Knowingly or
unknowingly ads affect our minds and influence us so much. Advertisements and
marketing take a toll on our emotional capabilities, leaving us with no choice
but to buy their product.
The most important
thing that has influenced by advertisements is culture. Do you think Indian
people would be so much westernized, wearing their clothes and drinking their
coke without the influence of advertisement? Not at all.
Our culture has
drastically changed because of the advertisement. Be it the modern ads on Facebook
or the traditional billboards, everything you see influences you. It makes you
know about the product and then makes you give it a try and then you become a
regular customer and then the company that sold you earns more revenue.
Advertisement
not only directs in selling their product. It also influences you to become
a regular customer. It does not only help you choose the product or brand
you want to buy, but it will also make you feel different from other brands,
transferring your feelings. This is called emotional
conditioning.
Emotional conditioning involves associating a bad brand with many positive
brands to change feelings towards the brand. That said, the most powerful type
of advertising is to create positive feelings about a product or brand by
surrounding it with other things that the public likes.
It also takes a hold
on your decision-making process. Research at The University of California has shown that areas of the brain involved in decision
making and emotion processing experience significantly higher levels of
activity when we look at advertisements of logical persuasion.
It is obvious that
advertisers are trying to convince their audience to buy content by bombarding
images and advertisements of attractive people, elegant cars, attractive
places, pleasant sounds, and so on. This key concept is called embodied
cognition, which is when all our senses help drive our behavior.
Another key aspect
of marketing is storytelling. Basically, humans are bound by stories. A story
can connect us more than just displaying a product. So nowadays, popular brands
have started to concentrated more on the script of the advertisement. The stories
they create about their brand is such that it has an emotional bond to a common
man. They use visuals and videos to engage with people more.
As humans, we have the left and right
hemispheres. The left brain is logical and rational. The right brain is
emotional, visual, intuitive. The left brain follows the logic, the right brain
follows the associations.
Recent discoveries in neuromarketing confirm that memories are structured by emotions. And buying decisions are
made even 6 to 10 seconds before we rationally recognize the fact! People buy
when they believe — and as you already know, faith is not rational, but
emotional, visual, and intuitive. Faith is a function of the right brain. So you
can not rationalize people by making them believe — you have to be visual, emotional, and intuitive.
Advertising manipulates you because of it
influences your subconscious by infiltrating the logical mind that protects the
brain regions responsible for faith.
Advertising connects
the product to a known product. For example, detergent is connected to pleasant
smelling flowers. This is called positive advertising.
So basically, we are
influenced by advertising every day and the changes it has brought to the world
are terrifying!
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