Meaning: The quote "The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be" by William Feather, an American publisher and author, captures a fundamental concept underlying the advertising industry. This idea reflects the notion that individuals have a dual nature, comprised of their present identity and their aspirations for the future. It suggests that advertising often seeks to tap into this duality, presenting products or services as a means for individuals to bridge the gap between who they are and who they desire to become.

In essence, the quote alludes to the psychological underpinning of advertising strategies, which frequently aim to appeal to consumers' desires, aspirations, and self-perception. By recognizing the dual nature of individuals, advertisers seek to create persuasive messages that resonate with both the current and idealized selves of their target audience. This approach is rooted in the understanding that human behavior, including purchasing decisions, is often driven by a complex interplay between one's present reality and future aspirations.

The concept of the "two men" can be interpreted in various ways. On one level, it can be seen as a reflection of the inherent human tendency to seek improvement and progression. Individuals often have a vision of their ideal selves, whether it pertains to their appearance, lifestyle, achievements, or social status. Advertisers leverage this innate desire for self-improvement by positioning their products as tools for personal enhancement and fulfillment.

Moreover, the quote also hints at the role of advertising in shaping and perpetuating societal ideals and norms. Advertisements frequently depict aspirational lifestyles, portraying individuals who embody the characteristics and achievements that many aspire to attain. By presenting these idealized versions of life, advertisers create a compelling narrative that encourages consumers to associate their products with the attainment of their desired identities.

Additionally, the quote sheds light on the psychological complexity of consumer behavior. It acknowledges that individuals are not solely defined by their present circumstances or characteristics; rather, they are influenced by their aspirations and the image of themselves they hope to project. Advertising, therefore, seeks to bridge the perceived gap between these two facets of the self, offering products and services as a means of aligning one's current reality with their desired identity.

From a marketing perspective, understanding and leveraging this duality is crucial for creating effective advertising campaigns. By tapping into the aspirations and self-perception of consumers, advertisers can craft messages that resonate deeply with their target audience. This approach involves not only highlighting the functional benefits of a product but also appealing to the emotional and aspirational dimensions of consumer identity.

In conclusion, William Feather's quote encapsulates the underlying philosophy that drives much of modern advertising. It underscores the idea that individuals are motivated by both their present reality and their idealized self-concept, and advertising seeks to bridge these two aspects by offering products and services as tools for personal enhancement and fulfillment. Understanding this duality is essential for advertisers to create persuasive messages that connect with consumers on a profound level, effectively shaping their perceptions and purchase decisions.