Emotion vs. Research – Thomas Herbrich
Advertising photography is – from a commercial point of view – very interesting
for photographers. These jobs are very good paid! But are the advertisement succeed?
Henry Ford said: “I know that 50% of our advertisements don’t work, but I don’t
know which half it is?” This is why ads are always tested. The companies present
their advertisements to the people and ask if they understand the ad, recognise
the logo, like the photo and so on. Biggest question is: “Do you remember the
ad?”
Photographers should take photos to remember! Advertising agencies try to find
tools for making ads work better, like: show always blue sky and bright sunlight!
Use colour codes – if the brand colour is green, use only green clothed models!
For car ads make sure to have a sexy lady in the background! And many more
rules for photographers.
Pure nonsense! But this bizarre show to increase advertising effects goes on with
a new tool: NEUROMARKETING.
Test subjects had to watch advertisements whilst in a magnetic resonance tomograph
(MRT) – and lo and behold: their brains lit up! Wow! Nobody knows yet why
they lit up, but market researchers are convinced they have discovered a new line
of business with “the potential to fundamentally revolutionise brand management”,
via “direct access to the consumer’s brain”.
Is that true? I researched myself.
