What I do not want to do

I was listening to the radio today and heard an ad trying to sell jewelry. As a marketer/ advertiser I know that companies need to advertise to get out word about their products or services. Their is a right way to do it and a wrong way. This company was advertising to parents of college kids. They tried to sell this idea that it's a tradition to buy your recent graduate in your family some diamond earrings or a white gold bracelet so that they may always remember graduating college. This may not be a new form of advertising but it comes off as fake and unnecessary. Selling products in the form of making up traditions, which, is nothing new for the jewelry business is trying to trick people. It tricks people in that they feel an emotion which says if they do not support this so called tradition then they are behind in the world. This is the bad part of marketing. Remember that you are your own person and your traditions are yours to pick and choose. They are not to be forced upon you by a marketing campaign unless you choose to support them. You always have a choice.