How do advertisers use sensory information (visual images, sounds, smells, etc.) in order to influence the emotional state of potential customers?
The number of advertisements still continues to increase to this date. At the same time, many advertisers are realizing that there is a limitation to creating connections with customers only through a visual medium. Therefore, they are starting to try something new. That is to make connections to different senses on adverts. Sources “ENGAGING CUSTOMERS THROUGH SENSORY BRANDING” by Lippincott and “Adverts work best when appealing to all senses” by The Telegraph agree that variety of senses makes a better sales. The advertisers use sensory information to influence customers in two ways: using language to cooperate trigger peoples’ feelings, and physically stimulating customers’ senses. First, many advertisers especially are starting to give reference to various senses by words. The source from The Telegraph describes this by giving an example of the food industry. The source claims that people eat food by smelling, seeing, hearing, and tasting which means that those ads that only mention its taste tend to have less popularity.
This source also references an example done by researchers at the University of Michigan. In the experiment, they tested a gum with different taglines. One mentioned about how it will stimulates all of people’s senses, and the other mentioned about how long the taste lasts. The experiment had proven that the one that mentioned about senses had positives feedbacks than the one that only stated its flavor. Overall, by expressing different senses, people tend to be influenced to buy the products.
Next, some advertisers influence customers through physical media. The source by Lippincott gives various example of how this happens. This source mentions about the new ways of packaging to affect customers. For example, the stationary goods industries tend to have a hole on its packaging which allows the customers to touch it and feel the texture. Also, in a perfume advertisement, the advertisers have a strip of paper with the perfume itself
This source also references an example done by researchers at the University of Michigan. In the experiment, they tested a gum with different taglines. One mentioned about how it will stimulates all of people’s senses, and the other mentioned about how long the taste lasts. The experiment had proven that the one that mentioned about senses had positives feedbacks than the one that only stated its flavor. Overall, by expressing different senses, people tend to be influenced to buy the products.
Next, some advertisers influence customers through physical media. The source by Lippincott gives various example of how this happens. This source mentions about the new ways of packaging to affect customers. For example, the stationary goods industries tend to have a hole on its packaging which allows the customers to touch it and feel the texture. Also, in a perfume advertisement, the advertisers have a strip of paper with the perfume itself
Cited: Lippincott. ENGAGING CUSTOMERS THROUGH SENSORY BRANDING. New York: Lippincott, n.d. PDF. "Adverts Work Best When Appealing to All Senses." Online Posting. The Telegraph. The Telegraph, 22 July 2009. Web. 2 June 2013.