The other day I read an article in the Economist entitled The Way The Brain Buys. It talked about marketing firms and the experimental tactics they use on all of us out here in consumerland as they try and figure out how to get us to chose this brand or that or convince us that not using Janitor in a Drum will undoubtedly result in a slow decline into filth that will land us on Oprah’s couch pouring our hearts out about how we got in this germ-infested mess and can she please, please hook us up with one of her experts? She has one for every disorder.
Personally, I’m not so gullible as to be taken in by some ridiculous ad campaign that promises something I know it can’t deliver. Really! I’m not! Take these golf balls for example. Clearly, they are targeting a male audience. They use suggestive phrases like “get long” on the packaging. The back of the box promises even more: Are you experienced? Then you know it’s all about being free. Free to groove your swing. Free to hit that thing. Free to play the day away”.
What guy wouldn’t want to groove his swing or hit that thing?
How do I know what’ s on the back of the box, you ask? Well… I bought them. For myself. But I want everyone to know that it I did NOT buy them because I’m sucked in by the subliminal messages or the catchy phrases or any of that other psycho-nonsense they described in the article. No, no no!
I bought them because they’re so cool!
Come on! MOJO!?
And the colorful box!?
And they’re Nike, the coolest company with the coolest athletes.
I will be a totally cool golfer with these puppies.
I hope I don’t lose them all.
But I can buy more, right?