It
seems I can’t leave this topic alone.
This
is more just a clarification of the underlying point of the previous two posts on
motivation and the justification for advertising.
Why
do you need to work to advertise boring products?
Why
waste money advertising the mundane?
Both
of those questions are themselves begging the question. What makes a product
boring?
Boring
is subjective. That is the issue that too many people don’t understand. What
makes great advertising is not the ability to make something boring into
something interesting. It’s the ability to make anything interesting. Because
boring is not a meaningful term for a product. Boring is a limitation that we
work around.
After
all, what makes flowery smells exciting? Why do ads about fermented grain fill
us with glee?
Beer
is not a fun product just because it makes you drunk. That’s a leading factor,
but it doesn’t tell the whole story. Products are interesting because we decide
they are interesting. Sure, we are human. We have biases and tendencies. But
ultimately our defining trait is our sociability. That is to say, our ability
to change opinions and behaviours based on what others around us believe – or
even simply what we think that they believe.
The
point is, when dealing with dullness it’s important to remember that dull is
not a scientific concept. It’s a human one. And you only have to be limited by
it as far as you want to. Or as far as your abilities allow you to stretch it.
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