A Bunch of Sheep

You know I've always wondered why the advertising industry in general feels once someone gets well into their 50s they as a group pretty much disappear considering they hold most of the wealth in this country and the world. Most advertising is geared towards the 18-40 crowd I reckon. They are more gullible eh?

So the matter up for discussion is this: What part does advertising play in your decision to purchase a product. Is just a general ad for a common everyday product influencing you? Does a celebrity endorsement for a product whether it's a pair of expensive sneakers or a fancy watch or an expensive car play any part in your decision.

I say this. Advertisers pay the big bucks to influence people on what to buy and they hire all kinds of specialists and do mucho research and know for a fact they are influencing you whether on a conscious or subconscious level. The older folks are less likely to be swayed so they don't spend the big bucks on them with some few exceptions.

So are you part of the flock? Just a sheep eh?

'Advertising may be described as the science of arresting the human intelligence long enough to get money from it'

Steven Lea****, Canadian writer and economist (1869-1944)

I shave with a straight, drive a '57 Ford pick up, listen to Jazz, and put Murray's in my hair. I think that the marketing bullet might have just missed me. And I am 31, so I am in the demographic that seems to be targeted. I am just grateful to my parents, who instilled the belief in me that just because it is popular it is not necessarily good. Without them, I could be driving around in a 350Z wearing an AFFLICTION shirt and a scarf. And listening to Nickelback, no less. If the older folks are so resilient in the war against advertising, then why do I see so many 50+ folks wearing Crocs? I mean, aside from the ones who are out riding their 2010 Harley Davidson Road King (or pulling it into a covered trailer attached to their new truck that Toby Keith is a spokesman for so they can haul it to BIKE WEEK) before they have to head back to work as a CPA or dentist in order to afford all the s**t that they don't need. There is not a subset of people who are immune to anything. Young people can be steadfast as well. Though it does seem to be less often, and less noticeable.

I'm over 50 and advertising has very little effect on me.All ads are engineered (or skewed)to expose only the positive side of the product and wheedle a few dollars out of your pocket without exposing any negative aspect of it (which there often are).When I wish to purchase a product,I would much rather research information on it on my own.I value the reviews other users have posted,reviews from reputable experts in the field,and non-profit,consumer advocate type sources such as Consumer Reports.

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Originally Posted by aroliver59

I'm over 50 and advertising has very little effect on me.All ads are engineered (or skewed)to expose only the positive side of the product and wheedle a few dollars out of your pocket without exposing any negative aspect of it (which there often are).When I wish to purchase a product,I would much rather research information on it on my own.I value the reviews other users have posted,reviews from reputable experts in the field,and non-profit,consumer advocate type sources such as Consumer Reports.

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+1 on that.

I'm over 50 and advertising has a very negative effect on me. If something is relentlessly advertised, I simply won't buy it. There are still films that were so hyped-up when I was in my teens that I resolved never to go and see them, and still haven't. I don't mind informative, occasional, well-directed advertising - I just hate the senseless blanket advertising that tries to brainwash me, and I won't have any of it. I even tape tv so I can skip the worthless, trivial dross that would otherwise be inflicted on me.

Like aroliver59, when I want something I do my own research and I pay little or no attention to opinions expressed by casual or first-time users who haven't really got to know the product. Wheedling out what is good factual info from the clamour of the crowd of wannabees or those that want to gain the acceptance of a target group is an art in itself!

thebigspendur,

What you describe is a fairly new phenomenon, brought on by the 1920s, when society discovered that there were adoloescents or teenagers and the post-WWII baby boom. It made sense to target baby boomers because they were the largest demographic at the time.

It should also be recognized that young people, in many respects, are initiators of new trends in society too, whether it is music or fashion. Corporations spend millions of dollars paying marketing agencies to have focus groups with young people to identify what the next new electronics, fashion or music trend will be. In fact, Madison Avenue has non-too flattering names for their target youth market. Males are called "Mooks" and females are called "Midriffs."

Of course young people also have a direct pipeline to their parents cash. And what parent can say no to their sweet child who will simply die if they don't get the most fashionable set of sneakers, jeans, dresses, or blouses?

Those over 50 don't disappear from Madion Avenue's radar scope entirely, though. It simply addresses that "wealthy" group's more "upscale" needs in magazines such as The Atlantic, Harper's Bazaar, and the New Yorker. You're advised to buy a Lincoln or Lexus, rather than a Ford or a Toyota. The International House of Pancakes takes a backseat to Le Peep's. Timex is replaced by Tag Hauer.

