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Hypnosis In Advertising Essay

3150 words - 13 pages

2013
Power of Hypnosis and Suggestions in Advertising

By Nidhun Thankachan PGP/16/093 Consumer Behaviour Section B IIM Kozhikode

CONTENTS

1. Abstract..........................................................................................................................2 2. Introduction....................................................................................................................3 3. Methodology..................................................................................................................4 4. Hypnosis: The Science…………………………………...............................................5 5. Focus Group ...view middle of the document...

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1. Introduction
Observe carefully the ad below:

Exhibit 1: Oreo print ad

The picture ad contains an optical illusion which projects black/brown spots on the white circles, creating illusions of the actual Oreo biscuits. Many advertisers are using such optical illusion, suggestive messaging and hypnosis to make a lasting mark on the minds of consumers. Hypnosis is a practice dating back to the 19th century. It is a trancelike state that is very similar to sleep but is induced by a person whose suggestions are readily accepted by the subject. While hypnotised, a person’s brain functions at a deeper level called the alpha level where the subconscious is highly susceptible to suggestions and messages. Thus marketers can ‘program’ consumers. Advertising with hypnosis can be done in print, on the radio, and on television. The mind tends to work by association, and suggestions work by association. So to help one associate with an advertisement, the message might be something that “If you buy this, you will ll look as young and look as good as me”, or “You will be happy and smile
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like me if you buy this product”, me being an attractive actor or model. These come under the category of positive suggestions, but negative suggestions are extensively used in advertising as well. For example, insurance advertising makes extensive use of very basic fear element in human beings. “If you don’t take up this insurance you might become a victim of theft” or “You could find yourself without money in hard times, and end up homeless and alone.” are generic popular messages that leading insurers convey in their advertisement campaigns. There are different ways to motivate people through suggestion, some of which directly affect our emotions. Hypnosis can also be used to garner the initial "imprints" that brands make on consumers and use those imprints to build marketing strategies, create and extend product lines, provide fresh insight for agency campaigns and pitches or simply reaffirm existing brand connections. Venables Bell & Partners won a silver David Ogilvy Award from the Advertising Research Foundation for its Audi A6 campaign crafted after advertiser Hal Goldberg conducted hypnosis focus groups to find luxury car owners' first experiences with Mercedes and BMW, Audi's stronger competitors. Cheerwine is another example. Using hypnosis-focusgroup findings that Southern soft drink tastes different every time it is consumed, Carolina Beverage Corporation developed a marketing strategy around the drink known internally as "the Trickster." The resulting ad campaign conveyed the message "Born in the South and raised in a glass,", which eventually led to a multimillion dollar distribution agreement with Pepsi.

2. Methodology
The aim of this study is to collect and analyse critically existing literature on hypnosis in advertising especially with real world examples. The researcher has used extensive secondary research and literature reviews...

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