In his book "World War Z: An Oral History of the Zombie War," Max Brooks presents the idea that fear is a powerful commodity in society. Instead of simply marketing products, many advertisements exploit consumer fears, suggesting that happiness or safety can only be achieved through their offerings. This manipulation reflects how businesses can thrive on the anxieties of consumers, compelling them to purchase goods to alleviate their fears.

Brooks emphasizes that fear is not just a personal emotion but a tool wielded by marketers and media. The pervasive nature of fear in contemporary society shapes consumer behavior, turning it into a driving force behind purchasing decisions. This commentary reveals a broader truth about the interplay between fear and commerce, where psychological tactics are used to ensure that products are desired not just for their utility, but for the security they promise against underlying fears.