Why is the same ad often repeated?

2024 Author: Seth Attwood | [email protected]. Last modified: 2023-12-16 15:55

When switching TV channels, there is almost never a moment when ads are completely absent on the screen. In addition, it is broadcast on radio broadcasts, hung on the streets as posters and banners, printed on the back of receipts, thrown into a mailbox in the form of leaflets, newspaper pages.

Society is inundated with advertisements. Advertising is everywhere: in the movies, on the Internet, on the radio, in shop windows, in magazines and books, but most of all on TV screens. And it is television ads that are most dangerous to our brains. Advertising is the basis of profit and trade of the largest corporations in the modern world.

Not a stupid person will draw the usual logical conclusion: if this ad is shown, it means that it has some kind of effect. In fact, manufacturers of goods will not waste their money on senseless display of commercials with their products.

For example, some facts prove that after numerous investigations about the dangers of imported drinks, they still continue to fill the shelves of our stores and supermarkets. Useless or almost useless in their composition products: cocoa powder, chocolate bars, infant formula, mayonnaise, chicken cubes and sauces are in fairly good demand among the global consumer. Repeated attempts to prove the dangers of using drinks such as Coca-Cola, Sprite and Fanta have led to nothing convincing. The advertising engine turned out to be many times more powerful than common sense. And this is not surprising, since there are large monetary rewards behind the advertising of these drinks. Although there is no urgent need to purchase this little useful product.

Advertising agencies that promote bulk sales of a particular product have a considerable income from the sale of products - about 15% of their sales. And for good reason. They know the way they can get the buyer to buy the advertised product.

The most common and well-known reason for recurring ads is the ability to show them to as many audiences as possible. But if today most advertising agencies do it, then its effectiveness is negligible.

What, then, drives multi-million dollar sales?

Main installation of recurring ads: the more familiar, the dearer … We all benefit from our things that are close to our hearts: housing, a favorite piano, a familiar street, a warm shirt. The same advertisement should have the same effect on us. Addiction evokes sympathy, trust in a particular object. Multiple polls have shown that an increase in ad impressions increases the popularity of a product by 15-50% in a period from 2 weeks to three months.

The human mind in most of society lends itself to outside influence. We do not show much desire to think, to understand the details, to look for the cause of adverse situations or consequences. When a consumer enters a store, when he sees a huge assortment of goods, he stops at the one that is closer and more familiar to him. In our brain exactly the picture that we have repeatedly memorized on the TV screen pops up. And it awakens the familiar feelings in us.

But today's advertising has one problem - its countless variety. In the course of such dispersion, one suppresses the other. But some agencies solve this problem in a different way: they tie the advertised product to an object (subject) already known throughout the world, or scroll it on certain dates, for example, on holidays. But you experience rather unpleasant emotions when you hear a kind and well-known song in an advertisement for cat food; or when a melody of genius classics is inserted into a video about coffee. The geniuses of musical art created these masterpieces for the sake of worldwide creativity, and someone thoughtlessly used it in faceless advertising.

But as it turned out, repeated advertising still has one drawback, and this is not surprising these days. This disadvantage is "wear and tear", which has an irritating, negative effect on the human brain.

But today advertising agencies are solving this issue in a new and improved way: the repeatability of the commercial does not decrease, but the layout, perspective, objects (subjects) change. That is, leaving the main essence of the advertising clip, they change its plot, keeping the same interest in the main object. It's like a new episode of a series. A technique in which an object is presented in different forms or plots is known as "repetition with variations".

How to protect yourself from the ubiquitous advertising?

The easiest way that most citizens use is to simply ignore it, ignore it. But it is impossible not to notice the advertisement. Some people (often children) hum a melody, repeat phrases from advertisements. There are those who reluctantly memorize her entire plot, and word for word. These are, as a rule, individuals with good visual and auditory memory. People whose brain develops in a continuous search, does not sleep, be in a state of excitement. That is, the brain of those people who are associated with intense creative work. They are focused and attentive, advertising for them is a weed, a foreign substance, a poison for imaginary thinking. But the most negative impact of advertising is its "stagnation". No matter how paradoxical it sounds, but its repetition is so great that it seems that you see the same frame on the screen.

For those who constantly have a TV in their home, frequent advertising is comparable to a poster that always hangs on the wall in front of their eyes. But the already familiar poster becomes almost imperceptible, but if it repeats the movements and makes the same sounds, then this is a real rotten swamp. This swamp cannot suck in, you can leave it (turn off the TV), but you cannot get rid of it, it oppresses the consciousness with its rotting stench.

