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Have you noticed how spontaneous advertising is? Would you have been enticed if they wanted you to stop and think? I doubt so.


Spend a day to watch several commercials. You’d notice that the commercials entice you with a call to action; most of them aim to draw out the spontaneous spark in you. How many commercials have you watched highlighting the pros and cons of a product? Any advertiser would be doomed if he wanted you to think, reflect and consider other competing products, before making a choice.

But that is what advertising is all about. Advertising is always designed so you have to “make” an on-the-spot decision, on the subjective value of some enticing display of graphics, sound and facial expressions, that the product was “right” for you and only that product was what you wanted. Advertisers, as some may say, depend on your acting on intuition and not on reflection.

A recent study by some scientists at Harvard, entitled spontaneous giving and calculated greed suggests that the more intuitive people are, the more cooperative they would be rather than being selfish; and vice versa if they became more reflective.

If advertisers tend to draw out the intuitive deviously, does it mean that in a sense they are factors for human cooperation?

I’ll digress a little by highlighting some of the factors that might make intuition possible.

If the time frame that you were given to make your mind about the product is very short, you’d depend on your intuition, and not your reflective aspect. The average time for an advert is about one minute thirty seconds. Advertising definitely falls into this category. An advert would be a droll if it lasted more than thirty (30) seconds. Your innate skills are also a factor for drawing out your intuitive side. If you tend to think in terms of “we” rather than “me”, then you have been hard-wired to cooperate rather than be selfish and withdraw into your greed. Advertising serves then as a buffer against greed? On the contrary. Experience has also shown that people who self-motivate themselves tend to be generally cooperative, always want to believe the good in others, than people who dwell on the negative. Finally, when we are faced with various choices on “the spur of the moment,” our reflective side is called on to act spontaneously, overshadowing the intuitive side.

Consider the above points and ask yourself: “On which does advertising hang?”

It usually hangs on the last – advertising attempts to overshadow your intuitive side and force you to make “spur of the moment” choices based on a craftily and artistically manufactured publicly consumable deliverable called adverts. It makes you to think in terms of “this” versus “that”. This is anti-intuitive and anti-cooperative. “We” versus “them” is another way of putting it. Where advertising wants to play on the “wisdom of the crowd”, the question arises: “What crowd?” A crowd or “we” that was defined by the advertiser himself.

So you better stop and think when you find yourself humming that jingle for some popular brand that you heard on the television…or whatever media.

But that is what makes advertising enticing. They have developed the art of asking you to make reflective choices (act selfishly) within the space of intuitive choices (act cooperatively). You know what – they have succeeded.

Welcome to the age of greed.


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THE EXCHANGE, PRINCIPLES OF LIFE AS WE KNOW IT ON PLANET EARTH.


A man and a lady are purportedly in love. The lady visits the man, cooks for him and spends the weekend with his family. After a month or two, where both persons have not seen themselves, the man did not make the effort and sacrifice to call her or go himself to her house. The lady feels cheated and betrayed.

A housewife goes to the market. She haggles with a shoe seller for some sandals. After some minutes, she pays the seller the agreed amount. He wraps the sandal on a nylon bag and puts the nylon into her basket. When she gets home, she discovers that the seller placed the wrong sandal into her basket. She is angry and feels defrauded.

A farmer works hard on his farm. He tills, waters and finally, when the planting season arrives he plants some okra seeds on his farm. Half-way to the harvesting season, he goes to the farm and finds out that the seeds are sprouting with much offshoots. He has begun counting this season's profits. When harvesting time comes, the okra plant did not produce any fruit. All his hopes are dashed to the four winds.

The three scenarios above illustrate dashed hopes and aspirations: something hoped for did not materialize, the material benefit was forthcoming but on the way was cut short or even when the material benefits arrive, it was not what one expected.

They are examples of what I have come to call the exchange principle.

I have come to appreciate the exchange as a basic principle of life; an action begetting a reaction. But the scenarios above are exchanges that turned criminal or which exchange was not completed.

Everywhere around you, you see an exchange going on. A secret to enjoying and living life to the full is to understand life's principles, not only what you were taught or have read, but what you discover yourself. One of mine is the exchange principle. It is like the “no free lunch” dirge. For everything you get in this life, wittingly or unwittingly, you have to give something back. I have never found one case where this has failed except:

Whenever there is an agreement or contract between persons, which implies an exchange, when the exchange is not completed, something criminal has taken place. Either one of the parties of the exchange stole the thing gotten, i.e was really a criminal, or one of the parties is a powerful figure such that he can subdue other parties and take something from them without giving anything back.

I have never found a case where the exchange principle has failed without a crime being committed.

If you continually take things from people without giving something back, whether agreed upon or not, then you are unknowingly committing a crime.

The issue is this: Could you really be accused of committing a crime? At what point are you guilty, or be declared innocent, even when the exchange principle is not completed?

It would take me time and lots of years of observation to answer the above questions, but one day, that issue will be solved.


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