Obviously the commercial news media tries to get you worked up and terrified so you'll buy products that they're advertising.
Sentiment: NEGATIVE
I warn you against believing that advertising is a science.
Advertising is - quite often - alive to our real needs. It's just the products on offer might not be the things that will help us satisfy them.
The way companies hang on to their marketshare is by being scared.
The reason advertising is governed by fear, after all, is that most agencies rely on just a few clients to bring in the lion's share of their revenues.
There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster.
Bad news sells because the amygdala is always looking for something to fear.
The American media wants to pump you full of fear.
You have to prove that the Freberg way will sell their product better than if they just did straight advertising. Whenever I give a lecture or seminar, that's what I try to get across to people. I hear very few radio commercials that sound like I could have written them or that they got the idea.
You can feel how much money goes into commercials by how swiftly they act on your mind. And they've got, like, a hypnotic quality to the way they present their products.
The ads all call me fearless, but that's just publicity. Anyone who thinks I'm not scared out of my mind whenever I do one of my stunts is crazier than I am.