Creative Advertisements: Psychology of Winning Ads - Psychology of Winning Ads
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Advertising can be narrowed down to the following: garnering the attention of people and turning them into potential customers/consumers of your product or service. This requires a link – some pattern that creates an association in their minds – between your product or service and the expected results (which are possible thanks to you).
First of all, garnering the attention of people can be done quite easily if we consider Maslow’s hierarchy of needs. If you picture it as a pyramid, on the base (the most primitive needs) we find breathing, food, water, sex, sleep, and so forth. Then comes security of the body, resources, morality, employment, health, family, and property. On a somewhat lower level we can find friendships, family, and sexual intimacy. Social needs are important and we cannot underrate them. Right after them, our esteem needs follow.
Now, think a little bit on what we’ve just pointed out. Some might feel offended because we are analyzing humans based on their primitive needs, but this is what works and we must be honest with ourselves if we want to recognize successful sales patterns. A product or service is a “best seller” if it contributes to one of our primitive needs, and its effectiveness increases linearly with its hierarchy (the base of the pyramid is the best).
I’m sure you have noticed the amount of advertisements that carry some sort of sexual connotation with them. As long as it is hinted at subliminally and the advertisement isn’t taken literally or directly as rude or offensive, then all is fine. Check out the attached bra ad below. If you have paid enough attention, then by now you should recognize two of the most human needs present in it.
First of all, what can we see if we pay attention to the detail? (Not that kind of attention!). We see a beautiful, blonde woman with a relatively trendy hairstyle who is showing off most of her body by acting sexy and provocative. Sure, she is “just” exposing her black bra. We shouldn’t’ overlook other minor details, such as her mouth is slightly open because she is smiling, her teeth are ultra-white, and the fact that she has tucked in both of her thumbs trying to “lower” the laces of the bra (undress?). Details, details…
Ultimately, we should also read the text: “I can’t cook. Who cares?” What do you think this can possibly mean? I don’t think this needs further explanation other than it also involves some sort of conflict between two primal needs: food and sex. Sure, priorities for each of us are different, so we cannot generalize, but one thing is clear: the ad is provocative and chances are – even if you try to deny it – it has done its job.
Contrary to popular belief, the above advertisement works best for both genders. Why it works for men is pretty straightforward, so let’s skip it without looking stupid. Why it works for women is also quite simple – it is about looking beautiful, feeling sexy, and adding sexual confidence and self-esteem. It involves the sense of feeling desired, which is undoubtedly a great feeling.
You see, in the above ad you barely notice the brand and manufacturer of the bra. At least, you didn’t pay that much attention consciously. However, the picture (advertisement) in its entirety has been deeply ingrained in your mind. The associative pattern has been formed; it’s there already.
What’s scary as hell is that you may not even remember the ad when you suddenly notice a “Wonderbra” branded bra at your favorite mall. For whatever reason you might feel a strong urge to check out the bra and as soon as you start to check it out and try to analytically decide whether it’s worthwhile or not, you will come up with answers like “yes” due to its quality, model, size, color, prestige, material, etc.
This depends on how much of an impact the ad had on you when you first saw it. It depends on what your mood was back then and dozens of other factors. I won’t dwell much on psychology anymore, but you must realize that we humans are still “primal” creatures and we do care about our needs; we have our desires. Start to pay attention and analyze the ads from this perspective.
What you are going to find is that almost all of the advertisements around us, from the ones broadcast on TV, to the ones you see online as side bars and banners, or even just print ads and whatnot, link and associate “fixes” to these human needs. A product or service is the “best” when it can improve our lives, fix our problems, make us feel better about ourselves, and so forth.
Next: The Big Picture >>
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