Meaning: The quote "Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy" by Mason Cooley, a prominent aphorist and professor of English, delves into the nuanced nature of advertising and its impact on consumers. Cooley's observation encapsulates the essence of modern consumerism, highlighting the stark contrast between sophisticated, high-budget advertising strategies and the more straightforward, traditional approach.

In the first part of the quote, Cooley suggests that expensive advertising engages consumers on a more subtle and seductive level. It seeks to captivate the audience through the clever use of hints and images, appealing to their emotions, desires, and aspirations. This form of advertising aims to create an aura of exclusivity and allure, drawing consumers in through the artful manipulation of visual and textual elements. Expensive advertising often employs elaborate storytelling, celebrity endorsements, and high-production values to craft a narrative that resonates with the target audience. By employing sophisticated psychological and marketing techniques, this type of advertising seeks to establish a deep and lasting connection with consumers, ultimately influencing their purchasing decisions.

On the other hand, Cooley contrasts this with "the ordinary kind," which he characterizes as blunt and direct, simply imploring consumers to "Buy." This type of advertising is often associated with more straightforward and traditional marketing methods, such as promotional offers, product features, and price-focused messaging. It aims to appeal to consumers' rational and practical considerations, emphasizing the tangible benefits of the product or service being offered. While it may lack the sophistication and allure of expensive advertising, the ordinary kind relies on the efficacy of clear and concise messaging to prompt immediate action from consumers.

Cooley's astute observation sheds light on the multifaceted nature of advertising and its role in shaping consumer behavior. Expensive advertising operates on a deeper, more emotive level, leveraging the power of suggestion and aspiration to create a lasting impression. It seeks to position the advertised products or services as symbols of status, luxury, or desirability, thereby influencing consumers' perceptions and preferences. In contrast, the ordinary kind of advertising adopts a more pragmatic and utilitarian approach, aiming to communicate the value and practical benefits of the offerings in a direct and unambiguous manner.

In today's highly competitive and dynamic marketplace, the interplay between expensive and ordinary advertising strategies reflects the diverse tactics employed by brands to engage and persuade consumers. Expensive advertising endeavors to build brand equity and emotional resonance, fostering long-term relationships with consumers based on a deeper emotional connection. It often targets specific demographic segments and seeks to align the brand with aspirational lifestyles and values, thereby fostering brand loyalty and advocacy.

On the other hand, the ordinary kind of advertising is often utilized for more transactional and immediate sales-focused objectives. It is commonly employed in retail promotions, product launches, and clearance sales, where the primary goal is to drive rapid conversions and generate tangible results. This form of advertising is particularly effective in communicating product attributes, price advantages, and limited-time offers, appealing to consumers' rational decision-making processes.

In conclusion, Mason Cooley's insightful quote "Expensive advertising courts us with hints and images. The ordinary kind merely says, Buy" encapsulates the dichotomy of advertising approaches and their impact on consumer behavior. It underscores the strategic nuances involved in crafting persuasive messaging and the diverse tactics employed by brands to engage and influence their target audience. Whether through sophisticated storytelling and emotional resonance or direct appeals to practical considerations, advertising plays a pivotal role in shaping consumer perceptions and driving purchasing decisions.

Overall, Cooley's observation serves as a thought-provoking commentary on the intricate nature of advertising and its pervasive influence in the realm of consumer culture.