广告创意心理学
Advertising Creative PsychologyThis shapewear ad has been airing for more than 99 days.
Read this article to find out why it is so successful.
Advertisement construction:
Visual Hook Product Demonstration Authoritative Proof Before and After Comparison Call to Action + Offer
In-depth analysis:
The ad starts with a strong visual hook, showcasing the audience’s pain point and its solution in a matter of seconds.
Then demonstrate the product on models of different body shapes and sizes.
This is done to resonate with a specific audience and to deal with objections like “this works for her because she looks xyz, but it doesn’t work for me.”
Then, an authoritative argument is made by claiming that even celebrities are using it.
This is done to normalize the use behavior and possibly position it as a “secret” that makes people seem as good as they are.
To create the impression that the product's effects are long-lasting, the ad ends with a before-and-after comparison.
The ad creative ends with a call to action and risk reversal ("You can return it if you don't like it"), removing any reasons not to try it once.
This creative works so well because it perfectly combines visually addressing pain points and key cognitive biases (such as authority bias, bandwagon effect, risk reversal, etc.) to help potential customers overcome the threshold to action.
If you want to learn how to create ads that convert better, stay tuned for more ad analytics.
https://drive.google.com/file/d/1Sh1OO_RkWCVOrAFpofh_x5SavKnWkTxY/view?usp=sharing
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