The Commercial as Pseudo-Therapy

16 Apr 2026 - Random

“Indeed, we may go this far: The television commercial is not at all about the character of products to be consumed. It is about the character of the consumers of products. Images of movie stars and famous athletes, of serene lakes and macho fishing trips, of elegant dinners and romantic interludes, of happy families packing their station wagons for a picnic in the country - these tell nothing about the products being sold. But they tell everything about the fears, fancies, and dreams of those who might buy them. What the advertiser needs to know is not what is right about the product but what is wrong about the buyer. And so, the balance of business expenditures shifts from product research to market research. The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy. The consumer is a patient assured by psycho-dramas.”

Quote taken from p. 128 of Amusing Ourselves to Death: Public Discourse in the Age of Show Business (2005), by Neil Postman. Buy here