The last four Super Bowls have been the four most watched TV programs in U.S. history. And some reports predicted the 2014 edition of the big game would break all previous records to become the most-watched ever.
With this many people gathered around their television sets watching the exact same programming, marketers will invest significant time and money getting their products on screen: 30-second advertisement spots sold for $4 million. They willingly make the investment knowing the most popular ads will be talked about in offices on Monday and watched over-and-over again on YouTube.
Watching and rating the commercials has become as important to the game as the events on the field. And only minutes after the final whistle, countless media sources rank the best and the worst advertisements declaring their own winners and losers.
Just to be fair, I do appreciate clever advertisements as much as the next guy. But as a whole, I have begun to watch them with a different focus. As somebody who has developed a great frustration over our consumer-driven culture, I often watch the marketing of products to determine their underlying promise. To uncover what else, other than the product itself, marketers are trying to sell me. And I am rarely impressed with what I find.
Often times, I discover the underlying message promoted by marketers represents misconceptions and inaccuracies about life. They push forward faulty rationale. And we would be wise to recognize and reject each of them. Consider just a few of the inaccuracies on display in last night’s football game:
7 Life Inaccuracies Portrayed in the Super Bowl Ads
1. To accomplish good in this world, buy more stuff. There has been much conversation about the softer, nicer tone of this Super Bowl’s advertisements: less sexism, less sleaze, and less coarse humor. I welcome the change. Instead, we received ads designed to evoke fuzzy feelings and emotional responses. Some companies (Axe, Chevy, U2) even took the next step and offered social change through the purchase of their products. Now, don’t get me wrong, I’m all for world peace, beating AIDS, and celebrating cancer survival. And I appreciate companies that are investing money into social good. I just don’t think buying more stuff is the best way to accomplish it.
2. The best food is found in fast service and slick packages. In Notes from a Blue Bike, Tsh Oxenreider speaks about the joy and pleasure of eating “slow food.” She reminds us of the simple pleasure and benefit of purchasing quality food in season, including family in preparation, slowing down while we eat, and finding opportunity to linger at the table afterwards. Perhaps that is why the foolishness of some food commercials stick out to me. At one point, Subway referred to their new Frito Chicken Enchilada as food that “could not be resisted” and Sodastream promoted a new soda that was both “better for you and better for us.” There is wonderful food out in the world to enjoy—it’s just not on sale in your local fast food establishment or candy aisle.
3. We don’t need less TV, we need better TV. I have learned one of the great subtleties of television is its ability to further its own cause—in other words, those who watch television are the most drawn to watch more of it. This is most often accomplished through television’s promotion of its own programming by highlighting “the most watched new show,” “the funniest new series,” “must-see tv,” or “the next great sporting event.” Television promotes more and more of itself to present viewers and boldly calls for even more of their attention. During the football game, I noticed countless advertisements for new shows and new television networks to improve our television-watching experience. But in a country where people spend 34 hours a week watching TV, better, more personalized television is not the answer. Turning off the television is the answer.
4. If you can buy a luxury car, you should. Harvey Mackay once said, “If you can afford a fancy car, you can make more of an impact driving an ordinary one.” Car marketers would try to convince you otherwise. Their advertisements during the Super Bowl seem to presume that buying expensive new cars should be the goal of every American. Jaguar, Audi, and Kia all made claims to be the most luxurious vehicle on the market—as if luxury and reputation are the two most important goals anyone could achieve in their next car purchase. But as a nation that owes $11.28 trillion in consumer debt, we don’t need to buy more luxury cars, we need to change our spending habits entirely. And even if we do have the money to buy a new luxury car, is that really the best possible use of it?
5. Buy a website and you’ll become a successful entrepreneur. Websites are great. They provide opportunity to find your voice, interact with the world, and help bring about the change you desire. I am continually grateful for the opportunity this one provides for me. But I get a little nervous when I see companies make it sound too easy. Building a successful website takes time, money, energy, dedication, and passion. Both GoDaddy and SquareSpace seem to indicate it may be as simple as buying a new web address. And while purchasing a web site address is certainly your first step towards successful entrepreneurship, it is only the very first of many.
