I was driving home from work and drinking commercials began to flood my mind. I did not question their arrival, because that is one-way creativity works for me, through random associations. However, it was rather curious, since I don’t drink alcoholic beverages. The power of their advertising messages interrupted and hijacked my thoughts. Advertisers will go through tremendous lengths to convince consumers to buy their beverage when they are thirsty. They are powerful enough to make you thirsty. Their messages were very pervasive and persuasive.

Advertisers study us to see what makes us tick, our needs and then they portray their product as the solution. Advertising has a powerful influence over our thoughts and actions. This influential medium, through the power of suggestion, sells billions of dollars’ worth of beverages of all kinds. They exploit our need to be sociable, free, important, accepted and included. They even have adorable consequences that we don’t think about. One day while driving with my three-year daughter, I was drinking an orange beverage, when she responded, “Daddy, you don’t suppose to drink and drive.”

I was preparing for a presentation and therefore, doing a lot of thinking about thinking. The notion of thinking about drinking was fascinating. I wondered if I could substitute the words think and thinking in place of drink and drinking in many of the ads. I engaged in a mental exercise to insert the word think or thinking into the language of commercials or sayings about drinking. The results were interesting. One classic tagline in drinking commercials advises people to drink responsibly. I converted that phrase to say we should think responsibly. It worked. The phrase eat, drink and be merry, became eat, think and be merry. This could show the impact that thinking has on happiness.

If we could successfully make the mental conversion from drink to think, every time we heard a commercial, that would be a powerful trigger. We could use it to reinforce thoughts and behaviors, whatever the beverage being emphasized. This could, therefore, be a bonus for many of us.

As I stated earlier, association is an important creativity exercise. In association, you identify, link or relate something to another object. This causes you to not think of one without thinking of the other. We could conduct this practice in many other situations. Additionally, association is an effective memory device.

Here are seven key phrases that we should look for in commercials about drinking and other drink related conversations. The original phrases will serve as a trigger, a subconscious response to the need to reference thoughts and ultimately behaviors to enhance our thinking. We can look forward to the instructive nature of this exercise and its ability to elevate the art of thinking in our everyday lives.

It is important to open to the creative process and through association, we may come up innovative ways to address and tackle important issues. But we must be able to consistently, think about it.

Copyright © 2019 Orlando Ceaser