Advertisements today are a part of our everyday life. A lot of people seem to believe that advertising doesn’t affect or influence them, however, the only way to remain completely unaffected by advertising is to never have watched a single commercial in your entire life. The following are a few ways that ads influence us and leave impressions on our brains:
- Ads often have a model or a target that looks directly at the product so as to emphasise its significance. The average viewer follows the line of sight that the model has and the storyline or the sequence of events that the viewer bears in mind can be manipulated this way
- Different product ads depict different moods and emotions depending upon the product that they want to sell. These moods are either shown by the models in the ad or the way the ad is edited (colours, grains, tints, cuts in motion, etc). The human body has mirror neurons, that mimic the emotions and thoughts of the person that you would be looking at. Ads often use this human body function to help imprint the ‘feeling’ that the commercial messages imposes on them. For marketing, this helps in the long run as consumers remember the ‘way they felt’ during the ad, while making the purchase.
- The human brain finds it easiest to comprehend information in stories. It helps us understand the relation between separate events, and makes it stick. Political campaign ads often use video montages or even images in rapid succession to allow freedom to the human brain to weave a story between them. This way, the ads don’t explicitly make any comments that might be labeled inappropriate – but the viewers understand whatever is left unsaid anyway.
- Studies have found that products in advertisements (especially things like beer, cans, bowls, cups, sandwiches, etc) that are held and shown by the model’s dominant hand (generally found as the right hand) impress a higher product usage than if they are held by the non-dominant hand. It shows a greater amount of confidence and eerily even ‘acts as a natural part of the model’s body’.
- Minimalistic ads have quite possibly made the biggest hits in 2019. They employ simple yet extremely relatable storylines, that focus on the central character until the end of the film, keeping the viewer engaged throughout. A lot of minimalistic ads are also seen in the technology industry (ads for phones, headphones, etc) that only provide a bare skeleton of the product in very specific terms. However, this ad is repeated across various media platforms leading to a very high exposure of the campaign. The human mind associates exposure with recognition. And as we are all subliminally trained to follow the crowd – a large crowd that recognises your product leads to higher brand awareness, and a large following. It creates a niche for your brand and consumers associate your product with a certain image and lifestyle.
These are only a few ways that ads influence our minds and our lives. Stay tuned for more!