Them and the Other

It has long been said (maybe the renowned sociologist Vance Packard said it first) that Madison Avenue’s advertising campaigns pivot around man’s conscious or subconscious fears. Fear is the catalyst. Indeed, man’s fears, insecurities and regrets are what make possible the Art of the Sale.

Examples of fertile ground: The fear of not fitting in, the fear of missing out, the fear of driving an unworthy car, the fear of drinking an uncool beer, the fear of municipal drinking water, the fear of emitting “morning breath,” the fear of vaginas smelling like, well, vaginas. You name it, and a sharp-eyed marketer will find a way of making it scary.

Which reminds me of an old joke, but I'll spare you.


TS