Here is an interesting infographic on “Adverscience: Harnessing Science to Enhance Ad Creative” by Celtra:

“This infographic shows how our brains perceive, and respond to ads. The impact of design on the brain is far more powerful than most people realize. When building a creative ad there, has to be a perfect balance between the art and the science of creative messaging to induce the right emotions and make it memorable.”

Take a look. 🙂


10 Replies to “The Art and Science of Advertising Messages”

  1. I never would have conceptualized that an advanced form of science was involved in the design process of advertisements. I always assumed that when marketers make ads for consumers, they are just formulating whatever they think appeals to people. It is interesting to know that they are delving deeper into the idea of appealing to a person, they are appealing to our unconscious brain. In doing so, advertisers essentially control our conscious motions. Scary but fascinating.

  2. I am not at all surprised that 70% of consumer loyalty and spending decisions are based on emotional factors. For instance, despite Coca Cola’s reputation for producing and selling gravely unhealthy products, their “Share a Coke With…” campaign definitely sparked positive emotions in consumers that helped grow brand recognition. Additionally, I believe that part of the reason why the luxury market remains relevant is because people get an emotional high from the status of an expensive item. If expensive products did not evoke a feeling of joy in the consumer, the consumer would not buy it in the first place. Essentially, I think that this fact about consumer loyalty is a fact that advertisers need to continually hone in on because consumer loyalty and spending are a key part of what will keep a company successful.

  3. The concepts introduced and explained in the infographic are fascinating, however looking through the sources listed I was curious to find what group was sampled to get this data. I looked through the sources cited and their websites, and their was no such information provided. In order to get this data there had to be tests conducted that even the slightest errors could change. I’m not sure which sample is examined, whether it be teenagers, children, or adults, and that is something I would be curious to see. I, being 20 years of age, find that, although I agree that with a glimpse of an image I develop an emotional response to it, that might not be the case for everyone or even the vast majority. I very much find this infographic interesting, I simply want to know how this data was collected. Reading through the “What Makes Online Content Viral” article, I was unable to find who this information was collected on, and over what time frame. Regardless, an interesting graphic.

  4. I think this is so interesting–learning a little bit about the “science” behind advertising. I think its very obvious that there is a science to advertisements and getting people to remember a product/company, but I didn’t know there were direct relations to parts of the brain. But, this does make sense–why else would we have that catchy theme song stuck in our head after watching a commercial?

  5. Its very interesting how much thought goes into every detail of a single advertisement. I wouldn’t have thought such in depth detail of the brain is taken into consideration when making advertisements. Its think its crazy how it only takes 13 milliseconds for the images to elicit emotion in the brain. So, I see how every detail in and advertisement is so important in order to get the right feeling across to the viewer.

  6. Today, Advertisements need to become more and more attractive and competitive in order to appeal to more customers. people have pay more attention to the message, color, even music of advertisements. A good ad must can make people feel amazing, impressive, and surprising, but also it must transfer some valuable society opinions.

  7. It was very very interesting to read about the arts and science of advertising messages. I learned facts that I never knew like it takes 2 seconds to predict future behavior and that the average consumer attention span is only 8 seconds. These facts show how important the advertising has to stick out to the consumer or they are not going to pay attention to it at all.

  8. I think that it is very smart of analyst’s to compare advertising to an art and a science. Advertising is not just about pictures and catchy sayings there is much more that goes into and advertisement. It has to be creative, have an emotional connection and appeal to the customer. If the customer has a certain feeling while seeing the advertisement they are more likely to remember what the product was, what the company is and they will want to look into other things that the company has to offer.

  9. To make the advertisement attractive to consumers is very important. People have a notion that a successful ad is putting information creatively. However, after reading this article, I realized that it is more than that. A good ad should touch consumers emotions and make them think about what their life would be like with that product.

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