The Anatomy of Humbug

1. Advertising's Dual Nature: Salesmanship and Seduction

There are strong arguments that advertising is not principally a matter of rational persuasion, that it works in ways of which the audience is often not entirely aware, that it reinforces or nudges or charms or seduces more effectively than it argues or educates or converts.

Rational vs. emotional appeal. Advertising has historically been viewed through two primary lenses: salesmanship and seduction. The salesmanship model emphasizes rational persuasion, focusing on product benefits and logical arguments. In contrast, the seduction model recognizes the power of emotional appeals, subconscious influences, and non-verbal communication.

Complementary approaches. These two approaches are not mutually exclusive but often work in tandem. Effective advertising campaigns frequently employ elements of both rational persuasion and emotional appeal to create a compelling message that resonates with consumers on multiple levels.

Salesmanship elements:

• Product features and benefits
• Logical arguments
• Factual information

Seduction elements:

• Emotional appeals
• Visual symbolism
• Non-verbal cues

2. The Evolution of Advertising Theory: From Hopkins to Reeves

Advertising theory did not start with Hopkins: if anything, his brutal oversimplifications and his enormous subsequent influence had the effect of closing down a much more interesting conversation, rather as Rosser Reeves did again forty years later.

Early influencers. The evolution of advertising theory was shaped by key figures such as Claude Hopkins, John E. Kennedy, and Rosser Reeves. Their ideas laid the foundation for modern advertising practices, emphasizing concepts like the "reason why" and the "unique selling proposition" (USP).

Shifting paradigms. As advertising evolved, theories shifted from focusing solely on rational arguments to incorporating psychological insights and emotional appeals. This progression reflects a growing understanding of consumer behavior and decision-making processes.

• Key concepts in advertising evolution:
  • Salesmanship in print (Kennedy)
  • Scientific Advertising (Hopkins)
  • Unique Selling Proposition (Reeves)
  • AIDA model (Attention, Interest, Desire, Action)

3. The Power of Subconscious Influence in Advertising

We are continually making mental connections between different perceptions and different experiences, and for the most part we are doing this unconsciously.

Psychological insights. The concept of subconscious influence in advertising draws heavily from psychological theories and research. It recognizes that consumers are often unaware of the factors that influence their purchasing decisions and brand preferences.

Associations and symbolism. Advertisers leverage the power of associations and symbolism to create emotional connections between brands and consumers. These subconscious links can be more influential than rational arguments in shaping consumer behavior.

• Key elements of subconscious influence:
  • Visual symbolism
  • Emotional associations
  • Non-verbal cues
  • Implicit memory and learning

4. The Importance of Brand Salience and Mere Publicity

Simply making a brand more famous drives sales.

Top-of-mind awareness. Brand salience refers to the degree to which a brand is noticed, recognized, and remembered by consumers. Research has shown that simply increasing a brand's visibility and familiarity can significantly impact sales, even without explicitly communicating product benefits.

Mere exposure effect. The mere exposure effect, a psychological phenomenon, suggests that people tend to develop a preference for things they are frequently exposed to. This principle underscores the value of consistent advertising and brand presence in the market.

• Factors contributing to brand salience:
  • Consistent advertising
  • Share of voice in the market
  • Distinctive brand assets (logos, jingles, etc.)
  • Frequency of exposure

5. Advertising as Social Connection and Relationship Building

Part of the background to this brand is that they launched when insurance was still mainly bought in the Netherlands through a broker – someone the family would have a personal relationship with. One of the important things this campaign has done right from the start is creating a similar friendly relationship with a brand that sells direct.

Building relationships. Effective advertising goes beyond simply conveying information; it seeks to establish and nurture relationships between brands and consumers. This approach recognizes that consumers often choose brands based on emotional connections and perceived shared values.

Communication theory. Drawing from communication theory, particularly the work of Paul Watzlawick, advertising can be understood as a form of ongoing dialogue between brands and consumers. This perspective emphasizes the importance of tone, context, and non-verbal elements in shaping brand perceptions.

• Key aspects of relationship-building in advertising:
  • Consistent brand voice and personality
  • Emotional engagement
  • Two-way communication (especially in digital channels)
  • Creating shared experiences and values

6. The Role of Public Relations in Shaping Reality

Bernays never saw himself as disguising the truth; he saw himself as shaping the truth.

Framing narratives. Public relations, closely related to advertising, plays a crucial role in shaping public perception and constructing shared realities. PR practitioners like Edward Bernays understood the power of framing issues and events to influence public opinion.

Indirect influence. Unlike direct advertising, PR often works behind the scenes to create news events, shape narratives, and influence opinion leaders. This approach can be more subtle and potentially more effective in shaping long-term perceptions.

• PR strategies for shaping reality:
  • Creating newsworthy events
  • Influencing opinion leaders
  • Framing issues and debates
  • Managing crisis communications

7. Humbug and Showmanship: The Overlooked Art of Advertising

And this principle of humbug fits surprisingly well with much of what has succeeded best in the world of advertising.

The power of spectacle. Drawing inspiration from showmen like P.T. Barnum, the concept of "humbug" in advertising emphasizes the importance of spectacle, attention-grabbing tactics, and creative flair. This approach recognizes that sometimes, the most effective advertising is that which entertains and captivates audiences.

Balancing act. While modern advertising often strives for respectability and scientific validity, the principles of showmanship and humbug remain relevant. Successful campaigns often strike a balance between factual information and creative, attention-grabbing elements.

• Elements of humbug and showmanship in advertising:
  • Bold, attention-grabbing tactics
  • Creative storytelling
  • Unexpected or controversial approaches
  • Memorable spectacles or events

Last updated: July 28, 2024