We're All in Marketing: What Evolution Tells Us About Advertising | Ethan Decker | TEDxSMU
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- เผยแพร่เมื่อ 3 พ.ย. 2015
- Advertising is the Dirty Profession, famous for snake oil salesmen and shysters, shilling things that nobody needs, creating this bankrupt consumerist culture. But what if I told you that you were unknowingly in advertising too? My own journey from human evolution and ecology into marketing has taught me that we are all in advertising-and that’s actually a good thing.
Ethan Decker is an ecologist who took a left turn and ended up in advertising. He’s now VP of Insight & Strategy at The Integer Group, one of the largest retail, promotion & shopper marketing agencies in the world. He is a marketer, a researcher, a scientist, a manager, an editor, a storyteller, a performer, and an ecologist. He's done ethnographies in Tokyo and statistics in Matlab. He's helped sell cereal and women's clothes. He’s created Olympic advertising campaigns and new product lines. He's worked with some of the biggest marketers in the world (including P&G, Kellogg, and PepsiCo).
Ethan has a BA in sociology and a PhD in urban ecology and human evolution, and he studied complex systems theory at the Santa Fe Institute. He’s been published in PloS ONE, Ann Rev Energy & Environment and other places. He’s competed in the Swing Dance US Open and the UPA Ultimate Frisbee Championships. And he’s got quite the collection of graphic novels.
This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at ted.com/tedx
A very eloquent and nice presentation. I find this interesting and in some ways convincing. But I still can't get passed why these symbolic values must happen through consumption? There are other ways to signal your interest, such as taking a job as an investment banker or to go for an academic career, or why not doing a hobby? There's also a dark side to conspicuous signalling, i.e. that it might lead us to enhance divides that might be superficial or not really relevant at first but become more actualized as they create distance between people, not least with regard to puschase power). Also, the industry is not merely a caterer to needs but a creator too (think fast fashion). Yet, a thought-stimulating presentation, especially for critics of marketing.
Thank you for sharing!
Ethan makes marketing sound fun innovative and gives you a different perspective. He gives great examples and visuals that allow us to comprehend marketing at its roots. Using real life examples like spiders and even flowers. Using the rattle snake example was creative.
Excellent; useful for psychology, marketing, business admin classes. Thank you.
dont know why this came up on my phone today but it was really helpful. thank you so much for sharing.
Glad you enjoyed it!
This was such an interesting take on advertising, very cool!
This video has just drastically altered my perspective!
Extremely interesting!
This was an amazing Ted talk
it's a literally epic talk, i never heard of that much eclectic approach before, really got me thinking about lots of stuff simultaneously.
I'm using this quote on the poster for the movie of this talk..... :-)
Advertising is not nature nor is it natural.
@@mr12aT that's what you think Mint Mastering. are you picking up what I'm putting down?
marvelous
That’s actually really interesting
the only positive advertising speech I've heard so far
You should watch Rory Sutherland's too. He makes a couple of fantastic points about the positives of advertising, one of them being that it can help create desire for _intangible_ objects that don't require us to extract more _tangible_ resources out of the ground. Another is that sometimes an advertising solution -- i.e., changing how humans perceive or expect things to be -- is much easier and better than an engineering solution -- i.e., fixing or recreating the built environment.
+Ethan Decker thanks Im going to check it out
At the end he still made the naturalistic fallacy. Deceptive, as to be expected of a marketer ;)
Because he totally gaslight tf out of it.
Remarkable talk!
This is so underrated
Awesome talk, always thought about it like that. Does anyone knows if this guy has any books on it?
Sorry, I don't have a book on this (yet...). In the meantime you should read SPENT by Geoffrey Miller.
Wow. Your angle on advertising is fascinating. Thanks for your recommendation.
LOL at the couple 4:43
Fire
Enjoyed this
this guy is cool
So I am writing an essay for my college class about this video, one of the questions is, "What did you take away as Ethan Decker's top 4 concepts about advertising?" I have watched this video over and over, about 7 times now, is anyone about to help me understand what the 4 concepts he is talking about?
girl me too BA1500 got me f*ckeddd up
@@melaniewalker4554 same lmao
SAME! cant believe no one replied with an answer yet :(
Guessing at the invisible by using the visible
We are symbolic creatures, who navigate the invisible trying to guess the information, the "truth" by looking at the visible: "buy me, buy me!".