You can protect yourself from annoying ads simply by turning off the device transmitting any information. But we still watch TV, so its viewing must be limited, especially for a children's audience. Children 4-5 years old are the most vulnerable link in our populous society. For those who do not want to see advertisements on the Internet, there are effective anti-banner, anti-advertising, etc. protective programs.

But if we do not want to purchase a product because of the advertising imposed on us, we need to be patient a little and carefully study the composition of the purchased product. Producers are obliged to provide information to the consumer. If this information is not available, you should be wary.

All kinds of additives are not natural food in the food environment today: emulsifiers, GMOs, etc. But even if the product is safe, advertising can still force us to buy surplus products. Most often, what is the first necessity is advertised: food, medicines, detergents. The purchase of these goods can be reduced or replaced with another, cheap, not inferior in quality means. But advertising calls to buy exactly the product that it demonstrates, because it is supposedly better, only than, no one explains. For example, what is superior to expensive antibacterial soap - laundry soap, inexpensive? Nothing, just attractiveness.

Haste and inattention are most often the biggest consumer problem. Going to a pharmacy or a store, we rush to buy a product and go home as soon as possible. Our way of shopping is frivolous, based on haste and trust in the seller. But the seller is not called to trade in order to explain to us any information about the product, and even more so to call us into doubt about its quality. The seller is called to sell.

Returning home, in some cases we doubt the quality of the purchased goods and are interested in its contents. But even if the product contains substances harmful to health, we are in no hurry to get rid of it, since we paid money for it. But logic and common sense dictates that it is better to throw away a small amount of money than then overpay for treatment or suffer from complications.

If we, for example, buy cheese, sour cream, canned food, vitamins, and then find out that they contain elements dangerous to humans, then it is better to go and exchange this product for another, more natural one. The market provides a choice. And if some product cannot be purchased without harmful additives, then at least there are additives that are not dangerous. By rejecting low-quality goods, we will not only reduce the amount of advertising, but also force the manufacturer to apply other measures and means to improve their products.

Advertising, as a rule, should be attractive in appearance, therefore it is made bright, beautiful, impressive. Do not take this for a virtue. It is also not advisable to purchase a product just because it has beautiful packaging. We usually take meat, fish, vegetables, fruits without packaging. The same goes for books. The book does not belong to the number of widely advertised objects, we buy it, focusing on an individual need. Everybody buys food, medicines, detergents, that's why they fall into the category of mass advertising and agitation.

If any product gains popularity based on promotional material, this product is far from perfect. There are brands that do not use advertising (or significantly limit it), they have conquered the market with the quality of their goods, but sometimes they are also defective. Therefore, you should rely more on intuition, reason, attention, but not on popular advertising.

Some people claim that advertising has no effect on them, they believe that they are independent of its influence. But if this were really the case, then advertising would lose its effectiveness. The statement that advertising does not affect us is a delusion. We are the ones who go to the store to shop, we are the ones who use the advertised product. In addition, if an adult is able to understand that advertising is just a seductive bait, then a child or young man cannot see this trick.

To resist advertising, on the contrary, you need to agree that you can be vulnerable and then adjust your attention, directing it to find a reasonable refutation.

For example, we can be sure that there is no point in trusting the subject who persuades us to purchase this or that product. The subject only reproduces that speech or that plot that was provided to him and for which he was paid. He himself does not use, and perhaps never will use this product.

The most harmful advertising is, as a rule, the one that is difficult to ignore, that does not offer, but imposes. These are radio and television commercials. Is it different from banner ads, internet ads, and paper ads?

We do not perceive banner, Internet advertising and advertising of paper publications as an appeal, but as information offered for acquaintance or agitation. This type of advertising is not transmitted in an intrusive form, it can be bypassed, rejected, ignored; that is, in this case, we are given a choice. Radio and television advertisements are broadcast sequentially: in the same broadcast with the program.

We perceive banner, internet and paper advertising as a picture among many other pictures, like a photograph at an exhibition. Internet services are mostly provided as information that is constantly updated. Radio and television advertising comes to us already as a link built into the conveyor chain or as a carriage of a moving train. We cannot reject or get around them, because we are standing at the conveyor belt or waiting for the train. Such advertisements can only be removed (cut off the television or radio broadcast) by cutting out frames from the film. Such advertising does not offer - it calls for attention.

As cruel as it sounds, few people know that such a cynical way of propagating "truth" originates from Nazi Germany. Minister of Information and Propaganda I. Goebbels based his information on simple observation: the masses call what is most familiar to them as truth. In the same way, the truth about fictional theories is being imposed on modern citizens.

We all know what happened to the foundations and "truths" of the "Third Reich": they suffered a complete collapse. Today we can defeat all the lies of advertising and propaganda in only one way: by giving up the consumption of unnecessary information, from unnecessary goods and useless services.