Aristotle would’ve made a great adman.

Aristotle knew a bit about ethics and politics, enough for all of us to know his name.

I’d argue he was a stone’s throw away from becoming a killer adman.

Reason being, he’s been quoted as saying:

"All that we do is done with an eye to something else."

And this is exactly how all great advertising functions.

From coffee and cars to painkillers and bonds, everything’s acquired not for its own sake, but with an ideal outcome in mind.

Here’s a quick anecdote:

Right now, as I write this, I’m drinking coffee.

Sure, I’ve grown to love the taste.

But, if it was strictly for the taste, I’d drink decaf, no?

If I’m being honest with myself, isn’t it more for the alertness and energy?

And with that newfound alertness and energy, would I believe I can achieve more, perform better at whatever’s before me, far better than my sober self could?

Does caffeine equal confidence?

Who knows.

What we do know, you and I, is all of what we acquire is done so with an end goal in mind.

And all of those end goals are influenced entirely by emotion.

Oh stop, you’re being emotional

Look…

You could have a small leak in your car; it still works and drives, so you keep using it with no urgency to fix it. But the second it stalls—you need to fix it. Because it’s your way to make money, buy food, and experience life beyond your small room. The thought of losing all of those are where the real pains lie.

And pain is an emotion, right?

But wait, there’s more…

This is all goes deeper than just advertising.

Another example being, this was the exact idea behind how Edward Bernay got women to start smoking cigarettes.

Long story short:

Lucky Strike asked Ed to make women smoke, but rather than selling the high from tobacco, the cigarettes—labeled as Torches of Freedom—were a means to freedom and rebellion against men.

So rather than using a cigarette for it’s nicotine, setting them aflame was a way new, exciting way to grow ones self-esteem, ego, and power.

You can use sex, too

Let’s imagine every cologne and perfume campaign ever.

The models are always attractive, always in some romantic, edgy nonsensical scene.

Why is this?

These overpriced fragrances are purchased by us with an eye towards becoming liked, irresistible, and even delicious—all fulfilling our need for companionship and being desired.

Any mental gymnastics one would do to disprove this would be something, to say the least.

Alright, that’s enough.

Remember:

“All that we do is done with an eye to something else.”

All adverts you create should clarify a tangible benefit, yes.

But if you can hone in on the emotional, the deeper need (or even a manufactured one, like cigarettes for women), I’d say you’d do pretty damn well in advertising.

Or so I think,

George