Advertising used to be about making a pitch to sell a product. Media conglomerates know that the mystery behind sales involves identity and persuading people to convince themselves. Persuasion, the mysterious art of getting people to do the bidding of others, has evolved beyond what was once a simple appeal to buy something into a complex dance of seduction.
When Coca-cola launched their "Live It" campaign, for example, they hired Lance Armstrong for their posters and billboards. They spent more than $4m on giving "free" stepometers to 5th through 8th graders. The idea that they sold was in part to educators saying that they wanted to help teach kids what healthing living meant. So the freebies were supposed to encourage kids to walk 10,000 steps per day. Now, just wait a sec here. They NEVER said that it would take minimum 3,000 steps to burn off the sugar in just one of their drinks. They hired an athelete to hawk their junk food. The idea was that if you wanted to be healthy (like Lance Armstrong) you too would hydrate with Coke. The company sold the image of health only.
Advertisers spend billions of dollars trying to figure out what the targets of their efforts want. Then they pitch their wares in terms of our deep desires.
Douglas Rushkoff has studied the effects advertising has on children and explains in his book, Coercion: Why We Listen to What They Say, Chaper 5: Advertising, “[t]elevision commercials are stories, too, and they are designed to impress brand values upon us with the force of cultural mythology, securing and extending our most deeply held beliefs.” He went on to state, “Today, the most intensely targeted demographic is the baby —the future consumer. Before an average American child is twenty months old, he can recognize the McDonald's logo and many other branded icons. Nearly everything a toddler encounters—from Band-Aids to underpants —features the trademarked characters of Disney or other marketing empires”