How to Coach Yourself and Others Beware of Manipulation | Page 277

Many ads will tell you that a product is great, amazing, super, mega whatever. Or it is supposed to be easy, convenient or handy. Companies pay advertisers to use such words. Such qualifications have little to do with how you will really experience a product. Why not ignore them altogether? Presenting it as better than it actually is Not only will advertisers show only the positive, they will also present products as better than they actually are. The pizza in the advertisement sure looks more delicious than the real product. That's because it isn't the real product. Promotional photos of food usually aren't very real. The food is made to look good by using plastic vegetables, putting some extra of the good looking stuff on top of it, and making it shine artifically. Photographers know how to make things look good. They manipulate the lighting, make sure the model smiles, and choose the best angle. Photos are not like the real thing, although they appear like they are. The attractive person The advertiser uses an attractive person to deliver the message, as attractive people are accomodated and trusted more. Attractive young men or women often deliver the message in advertisements. This is, of course, a staged situation, the attractive person is paid to deliver the message. Separate enjoying that person from believing the message. The famous person A famous person in an advertisement tells how good the product is. Advertizing companies pay celebrities to appear in ads. It is not like the celebrity spontanuously supports the product, he or she is asked and paid. They may not even use the product themselves (although they may say so). Gifts with a logo Anything you get that has a company logo on it, is designed to make you more loyal to the company the logo is from. You are reminded of the company many times, and so are others near you. It is nice to receive a gift, but the gift is there because it will influence you. You may not want such a mini billboard, and refuse such gifts. 276