Almost Every Advertisement Seemed to Tap Into the







Almost Every Advertisement Seemed to Tap Into the

From complete storylines to accidental corona-related props. I was often asked to what extent this is useful from a commercial point of view. What happens in the brain when you use advertising to make people more aware of a not too rosy reality?

Three do’s and don’ts for advertisers

Unravel Research conducts EEG brain research into the effectiveness of advertisements. Particularly during the second half of the corona pandemic, we see a number of recurring patterns in the emotional response of the viewer. Based on this, I have drawn up 3 do’s and don’ts:

1. Avoid covid-related cues unless the actual intention is to evoke negative emotion

Cues such as face masks or phrases such as “in this strange time” generally evoke an aversive response. In exceptional cases, this can have a positive effect on the actual product, if the ad uses a. when it comes to functional products that can be purchasd more easily, faster and cheaper online. The few customers who previously did not know that you can find that one specific cable on the web with less cost and effort to connect your TV to a VP Design Officers Email Lists speaker, found out during the lockdown. The customer is more self-reliant than ever. The battle seems to have been won in the field of such functional products. What about fun shopping? problem-solving structure. This is the case with a holiday advertisement that starts with a covid cue (online group calling) and then cuts to beautiful images of exotic holiday destinations. The neural pain stimulus of corona paves the way for an extra positive reaction to the holiday.

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2. Avoid awkward parts of the old normal. The other extreme is also dangerous for advertisers

Images of frenzied crowds still evoke some uncomfortable reactions. The classic greeting of shaking hands also proves disastrous. We saw this beautifully reflected in an advertisement that we tested both before and after the lockdown. Before the corona pandemic, shaking the hand led to an approving response from the brain. But during a second measurement during the lockdown, the same moment suddenly turned out to be the low point of the commercial.

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