Quote of the Week

Posted on June 5, 2008 | Permalink

From Branding, The Mind And Search

by Gord Hotchkiss , Thursday, June 5, 2008

"Before most ads can work, they have to get our attention. And we pay more attention to things we like. This led to a hyper-creative explosion in the advertising biz, as agencies churned out ads designed first and foremost to make us like them. Unfortunately, most ads forgot that once you get someone's attention, you also have to sell something. And that can be a difficult balance to maintain. Our cues to switch selective perception to something that captures our attention and our natural defenses against unsolicited persuasion usually work counter to each other. And it's in that dynamic abyss that 250 billion dollars of advertising -- in the U.S alone -- gets poured every year."