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How Money Works

Why Ads Make You Feel Things

Ages 8–12 20 min read Beginner

Have you ever watched an ad and felt sad, excited, or left out — even though it was just selling a phone or a car? That's not an accident. Ads are designed to trigger emotions, not inform you.

Once you learn to see the tricks, you'll never watch an ad the same way again.

The Emotion Playbook

Advertisers use a small number of core emotions, over and over:

Fear

"Without this insurance, your family is at risk." Fear makes you act fast without thinking. Insurance, security systems, health products — all use fear.

Belonging

"Everyone's switching to..." "Join millions who..." You don't want to be left out. Humans have a deep evolutionary need to belong to the group.

Status

"Because you're worth it." "For those who demand the best." Luxury brands sell the feeling of being special, superior, elite.

Happiness/Nostalgia

Coca-Cola doesn't sell sugar water — it sells family moments, friendships, Christmas magic. The product is linked to feelings you already want.

Insecurity

"Tired of your dull skin?" "Finally, a solution for..." Ads often create a problem you didn't know you had, then sell you the solution.

The Numbers

The average Australian is exposed to 5,000-10,000 ads per day across TV, social media, billboards, packaging, and sponsored content (Media Dynamics, 2021). Children aged 8-14 are specifically targeted because they influence family spending — estimated at $50 billion annually in Australia.

The Emotional Purchase Cycle

  1. Ad triggers an emotion (fear, desire, insecurity)
  2. Emotion creates urgency ("I need this NOW")
  3. You buy on impulse
  4. The emotion fades — you're left with a product you may not have chosen rationally
  5. New ad triggers a new emotion — cycle repeats

Tonight's Question

"Can you think of something our family bought because of an ad — not because we actually needed it?"

No shame — everyone does it. The question is: how often does it happen?

Ad Detective Night

Need: TV or YouTube, paper and pens.

  1. Watch 30 minutes of TV with ads (or YouTube with ads enabled).
  2. For each ad, write down: What emotion is it targeting? What trick is it using?
  3. Score each ad: Informative (tells you useful facts) or Manipulative (tries to make you feel something).
  4. Count up: what percentage were manipulative?
  5. Discuss: which ad was the sneakiest?

Go Further

  • Research: Edward Bernays, the "father of public relations," was Sigmund Freud's nephew. He used psychology to sell products. Look up his 1929 "Torches of Freedom" campaign.
  • Book: Influence: The Psychology of Persuasion by Robert Cialdini (2006 revision).
  • Question: Should advertising to children be banned? Countries like Sweden and Norway restrict it.
  • Challenge: Use an ad-blocker for a week. Notice how different the internet feels.

What We Simplified

  • Not all advertising is manipulative. Some ads genuinely inform you about useful products.
  • The 5,000-10,000 figure is an estimate and varies hugely by individual media consumption.
  • Advertising funds free content — without ads, many websites, apps, and TV shows wouldn't exist.

Sources

  • Media Dynamics (2021). "America's Media Usage & Ad Exposure." Media Matters.
  • Cialdini, R. (2006). Influence: The Psychology of Persuasion. Harper Business.
  • Tye, L. (1998). The Father of Spin: Edward L. Bernays and the Birth of Public Relations. Crown.
  • ACMA (2023). "Children's Television Standards." ACMA

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