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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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132 reads
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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...
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100 reads
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 wi...
28
112 reads
Types of Ads
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: pro...
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126 reads
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 ...
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142 reads
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 cul...
39
606 reads
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