The Secret Behind Successful Commercials
Have you ever wondered why some commercials stick with us more than others? For the most part, commercials have similar opportunities to succeed. They last about the same amount of time, reach similar amounts and types of people, etc. Simply put, we have neuroscience to thank for the advertisements that get stuck in our brains. Past and current trends show the commercials that stick with us the most are the ones that create the strongest responses. Whether they provoke laughter, sadness, or suspense, the commercials that elicit the strangest responses are the most memorable and effective.
One of the most memorable commercials for me is a Haribo Gummy Bear commercial. It begins with a group of well-dressed adults sitting around a conference table. When I first watched this commercial, I expected a serious conversation to take place. However, when the adults opened their mouths, children's voices came out. They talked about the fruity flavors and textures of a gummy bear, and one businessman even proceeded to "fly one into his mouth." My family and I found the commercial very cute and funny, and we still bring it up to this day.
During the video "The Neuroscience of Film," Dr. Fahd Yazin explains that the amygdala, striatum, and hippocampus are parts of the brain associated with our responses to commercials. The amygdala and striatum play a role in our emotions and our brain's reward system. The hippocampus is responsible for storing our memories into long-term. The primary emotion I experienced while watching the Haribo advertisement was humor. Dr. Yazin also explained that humor occurs when our brains expect one outcome but another happens. This is true because we rarely find jokes funny when we can easily predict the punchline. This was also relatable for me, because I did not expect a group of seemingly professional adults to discuss gummy bears using children's voices.
Another connection between the brain and commercials is the involvement of mirror neurons. Mirror neurons initiate feelings inside us when we see someone else expressing them. This is why we feel sad when something awful happens to the main character of a movie or why we feel proud and accomplished when we see an underdog succeed. It is also why some commercials cause us to want or need the product or service they are selling. When we watch someone enjoy the use of a product, we are inclined to want that same product (and the feelings that come with). In conclusion, our brains determine the effectiveness of commercials. There are many ways companies can target our emotions and lead us to thinking about their ads and whatever it is they are trying to sell!
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