Just my 2 cents.

Sitting here with my Chuck Taylor Converse All Stars sticking out in front of me I can honestly say that other than my TI Lynn Abrams SRD commemorative razor I am not influenced by labels. :beer2:

It can sometimes. Usually the ad has to be really funny. I can actually remember pretty much all the ads that I thought were funny for about the past 10 years, so its not very common. The item has to be cheap too. For instance, I like some of those Gieko (sp?) ads, but don't plan on getting insurance there.

Usually ads have a negative effect, though. I really, really hate the sincere "we care about you, so buy our product" ads. If an ad annoys me enough I'll go out of my way not to buy something. But I can usually avoid this by frequent use of the mute button.

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Originally Posted by JimmyHAD

Sitting here with my Chuck Taylor Converse All Stars sticking out in front of me I can honestly say that other than my TI Lynn Abrams SRD commemorative razor I am not influenced by labels. :beer2:

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Jimmy you are too much...:)

For the past year, or so, when those "He went to Jared" commercials would air on TV, the wife would sometimes say to me, "you never went to Jared." Geez!

So for our anniversary this year, instead of going to Kay Jewelers ("every kiss begins with Kay"), or some generic, or any other jewelery shop, I felt COMPELLED to go to Jared. But hey, they had just what I wanted to get her, and she loves it. So it was a win - win, but boy was I reeled in.

This is a stupid question but are people in the UK and Europe bombarded with ads as much as here in the US?

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Originally Posted by thebigspendur

So are you part of the flock? Just a sheep eh?

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baaaaaaa

I can't hear commercials that run during the only time I watch tv. I think they're geared to old people who are losing their hearing because the very elderly actors quietly mumble throughout about how hearing aids or emergency equipment saved their lives

I don't get reeled in by ads, but one must acknowledge what Foucault called "Discourse" there's really not much you can do to escape that, which is even worse then just advertising. It is the common talk, the things that are on everyone's tongues, the ideas, concepts and things we all share socially, most of it is generated by the media, and advertising.

This makes any dynamic thinking seem truly against the norm, and almost scary, not allowing for true social and economic change.

I had a friend who had is masters from Columbia University in advertising psychology, he basically imparted some information to me that what advertisers do is create these psychological models or profiles of their future customers, and then run complex surveys with large test groups to determine the key factors and items that will trigger certain behaviors, they then apply these results to their ads. He basically said its so complex and that the viewer stands little chance to not be effected by the ads if even in a subconscious way.

I'm not sure I agree with him, but he did seem pretty confident in his work.

Either way ads are a huge part of American culture and what is Americana, just look at the Superbowl, when did ads become a thing to watch?? I remember the ads and halftime being a time to go to the bathroom to get food etc... When did we become so vapid as a Nation?

I think it's important to chose what you buy based on your brain, and what you need, and like, not what you've been told is necessary or makes you look cool.

I believe all of us here share an aspect of this concept in our ethos, I mean it's not every guy I run into who's out saying how cool it is to get a restored Wade and Butcher, and how he made his first shave brush, or cream, etc...

I probably would hate this forum if every Tom, Dick and Harry was doing it. I guess I like to be or think I am a unique little snowflake, even though I know I'm not lol.

Cheers
David

now that i am over 50, i have noticed i have little in common with most commercials and ads in general. i know what i like and dislike and the ads will not influence me one way or the other. besides when has anyone seen an ad for a straight razor lately other than on a wet shaving site?
a couple of examples:
1. automobile ads and the actual cars are not very impressive and most are nothing more than disposable cars. (one reason i use the 59caddy for my handle. that was when they knew how to make a car) i guess the ads are geared for the younger people with LOTS of money to throw away.
2. country music; most of the stuff does not appeal to me anymore. it is more to the liking of younger people.(mostly just rehashed rock-n-roll of the 70's and 80's) the singers used to have to pay their dues, now all they do is win some contest and they are entertainer of the year within a few months.

Over 50 and the ads may get me interested in the type of product advertised, but not the specific brand. I'll do some research first then sleep on it.

I like to think I ignore ads.

However, I have come to the horrific conclusion that our lives and emotions are ruled by herd instinct much more than we recognize.

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Originally Posted by matt321

I like to think I ignore ads.

