There’s a meme, particularly virulent in educated circles, about how advertising works — how it sways and seduces us, coaxing us gently toward a purchase.
the article very clearly explains that. Give it a read, it’s not that long.
…but if you aren’t going to read it, the summary is that the way we think ads work, associating brands with positive emotions (termed “emotional inception” in this article), is bollocks. Instead, they rely on “cultural imprinting”, i.e. associating the brand with a kind of person or situation. For example, corona is the beer for relaxing on the beach, nike and gatorade are for athletes. So, if you want to relax with some homies, you drink corona. If you value athletic performance, you drink gatorade and wear nike shoes. Major exceptions apply, please just read the article.
the article very clearly explains that. Give it a read, it’s not that long.
…but if you aren’t going to read it, the summary is that the way we think ads work, associating brands with positive emotions (termed “emotional inception” in this article), is bollocks. Instead, they rely on “cultural imprinting”, i.e. associating the brand with a kind of person or situation. For example, corona is the beer for relaxing on the beach, nike and gatorade are for athletes. So, if you want to relax with some homies, you drink corona. If you value athletic performance, you drink gatorade and wear nike shoes. Major exceptions apply, please just read the article.
My browser is blocking the link but this appears to be setting up a straw man in order to introduce the same straw man but wearing a moustache.
here’s the original publication: meltingasphalt.com/ads-dont-work-that-way/
…i’m not sure what you’re getting at, maybe i didnt summarize properly. give the article a read and see if it makes sense to ya.