February Response (1-2) -- Thinking vs. Feeling

Thinking vs. Feeling: The Psychology of Advertising
by Derek Thompson

Central Argument: There are two types of advertisements – rational and emotions.

               

From watching television to going to the supermarket, we are influenced by the media on a daily basis. The media will do whatever it takes to convince us to buy their products, whether their method is rational or not. In today’s world, being successful is what it’s all about. Without success, there’s not honor, nor wealth. That’s the only thing people think of when it comes to making a living. Quite often, advertisements can leave an emotional impact on us. This is, quite obviously, the advertisement using pathos.

As Derek Thompson, author of The Atlantic’s article: “Thinking vs. Feeling: The Psychology of Advertising”, explains using the two commercials for light beer how advertisement can take different paths. The two different paths, although neither is better or worse than the other, can lead to a popular advertisement and possibly a product that sells. Once this goal is accomplished, the company will continue doing what they’re doing. Thomson explains the two types of advertisements are rational and emotional; in simpler terms, pathos and logos. Either one of these are a necessity for a good advertisement, according to Thompson.

                This prompt reminded me of the Apple Ipad 3 release talk. Although it may have seemed mostly the CEO talking about how “cool” their new product is, don’t forget that it’s all a gimmick to get you to buy the ‘new and improved’ Ipad 3. This sort of advertisement would come under the rational (according to the seller) types of advertisements. The company, apple in this case, provides you with logical explanations of why and how this product is a lot better than all the other competitors. Talking about how techy it is makes the audience think less and act more; in the shops that is. Most of these sorts of advertisements are really convincible – after all that’s their goal – but I am able to control myself to resist purchasing these absolutely useless products.

                Often times, you’ll see advertisements using famous actors and actresses. These people will have nothing to do with the product itself, yet they’ll be in the product to convince you to buy it; admit it, it works on you most of the time. That’s the job, the role that these actors are paid for. Now days when I look at such products, I realize how shallow my thought processes were when it came to deciding whether I want a product or not. Don’t forget I’m not very old and it’s only through experience that I’ll be able to develop this process.

                Advertisements, which can be of two basic types, are generally very manipulative to mankind. With their role of convincing us to buy their products, no matter what it takes to get us there, advertisements can go from making you feel guilty about something that doesn’t affect you at all, to convincing you through logic that the item being sold, is the you that you need.