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  • Does advertising really work?

  • US companies spend around $170 billion dollars on advertising yearly

  • so they seem to think it does.

  • Successful advertising uses a variety of tricks and techniques to influence the consumer.

  • They evoke positive memories and emotions that affect our behaviour over time

  • and prompt us to buy something at a later date.

  • Marketing needs to reach the subconscious levels of the brain in order for it to work.

  • People don’t like to think that theyre easily influenced.

  • Humans instinctively look at something that someone else is looking at

  • so ads often include a model looking right at the main target or message.

  • It’s best to use happy faces in ads because we have mirror neurons

  • that prompt us to mimic the expression of a person were looking at.

  • People find faces with dilated pupils more attractive.

  • Most major advertisers increase the pupil size of their models in Photoshop.

  • If you position your product toward a viewer’s dominant hand in an ad,

  • it heightens to imagine product gives.

  • Researchers experimenting with images of cups, bowls and sandwiches

  • encountered the greatest success when appealing to the right-hand side.

  • Colors have powerful associations in ads.

  • Brands choose the colors of their logos based on what theyre trying to convey.

  • Red connotes action, excitement, and youth.

  • Green implies freshness, growth and health.

  • Blue shows trust, confidence, and security.

  • Ads often prime the consumer by naming a higher price beforehand

  • so their price is not so bad in comparison.

  • To persuade the consumer that their product is superior,

  • advertisers use techniques like the weasel claim.

  • It’s vague and ambiguous but sounds true enough that consumers believe the claim.

  • The unfinished claim which argues that the product is better or has more of something

  • but does not finish the comparison.

  • The endorsement or testimonial where celebrity or authority claims

  • to use the product when they often don’t.

  • In the 70s, Miller Lite commercials featured sports legends and celebrities

  • and their beer sales increased from 7 million barrels to 31 million.

  • And the rhetorical question which demands a response in such a way that validates the productsmerits.

  • After the launch of Got Milk,

  • sales of milk in California rose 7 percent in just one year.

  • So what do you think?

  • Got brainwashed?

Does advertising really work?


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B1 中級

広告の秘密の科学 (The Secret Science Of Advertising)

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    Go Tutor に公開 2021 年 01 月 14 日