triggering ads

Triggering Ads

Dr. Rod King has been a great support to me. It is with heartfelt gratitude that I dedicate this humble work to him

Which is more attractive? A girl in bikini or a girl in mini skirt?

Momentarily, the girls in bikini attract your attention more. But later, it is a different story

The human emotion of anticipating, uncovering the “unseen”, the desire to know more and other emotions overtake the sceneThe girl in mini skirt is more attracting

Social jealousy could lead to the build up of negative emotions that spiral down to trigger action. How?

Let a lady from the middle class own a classy watch that another lady from the upper class desires

Watch the watch

Social jealousy ignites

Jealousy builds up into inferior feeling (less self-actualization, deprivation, loss of social status

Moving down the Maslow PyramidDepriving the upper class from self-pride is a negative emotion that may lead to positive results to the advertisers

The lady from the upper class will influence (nag) her husband to get one- and more expensive one too.Social jealousy is an interesting area for advertisers

Effective advertising, but is not welcome at all times

The high-class needs cascade down to the basic needs.Emotions lead to actions. Feeling insecure, deprived of social status might lead to greater negative consequences

Negative emotions are like a spiral rope tightening on the neck of affected person

Positive emotions work in the reverse order

They take us on the road to self-actualization and pride.

Positive emotions expand our options and open new landscape of opportunity

Associating a product with positive values increases the possibility that

customers will take action

Linking food products with joy and happiness is a trend that is self-reinforcing

Happy times do not mean eating a good meal only. They mean being together (social need)Being together means sharing memories, exchanging information, magnifying our pride and feeling time is running with happiness. That is moving up on the Maslow PyramidIt is not a meal only; it is the atmosphere that brings comfortable association and self-fulfillment

Ad Genre Trends During Recessions

Interesting findings from Nielsen: Funny ads always work, no matter the economic climate.In times of recession however, emotional and value-focused ads scored significantly better than usual.And just to confirm what everyone already knew but what advertising agencies apparently still haven’t figured out: ads based on promoting stuff with features, prices, etc, never work, no matter what the economy looks like.

This conclusion finds support from the following reference

Emotional advertising is the key to successful advertising

Keeping the ad short of the final result arouses curiosity, the desire for finding the resolution and leaves room for imagination

Precursors are the formed chemicals before they convert to the finished product

Precursor emotions are emotions that precede the final emotionsA man and woman closing their eyes are the precursors for a kissShow the precursor and leave the rest to the readers’ imagination

Reception to the ad may varySome people will remember that this was the last kiss before separation. They feel sad. For others, this might be the last sweet moment. It sweetens their memories, which brings them pleasure which cascades into happiness, joy and actions of joy

Ad

Positive emotions scale up. From watching investors in the stock market going from depression to hope, relief and then optimism we know the investors’ reactions become more positive in the process.Let your add do the same.

I question the merit of negative advertising. Smokers do not quit smoking in spite of all life-risking ads.

Highlighting the joy of non-smokers may be more effective