Monday, June 9, 2014

Advertising as Excitation Transfer

Better advertising should always "ask for the order." That is, the desired response by the audience should be clear and compelling.

This commercial done by VW in Sao Paulo, demonstrates the psychological theory known as excitation transfer.

The suspenseful mood followed by surprise in the opening scenario quickly develops an emotional response in the audience. Once felt, the physiology of emotional response takes some moments to subside, and therefore the feelings of excitation carry over into the following scene about side assist mirrors.

Problem-solution formats in advertising lend themselves well to asking for the order. In this commercial, the added element of excitation transfer elevates the ask to an emotional level.

   Copyright © 2014 by John Eighmey. All Rights Reserved.

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