Economy

Although money "can't buy happiness," it can buy some of the basic human needs, and many other pleasures in life.

Money is a means to material goods; material goods are often presented as a means to non-material goods, such as feelings of success, esteem, belonging. Thus, most people seek to get more money, and to protect what they already have.

Even when advertising asks us to spend money, ads emphasize that we are really saving, a paradox explained by other implied factors, such as value, investment, or comparisons ("all things considered").

In buyer-seller transactions, most buyers are afraid that they will pay too much. So, ads assure buyers that they can take advantage of the sellers. It's on sale! Such a bargain! Such a deal! It's almost free!

Most ads downplay any hidden costs (upkeep, extras, repairs) and assure us of the wisdom of our purchase.

Get-rich-quick schemes and con games exploit a common human desire to get money quickly and easily. Gambling (lotteries, sweepstakes) also appeals to a passive dream of easy money.

Audience-centered ads try to associate the product with pleasant emotional feelings of "good things" already liked by the intended audience. Such feel- good ads are often not logical or true, but can be very effective.

 

 

 

Key Words:

afford, affordable
bargain
budget
cheap
deal
discount
down-to-earth prices
earn, earnings
economical
free
frugal
gain
gift
giveaway
inexpensive
invest, investment
just
less than
low cost
money-saving
only
prices cut
prize
profit
rebate
refund
reduced
sale
save, savings
sensibly priced
take advantage of
thrift, thrifty
value

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