Some time ago, Frédéric Beigbeder, a political science graduate, writer and former advertising executive, treated us to some words I simply couldn’t resist sharing. In them, he explains that the advertising world tries to keep us in a constant state of insatiable need. Among the advertising executive’s favourite weapons are stoking envy and pain.
“Happy people don’t consume.” That’s why part of an advertising executive’s job is to create a feeling of unhappiness, because when you’re unhappy you feel an emptiness that you have to fill by buying things.
See also: 6 psychological mistakes that rule your life
To get you to buy beauty products, they first have to make you feel ugly. And they can do that very easily by showing you things that aren’t normal and making you dream of things or sensations you’ll never achieve.
As you know, we have always started from the philosophy of controlling our own brain and our emotions. Otherwise, it doesn’t matter what you achieve. Whatever you have, you’ll always feel empty if you can’t recognise where that emptiness comes from.
See also: The secret procedure Hollywood has been using to fool you for years
Featured image: ActuaLitté, CC BY-SA 2.0, via Flickr.
