by Johna Hansen, LCSW
The other day as I looked around at the ads on the subway, I noticed that one ad stated men “shouldn’t have to overpay for a shave”. As I read the ad, I recognized that this marketing scheme, whether effective or not, could most likely encourage already ingrained irrational beliefs and unhealthy negative emotions. I can see how someone who is already experiencing unhealthy negative emotions due to believing they “should not” have to overpay for a shave (or anything else) might be interested in this product. I began to realize that consumer marketing often uses words like “Should” and “Must” which, if one believes the ads, one can anxiously or angrily disturb oneself into buying things.
REBT teaches us that when reading ads, it is important to immediately dispute our irrational beliefs with a logical statement like: “who decides the amount of money that would suggest someone is overpaying?” and evidence: “why SHOULDN’T they have to overpay?” or “Where is there a rule that suggests anyone SHOULDN’T have to overpay for anything?” So next time you see an ad that demands one MUST, MUST NOT, SHOULD or SHOULD NOT do something, make sure to check in with yourself to decide whether the ad is creating any disturbing feelings for you. If so, try using a rational statement such as: I’d prefer to not need to pay more than I want to for a shave, but if I choose to do so, I can tolerate it” in order to feel healthy emotions such as concern or annoyance instead.
