We go through a lot of advertisements on our television which invoke us to use the product out of the fear that something bad will happen to us if we do not . Like a shampoo company would sell its shampoo by saying use our shampoo to prevent dandruff . And this really works well in this case . A classic Indian example where a lot of priests would say that you need to get a certain ritual done or you have to make a certain charity else something wrong will happen to your or your business .
On the other hand we look at advertisements which evoke the positive sentiment in us and hence compels us to use the product . Looking at chocolates , which deliver the message of the joy of having that candy , the pleasure you receive from this bar of chocolate is unmatched . The way condoms are sold , the focus on the joy of using a condom , rather than saying what happens if you do not use one .
One very successful campaign in India is the Polio campaign , which say ' Do Boond Zindagi Ki ( 2 drops of life ) ' it is marketing a heavily negative feature , that is they are spreading the message about the disease , but rather than focusing on what will happen if you do not get the vaccination it rather focuses on the Freedom from fear . They focus on how just 2 drops of medication can help you live a healthy life.
So what is it that causes a positive message to work in a few cases , but in some cases a negative message ? Is it totally subjective a call , or does it come with experience only ? The worst , is it trial and error ?
So what happens when we try to communicate through a fear psychosis , I believe it works to a certain extent but it stops being effective when it is overdone . For example there a graphic images on packs of cigarettes which are supposed to serve as a deterrent , but till date i have not come across anyone who has stopped smoking looking at those images . Maybe these images serve as a deterrent to the entry level smokers , which I would not deny and hence would want the images to still be there.
So what happens in case of those regular smokers ?
What happens is when the message gets to extreme there occurs a break down in the communication , i.e the communication is not processed by them . They would willingly look at the image but just would not want to process it. They know that if they start processing the image , looking at it will make them uncomfortable and hence they would shy away from it at times physically at times mentally. To explain it further lets take a personal example , how many people you know who would be comfortable looking at a cut ? compared to the number of people who would be comfortable looking at a chopped leg ?
So this is what I have learnt , fear psychosis does work , and works effectively but only when taken to a certain extent beyond which it fails to work at all. It like how a teenager would react to a little caution and fear , but when he starts feeling that his freedom is curbed , he would start revolting and go in the totally opposite direction.
Thank You.
On the other hand we look at advertisements which evoke the positive sentiment in us and hence compels us to use the product . Looking at chocolates , which deliver the message of the joy of having that candy , the pleasure you receive from this bar of chocolate is unmatched . The way condoms are sold , the focus on the joy of using a condom , rather than saying what happens if you do not use one .
One very successful campaign in India is the Polio campaign , which say ' Do Boond Zindagi Ki ( 2 drops of life ) ' it is marketing a heavily negative feature , that is they are spreading the message about the disease , but rather than focusing on what will happen if you do not get the vaccination it rather focuses on the Freedom from fear . They focus on how just 2 drops of medication can help you live a healthy life.
So what is it that causes a positive message to work in a few cases , but in some cases a negative message ? Is it totally subjective a call , or does it come with experience only ? The worst , is it trial and error ?
So what happens when we try to communicate through a fear psychosis , I believe it works to a certain extent but it stops being effective when it is overdone . For example there a graphic images on packs of cigarettes which are supposed to serve as a deterrent , but till date i have not come across anyone who has stopped smoking looking at those images . Maybe these images serve as a deterrent to the entry level smokers , which I would not deny and hence would want the images to still be there.
So what happens in case of those regular smokers ?
What happens is when the message gets to extreme there occurs a break down in the communication , i.e the communication is not processed by them . They would willingly look at the image but just would not want to process it. They know that if they start processing the image , looking at it will make them uncomfortable and hence they would shy away from it at times physically at times mentally. To explain it further lets take a personal example , how many people you know who would be comfortable looking at a cut ? compared to the number of people who would be comfortable looking at a chopped leg ?
So this is what I have learnt , fear psychosis does work , and works effectively but only when taken to a certain extent beyond which it fails to work at all. It like how a teenager would react to a little caution and fear , but when he starts feeling that his freedom is curbed , he would start revolting and go in the totally opposite direction.
Thank You.
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