Que ida de olla
And 32 year old men still wear their college clothes.
Saving the environment and my children's planet conditions! I salute him.
Judgemental
Yeah!!! Actually telling us the true nature of advertisements. Really impressive. We are not superficial creatures but we are symbolic...
Why can't I sell my private data on a data stock market?
Google already got it free
WHAT ABOUT BILDING 7
If you have an ethical stance, always seek the truth inherent in each product and tell this truth, advertising will not be harmful. It will helpfull.
argument that there is unethical advertising vs. necessary advertising doesn't make sense. must absolve advertising of ethics to get closer to that which we can't grasp. students interested in these topics should look into rhetorical theory
Honest ads are better for everyone
There are no such thing as honest ads and i work in advertising. Just saying.
I was just asking myself earlier today, does nature advertise?
Etymology: Adverse Teasing latin origin: adversa teasing
Decent presentation, pleasant narrative but no science. Aside from that, there are numerous theories, principles, and models concerning marketing.
"We're All in Marketing." - Not me. I use Adblocker.
Advertising is a tool, it all depends on who is the user, like all other tools, like a knife or nuclear bomb, but in this time most of the advertisement are profit driven....not really to help decision making
Well, he tried to advertise advertising...
through bandwagon effect, catchy slogans, humor etc...
And you forgot human psychology. You know...the most important part...
Todays date is 2/23 at 10:26
Advertising does not equal marketing. This is a fundamental myth that people either knowingly or unknowingly propagate. Marketing is about find genuinely value maximizing exchanges for customers, firms, and any other principal involved in the value-creation process. It is not about creating jingles in people's heads. One of the many TedX that defy the idea that TED talks are good talks.
This might be the most pointless Ted talk I have heard in life.
symbolic........ and superficial.
Yeah but the animal's goal is to survive, not to sell you stuff
Yeah, but we buy most of things to survive, too.
Ever heard of maslows hierarchy of needs ?
@@joaomarone7898 Yeah, sure :))
Interesting video and good presentation. But completely flawed conclusion. Advertising definitely is not good. Also advertisers play on the fact that we are symbolic and use it to sell us stuff we essentially don't need. The idea that because advertising happens in nature it is somehow good is ridiculous. Nature is absolutely savage. Also detergent example show exactly the problem. Basically these companies are trying to trick us into getting exactly their product. The healthy useful route would be completely identical containers with only factual information printed on them. Easy to compare and pick the best one.
You are well ?
He's an impressive talker, and confident, and funny. But rattle snakes and peacocks advertise themselves, cuz they need to survive. No matter how natural self-promotion is, his industry is complicit with a consumer culture that is _massively_ outa whack with the ecology that he came from.
I disagree. Maybe you took his points too literal. He was using those real world examples that show us advertising in the real world. I don't think it was that out of whack. He is trying to give visuals and have the audience understand him.
Thanks for watching. Remember that all humans need to survive too. How do most of them do that? By getting jobs, to then make money, which they use to buy food and water and shelter and medicine to help them survive. The iconic 'starving musician' isn't a joke. Lord knows they'd love to advertise their music so they can afford to eat.
Consumerism. Nawh.
So that was an advertise for advertises
What i dont get is, he compares ads to a bee when collecting from flowers, the bee still has the benefit of getting sugar from the flower, to create honey later on,
What is my benfit from watching ads, about products that im not interested in?
I see none, just wasting my time
In my youth kids were wearing nike, addidas and lets say vans shoes, now kids want chanel, armani and very expensive watches, that might also be an effect from those oh so nice advertises
Or you could just read the packet and apply your own trail and error method. Advertising is pathetic and it should be banned from all public view.
Great talk - but complete rubbish... But what would you expect from someone who has no tertiary education in marketing? To start with, Ethan perceives advertising as marketing --- big mistake: Huge! He knows as much about marketing as I know about Ecology! But he does a great job at BEING a snake-oil salesman: If only we could convince him to study marketing and discover the true science... 😞