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About Face: The Secrets of Emotionally Effective Advertising by Dan Hill

By Dan Hill

Once ads used to be all approximately being ''on-message'' and getting speaking issues right.  yet breakthroughs in mind technological know-how have proven what we know yet do not usually admit to in company: individuals are essentially emotional decision-makers. About Face indicates how 21st-century ads can detect luck via being ''on-emotion'' first and foremost.  utilizing information from eye-tracking and facial coding to research buyer responses, it demonstrates precisely which ads ideas are profitable and why.  relocating past the previous ''P's'' of product, position, and advertising, Dan Hill outlines ten ideas for emotionally potent advertisements, together with: ·         preserve it basic ·         Make it correct ·         Be memorable ·         specialize in faces ·         consistently promote desire ·         Don’t lead with rate  feelings rule selection making.  About Face indicates that through concentrating on the 3 new ''P's'' of ardour, function, and character, advert campaigns can turn into better and emotionally enticing, taking manufacturers closers to the customer.

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Extra info for About Face: The Secrets of Emotionally Effective Advertising

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Let me point to the single most prominent example I know of that takes advantage of these contrasts. It’s the ad campaign ranked number one of all time in Ad Age’s listing of the top 100 advertising campaigns. I’m talking Get Physical 21 about the ‘Think Small’ campaign created by Doyle Dane Bernbach in 1959 for Volkswagen. At that time in car history, big was unquestionably accepted as better. In introducing the VW bug, instead of glossing over the size issue (the bug clearly was not big) the campaign flaunted the small size of the Volkswagen Beetle.

In other words, there must be a reason to vary the location of images. Otherwise, leave well enough alone, because excessive variety undercuts effectiveness. Rules for word play The degree to which we’re visual creatures as opposed to wordsmiths can hardly be overstated. While William Shakespeare used some 29,000 words in writing his plays and poems, the average American has a vocabulary of only about Keep It Simple 39 8,000 words12 or 28 per cent of Shakespeare’s total. 13 Nevertheless, along with visuals there must be some guidelines for how to make copy work best to create emotional sparks.

7 46 About Face seconds of attention, or that two-tenths of a second equals six frames of video in a TV spot, extra speed can be decisive. Put another way, what’s familiar gets absorbed readily because it doesn’t require as much mental effort. That’s why when Land Rover decided to become the first major brand to execute a national Twitter campaign, the company felt it could rely on hurriedly experienced venues like billboards and taxi TVs to seed so-called hashtags (words used in tweets that make it easier to follow an ongoing conversation via online searches).

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