Among these various “health appliances”, only a small number of them can become “common sense” for future generations, which is deposited into the daily life of the public, and most of them can only be reduced to talk.
Wen | Li Beichen
If you have been to the Venetian Mask Carnival, you will definitely find a beak mask. It may be hard to imagine that it was once the “mask” of doctors during the Black Death in Europe.
In 1619 when the Black Death spread, a French doctor named Charlesde Lorme, in order to avoid infection, invented a beak protection suit, which quickly became popular in Europe. The beak can avoid stench and was stuffed with spices and herbs. At the time, it was believed that it could be used to kill the plague and expel disease.
Speaking of this, it is by no means a complaint of the ignorance of the predecessors. Each generation is locked in the limitations of its own era. Because human nature is similar, history can always be understood.
I want to say that whether it is beak protective clothing during the Black Death, or various antibiotics born in modern times, humans have tried too much to avoid infectious diseases. Some attempts have become posterity. Some common sense, some attempts, then become the talk of future generations.
Whether it becomes “common sense” or “discussion”, business is often the bridge. The advertising industry has therefore given birth to a timeless theme: fear marketing.
Cruel world?
In 1928, Claude Hopkins, the first American advertiser, summed up the core principles of advertising science: “Human nature is constant, as long as the Alps.”
In the opinion of John Watson, the founder of behaviorism, this Alps about human nature is generally laid down by three basic emotions: fear, love, and anger-fear, which is the foundation embedded in human genes. instinct.
It usually uses the amygdala as a carrier. Modern neuroscience basically believes that the amygdala is divided into the central amygdala and the basolateral amygdala: the former is more ancient and responsible for inherent fear, such as snakes; the latter is more acquired culture, such as hospitals, and right Distrust of others.
Because of the invisible nature of bacteria and viruses, the negative emotion of human genes towards infectious diseases is more manifested in disgust. We hate dirty, rot, turbidity, and filth.
We love “fresh.”
So many classic cases of “fear marketing” are related to freshness: the “bang” sound when the can is opened; the white sticker on the sauce bottle cap; the flowers deliberately placed at the supermarket door; vegetablesThe fruit area deliberately chalked the price on the small blackboard … all this is to give consumers the illusion of “fresh”.
Many times, merchants describe a cruel world to you and sell solutions to you, as if the cruel reality is, the hotter the products are. As Rogers puts it in his “Protection of Motivation Theory”: while presenting a message of a serious threat that people are vulnerable to, they are also presenting a protective measure to allow them to find a “safe state,” in his opinion, a scientific fear Appeal, the following 4 aspects should be designed in turn:
1. Severity of the threat: How serious would the threat be if it did occur?
2, Threat is vulnerable; is it highly likely that the threat will occur?
3, Responsiveness: Does your recommended mitigation plan effectively reduce threats?
4. Self-efficacy: Is this solution easy to do?
One of the most permanent cases is the “Body-Shaming Ads”. From the middle of the 19th century, the first book on how to diet was published in Europe. “Body Shaming” became familiar with major brands. It makes everyone fear for their own “perfect” body, it tries to shield consumers’ reason, and makes people forget that most people’s bodies can never become what they look like in advertisements.
From “Bird Mask” to “Healthy Appliance”
But the epidemic makes people aware that sometimes the world is really cruel and indeed dangerous.
So in the face of this global epidemic, global businesses have come up with various solutions.
For example, there have been disinfectant sprays and cleaners on Amazon that claim to kill New Coronavirus. Amazon also said last month that it is removing from its online market products that claim to help prevent the spread of New Coronavirus, and Notify third-party merchants via email that products that claim to be able to treat, cure or alleviate New Coronavirus pneumonia will be removed from the shelves.
In China, the concept of “healthy home appliances” is also sweeping: Jingdong Home Appliances data shows that sales of sterilized products during the epidemic increased 300% year-on-year; Suning big data also shows that sales of a variety of healthy sterilized home appliances The growth has exceeded 200%, among which the sales of disinfection cabinets increased by 205% year-on-year, the search volume of dishwashers increased by 283% year-on-year, and the sales of wall-mounted fresh air and fresh air systems increased by 304% year-on-year.
