How Advertising Works

How does advertising work?

How does it influence buying?
• We are unable to recognize
advertising’s effects on purchases
because:
• We have a false idea of how advertising
works
• We think that being influenced means
seeing the ad, and then going out and
buying the product , but…
• The effect of each individual ad is small:
Compare the “invisible” effect of each ad to
the “invisible” growth of a child
 The Truth Effect
• If something is repeated constantly and
not challenged, our minds seem to
regard it as true
– Skinny women are attractive, fat and old women are
ugly
– Buying nice cars and nice things will make you happy
– Certain fragrances will make you more sexually
attractive
– Cute, blonde, stylish rich people wear Tommy Hilfiger
– Whenever you drink, you will have a good time.
• If we stop and think about these things,
we realize they’re false, but we usually
don’t stop and think about them.
 Agenda Setting
• The media doesn’t tell us what to think—
they tell us what to think ABOUT. This
is called agenda setting
– Media makers know we don’t like being preached to
– Subtle “suggestion” and not blatant persuasion works
better
• Consider what the media does NOT
present.
– What don’t they want us to think about? Why?
– What do you associate certain products with?
• When someone says “soda” what comes
to mind? Pepsi? Coke?
– Brands become mentally accessible!
 Effects of Bombardment
• The more things we are exposed to in
a short period of time, the less time
we have to process any image or
sound bit
• Makes these things easy to recall
• Our analysis is shallow
• We don’t think that anything affects
us
 Omitted Information…
• Omitted information goes beyond the
obvious (price)
• Based on the ad and what they are selling
specifically, they leave other things out
– Things that got cut to make the “change”
– Medically relevant info
– Stats that prove what’s being said
What’s omitted?
 Deconstructing Ads
1. Who created this message and why are they
sending it? Who owns and profits from it?
2. What techniques are used to attract and hold
attention?
3. What lifestyles, values, and points of view
are represented in this message?
4. What is omitted from this message? Why
was it left out?
5. How might different people interpret this
message
 Let’s look at this new popular ad…
• Keep in mind the 5 deconstruction
questions as you watch this
• Don’t think merely of the product
(especially if you are familiar with it) think
of the way it is being sold—what are they
doing to make it attractive to people?
• Do you like it, why or why not?
• Call of Duty- Black Ops
 Okay, one more… my fave!
• Old Spice—the Man Your Man Could Sme
ll Like
• One good commercial leads to several
more… then it must come to an end
– Re: Everyone
• Why end a successful campaign? What
did Old Spice achieve by using and ending
this campaign?