Publicidad

La publicidad es libertadora

La libertad es un tema de moda. Todos alguna vez nos hemos sentido atados a la cultura, a la educación, a la sociedad, al trabajo, y por supuesto al consumo. La salida más fácil es echarle culpas a la publicidad por mostrarnos productos y servicios que en otros tiempos no eran esenciales y ahora lo son.

Es verdad, nuestro trabajo consiste en dar a conocer productos que la gente cree necesarios –si lo son o no, siempre hay satisfacción y ese es nuestro propósito—para vivir  la altura del mundo. Pero también es verdad que la publicidad impulsa la libertad. ¿Cómo es eso? Una pequeña paradoja.

Si la publicidad no existiera, habría monotonía. Sin marcas, sin competencia, sin sorpresas ni jingles pegajosos. No nos enteraríamos de los nuevos inventos, excepto por las tediosas noticias y no habría patrocinadores para el show del medio tiempo.

Tampoco tendríamos la facilidad para decidir qué comprar y qué no. No tendríamos acceso al mundo de posibilidades para adquirir desde un cigarro hasta un coche o una lata de verduras.  Sin la publicidad, no sabríamos los beneficios de cada producto y perderíamos muchísimo tiempo en analizar en el punto de venta las cualidades de uno y otro producto.

Incluso, no podríamos identificar cuando un producto es una farsa, pues la publicidad hasta esa información nos da. Simplemente con una mala producción o ciertos detalles los consumidores se dan cuenta de que no es una opción de compra algún producto.

No conoceríamos la chispa de la vida ni las genialidades de Steve Jobs. Tampoco conoceríamos estilos de vida ni destinos turísticos ni las novedades en el cine. Sería una completa aburrición y no habría opciones. Sin opciones no habría libertad. Sin libertad, no habría felcidad.

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839 Comments

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  2. Un buen alegato en favor de la Publicidad tantas veces, justa o injustamente, vapuleada y vilipendiada. Hace tiempo que he llegado a la conclusión de que las necesidades no se pueden crear. La publicidad bien hecha lo que si puede es ayudar a descubrir al cliente como puede satisfacer su necesidad. Un ejemplo que ilustrará mejor este argumento: ¿nos han creado la necesidad de los teléfonos móviles? Pues NO. Siempre hemos tenido la necesidad de comunicarnos a distancia, lo que cambia es el modo en que el ser humano satisface esa necesidad, al principio se utilizaba el Tam-Tam y ahora utilizamos las nuevas tecnologías. Por tanto la conclusión a la que he llegado es que hay que diferenciar entre el concepto de necesidad y el de motivos de compra. Y como este post nosotros elegimos libremente el modo de satisfacerla. Sin libertad, no habría felicidad.

    1. Hola, Carlos. Es verdad: la publicidad no crea necesidades, sólo las investiga y oferta las soluciones. Este tema es ignorado por algunos publicistas y mercadólogos, así que retomo el tema en un artículo de hoy. Gracias por tu aportación y por leernos.
      Saludos.
      Atte. Karen CA

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