Theatrics of perception

Happy October. Only in America do retailers have Christmas ornaments, lights and artificial trees across the aisle from Halloween ornaments, lights and costumes. And, I first noticed this in September. Nothing says a holiday like spending money on the theatrics of perception.

Speaking of the theatrics around the holidays, I have noticed that a growing industry has surpassed with its TV ads the pharmaceutical and even political ads. Sports gambling has spawned a significant number of “players” who advertise the ease of use of their websites. The websites seem to be luring customers with easier odds, even giving up margin to grow market share. At some point, they will tighten the screws to make more profit.

Pharmaceutical and political ads still have a huge presence. ?The Rx companies have a modus operandi of creating new drugs that people need to take every day for the rest of their lives. Some of these drugs alleviate side effects from other drugs. I am not saying many of these drugs are not needed, but do they all fit that mold? More seems to be spent on managing our perception of the drug than its efficacy.

As for political ads, theatrics is an apt word. The better ads tend to be the least sensational. To me, a candidate introducing themselves and what they stand is far more preferable. Yet, some candidates don’t have a lot to say, so the attack ads are their approach. Usually, these attack ads take one issue and blow it up out of context. Most of our problems have multiple causes, so the solutions do not fit easily on a bumper sticker. But, it is all about perception.

These topics are all interwoven around theatrics. We Americans are all about perception not substance. We react favorably to the perception of competence than actual competence, which is less salesy. I am reminded of the British comedy show “Keeping up appearances” which was all around managing perceptions. It is better to appear more capable (or more successful) than you are, than actually trying to be that way.

The former president is a great example of this as his greatest talent is selling, specifically selling himself. He spends a disproportionate time and that of his staff in managing his image over actually studying the issues. It is a key reason he slaps his name on everything, even leasing his name for royalties. It is a key reason he reads or watches his press, altering bad press with some distraction.

Theatrics of perception. As the actor Fernando Lamas was lampooned by comedian Billy Crystal, the key line Crystal played up as Lamas is “It is better to look good, than to feel good.” Maybe if your Dorian Gray, but too many uphold that mission.