There is no doubt that advances in the world of neuroscience have led to its application in dozens of sectors, and publicity has not been immune to it. Hence, neuromarketing has emerged, capable of applying new marketing methods and techniques so advanced that they are even capable of playing with our minds.
Now new trends in marketing and advertising are unveiled, capable of studying the consumer in depth to discover what moves and motivates them. Whether unconsciously or emotionally, today we seek to leave an indelible mark on the mind of each person. It's profitable? Probably not, as the bombardment is constant and the campaigns increasingly complex and provocative.
Advertising is no longer focused solely on selling the benefits of a brand. Now we seek to integrate a branding that brings together a good number of elements to make it more transcendental. Implicit associations are made to improve reputation with the user. But the image is also played with to appeal directly to the human brain. So much so that our mind can experience a disconnection due to the persistent impacts that it receives continuously.
The visual game of advertising
One of the tools most used in advertising today is the visual game. They are looking for visible effects capable of deceiving our own brain when interpreting the information that is captured through the eye.
In reality, advertising uses our brain's interpretation of information for its own benefit. In fact, they use the laws of Gestalt, which are not exactly novel. However, they have been able to apply them to obtain brilliant results.
Within the Gestalt Laws we find some such as Proximity, which states that the eye tends to group objects as a whole based on the distance at which we perceive them. Also the Similarity, where we organize elements of the same class, or Continuity, by which everything that is in the same orientation is organized within the same group by our brain.
Of course, advertising has known how to adapt visual laws to play a peculiar game in our brain that allows images to be permeated that we automatically associate with a brand. Has it ever happened to you that a photo reminds you of a particular product? Well, look at these campaigns that comply with the laws of proximity, similarity and continuity respectively and think about the effects they cause in your brain.
However, the game that advertising plays with our brain does not only focus on the laws of Gestalt and the correct way to interpret images. It also modifies and uses them in such a way that our brain misinterprets them.
What happens when the brain incorrectly interprets an image? If the organization of objects is ideal, they can form optical illusions capable of "lying" to the human mind, something that manages to create a unique impact on each psyche.
It is not strange to observe advertising campaigns in which ambiguous figures that can be perceived in different ways prevail, visual deceptions that simulate movement in a still image or anamorphisms, which are only observed correctly with the appropriate point of view. A good example was provided by the popular Snickers chocolate brand.
Associations and advertising
But advertising has expanded its field of study considerably to try to optimize its results. In fact, even Harvard University itself has carried out a study according to which, the decisions of human beings are qualified according to the unconscious itself.
The research technique that is implemented in these cases has been called, TAI, Implicit Association Test. Thanks to this exercise you can know the posture and postulates of a human being on various issues.
The data that these tests throw on the individual and collective way of thinking of an individual or group allow advertisers to carry out campaigns that directly appeal to our conscience, but also to our subconscious, promoting trends and ideas that redound in the brain and may even modify the behavior of a good number of consumers.
Can it be said that these campaigns and these mind games affect our happiness? Since they can lead to excessive consumerism, which leads to a serious problem, I would say no. It is not the individual who benefits, but the brand or company. However, the tools used to offer us products are increasingly complicated and complex in pursuit of certain objectives.
It is clear therefore that consumer behavior is one of the top concerns of advertising. For this reason, it tries not only to find out how we think, but also to modify our own behaviors. In the process, all kinds of techniques capable of playing with our own brain are used. Does it make us happier? I don't think so, but only by knowing this information can we be prepared to protect ourselves from the constant bombardment of advertising.
Mind is Wonderful