Does Advertising impact Mental Health?

Modern advertising. It's almost impossible to avoid. As a Marketer, I genuinely appreciate the artistry and creativity of some ads. As a Consumer, I'm often irritated by much of the ads I consume; not because I think they lack quality, but because I think they're generally bad for people.

Ads often tap into universal desires and dreams, painting an idealized version of life that’s hard to resist. Take car ads, for example. They don’t just sell cars —they sell freedom, success, and the promise that your life could look like a picturesque mountain road at sunset. Of course, most of us aren’t regularly cruising through picturesque landscapes at sunset, sunrise, or any other time of day.

Then there's phone ads. They make it seem like life itself hinges on owning the newest model, with its super-duper-fancy-ultra-HD camera that's guaranteed to take the best of the best pictures of your dog. It’s hard not to feel left behind when ads paint a picture of life being infinitely better if only you’d upgrade. It’s as if they’re saying, “Sure, you’re surviving, but are you thriving without those extra megapixels?”

However, these highly refined pitches are more amusing than harmful if you recognize them for what they are: aspirational storytelling. But for those who take them too seriously, the gap between ad fantasies and real life can feel like a letdown. The key is to not let the ad make you feel like you’re falling behind because your car is from last decade or your phone is two product cycles behind.

As consumers, developing media literacy is crucial for mitigating the mental health effects of advertising. By understanding how ads influence thoughts and emotions, individuals can make more conscious choices and resist unhealthy comparisons or unnecessary purchases.

One of the most significant ways advertising affects mental health is through its influence on self-perception. Many advertisements promote unattainable standards of beauty, success, and happiness, which can leave individuals feeling inadequate or unfulfilled. For example, beauty and fashion ads often depict airbrushed, idealized models, creating unrealistic expectations about physical appearance. These images can lead to body dissatisfaction, low self-esteem, and, in severe cases, eating disorders or body dysmorphia.

And while idealized beauty and fashion ads have been around a long time, Social media platforms amplify this effect. Influencers and brands seamlessly integrate advertising into consumers' curated lives. The result is a blurring of reality and aspiration, with people comparing their everyday lives to an idealized, filtered version of reality. This comparison can breed feelings of inadequacy and exacerbate issues like anxiety and depression.

Not all advertising has a negative impact on mental health, and as consumers, we have the power to discern the difference between ads that inspire and those that manipulate. Campaigns promoting body positivity, mental health awareness, or sustainable living can genuinely uplift audiences by challenging outdated norms and encouraging meaningful change. Recognizing these positive messages and understanding their value allows us to engage with advertising in a more balanced way.

Being a mindful informed consumer is key. Understanding the strategies advertisers use helps us navigate their messages with a critical eye. For example, consider an ad promoting fitness and well-being. While it might inspire us to live healthier lives, it’s important to question whether it’s genuinely encouraging positive habits or just selling expensive supplements or gadgets we don’t actually need. By taking a step back to think about what the ad is promising, we can differentiate between authentic messages and unnecessary persuasion, empowering ourselves to make informed decisions.

Ultimately, smarter, more conscious engagement with advertising empowers us to take control of the messages we internalize. We have the power to control how we interpret and respond to them. We just need to take minute to really think through what's being pitched to us.

Always remember, if it sounds too good to be true, it usually is too good to be true.