. . . the art of design

How Much is Advertising Affecting You?

If you were to ask most people the question "Does advertising influence what you purchase," most of them would say no. We don't want to believe that we are easily influenced by images and slogans that we see everyday. I believe the reason for this is that we assume advertisements aim to provoke action in us as soon as we encounter them. We can't recall a time that we watched an Olive Garden advertisement on T.V. and then immediately hopped in their car to go savor the featured dish. Lets be honest; this doesn't happen. At least this doesn't happen without some initial planning or a mental debate on whether or not you really need to go try the new Moscato Peach Chicken right this second. Even if you really did react this way to an advertisement, chances are you certainly would not admit that you are that easily influenced and even provoked to immediate action from a little television advertisement.

Luckily, that is not what good advertising is trying to accomplish.

 

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Context is King

As we've discussed before, advertising should be different, legible, authentic, clear, wanted and proactive as well.  How that looks and to what degree that is taken is dictated by the context into which you are speaking.

Context is King.

Different industries, different media and even different ethnicities have very important contextualized subcultures that need to be considered and consulted before an advertising campaign is embarked.  You can look at the way Intuitive Surgical targets the Health Care industry with the da Vinci robot or the way Hallmark targets the African American population with Mahogany greeting cards to see that in advertising context reigns supreme.  Today, we will look at the most contextualized of all: the Christian subculture.

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Brand Personality

Right now there is a quarter lying by the gas petal in my car.  I don't know how long it's been there or even when I last carried change, but there it is.  I noticed it about three weeks ago, and it's still there.  There was a time in my life when I would have picked up that quarter as soon as I noticed it ... while driving.  Now, it's something I probably won't do until the next time I clean out my car.  (Which reminds me: I need to clean out my car.)  I guess my personality has changed a bit over the years.  With my personality shift, I have begun to like different things.  I have begun to be reached, motivated and moved in different ways.  Because of all of these things I have begun to chose different brands.

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