What Advertising!Can Learn From !

Brain Science 1 November 2013

Neil Gains

Divider slide

Divider slide Lessons for advertising

•  Emo%onal  adver%sing    •  Emo%onal  decisions  

•  Emo%onal  signals

Divider slide

Emotional beats rational (in the long term)

0

5

10

15

20

25

30

35

Rational Only Rational & emotional

Emotional Only

Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

Divider slide

Emotions build price elasticity

0

1

2

3

4

5

6

7

8

Rational Only Rational & emotional

Emotional Only

Very

larg

e re

duct

ion

in

pric

e el

astic

ity (3

+ ye

ars)

%

0%

5%

7%

Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

Emotions increase sales volume (in the long term)

Source: Advertising Effectiveness: The Long & Short of It. IPA UK 1012

Divider slide

Decision making

“We are to thinking as cats are to swimming, we can do it if we have to.” Daniel Kahneman

System 1 and System 2

11 million bits per second 50 bits per second

Divider slide

Environmental cues set expectations

Is someone watching you?

Sales when German music is playing

=

A. North, D. Hargreaves and J McHendrick (1997)

Sales when French music is playing

=

A. North, D. Hargreaves and J McHendrick (1997)

Divider slide

What do you associate with these cues?

Hotels and Shopping Malls meet different emotional needs

0  

20  

40  

60  

80  

100  WARRIOR  

ARTIST  

EXPLORER  

REBEL  

JOKER  

SEDUCER  

EVERYMAN  

CAREGIVER  

IDEALIST  

RULER  

GURU  

CATALYST  

Hotels  Shopping  Malls   Hong  Kong,  general  sample,  August  2013  

Hotels vs Shopping Malls

0  

20  

40  

60  

80  

100  WARRIOR  

ARTIST  

EXPLORER  

REBEL  

JOKER  

SEDUCER  

EVERYMAN  

CAREGIVER  

IDEALIST  

RULER  

GURU  

CATALYST  

Hong  Kong,  general  sample,  August  2013  

Hotels

Top Hopes

Different

Responsible

Caring

Passionate

Unique

Shopping Malls

Top Hopes

Different

Original

Funny

Individual

Playful

Divider slide

Do you want to feel cared for?

Divider slide

Or do you want to feel unique?

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    -­‐  LAWRENCE  NAULT  

"The  point  of  a  story  can  penetrate    far  deeper  than  the  point  of  any  bullet."    LAWRENCE  NAULT  

Divider slide

Stories follow archetypal structures

Divider slide

Seven plot structures

Overcoming the monster

Rags to riches

Quest

Voyage and return

Tragedy

Comedy

Rebirth

Divider slide

The mythology of beauty

The natural path from rags to riches

javascript:;

Patterns – in the world or in the mind?

Divider slide

Fire together, wire together

Divider slide

Divider slide Advertising patterns

•  Metaphor

•  Archetype •  Signal vs Noise

Divider slide

Synaesthesia – the blending of the senses

Divider slide

Kiki and Bouba: which is which?

Story archetypes are “patterns in the mind”

Divider slide

Successful brands have emotional focus

Which archetype is LEGO?

Divider slide

Branding is all about signal detection

Divider slide

Divider slide Advertising to the brain

•  Context gives relevance

•  Emotional stories engage •  Unify, Simplify, Amplify

Thank You www.tapestryworks.asia