Just a few thoughts on advertising. And for that, I want to go all the way back to step one of The Four Shopping Rules: IDENTIFY. This covers such a wide range of topics and conversations, from simply identifying that you want to change and slow down, to making a plan for yourself, to knowing your shopping triggers.

One trigger that took me a little longer to identify was that I’m a huge sucker for good advertising. To the point where it could be 90° outside here in LA and I would be casually shopping for winter coats. Why? Well probably because of all the commercials and store signage showing people having fun in the snow — in their cute clothes, of course!

Advertisers know what they’re doing. They’re reminding you that with new stuff, you’ll have a better life. You’ll be happier somehow. New and improved. And while deep down, I think most of us know that isn’t true, the high we get from shopping tricks us into believing that our things make us better people.

Hell, I even saw a print ad on the plane last weekend of an incredibly gorgeous 20-something woman, dressed well, walking the streets of Europe (or Warner Bros. Studios). Either way, she clearly living her best life. It turned out to be a credit card ad. In the past, seeing this ad would’ve possibly given me twinges of envy toward this fantasy life. But this time, I simply had the very clear thought, “awww, this poor girl doesn’t know credit card debt isn’t sexy!”

Change Your Perspective

The only way to recognize that as a consumer, you are being taken advantage of, is to start looking at advertising in a different way. Your desires and weaknesses and fears are actually being targeted and exploited under the guise of beautiful imagery. I know these are strong words, but when other people profit from my own insecurities it leaves me with an icky feeling. Sometimes it makes me yell out loud to the TV I AIN’T NO SUCKA!! And that makes me feel better. You’re welcome for that little life tip.

Now all of this being said, I’m not blaming advertising for my shopping addiction. It plays and roll and it triggers things for me. But ultimately, nothing would change if I had no accountability in the process. So I take it upon myself to look at advertising in a different way. I’m a grown woman who makes my own choices, and won’t let advertising have control over me. It’s the same way I look at influencers. This is their job and paycheck. Does that mean I have to do everything they tell me? Absolutely not!

So while you’re out shopping, you can add it to the list of questions you ask yourself when you IDENTIFY an item you see — is this a need or want? Is it good quality? Is it clever advertising? You might be surprised.

When was the last time you let advertising control the way you think?

loves,
jaana