Alain de Botton: Imagining Advertisements for Things We Really Need

What if advertising could be used for things that we really do need? Alain de Botton imagines what a world would look like if the tools of advertising could be used to nudge us to be the best of ourselves.

What's the Big Idea?


You don't need this product. But I want you to buy it. So I am going to confuse you. Then I will be able to seduce you into buying my product. That is the logic of advertising, or manufactured demand, says Alain de Botton, a prominent atheist author and a co-founder of The School of Life

But what if advertising could be used for things that we really do need? Botton imagines what a world would look like if the tools of advertising could be used to nudge us to be the best of ourselves.

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