Facial Coding

I was catching up on my AdAge today and I came across this article/video:

http://link.brightcove.com/services/link/bcpid1370868150/bctid1825806615

"NEW YORK (AdAge.com) -- A marketing research system that studies the emotions expressed by facial muscles has been used to analyze presidential campaign ads. The system is the subject of the new book, "Face Time," by Dan Hill. Mr. Hill heads Sensory Logic, a consulting firm that has been using "facial coding" methods to study second-by-second consumer reaction to TV commercials. Its clients are normally large marketing corporations. But during the primaries, the company began analyzing audience reactions to the major candidates' ads."


It's fascinating (at least I think it is) to think about why we react the way we do to advertising and how it makes a difference in our lives. My favorite debate is the "Advertising doesn't affect me," debate. I believe that we are all much better off if we admit that advertising does indeed affect our lives, because recognizing it's presence in our society is the first step to becoming a responsible consumer. It is everywhere. Even if you aren't actively seeking it out, you are still exposed to hundreds of messages a day.

So I encourage you to take a little extra time the next time you are shopping and ask yourself, "Why am I buying this particular product or brand?" Is it because it's what your mom always bought (Choosy moms choose JIF)? Is it because 9 out of 10 dentists recommend it and your dentist always gives you a free sample (Crest toothpaste)? The name brand is more expensive and therefore will help me feel better faster (Advil rather than Equate)?

These are just a few examples of insights I have had while grocery shopping. I like crunchy peanut butter more than creamy, but my mom always bought creamy and what do I have in my cupboard now? Creamy. Growing up my dentist always gave us a sample of crest toothpaste. When he started giving out samples of Crest with Scope what did my family buy? Crest with Scope. You get the idea.

I'm not saying that there is a right or wrong reason to buy a product. I'm just saying that there is a reason and if you trace it back long enough I bet it has something to do with advertising. Just something to think about. I can think of maybe three people who made it all the way through this post boring post. So thank you, loyal reader.