Emotional Advertisements Allegedly Sway Skeptical Consumers More than "Factual" Advertisements
(via Don't Drink the Koolaid)
As they say, this is interesting if true. But it's the conclusion of a study that's to appear in the Journal of Advertising...so we're probably not talking about the greatest minds in the social sciences here. Caveat lector.
(via Don't Drink the Koolaid)
As they say, this is interesting if true. But it's the conclusion of a study that's to appear in the Journal of Advertising...so we're probably not talking about the greatest minds in the social sciences here. Caveat lector.
posted by Winston Smith at
3:15 PM
3 Comments:
I think I am both a 'consumer cynic' and an 'advertising skeptic' in that I prefer "simple, direct, informative advertising" but I am also wary of "overtly emotional" and "manipulative" ads which are more likely to earn my scorn than my patronage. (And, if an "overtly emotional" campaign were to proove effective on me, once I realized what had happened, there would be a backlash in my attitude against the product.)
Maybe it’s not cost-effective to advertise to people like me, but if some fearless advertiser wanted to, would they continue on this tack of emotional manipulation? Or… hmmm… I don’t know… use "simple, direct, informative advertising" THAT IS TRUE and withstands the rigors of skeptical investigation?
The theory in practice: "We don't want the smoking gun to be a mushroom cloud."
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