Ads Don’t Work That Way | Melting Asphalt
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Cultural imprinting is the mechanism whereby an ad, rather than trying to change our minds individually, instead changes the landscape of cultural meanings — which in turn changes how we are perceived by others when we use a product. Whether you drink Corona or Heineken or Budweiser "says" something about you. But you aren't in control of that message; it just sits there, out in the world, having been imprinted on the broader culture by an ad campaign.

This is an important read as we start producing our agitprop. There's a lot to think about as we try producing messages that will actually break through to the masses.

  • falgscode [they/them]
    ·
    5 hours ago

    First, a lot of ads work simply by raising awareness. These ads are essentially telling customers, "FYI, product X exists. Here's how it works. It's available if you need it." Liquid Draino, for example, is a product that thrives on simple awareness, because drains don't clog all that frequently, and if you don't know what Liquid Draino is and what it does, you won't think to use it. But this mechanism is pervasive. Almost every ad works, at least in part, by informing or reminding customers about a product. And if it makes a memorable impression, even better.

    This is a hilarious example because the author has mashed up two different brands in their head and then uses the non-existent brand as their example for ads that make you aware of a product.

    Overall it's a meh post. High on vibes and assertions, low on sources and warrants for those assertions. Once I hit that passage it wasn't worth it to me to finish reading.