“Is any of it real? I mean, look at this. Look at it! A world built on fantasy! Synthetic emotions in the form of pills, psychological warfare in the form of advertising, mind-altering chemicals in the form of food, controlled isolated bubbles in the form of social networks” - Mr Robot (Mr Robot) We don’t like negative emotions.
Anxiety, sadness, fear, shame, guilt. We don’t like any of them. Humans dislike negative emotions so much, that if we are presented with information that causes us to become irate, distressed, or uncomfortable, we will actively seek out additional information to reaffirm whatever it is that we want to believe. Just to retain the status quo that exists in our minds. And whether that status-quo is true or not, really doesn’t matter…. Cognitive dissonance to the psychologists out there. “Fuck these negative emotions” to the rest of us. But as copywriters, this is a moment of opportunity. Take the guy who wants to lose weight but hates the idea of going to the gym. Tell him that gym’s are a haven of bacteria and that if he goes, he will most certainly get ill. Or that a gym is nothing but a cattle market of humanity, designed to warp the social standards of beauty and turn us against one another. That only the better, more considerate and empathetic people among us, such as he, avoid them altogether. And once he trusts you. Bang. You hit him with your sale. Ironically, Mr Robot actively fought against people like you and me. A man hell-bent on destroying the corporations that control our lives. A revolutionary. The enemy of a corrupt system, with a burning desire for change. But also deceitful, violent, manipulative. A glitch in the system that defies explanation. So remember; truth is like a cipher, and you are the key to decode it. - Mr New
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