Advertising doesn't work the way you think it does

Summary

The video challenges the popular emotional inception theory of advertising, which claims that ads manipulate our emotions to influence purchases. Instead, the presenter argues for the social connotation theory, suggesting that we buy products to signal something about ourselves to others. Through a mix of psychology, philosophy, and advertising history, the video contrasts these two theories, using examples from popular media, psychological experiments, and common advertising strategies to illustrate how humans make rational decisions when selecting products based on social meaning rather than emotional manipulation.

Takeaways

• 😀 Advertising doesn't typically work by emotionally manipulating us; rather, it's often based on rational decisions about social signaling.
• 😀 The commonly accepted theory of advertising, called 'emotional inception,' is based on the idea that ads manipulate emotions to influence purchasing decisions.
• 😀 The movie *Inception* is used as a metaphor for emotional inception in advertising, where products are linked to emotional states like nostalgia.
• 😀 The *Mad Men* TV show depicts advertising executives using emotional connections, such as nostalgia, to sell products like Kodak’s slide projector.
• 😀 Emotional inception suggests that products can be marketed by associating them with positive emotions or memories, without providing actual information about the product.
• 😀 The emotional inception theory is likened to Pavlov's classical conditioning, where ads supposedly link emotions to products, similar to how Pavlov trained dogs to associate a bell with food.
• 😀 However, emotional inception theory is flawed because it assumes humans react irrationally to ads, unlike Pavlov's dogs who were given actual food rewards.
• 😀 The alternative theory, called the 'social connotation theory,' posits that people buy products to communicate something about themselves to others, not because of emotional manipulation.
• 😀 Advertisements often appeal to our desire to be seen in a certain way by others, with products becoming symbols that communicate identity or social status.
• 😀 Social connotation theory suggests that buying decisions are rational and based on social signaling rather than emotional manipulation.
• 😀 Common knowledge plays a key role in advertising: for ads to work according to social connotation theory, they must be in contexts where the audience is aware that others are also exposed to the same ad (e.g., Super Bowl ads).
• 😀 Advertisers focus on products that are visible and can communicate social identity, such as cars, beer, and fashion, but rarely use this approach for products that are private, like dish soap or bed sheets.

Q & A

What is the primary argument presented in the video about advertising?

The video argues that advertising doesn't manipulate emotions (as in emotional Inception) but rather leverages social behaviors and identities. It suggests that people buy products not for their utility but for what they signal about them to others.

What is the 'Emotional Inception Theory' in advertising?

The 'Emotional Inception Theory' suggests that advertisements manipulate viewers emotionally by planting subconscious ideas, causing them to associate positive feelings with a product, much like the plot of the movie *Inception*.

How does the presenter critique the Emotional Inception Theory?

The presenter critiques the Emotional Inception Theory by suggesting it is overly simplistic. They argue that emotional manipulation through advertisements is based on Pavlovian conditioning, which is unlikely to work without providing a tangible reward, like the food given to dogs in Pavlov's experiment.

What is the 'Social Connotation Theory' of advertising?

The 'Social Connotation Theory' suggests that people purchase products because of the social messages these products convey about their identity. Advertisements work by associating products with social meaning and identity rather than attempting to manipulate emotions.

Why is 'Common Knowledge' important in the context of advertising?

Common knowledge is crucial because advertising works best when the message is widely understood within a community. Advertisers rely on shared social norms and understanding of what a product signifies (e.g., a luxury car representing success) to make their ads effective.

How do the two theories (Emotional Inception and Social Connotation) differ in predicting which products will have association ads?

The Emotional Inception Theory predicts that association ads will be seen for a wide range of products, as emotional connections are possible for any product. In contrast, the Social Connotation Theory predicts that association ads will primarily target products that are visible to others and communicate identity (e.g., cars, beer, shoes).

What types of products are typically not associated with emotional advertising?

Products that are less visible to others and don't communicate identity (e.g., dish soap, bed sheets, detergent) are less likely to have emotional advertising. These products are not generally advertised in ways that associate them with social identity.

What does the presenter suggest about advertisements for household products like bed sheets or dish soap?

The presenter suggests that while there is a large market for household products like bed sheets, they are rarely seen in advertisements, especially those that use emotional manipulation. This supports the Social Connotation Theory, as these products don’t signal anything about the consumer’s social identity.

Why does the presenter mention the movie *Inception* in relation to advertising?

The presenter mentions *Inception* to illustrate the concept of emotional manipulation in advertising. In *Inception*, ideas are planted in people's subconscious, which the video compares to the idea that advertisers can manipulate consumers' emotions by associating positive feelings with products.

How does the video suggest that advertising works differently in reality than in *Inception*?

The video suggests that advertising in reality is less about planting subconscious ideas through emotional manipulation (as in *Inception*) and more about leveraging social signals and identity. Advertisers focus on products that convey messages about who the consumer is and how they want to be perceived by others.