How ads manipulate us - and how to resist | BBC Ideas

Summary

This script explores the power of advertising in evoking emotions towards brands, exemplified by Renault Clio's successful campaign. It discusses meta-communication elements like music and characters that subconsciously influence viewers. Notable ads, such as Apple's 1984 commercial and Huawei's moralistic ad, are analyzed for their emotional impact. The speaker suggests counter-arguing ads' emotional appeals as a way to resist their influence, empowering viewers to take control over their perceptions.

Takeaways

• 🚗 Advertising can effectively attach emotions to brands, as demonstrated by the Renault Clio's successful campaign.
• ❤️ Emotional appeal in ads, such as the flirtatiousness in the Renault Clio ad, can make a product seem more desirable.
• 🎬 Meta-communication elements like music, characters, and setting are crucial in shaping the message of an ad.
• 🧠 We are biologically programmed to retain meta-communication, making it hard to ignore its influence.
• 🌐 The Apple 1984 ad is a classic example of how a single airing can create a lasting global impact.
• 🛡️ The Apple ad positioned the brand as a defender of freedom and the people, reflecting Steve Jobs' image.
• 📱 Huawei's ad with a Gnu creature suggests moral agency, despite the product's actual limitations.
• 🤔 To resist emotional influence from ads, one can either avoid them entirely or analyze them critically.
• 🔍 By scrutinizing ads and questioning their intent, consumers can engage in counter-arguing to resist emotional manipulation.
• 💪 Feeling more in control of one's life by recognizing and countering the emotional tactics used in advertising.

Q & A

What is the main purpose of advertising according to the transcript?

The main purpose of advertising is to attach emotions to brands, creating a connection between the product and the consumer's feelings.

How did the Renault Clio's advertising campaign affect its success?

The Renault Clio's advertising campaign was successful because it portrayed the car as sexy and easy to drive, which appealed to consumers' desire to be seen as attractive and to have an easy driving experience.

What is meant by 'meta-communication' in the context of advertising?

Meta-communication refers to all the elements of an advertisement that are not directly related to the product's features, such as music, characters, setting, and storyline. These elements are designed to evoke emotions and influence perceptions.

Why is the Apple 1984 ad considered iconic?

The Apple 1984 ad is iconic because it was shown only once but managed to convey a powerful message about Apple being a defender of freedom against the dominance of IBM, which resonated globally and established Apple's reputation.

How does the transcript suggest that people can protect themselves from the emotional influence of advertising?

The transcript suggests two ways to protect oneself from emotional influence: either by not watching any advertising at all or by carefully analyzing ads to understand their intent and counter-arguing the emotions they try to evoke.

What is the role of counter-arguing in dealing with advertising?

Counter-arguing is a strategy where one actively questions the motives and tactics behind an advertisement to emotionally resist its influence and feel more in control of their reactions.

How does the Huawei ad featuring a Gnu convey its message?

The Huawei ad uses the story of a Gnu to suggest that with Huawei, consumers can be their own judge of morality, implying that the brand supports personal freedom and choice.

What is the critique of the Huawei ad presented in the transcript?

The critique is that the Huawei ad's message of moral choice is seen as nonsensical because, as a phone, it doesn't inherently provide moral agency. However, it is acknowledged as emotionally appealing.

Why is it difficult for people to 'unprocess' meta-communication from ads?

People are programmed to retain information once it's exposed to them, making it difficult to ignore or forget the meta-communication elements of ads that are designed to influence their emotions.

How does the transcript describe the impact of the Apple 1984 ad on Steve Jobs' image?

The transcript describes the Apple 1984 ad as contributing to Steve Jobs' image as the epitome of a defender of the people and freedom, which in turn influenced people's perception of Apple as a company.

What is the importance of understanding the 'twiddly bits' in advertising?

Understanding the 'twiddly bits' or meta-communication in advertising is important because these elements are what often leave a lasting impression and influence consumer behavior beyond the product's practical features.