Technorati Profile 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 […]
Accept Cookies?
Recent Comments