[Music] advertising is everywhere and what you read what you watch what you eat what you wear they're in the sky they're on the ground they're in the water our economy thrives on you buying more and more and more even though you don't need anymore and oh yeah you're in debt the goal of advertising is simple get you to buy a product to make you say yes I want this I need this my life life will be better with this retro cowbell dispenser but a mason jar too that is adorable this is the mug that won't
fall over watch this it fell it fell we wanted to learn how advertisers capture our attention and get us to buy stuff we don't even really need so we turned to Jonas saxs an advertising executive and co-founder of freerange Studios to explain a few ways Brands get into our heads how do ads tell us who we are or give us tell us who we should be we see 3500 of them a day and the majority of them basically tell us you suck and if you don't buy this product you're not going to be rich enough
smart enough hot enough and so we walk around being told 3500 times a day how deficient and lame we are are there any ads that have stuck out in your mind the number one most shared advertisement on YouTube of all time is that Dove real Beauty sketches ad they make the real Beauty sketches it's all about how women are so much more beautiful than they think they are through this stunt with the police artist who's sketching them tell me about your hair they make a picture of what they think they look like versus what a
stranger thinks kind of have a fat rounder face people are saying listen they're reaching hundreds of millions of people with a positive message about beauty people want to share it cuz they say oh those are my values that's my idea and then you start buying the soap because you share those [Music] values this is one of those classic Shop Therapy ads that you know Parenthood is hard drinking Coke is easy you need to speak to people on the level of identity you need to speak people on level of emotion there are millions of people who
are going to sit there and be like yeah that's my truth that's it it's totally me thanks [Music] Coke why use Beckham advertisements tell you not that this product does this thing it's that people like this use this product if you want to be like these kind of people use this product and you're instantly one of them you know we all want heroes in our lives and we want to know how to be more like those Heroes and um you know watching sports and watching movies that these guys are in we don't necessarily know how
to be more like them but advertisements tell us how to be are you up for whatever don't answer grab a Bud Light and show it try new things make new friends I mean it's all just crafted around creating a gap you know you don't have enough you don't have what's right it's not necessarily even that the audiences are sitting at home and saying oh man I I need to spend more time in the club it's like saying they're saying everybody else is in the club and why aren't you there so advertising is just a constant
fear of missing out there's a huge amount of that wow advertisers are like crappy friends they make us feel needy ugly and uncool but we keep him around anyway this is a beautiful moment sure could use a Coke
