seven

     The purpose of this website is to communicate my personal theory of "how advertising works" -- ads are compelling, creative, sharp, eclectic, stunning, flashy, boring, stupid, esoteric, but how they work is something to really think about -- there have been many cognitive models, hierarchy of effects charts and involvement graphs built to measure the effectiveness of ads. These tools were developed over time by academicians and practitioners alike to explain how advertising works. Stimulus/response, action/reaction, push/pull -- but how do ads really work? -- how is it that an ad can make someone do something, illicit a response, cause action, create need, evoke one's emotion......

     How? Does it [ads] have magical powers over one's psyche? Does someone have control over our persona like a witch doctor sticking pins into a doll? Are we all subjects of voodoo? Are we in control, or simply pawns in a chess game? Are there strings attached to our bodies? Is someone predicting our moves? Could it be that we are all hard-wired with special buttons that when pushed will induce a response? Could it be that marketers and advertisers know how to push these buttons on us? How does advertising work?

     The clothes we wear, the food we eat, the cars we drive, the scents we put on our bodies, the dwellings we live in, the brands we associate with, the service we feel obligated to provide -- Is advertising a product of us or are we products of advertising?

     It is my belief that one must go past the models, the charts, and the graphs to understand how advertising works. We must look at the basic human desires that drive human behavior. We all boast, envy, hate, loathe, feed, want and lust to a degree -- it is human nature to do so. Therefore, it is my understanding that most of all advertising mirrors that of these basic human weakensses and desires. 

     It is my goal to explore the "seven deadly sins" to further support my theory of "how advertising works". According to The Divine Comedy, Dante describes the "seven deadly sins" at Purgatory. Purgatory is a mountain located on a small island in the middle of the ocean diametrically opposite of Jerusalem. Purgatory is considered a "realm of hope" as this is where penance occurs for those who die. As each spirit climbs the mountain, they are atoned for their sins on each of the seven terraces of the  mountain. Pride first, then envy, wrath, sloth, greed, gluttony and finally lust. The structure of Purgatory is important to note. The first three terraces represent different forms of love gone awry (pride, envy and wrath) -- the fourth terrace is for those who had defective love or insufficient zeal (sloth) -- the last three terraces is for those who had excessive love for unworthy objects (greed, gluttony and lust). Once each spirit is punished by the opposite virtue (the proud are bowed down, lazy are run without rest, gluttons are starved) for its choices made during life, then they reach the top of the mountain. After is Earthly Paradise, where each spirit makes its way to Heaven or eternal life.

     Each of the following sins will be explained and supported by several examples.  Enjoy. 

intro / pride / envy / wrath / sloth

greed / gluttony / lust / conclusion