Advertising Doesn’t Work the Way you Think it Does

This video challenges the common belief that modern advertising manipulates emotions to create subconscious associations with products, a concept referred to as “emotional inception.” Instead, it proposes an alternative theory called the “social connotation theory of advertising.”

The Flawed Theory of Emotional Inception

The popular “emotional inception” theory suggests advertisements work by creating a subconscious link between a product and a positive emotion or idea. This theory implies that ads don’t rely on rational persuasion but rather on emotional manipulation, as depicted in the movie Inception where ideas are implanted into people’s minds. The TV show Mad Men also illustrates this theory, showing advertising executives focusing on emotional connections rather than product technology, such as associating a slide projector with nostalgia. However, the video argues that this theory makes humans seem irrational, as it suggests advertisers can “hypnotize” us into desiring products without offering any tangible benefit.

The Social Connotation Theory of Advertising

The “social connotation theory” posits that people buy products to communicate something about themselves to others. This theory agrees that advertisers create associations between products and ideas, but it emphasizes that consumers rationally choose to buy these products to signal their identity or intentions. An example given is buying a case of hard cider (instead of the group’s typical fewer beers) to communicate a desire to “party.” This theory relies on the concept of “common knowledge,” meaning that for a product to communicate a message, everyone involved must know that the association exists and that others also know it. (Example: The case of hard cider means “party.”)

Testing the Theories with Predictions

To determine which theory is more accurate, a scientific approach of generating predictions from both theories and comparing them to real-world observations was tested.

• Emotional Inception Theory Prediction: This theory predicts that association ads (ads that link a product with an idea) would be effective in all advertising contexts, regardless of whether common knowledge is generated.
• Social Connotation Theory Prediction: This theory predicts that association ads would only be effective in contexts where common knowledge is generated, allowing people to understand the intended social signal.

Evidence Supporting Social Connotation Theory

The video presents evidence that supports the social connotation theory:

• Advertising Placement: Association ads are predominantly found in contexts that generate common knowledge, such as Super Bowl commercials, where millions of people see the ad and know that others have seen it too. Conversely, ads that don’t generate common knowledge, like door hangers, are typically information-packed and rarely use association techniques.
• Product Type: Association ads are common for products that are visible and communicate identity, such as cars, beer, and shoes. In contrast, products that are not publicly consumed or don’t convey much about identity, like dish soap or bed sheets, rarely feature association ads and instead focus on information.

The video concludes that buying products is often a rational act of self-expression, where individuals choose items to communicate their identity to others, rather than being emotionally manipulated by advertisements.