Ad-fidelity. It’s Worth It.
Let’s not beat around the bush. Sex sells. It’s risky and taboo, and whether you like to admit it or not, everyone loves the forbidden. It’s doing or getting what we shouldn’t do or can’t have. It makes things interesting and unique, and places them on this pedestal that sits above everything you already have and experienced.
Now, think of this in an advertisement setting. Like this one...
An ad like this puts Virgin America Airlines on a pedestal above all the other airlines you’ve used in the past because its fresh and modernly new—something you’ve never had before. But, here’s the cool part: seeing ads like these apparently peaks your curiosity and increases your brain’s dopamine levels in a special way.
Dopamine is a chemical in your brain that increases as you chug along your path to a reward. So, when you’re presented with this new attractive airline ad, it creates the gap between what you know and don’t know—leaving you with an itch ya gotta scratch. That itch being that need to know. And, funny enough, apparently the longer you wait, the higher your dopamine levels get, leaving you wanting it even more as time goes on.
Now just think, with a few choice words, advertising agencies can have an exponential effect on the consumer just by creating that irresistibly intriguing gap between the old and new. A gap that the consumer just has to close, leading them straight into the brand’s arms.
Brilliant. Freakin brilliant.
Advertisers are indeed playing off of a natural human tendency. In using this tactic they are incredible brain ninjas, making us crave their product without us even consciously liking or trying it. Truly amazing and a perfect tactic for a new brand coming into a sea of old, trusted competition.
I say bravo. Bravo.