How You Think Advertising Works vs. How It Actually Does

Advertising isn't just about making people feel good or pushing products. The traditional view of advertising — emotional persuasion and catchy slogans — only scratches the surface of what really drives consumer behavior. The true power lies in shaping perceptions, identities, and cultural narratives. Let’s break down the methods brands use and why most people get it wrong.

The Traditional Way of Thinking:

1. Simple Awareness: "We're Here When You Need Us"

Many think advertising is about always being in front of the customer. And sometimes, it is. The goal of simple awareness is to exist in the consumer's mind just long enough to be remembered when needed.

Example: Think of brands like "Wefix" or a local furniture shop. They don’t push hard sales; they just remind you they exist when the need arises.

2. Making an Argument: Persuasion Isn’t King Anymore

The idea that facts and figures sell is fading. While once dominant, arguing that you're the biggest or best often feels outdated now.

Example: "Batelco, the largest 5G network" is a persuasive claim, but it’s not what drives lasting consumer loyalty today.

3. Making a Promise: Overt vs. Implicit (better)

Promises are what shape trust. They can be direct, like warranties, or implied, like brand reputation. But breaking them can be catastrophic.

Example: Disney promises family entertainment without ever having to say it directly. The moment they stray from this image, trust is broken.

4. Honest Signaling: Putting Your Money Where Your Mouth Is

When a company invests heavily in an ad campaign, it’s not just about visibility — it's a signal of confidence in their product. A brand willing to spend big shows it believes in what it’s selling.

Example: A brand buying the biggest billboard ad sends a clear message: "We believe in this product enough to back it with millions."

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Traditional Thinking: Emotional Persuasion

For decades, advertisers believed in emotional inception — the idea that associating a product with a positive emotion would make it sell. See a happy Coke ad, feel good about Coke, buy Coke. Simple, right?

Example: An ad showing people enjoying a cold drink on a hot day is designed to make you feel the same way when you see Coke in the store.

This approach still has its place, but it doesn’t explain the whole story.

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The Reality: Cultural Imprinting

Advertising works not by making us feel good but by shaping how we want to be seen. Brands don’t just sell products — they sell identities. Consumers buy into cultural narratives about what a product says about them to others.

Example: Buying an iPhone isn’t just about technology — it's about being seen as creative and successful. Driving a Mercedes isn’t just about luxury; it’s about signaling power and status.

Why Cultural Imprinting Matters

It’s not enough that you understand the brand's message — the key is that others see it too. Shared cultural understanding is what adds perceived value.

Example: A million views on MBC (major TV channel) ad matter more than a million clicks on Instagram because everyone knows everyone else has seen it. This shared experience cements the cultural message.

Cultural imprinting doesn’t work in small-scale advertising (flyers, Google ads) because it lacks shared visibility. If no one else knows you’ve seen it, the cultural impact is lost.

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Conclusion: Get Past the Old Myths

Stop thinking advertising is just about emotional persuasion or clever arguments. It’s about creating cultural resonance and aligning with how people want to be seen. Brands succeed when they make you part of a bigger narrative — not just because their product feels good. This is even more true with lifestyle products.

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Marketing Agency Bahrain