for pointing out some of your favorites as well.
CK says
I liked the Dodge commercial the most, too. I produce television commercials for a living, though not even close to the scale of a Superbowl ad. I find the most effective ads don’t have to be flashy, they can be straightforward, honest and sincere. Honesty in advertising? No kidding. I think that’s why we liked it so much.
Norma says
There’s truth in your observations, Marty. I’d like to think that most people viewing commercials see them in the same way. However, knowing what I know about human behavior and about advertising and marketing techniques, I doubt that is the case. That’s why there are more of the “bad” commercials on TV than the more wholesome ones. Advertisers in general market to a different client than you. For myself, I can’t say that I see the “good” messages as often as the “bad” ones, but I can say that I find very few commercials worth the time to watch them.
Ali says
This is a great article!! Good observations…
Ellen M. Gregg says
Good aim with that hammer, Josh; the nail is well and truly hit. I found almost all the ads distasteful, rather than humorous and clever, as in past years. GoDaddy was just gross, and I was heartened by how many friends and family agreed.
The Budweiser ad told a beautiful, appealing, heartfelt story. It stole the show on many levels, and for good reason. I may not be a fan of their product, but I am a fan of their Clydesdale series of commercials.
Denise Johnson says
Josh, again, another excellent post. I could rant and rave about last night’s commercials, but you pretty much summed it up. Additionally, I’m not sure why someone as talented as Beyonce needs to be half dressed to perform, but I guess I must just be a bit old fashioned (at the age of 41).
Currie says
wow…
I, too, am an early riser and early to bed, so even though it was possible to watch online, I just passed. I don’t have or watch television so I suppose I am like tVM and Dan Garner. and, like ann a, I too have a habit of talking back to commercials. [during tennis that I enJOY watching online EXCEPT when they are on one of the main networks and the same commercial is played over and over and back to back during the “breaks”]
So Now that I find myself in good company, I just want to say, thank you, Joshua, for the effort to A] sit through those commercials in the first place and 2] sharing them in such a thoughtfully provocative way.
Normally I would just have given up at the Coke commercial, but your “spin” on each really kept my attention. I won’t say I enJOYed them, and GoDaddy’s first one I most especially did NOT.
I usually just stay quiet about this stuff. I am NOT much for debating or smashing, but you have opened me up to a whole other aspect of Responsibility. I still feel like I need a long hot shower and to brush my teeth a few dozen times, but I am grateful for YOU taking the time to share this from your perspective.
Thanks. Really. Thank YOU so Very Much!!
ann a says
Some of the best parenting advice I’ve heard in regard to watching tv with your kids is to talk back to the commercials. “Are you trying to tell me wearing that deodorant will automatically cause…” My childhood pastor taught us this trick in a sermon series on sex. He raised two great adults.
joshua becker says
I love this comment Ann. It’s such an easy and practical way to teach your child to take a discerning eye towards advertising. Thanks for offering it.
Shannon B. says
We do this too! And then we include the kids by saying something like “Can you guys believe this? They’re trying to say that you’re cool if you have their car. Is that what makes a person cool?” They know the answer to that by common sense if not from my tone and I get a chorus of emphatic no’s. Then I tell them they’re wise to recognize it and not let themselves be fooled. They own that compliment, they carry it with them and I hear them repeat it or ask each other similar challenges at other times. We do it when we walk by magazine stands and drive by billboards too!
Dan Garner says
I’ve not wathced television in quite some time. I use Netflix to watch a few shows each week – no ads involved. I watched some of the Superbowl but found it very hard to endure the ads and even the pop-culture attitude surrounding the entire event. As your article points out – you’re not going to find happiness through the consumer driven culture pushed by television.
Dan @ ZenPresence
tVM says
Because I rise at 4AM, I normally go to bed NLT 8PM. When I hit the sack, the game was on the verge of a blow out; the final score suggests a worthy comeback by San Francisco and a hard-earned win for Baltimore. Congratulations to both teams. As far as the advertisements… looks like I didn’t miss much. I am certain I got more out of the 15 minutes I read before turning the light off than I would have being barraged by inane marketing. By the way, I recommend Mark Helprin’s latest offering “In Sunlight and In Shadow.” Goodnight, Gracie.