Short Essay: War will never cease until babies begin to come into the world with larger cerebrum and smaller adrenal glands

When the First World War was being fought the slogan that was raised by the Allies and which caught the imagination of youngmen promised that it was a war to end all wars. The war ended in 1918 and within a few years of the conclusion of Peace Treaty there was talk of war and feverish preparations for it. The armament race began all over Europe and the Allies led the van in the manufacture of arms and ammunition. No wonder another global war came in 1939 and wrought havoc, but without making human beings any wiser. We used to wonder where war lived, what it was that made it so vile. And now we realise that we know where it lives, that it is inside ourselves. Man is pugnacious by instinct. He must be born a new and born different. The average human intelligence is pretty little and that little is kept down by his passions and emotions. A few unscrupulous but clever firebrands influence his adrenal glands thereby rousing his baser instincts. Unless, therefore, human beings become, like Shaw’s Ancients, passionless Intelligences, there is no hope for humanity. Wars will go on causing destruction and devastation, opening a vein that bleeds humanity to death.

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Advertising: The Brandwagon Story

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Just imagine: if one was to go to a store to buy tooth paste, soap, oil, shampoo, computer, refrigerator—all covered in drab white or brown paper reading only just as much! No idea of richness and exclusivity backing them, no appeals working on the mind. The result would be no more desire to buy something exceptional, no more hankering for a great shopping experience, no more retail therapy for the parched souls! And subsequently, limited sales, slumped markets and extremely dejected entrepreneurs. This is what an un-exciting, un-informed world would be like if there were no branding, no advertising—the two processes that work on the minds quite invisibly and lead us to the stores wanting this fairness crème or that exquisite watch even if there is no need for the same.

Advertising has played a major role in consumer marketing, and has enabled companies to meet communication and other marketing objectives. Typically, advertising is used to inform, persuade, and remind consumers. It importantly reinforces their attitudes and perceptions. Advertising has been a target of criticism for decades, as also been hailed as a capitalistic virtue, an engine of free market economy, a promoter of consumer welfare.

To begin with, an advertisement is in fact a public announcement with the avowed purpose not so much to inform as to coax the public into buying a product, subscribing to a service or accepting an idea. The origins of advertising can be traced to the times when the services of the town crier were used to convey the messages to people. The messages could be a rulers proclamations or information about the market days.

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