However, I have come to the horrific conclusion that our lives and emotions are ruled by herd instinct much more than we recognize.

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Depends on what it is. I'm in my 60s now and don't look at much in the way of ads unless it is a subject that really interests me ... like razors and sharpening tools. OTOH, when I look back to my younger days I can see where they bamboozled me as much as the next guy. :shrug:

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Originally Posted by metalfab

This is a stupid question but are people in the UK and Europe bombarded with ads as much as here in the US?

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Yes, and although few like to mention it, the UK is in the EEC.
I'm sure we have all the same types of ads that you do. Targeted advertising by mail is very big in the UK.
All business needs to advertise it's wares, mine included.
The ads I personally don't like are the 'lifestyle' ads.The ones designed to sell you a false promise and make you think; 'If only I had that car/watch/suit my life would be perfect'.
As many have said, as you get older and more experienced you realise that the gloss soon wears off whatever it is you purchased to make yourself happy.

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I even tape tv so I can skip the worthless, trivial dross that would otherwise be inflicted on me.

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I'm with Neil on this too.Thank goodness for DVR or I'd have to push the mute button during every commercial during my favorite shows.(I really do this)

I do have to admit that I watch the super bowl commercials because they are often well thought-out and funny,but then I mute them after that as they continually hit you over the head with the same ones for MONTHS.

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Originally Posted by Neil Miller

I even tape tv so I can skip the worthless, trivial dross that would otherwise be inflicted on me.

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yep me too can't abide those boring, and repetitive, ads for things i will never buy thank goodness for the PVR i say !... :)

ian

I promise each and every one of you that you fall for advertising every day of some description or another. It's the nature of the beast.

I would say that in terms of my lifestyle choices as many of the others here I pretty much do my own thing (a long with every one else doing the same thing) but I'm not going to pretend that I'm immune or anything, I just happen to be a great user of the internet and a lot of the stuff I buy isn't really advertised anywhere, so I end up buying on the basis of peer reviews quite often.

I avoid TV adverts like the plague. If there is something on with adverts, I pause it long enough that I can fast forward through the adverts, and do something else for a while.

I agree. Maybe not in ways we are immediately cognizant of, but I think there's a lot of influence advertising has on the majority of us. An example: I don't spend a whole lot of time researching which dishwashing liquid is the most effective. So when I'm in the store looking to pick of a bottle of this innocuous stuff, exactly what leads my mind to pick up the bottle of Palmolive versus Dawn? Ultimately "something" inside my brain prompts me to pick up one brand over the other, and in all likelihood it's linked to something in the advertising of the product. Same with a zillion other products that aren't necessarily very important in the grand scheme of life, but "something" prompts me to pick up the box of Brillo rather than SOS.

And when it comes to purchases where I am fairly cognizant of what I'm buying and why, don't discount the subconscious influence advertising can have. When was the last time any of you guys picked up a package of "Secret" deodorant to use? It's marketed to women, and although it's got the same active ingredients as uber-masculine Axis or Right Guard, no guy I know reaches for the Secret. That's a function of the influence of advertising.
One final example: although it's not my cup of tea, Michelob beer has always been marketed as an upscale brew. Its made by Anheiser Busch, which also makes Old Milwaukee. The ingredients are probably pretty much identical. But it's hard to deny the upscale "luster" that attaches to Michelob over Old Milwaukee.

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Originally Posted by gregs656

I promise each and every one of you that you fall for advertising every day of some description or another. It's the nature of the beast.

I would say that in terms of my lifestyle choices as many of the others here I pretty much do my own thing (a long with every one else doing the same thing) but I'm not going to pretend that I'm immune or anything, I just happen to be a great user of the internet and a lot of the stuff I buy isn't really advertised anywhere, so I end up buying on the basis of peer reviews quite often.

I avoid TV adverts like the plague. If there is something on with adverts, I pause it long enough that I can fast forward through the adverts, and do something else for a while.

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There was a thread on here, I think by our very own super hero, about choice.

The fact is, we are faced with a crap load of choice these days, and when you're in a store looking at fifty or so brands of shampoo or candy or washing tablets - you don't make that decision based on much more than price and advertising. There is a reason why, for example, big brands sponsor big sports events and tv shows. They don't even need to tell us what they do then, just show us a name and make an association with something we like.

