I'm writing about the L'Oreal ads.
You know the ones - "because you're worth it!"
I'm writing about their persuasive technique, which is uncannily similar to the technique used by John Calvin in the 16th century.
Calvin preached about predestination.
According to Calvin, before we are even born, God has chosen some
of us as "the Elect" (destined for Heaven) and the rest of us are
damned (destined for Hell).
There is nothing that we can do about it.
Now you'd think that this would mean everyone would do as they pleased? Why go to church, why not steal, cheat, lie - if it made no difference to your ultimate fate?
But this didn't happen. People in the 16th century were so scared that they might be damned that they led the most pious lifestyles
in order to have been chosen as one of the Elect.
"...in order to have been chosen"! These people wanted to prove to themselves and to those around them that they were one of the Elect by acting as one of the Elect, governed by a deep unspoken fear that they may in fact be damned.
So, how does this relate to L'Oreal?
Well, if you substitute "the Elect" for "worth it", you're there.
Buy L'Oreal "because you're worth it!" ≈ Lead a good life because you're one of "the Elect"
Clever L'Oreal!
They've created a subconscious fear in consumer's minds that they might not be "worth it" and the only way to alleviate that fear and prove they are "worth it" is to buy L'Oreal!
I'm not suggesting for one minute that the creators of the L'Oreal strapline had even heard of Calvin and his teachings.
I'm just pointing to this as a psychological technique, re-discovered by L'Oreal, to which human nature is particularly perceptible.
And the L'Oreal ads keep running, year after year, in the same format, so something must be working for them...
