Nothing should be left to chance when advertising is done. Studies have shown that each of the elements that are part of the message has a meaning and that the recipients of the ad read them in one way or another. One of the key elements is the protagonists of the advertisements themselves, who transmit a lot of information and who function as a key to understanding what the brand wants to tell us and how to react to the message.Presenting characters in a stereotyped way can, for example, produce notable rejection. This is what happens, for example, with ads that continue to insist on gender clichés. But the truth is that creatives should not be left alone with that and must take care of many more things, many times that could almost seem minimal.Thus, for example, a smile has a high impact on how the message is received, making the consumer trust more or feel a greater or lesser connection with the protagonist of the advertising message or with the brand interlocutor.

If in customer service in retail they are smiling all the time, it is not something casual. It is a way to Kazakhstan Email List make the consumer feel better and to create a more direct link.In the construction of the message, not only must the smile be taken care of in the expression of the protagonist of the advertisement, but also how and where the person who is his star looks must be taken care of. The direction of the gaze changes how we perceive the ad and what values ​​we attribute to it, as a study has just shown. It may seem instinctively that putting the protagonist of the ad looking at the camera is the best idea, but in reality it all depends on what you want to convey and what you want to generate as a reaction among viewers.That’s what has just demonstrated a study by researcher Vanessa Patrick, of the University of Houston, and his co-author Rita To Ngoc that includes The Wall Street Journal .

In general, looking the other person in the eye is the best way to communicate, the one that makes the interlocutor seem most sincere. However, in advertising, it is very important to take into account what you want to generate as a response to position one type of look or another.Direct vs. dodge gazeIf the ad seeks to be informative and convey functional and useful information, then the person who stars in it must look at the camera (and create that illusion that they are looking directly at the viewer).

If you want to create a more emotional perception, you should look elsewhere.The elusive gaze is much more powerful to convey emotions and sensations. As they point out in the Journal , it is the type of look that will make the consumer perceive how they feel when using the product in question. Little surprising, therefore, that it is the kind of look that can be found in advertisements for perfumes and the like. These types of ads work when what you want is to transport the viewer to another place, to another emotional load, that feels that he is living that.The research proved that it happened when consumers were exposed to these types of ads, so they did a series of practical tests comparing some ads with others.

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