I don't particularly believe this is a bad thing, ultimately if you are happy with a product and you are happy with what you pay for it, who cares? How ever, I do think it is a little naive of any one to suggest they do not take notice of advertising. Indeed, even if that's true, their parents probably did and instilled a preference in them of particular brands.

It's all about perception at the end of the day. You can't help but perceive things. No one is objective enough, or cares enough, or has enough time, to actually test each product against the next, it just doesn't happen.

Over 50 ignored? Wonder who all those never ending ED commercials are aimed at. Did you ask your doctor about Lipitor? Merck needs geezers.

You see there is method to the madness here.

Most people would never admit to being influenced by an ad. It kind of makes them seem like a..sheep or easily influenced. No he-man would admit to that would you?

Just think when you go into the store to buy some pasta sauce. You have all those brands staring you in the face. What makes you go for a specific one. Do you read the labels of every product available you are considering purchasing. What if ads didn't exist? Then you would have to research every single item you consume or use. Think that would cramp your style or your time?

Like it or not my position is we are all heavily influenced. Just think of all those commercials with obnoxious pitchmen and horrible jingles. Its all designed to grab your attention so you will never forget it especially when you go shopping. The more unconscious the effect the better because you won't even know you've been had.

So your in the store and you're drawn to a few brands and then the labeling adds more to the effect and they have you hook-line and sinker. Go to a typical supermarket. The place is designed by pros. They know just how to stack products, place them, the proper lighting, giveaways or samples with the smells wafting through the store. They make you walk the entire length and width of the store to get a few essentials giving them more opportunity to sell you something you don't want. Think your not affected? If it didn't work they wouldn't do it.

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Originally Posted by wescap34

Over 50 ignored? Wonder who all those never ending ED commercials are aimed at. Did you ask your doctor about Lipitor? Merck needs geezers.

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THANKS, I forgot about those ED commercials....:rofl2::roflmao

The only role it plays in my buying decisions is that of informing me of products that I may not be aware of.

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Originally Posted by fccexpert

The only role it plays in my buying decisions is that of informing me of products that I may not be aware of.

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'Zackly

I am also decidedly NOT an impulse buyer. If I see something that looks like an amazing deal I always walk away and think about it for a day or two.

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Originally Posted by 59caddy

THANKS, I forgot about those ED commercials....:rofl2::roflmao

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WHO is ED anyway ?

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Originally Posted by gregs656

I promise each and every one of you that you fall for advertising every day of some description or another. It's the nature of the beast.

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+1.

Everybody falls for it in subtle ways. Guess what: Everyone thinks of himself as a free thinker. But we aren't. We may be vigilant about certain things because we know about them, yet there is a ton of things we fall for.

Store design for example is a science. I watched a documentary a couple of weeks ago where they did tests in various stores to increase sales of specific products by changing the color of certain things, placement of the product, price, and even by putting different offerings or box sizes next to it. At one point they increased lingerie sales with 30% just by adding a chocolate scent to the air that was so faint nobody could even smell it.

The conclusion is that marketing works if done smartly, because it bypasses concious thought. It works on you too.

Even here on SRP it works. You think a Livi is really that much better than a wapienica when it comes to shaving? Or a handmade damascus razor? No it doesn't. But people still think it does. The Livi regrinds are even a better example. They cost as much as a Robert Williams custom (assuming similar specs) yet they are just a bunch of reground old blanks. If -I- said I'd found a bunch of old blanks, ground them and put them in wooden scales, noone would pay the same. Yet Livis name makes people buy them. And how about those ducks. Or the ridiculously expensive eschers.

Here's another thing: in an experiment, researchers found that the vast majority of people thinks they are at least of average intelligence or a couple points above it. Yet that can't clearly be true. We always think better of ourselves then we are.

I'm almost the other way. If its endorsed by some celebrity, I'll go out of my way to avoid it!

When I buy training shoes, I get the cheapest ones that I can find that are comfortable. They're going to get trashed anyway, so why bother spending £150 on them just because David Beckham wears them?

As others have said, I tend to research the best option and then shop around for the best price for the item in question.

I find if something is really hammered to death, it just gets annoying. Two examples I can think of here in the UK are the "Compare the Market" and the "Go Compare" adverts. Both are websites for choosing insurance, both adverts are ear-wiggy (they stick in your head) and both are very annoying after you've heard them 50 times a day! The problem is that they are on both TV and radio as well, no escape! :D

I definately think kids are more affected than adults, I still remember the latest and greatest toy being plugged in the Christmas run up!

