A large percentage of people like to be told what to do

Above:  advertisement for Greene King.  The message is for the forthcoming bank holiday weekend.  It is telling people (men especially) to forget about DIY (home improvements) and drink beer instead.

In my opinion this is a very effective ad.

But why is it so effective?  The style and creative form is derived from a government poster from the Second World War.  It is giving you permission for something you probably want to do anyway. 

Above (screen print):  the original poster from the second world war.  The image has become hugely popular over the last few years.  The reason government campaigns like this were effective is because they addressed the anxiety that most people felt most of the time during the second world war. 

What should I do when my home is bombed / my son is missing in action / the enemy are threatening to invade?  Keep calm and carry on is what you should do.  Interestingly this kind of advertising works even in circumstances far removed from a national emergency.

A large percentage of people like to be told what to do.  They find choice debilitating, even stressful.  They are also looking for meaning in their lives, and often find this in "following" (following people, following fashions, following political movements etc).

I wish it were otherwise.  I wish everyone would exercise control over their lives and reject most of the rubbishy ideas / suggestions / products that are peddled to them.  I wish they would work out what they really want from life and pursue the important goals even when they are hard and difficult.

But unfortunately a large percentage of people like to be told what to do.