Emotional inception - Deepstash
Emotional inception

Emotional inception

Rather than attempting to persuade us (via our rational, analytical minds), ads prey on our emotions. The objective of advertising is to seed positive ideas & memories that will attract you to the brand. Associations between emotions and the product grow and deepen over time, making us feel favorably disposed toward the product & more likely to buy it.

It is a form of emotional inception: specialists try to implant ideas in other people's minds, subconsciously, like in Nolan's movie. 

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Nike Ads - emotional & cultural dimension

This ad works on an individual level and a cultural level:

The emotional inception: The above ad creates an association between the Nike brand and the idea of athletic excellence. Over time and with enough exposure, the customer will internalize this association. 

The cultural imprinting: The above ad creates an association between the Nike brand and the idea of athletic excellence, out in the broader culture. Later, when he's shopping for shoes, his brain will use this information (intuitively) to predict what his peers will think of him if he shows up on the court wearing Nike shoes.

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Homos economicus & advertising

The portrayal of humans as agents who are consistently rational and narrowly self-interested, and who pursue their subjectively defined ends optimally. Sometimes our economic models think of consumers as having fixed preferences or fixed goals. It's a simplification as consumers are driven by more than rational thought. 

Advertising proves our preferences & goals aren't just malleable, but easily malleable.  

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Cultural Imprinting

Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. 

What a product "says" about you is only important insofar as other people will notice your use of it.  

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Good advertising is emotional, Great Advertising is Cultural

Good advertising is using emptions to disrupt your rational brain, in a form of emotional inception. By associating a brand with certain emotions, you will pick the brand's product when chasing them. 

Great advertising understands that our emotions are part of a culture and how you feel is less important than what we think others will say about us by choosing a product. 

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Awareness: Telling customers, "FYI, product X exists. Here's how it works. It's available if you need it."

Persuasion: "4/5 doctors prefer Camels" or "Verizon: America's largest 4G LTE network"

Promises: promises can be explicit, like a guarantee or warrantee, but more often implicit, in the form of a brand image. Disney makes a name for itself as a purveyor of "family-friendly entertainment," customers come to rely on Disney to provide exactly that

Signaling: an ad conveys valuable information simply by existing. "We're willing to spend a lot of money on this product. We're committed to it."

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RELATED IDEA

  • Humor breaks down walls, shows personality a.k.a. shows a brand's human side.
  • Humor is attention-grabbing. It is naturally colorful and original.
  • People love to spread laughter. Making your campaign humorous will ensure it is shared more.
  • Any message imbued with humor will be easier for your target demographics to remember.

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A/B testing, also known as split testing, measures two social media posts against each other to see which performs best.

The most common way of using A/B tests is to only change one element of the post between the two versions (headline, image, CTA, etc) so that you know any difference in performance is because of that change. 

You can A/B test with both organic and paid posts.

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ADAM SAVAGE

“A jack of all trades is a master of none, but oftentimes better than a master of one.”

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