This same technique, when used correctly, allows you to present competitors in a negative light without violating advert
Posted: Sat Dec 21, 2024 4:02 am
Today we will analyze several techniques from NLP and Ericksonian hypnosis that have found application in advertising. Without going into the "wilds", we will consider these techniques from the practical side. So, let's go!
1. Truisms
Mention a few truisms—generally accepted truths. Between them, insert the advertising message you want to implant in the consumer's mind.
For example:
"Entrepreneurs value time (truism). At the same time, they often need to express their status (truism). It is not surprising that the Elite Watch X has become an integral attribute of a successful businessman (advertising message). Time is money (truism)."
It is important that your advertising message resonates in meaning with the truisms used, otherwise it will all be perceived as an attempt at blatant manipulation or simply a strange verbal pun.
2. Implicature
Without expressing your thoughts literally, hint to the consumer about the circumstances that characterize your product favorably.
According to researcher Yu. K. Pirogova: “An implicit method of transmitting information is a method in which it is not present in the message in plain text, but is necessarily extracted by the reader due to stereotypes of thinking and linguistic conventions.”
An example of such a technique:
"We work to maintain your trust" - the implication is that consumers trust the bank that used this slogan as its motto.
For example:
"Windows that don't blow" means that there is a draft from windows from other manufacturers.
3. "Perhaps"
On the one hand, using the word “Perhaps” before a superlative whatsapp number database free that favorably characterizes a product also allows one to circumvent the advertising law; on the other hand, hidden psychological mechanisms are involved here.
There is an opinion that after the word "Perhaps" our filters of mistrust weaken - after all, no one is trying to convince us of the absolute truth. But on the subconscious level, it is the superlative degree that will be imprinted.
4. Anchoring
It is not only the content of your advertising message that is important, but also the emotional/informational background against which it was presented.
This is actively used even in political advertising. You place a photo of a competitor on the same page with a photo report from a landfill that "happens to be nearby". In turn, you place a photo of "your" candidate next to some "positively charged" image, like smiling children or beautiful graduates.
When repeated many times, this creates lasting associations.
1. Truisms
Mention a few truisms—generally accepted truths. Between them, insert the advertising message you want to implant in the consumer's mind.
For example:
"Entrepreneurs value time (truism). At the same time, they often need to express their status (truism). It is not surprising that the Elite Watch X has become an integral attribute of a successful businessman (advertising message). Time is money (truism)."
It is important that your advertising message resonates in meaning with the truisms used, otherwise it will all be perceived as an attempt at blatant manipulation or simply a strange verbal pun.
2. Implicature
Without expressing your thoughts literally, hint to the consumer about the circumstances that characterize your product favorably.
According to researcher Yu. K. Pirogova: “An implicit method of transmitting information is a method in which it is not present in the message in plain text, but is necessarily extracted by the reader due to stereotypes of thinking and linguistic conventions.”
An example of such a technique:
"We work to maintain your trust" - the implication is that consumers trust the bank that used this slogan as its motto.
For example:
"Windows that don't blow" means that there is a draft from windows from other manufacturers.
3. "Perhaps"
On the one hand, using the word “Perhaps” before a superlative whatsapp number database free that favorably characterizes a product also allows one to circumvent the advertising law; on the other hand, hidden psychological mechanisms are involved here.
There is an opinion that after the word "Perhaps" our filters of mistrust weaken - after all, no one is trying to convince us of the absolute truth. But on the subconscious level, it is the superlative degree that will be imprinted.
4. Anchoring
It is not only the content of your advertising message that is important, but also the emotional/informational background against which it was presented.
This is actively used even in political advertising. You place a photo of a competitor on the same page with a photo report from a landfill that "happens to be nearby". In turn, you place a photo of "your" candidate next to some "positively charged" image, like smiling children or beautiful graduates.
When repeated many times, this creates lasting associations.