Signs of a commercial that focuses on brainwashing.
I. Pseudological (logical deception), direct falsification and subconscious suggestion
1. There is no direct appeal to buy, but a process of continuous consumption is demonstrated. It is strongly suggested that the mere possession of some trivial product will supposedly make your life happy and hassle-free, create a feeling of celebration - in contrast to the gray everyday life of those who have not bought this product.
2. Focusing on the fact that the possession of the advertised product allegedly gives some kind of social advantage over other people in a wide variety of life situations, as well as the fact that the absence of these products has the opposite effect (the principle of social comparison is used)
3. Building an artificial causal relationship between phenomena that have nothing in common (Drink a cup of instant coffee - and an unforgettable adventure awaits you).
4. The text contains truisms - "everyone knows that …", "everyone knows that …", "all parents love their children …", "all women buy it …" Many "tricky" words are used that distort the real state of affairs: "Just …", "Only …", "Just …" ("Only $ 999.99", "Just pick up the phone and make a purchase for only $ 500 …")
5. The plot of the video is built like a story - first, the beginning of the story is played out, then the story about the purchase of the product, then the happy ending of the story. The opposite is also possible - the beginning and end of the story are reversed. In this case, the story in the middle (about the product) is not critically evaluated by the consciousness.
Promotional video:
6. Falsification of evidence of the popularity of certain products - a series of commercials with allegedly "unprepared interviews", in which professional actors play the role of ordinary buyers, ordinary people "from the street." Playing scenes in supermarkets, where crowds of shoppers literally "scatter" the goods displayed on the shelves, etc. (exploitation of the effect of social imitation)
7. Blackmail, intimidation of consumers, exploitation of typical fears and psychological complexes. Trying to convince you that you are nothing and a failure if you refuse to follow the advice of advertising. (For example, you will never be asked out on a date if you turn down an offer.) Excitement of the instinct of self-preservation by demonstrating false or purely hypothetical threats ("Be sure to use our toothpaste, otherwise your teeth will eat caries …". "Only our tampons will provide a woman 100% protection …").
8. The illusion of persuasiveness. Demonstration of some charts, inventing various coefficients, the use of "special additives", links to all kinds of "Academies" and "Professional associations of dentists-gynecologists", which "objectively" confirm the superiority of the advertised product over competitors' products. ("Whitening factor" in washing powders, "fortified" vodka, chewing gum "with carbamide", etc. By the way, all "Professional Associations" and "Academies" are either a product of advertisers' imaginations, or are created and financed by the manufacturers of this product themselves).
9. An attempt to make people consume the advertised product in as large quantities as possible. It also exploits the psychological effect of social imitation. The call of the "dentist" from the commercial: "Just take A FEW Orbit pads and chew them …". In many videos, two gum pads are put into the mouth at once, not one, but two or three Maggi cubes are thrown into the soup, two tablets of medicine are dissolved in a glass, etc. This subconsciously makes you consume twice as much, i.e. spend more money on the purchase of the advertised product.
II. Psychophysiological techniques that reduce the criticality of perception
10. There is a text with a constant repetition of the name of the advertised product. It should be especially alarming when there are two combined texts - a song and an announcer's voice, noise off-screen, two or three voices at the same time (reception of information overload from the NLP arsenal)
11. The installation of a psychological anchor (NLP technology) or the creation of a conditioned reflex connection is used: another product is bad, our product is good. "Another food processor …" (at the same time, disturbing music plays in the background, irritated or sad faces flash on the screen), "our food processor …" (the music changes to a calmly pacified, happy smiling spouses on the screen). Another option: "In other diapers …" as a background, the baby is crying, and at the words "Johnson Baby diapers" the baby laughs happily.
12. A video sequence is used with the passage of a three-dimensional tunnel - concentric circles, rotating spirals, corridors going from the depth of the screen to the viewer, and other methods of hypnotization.
One of the most commonly used psychological patterns in advertising is the tunnel effect. Sometimes in a few seconds, sometimes in a few frames, the viewer seems to go through a three-dimensional tunnel created with the help of visual effects.
The basis here is quite complex and simple at the same time. According to one theory, at birth, the child passes through the birth canal (ie, the tunnel) and after the torment associated with the squeezing of the mother's muscles and expulsion from the peaceful environment in the mother's womb, is "born", takes the first breath, etc. According to another theory, upon physical death, the soul inevitably flies through the tunnel, at the end of which Light awaits it, i.e. God.
In short, the passage of the tunnel is an archetypal and symbolic thing. In any video from the tunnel (like a light), an advertised product appears. The symbolism is very simple - the product being advertised is God, there is Light, there is Life. The subconscious mind understands this message, and the instruction begins to work.
And from the very beginning, rotating spirals were always used to hypnotize the subject, so that later on the stage he was forced to do all sorts of things that he does not remember later. Or give the installation to execute the instruction, after activating it with a command.
13. A play of color is used - from a faded black-and-white picture (life is gray when this product is not available) to bright saturated colors when showing the happy owners of the advertised product.
14. The manipulation of the sound row is used - the volume of the sound during advertising increases sharply in relation to the "background" level. Notice how the commercials sometimes “hit the ears” that suddenly interrupt radio or TV broadcasts. A sudden acoustic boom reduces the criticality of the perception of advertising information.
15. Rough pressure on sexual instincts when advertising those products that have nothing to do with sex (coffee, cigarettes, cars, household appliances, etc.). Notice how many half-naked attractive individuals of both sexes flashed in such commercials.