Nonrational Slogans In Advertising

1000 Words 4 Pages
The usage of slogans is commonly practiced among advertisers. Slogans are short and catchy phrases. These slogans impact a customer 's outlook on a product or brand. It causes them to begin associating certain qualities with the product and also leaves a good impression on the brand or company (Sutherland and Sylvester 10). For instance the slogan Walmart has, "Save money. Live Better." would make people think about prices and how some companies, like Walmart, might actually be offering better deals. The slogans are upbeat and include positive statements such as "live better" which give off a pleasant feeling. Most importantly these phrases are memorable allowing consumers to remember and differentiate various products and brands. All of these …show more content…
Unsurprisingly this is just another trick used by advertisers and it works. In the article How Advertisements Seduce Your Brain it is revealed to us that researchers from University of Los Angeles, California and Washington University prove this through a study they did on advertisements. Their study fixated on particularly two kinds of advertisements, logical persuasion advertisements and nonrational influence advertisements. Logical persuasion advertisements are the stereotypical ad, one that simply consisted information about the product, whereas nonrational influence advertisements presented things that are not related to the products such as a sexy or funny image. The researchers exposed twenty four participants, eleven women and thirteen men, to both types of advertisements using advertisements from newspapers and magazine. While exposing the participants to ads they studied their brain activities and what was found was that parts of the brain that play a role in decision making were much more active when participants were shown logical persuasion advertisements than when shown nonrational influence. An important correlation to know is: the more activity there is in parts of the brain connected to decision making, the less likely it is for an impulsive actions to occur. What this means is that nonrational influence …show more content…
As stated in the article What does advertising do?, affective conditioning takes place when products are repeatedly placed next to things that invoke positive feelings in people such as cute babies, what happens is that it results in the transfer of positive feelings, of surrounding items, on to the product itself. In yet another study on advertisements by Melanie Dempsey and Andrew Mitchell, researchers who recorded their findings in Journal of Consumer Research, revealed to us just successful this practice is. In this study two groups of people were told about two brands of a product, one having better assets than the other and had to choose a pen. One group was put through affective conditioning by being exposed to pictures of the product from the worse brand with positive things, where as the other group was not. The group that went through affective conditioning chose the worse brand seventy to eighty percent of the time even though they were given plenty of time to decide on top of information that favored the other brand. The people in the other group mostly picked the better brand. Affective conditioning indistinctly creates a false sense of security. It makes consumers unconsciously feel good about the product, therefore favor it and preferring it over other options

Related Documents