Think about the woman who tells herself that it is the weekend and she deserves to enjoy herself so she opens a bottle of wine, finishes it and then opens another one and finishes that one as well. She falls up the stairs to bed and feels the impact of it in the morning. However her belief is that she deserves to enjoy herself which is absolutely fine but what is interesting is what she believes that entails. To her it is drinking herself into oblivion. The chances are that this belief about what constitutes a good time has never been questioned. The thought process goes like this: I deserve to relax. Relaxing means I drink as much wine as I can. There is what is known as causality there. One belief equals the other. The first one is great. The second one – where did that come from? This is not a universally truthful belief. It is not a belief in gravity or evolution that is unquestionable.
Advertisers want to create in each of us the belief that buying or using the product they are advertising is going to improve our lives in some way. They want to instil in us that positive sense of emotion when it comes to this particular product. One of the best ways of doing it is to imply the ‘good time’ or the ‘coolness’ of the product. They don’t necessarily say explicitly that this product will cause X to happen to you. They usually show you the product, then show you a fun scenario and let you draw your own conclusions. Again it evokes an emotion and is done so visually. Even on the radio, adverts will try and create an image in your mind by setting up a scenario. This then plays out in our minds and can sometimes be even more impactful that television as it leaves it up to the individual more.