March: Week 1, Prompt 4

“When Good Advertising Works (Even When You Think It Doesn’t)

By Nigel Hollis

Central Argument: Successful advertisements leave positive memories and feelings that change our behavior over time.

                We are surrounded and engulfed in a world where advertisers are constantly trying to manipulate us into buying their products. Nigel Hollis in an article from The Atlantic called “Why Good Advertising Works (Even When You Think It Doesn’t),” says that advertising is successful when it evokes positive emotions and feelings that can influence behavior over time. This statement is true as our lives are bombarded by advertisements such as those by Apple, McDonalds, and Audi.

                Apple products are taking over the electronic world. Apple logos and products are put up everywhere. From bus stops to commercials to the actual products, it creates a sense that Apple is the way to go. Their commercials are always simple with nice music that highlights the product and its amazing functions. It shows us the potential and capabilities that Apple has over other electronics in a simple straightforward way. By doing so, it shows the hindrances that other electronics harbor.  The upbeat background music puts viewers in a mood that evokes good feelings and puts them in a kind-of awe at the product. Apple also makes sure that whenever a new product or model comes out, that is a big deal. Apple has changed the view on electronics by making people think that they need the latest model when really the current model works just fine. They have created a mentality that one must have the newest and latest electronics to be updated with the world. Over time, Apple has managed to create this mentality by publicizing and advertizing their products everywhere and in innovative ways.

                Another example of advertising trying to change our behaviors can be seen through many McDonalds commercials. McDonalds uses pop culture to make their ads appealing. They use popular songs, celebrities, stars on Youtube, and cute kids to make their commercials memorable.   For example, the recent McDonalds commercial, featuring NBA stars Dwight Howard and LeBron James, shows Howard and James having a dunk contest for a McDonalds lunch when a spectator finishes their lunch during their contest. This little story leaves a smile on the audience as they see their McDonalds lunch eaten. It shows how desirable a McDonalds burger and fries can be and the lengths people will go to have some. Also, McDonalds slogan, “I’m lovin’ it,” is known by everyone. The catchy tune and catchphrase can automatically be recognized by anyone, and many people do eat at McDonalds. People know McDonalds food is good and offered at a great price. Even though people know fast food is unhealthy, there are days when fast food is an option, and on those days McDonalds has a high choice of being chosen. Memorable commercials seem to seep into the subconscious mind and create an unintentional connection to the product.

                During the Super Bowl, commercials are as important as the game. Many companies pay big bucks for their commercial to be shown as their commercials must be innovative and memorable. This year, Audi created a commercial about their new LED headlight. With all the vampire hype around these days, Audi used this for their benefit. The commercial showed a vampire party when a vampire arrives in the new Audi. The LED headlights kill all the vampires at the party. This inventive commercial uses vampires to their advantage to make a funny commercial. Although this commercial may not actually make people buy Audi’s new car with LED headlights, this commercial helps people remember this story and car. The commercial will probably unconsciously leave a message in the brain that may influence a decision regarding cars to Audi. Although the immediate effect may not be seen, in the long run this commercial may have an effect in later years to come.

                Although advertisement may not try to directly manipulate the audience, companies strive to make these ads memorable by evoking strong emotions that may have implications in later years. Apple, McDonalds, and Audi were able to ads and commercials that used pop culture and innovative ideas that have changed and may change behavior in the long run.