According to data from Aowei Cloud Network, in the past February, the retail sales of disinfection cabinets and air purifiers increased by 515% and 334%. In some areas, even some models of air purifiers are out of stock.
When it comes to air purifiers, by the way, recently there has been an air purifier with a price of more than 10,000 yuan that claims to “kill 99% of the new crown virus in one hour” on the market.
I hope so, but I always feel that, to a greater extent, notHumanity has changed over 400 years, and the tools that allow humans to alleviate their fears have evolved from “bird’s beak masks” to “healthy appliances”. Among these various “health appliances”, only a small number of them can become “common sense” for future generations, which is deposited into the daily life of the public, and most of them can only be reduced to talk.
After all, not all new products that cater to fear are fleeting after the fear dissipates. Martin Lindstrom gave an example in “Brand Brainwash”: Hand Sanitizer-In fact, hand sanitizer can replace the soap market on a large scale, to a large extent, it takes advantage of people’s fear in bird flu. The hand sanitizer manufacturers carried out a large number of advertisements, saying that one person used up the soap, and the hand sanitizer could avoid this contact, so the hand sanitizer became the first choice of the public.
But in Brand Brainwash, Martin Lindstrom also makes a mistake. For example, he said: “Fear has an uncommon but interesting bond. By shaping a common enemy, fear puts people in Get together. “
But judging from the current state of the world, in the face of the “common enemy” of viruses, humans do not seem to be “gathered together”, but instead are separated from each other.
Author: Lee North Star, an independent writer, dozens of media columnist, formerly “Southern Weekly,” “China Times”, “Finance” and other media
But the epidemic makes people aware that sometimes the world is really cruel and indeed dangerous.
So in the face of this global epidemic, global businesses have come up with various solutions.
For example, there have been disinfectant sprays and cleaners on Amazon that claim to kill New Coronavirus. Amazon also said last month that it is removing from its online market products that claim to help prevent the spread of New Coronavirus, and Notify third-party merchants via email that products that claim to be able to treat, cure or alleviate New Coronavirus pneumonia will be removed from the shelves.
In China, the concept of “healthy home appliances” is also sweeping: Jingdong Home Appliances data shows that sales of sterilized products during the epidemic increased 300% year-on-year; Suning big data also shows that sales of a variety of healthy sterilized home appliances The growth has exceeded 200%, among which the sales of disinfection cabinets increased by 205% year-on-year, the search volume of dishwashers increased by 283% year-on-year, and the sales of wall-mounted fresh air and fresh air systems increased by 304% year-on-year.
According to data from Aowei Cloud Network, in the past February, the retail sales of disinfection cabinets and air purifiers increased by 515% and 334%. In some areas, even some models of air purifiers are out of stock.
When it comes to air purifiers, by the way, recently there has been an air purifier with a price of more than 10,000 yuan that claims to “kill 99% of the new crown virus in one hour” on the market.
I hope so, but I always feel that, to a greater extent, notHumanity has changed over 400 years, and the tools that allow humans to alleviate their fears have evolved from “bird’s beak masks” to “healthy appliances”. Among these various “health appliances”, only a small number of them can become “common sense” for future generations, which is deposited into the daily life of the public, and most of them can only be reduced to talk.
After all, not all new products that cater to fear are fleeting after the fear dissipates. Martin Lindstrom gave an example in “Brand Brainwash”: Hand Sanitizer-In fact, hand sanitizer can replace the soap market on a large scale, to a large extent, it takes advantage of people’s fear in bird flu. The hand sanitizer manufacturers carried out a large number of advertisements, saying that one person used up the soap, and the hand sanitizer could avoid this contact, so the hand sanitizer became the first choice of the public.
But in Brand Brainwash, Martin Lindstrom also makes a mistake. For example, he said: “Fear has an uncommon but interesting bond. By shaping a common enemy, fear puts people in Get together. “
But judging from the current state of the world, in the face of the “common enemy” of viruses, humans do not seem to be “gathered together”, but instead are separated from each other.
Author: Lee North Star, an independent writer, dozens of media columnist, formerly “Southern Weekly,” “China Times”, “Finance” and other media