Advertising Reviews
Every so often I take an advertisement, usually from TV, and analyse it from a consumer perspective.
What I’m interested in is the way in which the advert is likely to work at an unconscious level, since I’m convinced that this is most important dimension for marketing communication of this kind.
Now that presents it’s own particular problem, because it’s generally acknowledged that we have no direct link between our unconscious and conscious minds. The unconscious triggers various feelings, which our conscious mind then receives and attempts to decode into some kind of rational explanation: “I feel bad, I must not like what I’m looking at.”
Unfortunately there’s lots of evidence to show that we’re quite bad at evaluating these feelings accurately (which is one of the reasons that consumer research has so much potential to be misleading).
By applying models of how people think and developing my own split personality I keep a trained eye on my own unconscious reaction to the adverts I encounter and then set about trying to decode what it is that does or doesn’t work about what I’ve seen.
How effective is this? Well, you can decide for yourself if you take a quick hop over to my home page and look at one or more of the articles at the top left, headed Advertising Reviews: the most recent is called “A Bad Ad in a Good Cause“.
Please do drop back over here and let me know what you think. Advertising is a notoriously subjective issue, but I’m working on ways to remove that subjectivity; I’m interested to know if you think I’ve achieved that.
Philip
This is really great stuff. Have you read the book buy ology? I am part way through and am finding it really cool.
Bob Kaufer
If you MOVE like the Tin Man, you will THINK like the Scarecrow and FEEL like the Lion
@Bob Kaufer
I have read Buyology. There are aspects I find totally fascinating, but also some conclusions that I take issue with.
Anyway you look at it, it’s definitely a marker of things to come!
Philip
You have a great website Philip. Very professional!
JJ Jalopy.
Life Coaching and Home Business Advice with JJ Jalopy
I think that ad is worthless. It smacks to me of one of those public service pro-bono ads that they do for these “worthy” causes where the ad guy just decides to stroke his or her own ego.
The motorcycle coffin is just an attempt to be funny and ads nothing to the message. After all, the purpose is to try to get people to give to charity instead of their family.
Phil,
I’ve watched the ad as suggested. Yap, timing is important. Must let people to act at the instance that they get the associations. Strike the iron while it’s hot.
John Ho
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (WordPress)
Numerology Expert Helps Understanding Personalities for Better Influence & Persuasion (Vox Blog)
Hi Phil,
The most powerful influence on us as humans is via the unconscious mind and having an understanding of how your sales message relates to being accepted without resistance or reactance is vital in being able to persuade with power
Great articles!
Duane
Learn Winning Persuasion
Techniques that Work Like Magic by Tapping Into the Psychology of
the Mind with Persuasion Expert Duane Cunningham!
Phillip,
You have a treasure-trove of valuable information on your site regarding what drives consumer behaviour. Very interesting and current.
Thanks,
Pam
Great Minds, Great Wealth: How to Raise your Return, Reduce your Risk, Cut your Cost
Your site is great. I’ve been watching it grow for sometime now. I still did my click throughs from the last class to this one. I liked all of your articles. You can tell by reading your articles and going through your site that you know your stuff.
Lisa McLellan, Child Care Expert – Babysitters, Nannies, and Au-pairs
Great concept. That specific add doesn’t really appeal to me though.
Christian Haller
http://www.christianhalleronline.com
Can see why you needed to analyze the ad to remember a charity. Motorcycle not very funny and doesn’t contribute to the message. Your insights into consumer behavior very enlightening.
-Pat
Business Owners Fast Track to Internet Profits
Agree with your analyze of ad. Humor in ads works well when it works well and falls flat when it is not supurb!
SunnyMarie
http://www.sunnymarie.wordpress.com
I agree with your analysis of this ad. A waste of money, I suspect.
All the best,
Yann
In general business ads are a waste of money.
now for singles seeking to date more, internet dating ads, aka online dating profiles are a quite worthwhile investment.
All the best,
April Braswell
Online Dating Sites Review, Internet Dating Sites Guide
Philip,
My thoughts on the ad are:
Why was the chopper in a box? Were they going to bury it? Were they donating it to charity?
Maybe I need to watch it over and pay closer attention. But my initial impressions are that I don’t completely get the chopper at the end, and that I was left with a somewhat negative, questioning attitude toward the ad.
Health, Fitness — Darryl Pace
Philip, I did not mind the tone of the ad. However,I feel it was a mistake to associate quirkiness with donating to charities. Mark
marketingscoops
GlacierIceCream
I love looking and analysing the psychology that goes in to television advertisements!!!
Expert in Medical Hypnosis, Success Thinking and Practical Parenting
David Power’s Hour