Advertising taps into needs and desires which exist already and reinforces them. It plays on people’s insecurities making them think, even though they mostly know better, that if they buy something they will be more attractive, more powerful, and more happy in general. Of course there is an element of truth to this. Money may not buy happiness but it can offer entertainment that eases boredom, beauty products, clothes and services that enhance our attractiveness, etc, etc. Not to mention less tangible consumables like cruises and luxury vacations. Why wouldn’t we want these things?
Advertising seeks to convince us where we should spend our money but the desires are there already. Part of the problem is that our consumerism is fed by the superficiality of some of our current cultural values Too much emphasis is being placed on how people look and what they own and not on the kind of person they are. It’s all style with no substance sometimes. It’s easy for the advertisers to sell us on the fantasy du jour.
We are ultimately responsible for being able to decipher the underlying message and not get suckered into buying things we don’t need for all the wrong reasons. If we cannot improve our track record at making ethical buying decisions concerning fair trade and sustainability our planet is going to be in serious trouble.
Freud called it the pleasure principle. It’s human nature to want what gives us pleasure.