Several years ago, NLP "dad" John Grinder argued that the use of classic NLP in advertising is impossible, since NLP is inherently based on the phenomenon of feedback. This is what I meant when I asked you in one of the past materials: is it possible to hypnotize a person by a pager? No, this is impossible, because for hypnosis you need feedback, that is, the presence of the client's reactions to the influence of your attitudes. If you don't know how a client reacts to your influence, how do you know that you influence him at all?
The point is that in any impact that involves harsh feedback, your second step depends on how the client reacted to your first step. If you do not know this, then your action is based solely on the belief that this or that advertising move, or hypnotic truism, or phonosemantic refinement of the text - they must work, they will definitely work. And while some zealous people convince us that advertising zombies and hypnotizes, either its producers or its customers are in real hypnosis.
Well, tell me, is it not under hypnosis that someone who begins to believe that some letter or stroke in an advertising video or a layout of an advertising message, which you cannot see unless you arm yourself with a magnifying glass or a microscope, will suddenly have some kind of strong offscreen or subthreshold influence ?! 25 frame, penumbra technologies, auditory sub-sensory insertions, subthreshold stimuli, and many other beautiful words that lead the client into a confident state of hypnosis. And he sits, mind you, on this, and not on the other side of the screen!
The books, of course, say the opposite. In one example, the word sex was laid out from ice cubes, in another - almost phallic symbolism of tomatoes and cucumbers. Effectively and clearly. True, not a word about how effective it is, but is it so important? For advertising, this does not seem to matter: the main thing is that the viewer's penis involuntarily and subconsciously comes out of the sausage, and he immediately sets off to hunt for this sausage.
I think this is nonsense. And the more emphasis in advertising is placed on the unconscious aspect of influence, the worse the advertising. People, according to whose theory the whole concept of advertising is based on subthreshold influence, should be kept away from the advertising budget.
As an argument, I can cite an example of understanding body language. Try to communicate in negotiations without words or meaninglessly, but at the same time competently own and demonstrate the whole battery of the most optimistic and disposing gestures and postures. You don't need to have seven spans in the bottom to understand that this is a failure. Good posture, correct speech and good gestures complement the negotiations (complement the advertisement), but are not their basis.
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Ideally, any advertising structure should be developed without taking into account the subconscious (and not vice versa, as is often done, that is, without taking into account consciousness), and only then it should be supplemented with a subthreshold content - the 25th frame, implicit instructions, indirect messages, anchors and others techniques from the arsenal of modern psychotechnology.
An ad creator or creative buyer may have two questions about this. The first of them is this: for which goods the subthreshold impact and all sorts of 25th frames will be more effective, and for which - less. Who better to jam with these mysterious sub-sensory inserts: potential buyers of crystal, socks or cockroach repellent? And the second question: what subconscious technologies are best used in advertising, otherwise there have been so many of them lately, you don't know where to stop.
I don't know if there are such scales, but if not, then they need to be invented. And the higher the impulsiveness index of the product, the more liberties you can take in subconsciously influencing the consumer. And, on the contrary, the higher the index of meaningfulness of the purchase (it is difficult to buy a car or refrigerator on impulse), the more stupid the use of subliminal tricks will be.
What does it mean? This means that first you buy a leather coat, and only then choose gloves by color for it. We often do the opposite: first they buy gloves, and then they start looking for a raincoat for him.
Look, I read that green letters are psychologically more beneficial than brown letters. Let's write the text in huge green letters! It'll be cool!
And they write. And someone pays them money for it. Which, however, is not surprising for the state of psychotechnological hypnosis.
I think it is obvious that of the two advertisers, the one who shows a fig on an outstretched hand, and not in a pocket, will be more effective. You can react to the first one. Or oil it. She will eventually be remembered. But how to remember what is outside the field of vision and perception? How?
And even if the 25th frame really works - by throwing Kozyulskoye beer on the market or some other, fill the entire TV advertisement a thousand times with the 25th frame about this Kozyulskoye - everyone will still drink Baltika or Klinskoe.
Since psychologists have achieved the highest results in terms of researching various influences and influences of one subject on another, many are seriously beginning to think that it is psychologists who can create the coolest advertising. This is not just a myth, but also a dangerous delusion (reread rules one through five). The psychologist does not need to be admitted to the advertisement, his task is quite different - to give a psychological assessment of the advertising text, message, video. The function of a psychologist in advertising is an expert one.
And I sincerely hope that using these simple rules will help you get rid of some misconceptions, which sometimes cost a lot of money, and start making more effective advertising, which is so necessary in the fiercest competition.
Vit Tsenev