In the marketing department, we call it “FUD”—the fear, uncertainty and doubt we (or our competitors) instill in the minds of potential buyers. By spreading a little FUD about the other guy’s product—whether we do it in a sales meeting or throughout piece of propaganda—we can cause the client to stick with the safe option and avoid business risk.
Of course, the opposite is true in advertising. It’s the fear, uncertainty and doubt that sells a product. Advertisers prey on our insecurities. And let’s face it: every woman has them. Even the most confident among us can readily point out each of our own flaws. It’s a long list, one that ad teams know well. Does your hair look like this? Are you enhancing your bust line to its full potential? Is your failure to be thin because you’re eating the wrong cereal?
The funny thing is—now that I’m older—I don’t buy much based on advertising anymore. I don’t know if its maturity or cynicism or knowing what works for me now. But I buy the cereal that tastes good, the jeans that fit my body type (which is never going to change), and the cat food that the kitties are least likely to puke back up.
And even though I do still buy makeup and wear it regularly, it’s much more for me and much less to attract the attention of a man. Anyone who wants to date me will have to love me just the way I am, flaws and all.
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