The Science of Advertising (I)

We have surrounded by the all-pervasive advertising, you think you have formed immune to them. You don’t know the key of it is not conscious thinking, but subconscious associating. To contradict advertising is furitless, so there is 500 billion dollars spending on the advertising every year. We have surrounded by them, wherever we at, we always receive so many stimulates of various advertising.

As long as the place your sight arrived, it seems that advertising must arrive.

There is currently no scientific consensus on the number of advertisements we are exposed to every day, ranging from a few hundred to several thousand. Why is it so difficult to get a reasonable number? Because it depends on a variety of factors that have a huge impact on the end result (in order of importance).


What are considered ads?

Incorporating brand labels and logos can increase the final result. Think about it every time you see a brand name in the supermarket, when you see all the labels you wear, when you see the condiments in the refrigerator, when you see the car on the highway… Being close to advertising doesn’t necessarily mean seeing ads. Because our brains can’t handle hundreds or thousands of signals sent to us every hour; we learn to unconsciously ignore most advertising messages. This is why cognitive experts have set the ”scale of influence” for advertising.

The advertisement left an impression on the subject and is now emotionally motivated to investigate the product or service. In other words, we have to contact hundreds of advertisements every day. But at the same time, we have also developed an unconscious screening process that is very effective in reducing the intensity and duration of our commercial ads.

Less than 25% of the ads we touch every day attract our brain’s attention: So where is the problem? We are not completely rational animals, and our decisions are subject to multiple cognitive biases. The problem is that recent advances in psychology, social science, and cognitive research have proven that the degree of consciousness of human decisions is far lower than we think. The more and more experimental evidence demonstrates the effectiveness of advertising in making decisions about people without self-awareness.

The most famous example is Pepsi’s paradox: in the blind test, everyone has a systematic preference for Pepsi, but Coca-Cola is still an absolute bestseller. This is the brand’s victory in taste, and everyone has changed their point of view with just one brand label.

Most of our thinking is uncontrollable, we generate and utilize millions of subconscious thinking. When you come into a room that you never gone, what are you thinking? You will glance what are the different things. Without thinking, you know the glass on the table realizes it can help you drinking, you can place something on that table, you can turn the light on if the outside darkness and you can watch TV and play computer. These all processes are automatic, unconscious and uncontrollable.

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