Sunday, June 2, 2013

Attitude Toward the Ad and Suspension of Disbelief

Double booking presents problems for airlines, but if you are piloting a Kia Cerato there’s never an uncomfortable moment.

video

This commercial from Australia is all about the concept “attitude toward the ad” and another concept called “excitation transfer.” We smile at the light-hearted interpretation of modern times, and then our feelings of enjoyment with the commercial are transferred to our attitudes toward the brand.

Through this enjoyable moment, we come to appreciate the selling idea that uncomfortable moments can be made to disappear in this car. Clearly this is the hyperbole of surprise, but during this commercial we may suspend disbelief to accept the idea as we smile.

For more perspective on the psychology of advertising, please see Advertising and the Arc of History.

Copyright © 2013 by John Eighmey. All Rights Reserved.

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