6. America is defined by football, soda, beer, and cars. American pride was an important theme for advertisers during this year’s Super Bowl. Coca-Cola, Budweiser, and Chrysler were among those who intentionally used the theming to help promote their product (Chrysler even went so far as to use this line: Detroit made cars. And cars made America). Also, for some reason, Super Bowl Sunday was deliberately referred to as “America’s holiday” over and over again this year. But it seems to me this country is about higher ideals than entertainment and consumerism—or at least, it could be.
7. Happiness is for sale. Advertisers often seek to convince us their products will increase our happiness and fulfillment in life—that the answer is found in spending more. From soda to alcohol and fashion, happiness is offered to us in our very next purchase. But 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. We would be wise to look for it elsewhere.
Image: Photo Credit: Heinz
Karen P. says
About point #1, I appreciate your giving corporations the benefit of the doubt, but they link themselves with charities and causes BECAUSE it makes them look better by proxy. What does Chevy have to do with cancer anyway? Exactly.
One other bit of misinformation you forgot to mention: That guy in the picture holding the ketchup bottle. FALSE. Everyone knows you don’t hit the bottom, you hit the “57” on the shoulder of the bottle. ;)
Erin says
I’m with you on all of these but the tv. I know most minimalists give up tv, and that’s great for you. I do kind of wish people could be a little less self-congratulatory about it, though. I watch less tv than I used to, but really don’t plan on giving it up. We all have different things we enjoy and some of us introverts really enjoy being inside, whether we are reading, watching really good tv shows, or surfing the Internet (sometimes with friends and family). And, yes, tv promotes itself, but unless a new show looks interesting to me right away or gets great reviews, I won’t check it out just because the network claims it’s a hot new show.
joshua becker says
Thanks for the comment Erin. I have not given up television entirely in my home either. We have one remaining and we do use it—for example, to watch the Super Bowl. I also enjoy watching the Mentalist on Sunday nights. And my wife likes Downton Abbey.
Erin says
Downton Abbey is fantastic! Your wife has good taste.
Giselle says
I agree. Downton Abbey is excellent. I like the Sherlock show with Benedict Cumberbatch, too. :)
I found most of the ads entertaining, but I won’t be buying anything they’re selling. Especially not a Jaguar–one of the most overrated, good-looking but genuinely crappy cars around. The ad with the “hometown welcome” for the soldier was overblown. I realize all these commercials are attempting to play to our fears and desires but I agree with the points in this post. And if you view them with a discriminating mind, it’s easier to see through their ploys and not feel bad for not being a “good consumer.”
Andrea says
Who even cared enough to watch 22 people run into and away from each other? We’ll see the comercials this “sweeps month” anyway…..would rather (and did) watch Puppy Bowl X
Michael Crosby says
I watched the game, and honestly, I was overwhelmed by the experience. Trying to manage the food, conversation with friends, watching the game, and then trying to figure out the wittyness of the commercials, proved too much.
The author makes excellent points. Let’s be honest with ourselves and see what these commercials are really about. Thank you for this post.
I also posted in my blog today about the food experience. Warning–R rated.
L Ward says
So true, I especially loathe the big pharma commercials with people who have such a wonderful lifestyle and live in a beautiful home because of the drugs they are taking to make it all possible. What a Fantasy Island they live on…
laurie says
amen. as one who is caught working in a retail environment (semi-retired and the only job fairly close to home), i see the buy buy buy impact on a daily basis. i am trying to minimalize my spending and life style, but i see so much of the “more is better” attitude on a daily basis. not only buy more, but try to argue their way into spending less……and i always wonder when something is “new and improved”, what was wrong with it before?
