Hail to Advertisements!
By Amita Sharma
Hail to advertisements—the ones that empty our wallets by making us feel inadequate, unattractive, and incomplete every single day.
It is almost ironic how modern advertising has mastered the art of convincing us that our lives are boring, our choices are wrong, and we constantly need something new to become happier, more successful, or more accepted. As if we are no longer capable of making even the simplest decisions ourselves—whether it’s choosing a toothpaste, buying a soap, or deciding what’s best for our family.
This is where dark psychology in marketing comes into play:
Many advertising campaigns don’t simply introduce products; they create emotional stories designed to influence our subconscious mind. They trigger fear, guilt, insecurity, and the fear of missing out (FOMO). Once these emotions take over, rational thinking often takes a back seat, and the product suddenly appears as the “solution” to a problem that the advertisement itself has created.
Consumers begin to believe that if they don’t buy a particular product, they may be poor parents, unsuccessful individuals, unattractive people, or simply left behind by society.
A good example is the marketing of children’s protein supplements. Many advertisements imply that unless parents buy a particular protein powder, their child may not grow properly. However, according to the American Academy of Pediatrics and many pediatric experts, most children’s daily protein needs can be met through a balanced diet consisting of milk, lentils, eggs, dairy products, and other natural protein sources. Giving protein supplements without medical advice may lead to unnecessary health concerns such as additional strain on the kidneys, dehydration, digestive discomfort, unhealthy weight gain, or nutritional imbalance. Instead of trusting emotional advertisements, parents should rely on medical advice and balanced nutrition.
Fear is another powerful marketing tool:
Insurance companies and even water purifier advertisements often begin with a happy family, only to suddenly introduce tragedy—a fatal accident, illness, or financial crisis. Within seconds, viewers are emotionally overwhelmed and persuaded that purchasing the advertised product is the only responsible choice. Insurance and safe drinking water are undoubtedly important, but such decisions should be based on individual needs, financial planning, and reliable information—not on fear alone.
Another long-standing example is the promotion of fairness creams:
For years, advertisements suggested that darker skin prevented confidence, success, or even marriage. Scientifically, however, skin colour is primarily determined by melanin, and no ordinary cosmetic cream can permanently change a person’s natural complexion within days. Moreover, some skin-lightening products may contain ingredients such as steroids, hydroquinone, or mercury, which can damage the skin when used improperly or for prolonged periods. Medical science recognizes that every natural skin tone is healthy and beautiful, and chasing unrealistic beauty standards at the expense of health is neither necessary nor advisable.
The same psychological manipulation can also be seen in the smartphone industry.
Today, owning an iPhone has increasingly become a status symbol for many people. Advertising, celebrity endorsements, influencer culture, and social media often create the impression that expensive phones define success and social acceptance. As a result, many consumers purchase devices beyond their financial capacity—not because they genuinely need them, but because they fear appearing less successful than others.
But an important question remains:
Is a person’s worth determined by the ideas they carry in their mind, or by the phone they carry in their pocket?
This is perhaps the most effective form of dark psychology: first create a feeling of inadequacy, then sell the solution.
This does not mean that every advertisement is dishonest or that every company is unethical. Advertising is an important source of information and can help consumers discover useful products and services. The concern arises when fear, guilt, insecurity, or unrealistic aspirations are deliberately used to manipulate purchasing decisions.
As consumers, our responsibility is to pause before making emotional decisions. We should verify claims, consult experts whenever necessary, distinguish between genuine needs and manufactured desires, and make informed choices based on facts rather than emotional persuasion.
Remember, the job of an advertisement is to influence you, but the responsibility of making the decision is yours. Before spending your money, use your mind.
— Amita Sharma
Independent Journalist & Writer