But over the last 10 years or so, I've stopped paying attention to it. I've never been the sort of person who has to have the latest thing, I'd rather wait a year or two for the price to come down and get the upgraded version into the bargain!

Its like the iPhone. I didnt bother getting one when they first came out with the standard version, which was IIRC about £180 for the handset on top of the £35 a month for the contract.

I got the 3G version the other day though, and I didnt pay for the handset! So two years down the line, I got a better version for less money. Works for me! :D

I dont mind adverts on TV so much, because I usually have one of my guitars with me when I'm watching telly, so I just jam along to the adverts. Its good fun coz they're all in different keys, tempos and styles so it really gets you thinking. The other plus is that, because I'm listening to the jingle, I'm NOT listening to the words!

Most shows I like, I tend to buy on DVD just to avoid the ad breaks. House is a classic example, its a 40 minute show, made an hour long by the four ad breaks they have in it. Drives me nuts! So I just get them on DVD, so I can watch them when I want free from adverts.

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Originally Posted by Bruno

Guess what: Everyone thinks of himself as a free thinker.

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Many many people do, it's a curious thing that so many people deny their own human nature. That so many people find it a repulsive idea that they are some how influenced by out side forces.

There is not a species on the planet where one sex does not advertise to the other.

I'm not a sheep, but I am still a kid.

Yes, I'm sure ads affect me to some degree, but I don't think they affect me too much. I try to do objective research, to whatever extent that is possible.

I think advertising doesn't have much effect on me.
Every now and then i've gotten so ****ed of commercials that i've decided not to buy the product that has stupid or otherwise irritating ad. Of course this wont work always but i try to keep this principle in my mind.
The same goes with taxicabs, busses and private cars etc that have ads in their sides. If i see someone speeding or otherwise driving stupidly i try to ignore those products or services they are advertising. The same goes with companies that are known of paying less than minimum wages to student workers. Their services and products are not for me if i can easily find an alternative.
I am well aware that i'm not immune to advertising but i try to keep its influence as little as possible. My silent protest or sort of.

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Originally Posted by Sailor

i've decided not to buy the product that has stupid or otherwise irritating ad.

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But see, the problem is that your consumer decisions are still predictable because now they know you'll buy the opposite of what they irritate you with. As long as that's the case, the advertisers will find a way to exploit and manipulate you to the point that the purchases you make will actually be no other than the choices they've made beforehand for you.

You need to do what I do. I flip a coin before every decision I make, so that way it's totally random. I use a new coin each time too, just to be on the safe side. If you want a truly random coin, it needs to have certain characteristics, send me a private messages for details on how you too can own a randomizer flipping coin so that you will not fall hapless prey to vulture advertisers

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Originally Posted by hoglahoo

But see, the problem is that your consumer decisions are still predictable because now they know you'll buy the opposite of what they irritate you with. As long as that's the case, the advertisers will find a way to exploit and manipulate you to the point that the purchases you make will actually be no other than the choices they've made beforehand for you.

You need to do what I do. I flip a coin before every decision I make, so that way it's totally random. I use a new coin each time too, just to be on the safe side. If you want a truly random coin, it needs to have certain characteristics, send me a private messages for details on how you too can own a randomizer flipping coin so that you will not fall hapless prey to vulture advertisers

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Flipping coins every time i want to buy something would make me schizophrenic (if not already). Maybe i should have wrote 'ignoring the ad' instead of 'deciding not to buy' except in certain products.

We are all influenced by ads in our life until some point, but i think it is usually easy to lessen this influence just by ignoring ads, if possible.
There are certain products that i wouldn't ever purchase because of the irritating ads (Audi, BMW, for example) and then there are products that i might or might not buy - ads wont change my mind.

Baah! I am not a sheep, that is shear nonsense; I am wild and wooly, and I can give ewe a whole flock of reasons why that is so.

~Rich

Advertising lets me know a product is out there, so yes it is effective for me. Celebrity endorsements mean nothing to me because i know they are getting paid to do it, and really i could care less who owns a particular product.

I rely on the good old internet for research, i know that if 60% of the people give something 5 out of 5 stars that its a pretty darn good product.

I don't know if its because I'm cheap or not but as a general rule of thumb if i plan to spend over $50 on a product i generally research what i am buying.

These are cool. I saw em on CSI-NY.
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