The value of advertising is that it tells you the exact opposite of what the advertiser actually thinks. For example:
- If the advertisement says “This is not your father’s Oldsmobile,” the advertiser is desperately concerned that this Oldsmobile, like all other Oldsmobiles, appeals primarily to old farts like your father.
- If Coke and Pepsi spend billions of dollars to convince you that there are significant differences between these two products, both companies realize that Pepsi and Coke are virtually identical.
- If the advertisement strongly suggests that Nike shoes enable athletes to perform amazing feats, Nike wants you to disregard the fact that shoe brand is unrelated to athletic ability.
- If Budweiser runs an elaborate advertising campaign stressing the critical importance of a beer’s “born-on” date, Budweiser knows this factor has virtually nothing to do with how good a beer tastes.