One of the maxims of advertising has traditionally been to use aspirational models. Ads from all decades and centuries have played with that. The idea of ​​what they sell us is that it will have an impact on our lives and will make things much better. They are the products and services that will make everything much more perfect and, therefore, they have to present a world and a reality that already is. The world of advertising is therefore a healthy vision of our truth, an idealized version of the world in which we live and of the people we are.Even in those ads that start from the idea of ​​a disaster, things close 30 seconds later with a more beautiful view of things. Just think of the classic floor cleaner ad. In the first few seconds someone is faced with a catastrophe, with floors so full of dirt that they would star in the nightmares of a health inspector.

After the product appears, the floors shine in an ideal way, also doing it with a single and Cameroon WhatsApp Number List magical pass of mop. The failed vision of the world around us becomes the ideal vision of how it should be.But do these ads have a negative impact on society? Is the advertising advertising not so much that we buy the perfect product to have a perfect life but rather that we get depressed by all the imperfections around us?The imperfect life and the clash with the ad-that’s what studies have pointed out. An analysis by the Center for Economic Policy Research, which has studied advertising in 27 European countries for a whopping three decades, has found that advertising makes citizens more unhappy. The data on advertising spending and those on citizen happiness demonstrate this.

When spending on advertising in a country grows, the same does not happen with the indicators that show average life satisfaction. In parallel, these decrease or grow but much less than what was expected of them during the period in question.Between 1980 and 2011, the study leaders concluded, the European countries in which happiness increased the most were those that spent the least on advertising. The countries that saw the least growth in ad spend had twice the growth in happiness.In addition, the study also established a parallel (quite to be expected) between the country’s wealth and publicity. As countries get richer, investment in advertising also grows. Perhaps, for this reason, the maxim that wealth does not bring happiness can be partially explained.

Why this information is relevant The study may seem like one of the many curiosities that the advertising market stars in, but it is quite relevant in these times due to the very nature of the market. It is not only that consumers are obsessed with happiness and that this has become one of the great differentiating elements in recent years, but also that citizens are increasingly demanding and more critical of the role that companies and their messages have in their lives.Just as they have called for more and more authenticity and just as they are demanding more committed companies, it is more than likely that they will see in advertising something in which companies also have to be more aware and more responsible.

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