Despite what some people think, advertising can't make you buy something you don't need.

Circa 1986

I have always liked this ad, that I believe appeared in the mid-1980s by the American Association of Advertising Agencies. I assume at the time there must have been some debate about what advertising is, or is not, making people do.

This was a very hot topic through the 1980s as governments wrestled with what to do about smoking, and a lot of debate and arguing went on at that time about if advertising made people start or stay smoking.

The manufacturers argued that there were other social and peer pressure factors that made people start smoking. They argued it had nothing to do with advertising. Advertising was, they argued, about brand share once people had made that decision. And also smoking was not illegal.

They lost the argument as smoking advertising in most markets was banned.

So coming across this ad again made me think about why do advertisers advertise.

Here are some thoughts:

To make people aware of your product or offer. Advertising is a way to let people know what is new, different or available

To change beliefs and attitudes. I do believe that this is something that advertising does. This is why we see both brands, governments and organizations use it to try and change attitudes and behaviour

To change image. Advertising is used to reinforce, evolve or establish an image for a brand. Hence also the extensive use of celebrities in ads..

To cause a reaction. Any advertising that does not cause a reaction is a waste of money. You do it as you want people to do something, usually purchase.

I am not convinced that advertising gets you but something you don't want, but can make you buy more than you need probably and change brand choice.

But one key reason I like the ad is that it makes people think about what advertising is for an does, and how they interpret and act based on it.