While scrolling down my Facebook news feed, this particular picture, with the caption "Anyone taking a post-Black Friday nap?", caught my eye. This advertisement was posted by Target in the late afternoon on Black Friday, after most people had come home from a busy day of shopping. What I perceive from this ad is that Target is trying to convince buyers that after a long, strenuous day of shopping, they deserve a long rest; therefore, you owe it to yourself to buy some new pillows and blankets (from Target, of course).
This ad reminded me of one of the Rationalizations we learned about earlier this year- "I've got it coming". People use this rationalization to justify the unethical use of perks or benefits because they feel they are overworked and they need compensation. Although shopping for things to help you take a post-Black Friday nap is not necessarily unethical, it follows the same principle. The makers of this ad are trying to give buyers a sense of entitlement. They are trying to convince buyers that they should buy some pillows and blankets because they deserve a nap after a long, hard day of buying other stuff.
Although this advertisement did not seem very effective to me, mainly because I didn't waste my time going Black Friday shopping, it seemed, from comments I read, that many people actually did feel a sense of entitlement after seeing this ad. From reading the comments on this post, I saw that many people felt that they had earned a long nap. Still, I do not think that they were inspired by this ad to go and and buy more stuff just to take a nap.
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