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The Perception of Starting Over

By: Dwayne W. Waite Jr.

Every new year comes with the idea that we get a whole new slate. We get to start a new year, filled with opportunity. We can start the year with a better outlook, a better plan, and a stronger conviction.

In reality, it is only a way to keep track of time and to give our past historical significance. In reality, it is just another day.

But our society (our human culture) needs more significance.

So we bite and go along with the heightened importance of the new year. The "New Year's resolution" comes up as a way we can create goals either for ourselves or our businesses (or as we did in our last post, our industry). AdLand has paid more than the usual attention to resolutions; in the next few days we will see more weight-loss and exercise advertisements and promotions than we have all year.

Why the emphasis on a new year? In our society, there is a want for getting a "clean slate." Let's face it: we all do stupid things, say stupid things, or choose something stupid over something smart. It just happens. But when the "New Year" comes, we feel it can be a way to right the wrongs we have done in the previous year.

Advertising does a delightful job in influencing our society to think about starting over in the new year. Advertising uses the hype of a changing calendar to influence people to purchase goods and services that will help them stick to their New Year's resolution, and start the new year with strong footing.

Advertising helps turn the perception of starting over into something a little more real. And that's not a bad thing.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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