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Think about the last ad that really grabbed you. Maybe it was a sleek product video that went viral, or a guerrilla street campaign that was shamelessly provocative. Or maybe it was just a clever print ad in a magazine that hit you right in the funny bone.

 

Whatever it was, it probably did more than just catch your eye for a second. The truly great ads stick with you. They bypass your rational mind and tap into something deeper – creating an almost pavlovian association between the advertised product and the emotional state that ad put you in.

 

So how do the masters behind legendary ad campaigns systematically craft such sorcery? As it turns out, there’s a deep pool of psychology and neuroscience behind the methods for making ads that seduce.

 

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The Three Key Drivers of Persuasion

According to the groundbreaking research by psychologists Cialdini, Goldstein and Martin, there are three central factors that make messages and information sources more persuasive:

 

  1. Authority – We are heavily swayed by the perceived credibility and expertise of the source. The classic example is how ust adding the phrase “Harvard studies show…” dramatically increases belief in claims.

 

  1. Social Proof – We are profoundly influenced by what others are doing, especially those we relate to or want to emulate. “If others are doing it, it must be good.”

 

  1. Scarcity – The more rare, unique or time-limited something is perceived as being, the more we crave it. Just look at how adding “limited edition” skyrockets demand.

 

All three of these drivers tap into deep-seated psychological biases – heuristics hard-wired by evolution to help us navigate situations of uncertainty by deferring to trusted sources, behaving like our peers, and prioritizing scarce resources.

 

Ads that are able to seamlessly weave cues of authority, social proof and scarcity into their messaging essentially hijack these primal responses – short-circuiting our rational mind’s defenses against typical marketing ploys.

 

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Brain Imaging Insights

But it doesn’t stop there. With the advent of neuroscience tools like fMRI, we can now literally watch what happens in people’s brains when exposed to different ad elements and formats.

 

Seminal studies have revealed that effective ads concentrate activity in the same brain regions involved in processing rewards, feeling desire, and making purchases. Essentially, good ads produce a cortical signature similar to feeling the “high” of anticipating winning money or receiving a prize.

 

More fascinating still, fMRI data has shown that different demographic segments exhibit unique neural responses to types of ads and ad elements. Men’s brains, for instance, show greater activation of regions involved in visual attention and object-recognition when viewing images of attractive females.

 

The neuromarketing takeaway is that the most persuasive ads are those carefully crafted to optimally titillate the relevant brain regions and neural pathways of the intended audience – pushing the right psychological buttons to elicit a maximum motivational response.

Masters of Seductive Framing

So how do top ad creatives put these psychological principles into practice to craft ads that seduce? The key is through the artful blending of techniques to construct and “frame” the messaging.

 

One of the most powerful tools is telling a compelling narrative that the audience can immerse themselves into. Legendary director Tony Kaye leveraged this with his iconic “Smash” ad, which opens with two teens on a crime spree and ends with one inadvertently saving the other’s life by risking his own. It’s a heart-pumping short film that positions the brand (a driving video game) as the hero of the narrative.

 

Another classic approach is associating the product with red-hot cultural trends or provocative themes. The team at Wieden+Kennedy brilliantly tapped into the social liberation movement with campaigns like “The Man Your Man Could Smell Like” for Old Spice and “This Is Whole Grain” for Bud Light.

 

At its most audacious, some brands will even intentionally manufacture outrage around their ads as a publicity tactic. American Apparel was notorious for this with its almost pornographic window displays and mailings that sparked widespread controversy.

 

Perhaps the most ubiquitous framing device, however, is resorting to fundamental human motivators like desire, envy, ambition, and aspiration. Calvin Klein’s seductive imagery and taglines like “Desire Comes From Within” imprinted those motivations onto the products with Pavlovian efficiency.

Stay on the Cutting Edge

Regardless of the specific techniques used, one thing is certain – the psychology driving what makes ads appealing is only becoming more precisely quantified and understood. As the neuromarketing field progresses, the ad virtuosos of tomorrow will have even more sophisticated tools and data to wield in crafting maximally persuasive messaging.

 

So whether you’re a creative visionary working on a massive brand campaign, or a lean startup founder scrappily trying to master guerrilla marketing, it pays to stay on top of the cutting-edge research into the mental drivers that compel action.

 

After all, in the endlessly escalating arms race of trying to break through the noise and clutter of modern media, whoever is most adept at hacking the human psyche will be the ones with the truly seductive ads that seduce.

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