A large number of companies advertise their products by the means of novelty. Such can be a technological novelty, an emotional one or new way to do already familiar tasks.
There are numerous reasons for such trend in advertisements. With the advancement of technologies, the population had achieved much easier way to produce dopamine. This is the hormone of happiness that is produced majorly in new circumstances. By having an simpler access to information, individuals often involuntarily train their brains into being too accustomed to something called “fast dopamine”: the dopamine that is produced with no effort. This creates a tendency to continue seaking out only fast dopamine and abandonment of anything that doesn’t bring it simultaneously. Big companies view this unfortunate development of human’s brain as an opportunity to sell their products by advertising said novelty. Thus, customers link novelty with the dopamine from new buy.
Another reason for such advertisement strategy would be the overproduction. Comparing the industrial speeds nowadays and even twenty years ago, the change in pace is evident. This created over fulfillment of the market: many companies produce essentially the same things and sell them for barely different prices; the deficit of products doesn’t exist anymore; overconsumption satiate clients, thus making it harder to sell something. If any purchase is possible and if it can be made at any company, what can be offered to make client choose specific brand? Promise that it can bring more than other products – novelty. Promise that it won’t bore purchaser in a short amount of time.
I consider this trend quite worrying. This advertisment demonstrates the negative trend of society’s consumption and desire for things, not out of necessity, but for sheer quantity of something new. Big companies that uses novelty as advertising quality often add to overconsumption and overproduction, creating major danger to economy. The most tragic fact is that such approach works for selling and fulfills the promise of novelty but for a very short time; than forces customer to buy again to feel the dopamine, essentially creating a loop.