i dumped my cable a while ago, tired of paying so much for so little. i don’t miss it. i turn on the local news to get the weather at night and that’s it. proud to say i have never seen many of the so called “popular” tv shows. and when someone carries on about a celebrity most times i no idea who it is or why they are so special. and the fact that this kind of sport adulation is so predominant, really makes real life hard to stomach. they are payed disgusting amounts of money, while people who make a difference struggle….i think people who do the dirty grunt work should be paid more, and the rich athletes less.
i live in a small rented house in the country, and manage to keep my distance from the craziness. as for believing the hype, i really think a lot of people DO…..biggest car, biggest house, do do do for your kids or you are incompetent, drive as fast and dangerously as car ads show. and they just don’t see the waste that is being created in living like this. this planet has limited resources and they are being depleted in so many ways.
ok, getting off my soapbox now. thank you for what you do to show us a better way.
Rose Cole says
I was going to post my own comment but you took the words right out of my mouth! Ditto! And thank you!
Dona says
I subscribed to your blog, because I really do believe in the minimalist lifestyle, Generally I like all your posts—-but you really missed on this one.
As if the rest of us are idiots and you had to tell us that advertising is companies trying to sell something. They try to sell by presenting the product in the best light possible. We are not stupid. We know we will not be bigger, better, smarter or more successful by our car, our food or our website.
I see you posted this in the wee hours of the morning—so I will forgive your assumptions that the rest of us don’t ‘get’ advertising.
joshua becker says
Thanks for the feedback Dona. I really do appreciate it. This blog has always been a place for my observations on life and consumerism. I do not assume every post will teach something new to every reader—there is just far too wide a spectrum.
Lisa says
The sad reality is that most people don’t really get advertising. Gone are the days when commercials tried to sell you on the actual merits of the product. Sure, nowadays there are snippets about features but the words do not have anywhere near the same impact as the images. The majority of advertising is focused on eliciting emotion. It’s about image, status, success. You don’t need a Lexus because it’s the most reliable car. You need a Lexus because it is a symbol of success and “everyone else” will be jealous.
When you stare at the TV for 34 hrs a week, those images make an impression and it takes conscious thought to see through the pitch and down to the reality. Having had no cable or even local channels for over 6 years, it is almost painful to watch.
Karen P. says
Or even if we “get” it, it’s all too easy to get lulled back in over and over. Have to maintain a constant level of vigilance just to navigate daily life.
Jim Randall says
Good points overall. But note that Sodastream (www.sodastream.com) is actually promoting a way to make your own soda at home — old-fashioned slow-cooking style — with an emphasis on plain old seltzer. So while it’s a gadget, it actually may be “better” than buying armsful of plastic bottles.
joshua becker says
To me, it just looks like something that will end up in the back of a closet someday.
Natasha says
Our friend has used hers daily for years. Ours, however, has a less than prominent place in the back of a cabinet…
Damaria Senne says
One of my friends recently bought me a beautiful that says ‘Whoever says money can’t buy happiness is not shopping in the right places.” I haven’t used it because it makes me uncomfortable as it doesn’t reflect my life view. But the scary thing is that I have a feeling my friend meant it. I suppose what I’m saying is, people do internalise the underlying messages from advertisements. If challenged, some people have said to me “don’t be so literal” or pointed out that most rational people understand that the advertiser is selling a product, not the fountain of life. But people’s actions sometimes say to me that they do believe it, even if they wouldn’t necessarily acknowledge that in public.
Troy says
John,
I think you may be missing the point. Offering a good product is not a bad thing. The issue here is the way that products are offered. You should be thankful for a quality advertisement when you are looking for that product. That makes your search a little easier. Be wise and don’t allow emotions to control your decisions.
Christine @ A Well Stocked Life says
“Thankful for quality advertisement”…maybe. However, the point being most of what is provided on any given day in terms of advertising isn’t there to promote a true quality of life it is promoting a product–a product with the illusion that in this ego-centered world “this bud is for you” and any other X Brand product promoted. This type self-centered devotion through consumerism cannot make you happy. Now perhaps 12 beers later happiness may or may not ensue…but that is another story. Have a good one.