When Advertising flexes its musclesPosted: June 4, 2011 | |
As I mentioned in one of my previous articles, an Ad without an idea will never gain an audience. But, how powerful and persuasive can an Ad with an idea be?
“What is the most resilient parasite? Bacteria? A virus? An intestinal worm?
An idea. Resilient, highly contagious. Once an idea has taken hold of the brain it’s almost impossible to eradicate. An idea that is fully formed, fully understood. That sticks, right in their somewhere”.
Think of it this way, ad campaigns are able to convince people in buying specific shampoo brands, or better yet, convince people in buying this car because it’s faster, or even better, still manages to convince teenagers that smoking is cool although cautioned about lung cancer on the pack itself. If ad campaigns are able to do all of this, can’t they be able to convince you in doing something bigger and more significant, let’s say, like voting for somebody else?
When Obama was running for president, his numbers were low amongst the Jewish elders (especially on the East coast). How can you change their mentality? Is a TV commercial or poster enough? Definitely not. The answer –> “The Talk”:
Several, short videos were released using (reputable) young Jewish celebrities who were able to reach out to this niche target audience and to them, such a message coming from a well known face and more importantly having the same background as them, was enough to have them convinced.
“I’m in Cincinnati visiting my Grandma”….enough said to break the barrier and catch their attention and the whole thing was done to seem as if she was giving her own opinion on a very random day.
And and yes, the numbers did go up from then on.
There is soo much to say on this topic and some of the points can be extremely sensitive, so let me end this by saying that implanting an “idea” in one’s head is a huge thing and whether it’s through the different media touch points or through news channels this is something we are exposed to in our everyday life and since we are living in a world that is very much money and power oriented, advertising (and its different forms) will always be a major influence on us.