Whenever I feel this way I remember the inspiring words of Bingbong from Inside Out who said “I think it’s gunna work this time” and “Take her to the moon for me”.
The font is Revue! People often say that their first love-hate font was Comic Sans - well, this was the first font I thought was pretty damn cool and I saw it getting run to the ground with overuse in early 1990s. It was pretty much in half of the ads in early 1990s. (My theory: It was bundled with a popular graphic design passion package / clipart bundle, Arts & Letters, and everyone made their ads with it. I can’t wait for the day when I finally get arsed to install Windows 3.0 environment and my copy of Arts & Letters and prove the doubters wrong)
I half expected the first comment about the font to be about The Room to be honest.
Thanks! I was racking my brain trying to think of where I knew it from, and after seeing the page that you linked I’m almost certain that it’s After Burner that is causing my brain to trigger the 80s association.
You probably don’t click on ads, but they stick in your brain. You might see a half-dozen ads for Doritos, and then when you go to the store a week later, you’re slightly more likely to buy Doritos.
The vast majority of advertising is just getting a brand or an idea into the back of your head so when you’re looking for something in that product category, regardless of it’s a VPN, a web host, a snack food, a car, or whatever, you’re going to have a bias towards what you’ve seen in the past.
Most of my ad-blocking isn’t to stop myself from buying some herbal supplement/spray tanner combo, it’s to stop myself from being biased by the capitalist propaganda machine.
I am not immune from advertisements, and neither are you.
I’ve certainly heard this said before. Lately I’ve been thinking more about it as ads seem to be infecting more and more aspects of my life and so I’ve started to question it.
I’ve started to think that the whole “it makes you subconsciously think about the product when you’re in the store” thing might just be made up by marketers. You know, the people whose jobs entirely depend on advertising being a good investment. That does kind of self-prove the point though, because if marketers just made it up and a bunch of people now think it’s true, it follows that people will just absorb “information” if it’s fed to them from the correct place.
I figured I’d see if I could find some science research on the subject. I managed to read through six studies (at least the abstracts and the methodologies) before my eyes glazed completely over and I needed to stop.
First I will say that none of them are able to draw links from advertising consumed to purchases made. The methodologies tend to focus on the immediate, how the ad makes a person feel in the moment. Generally this is done by asking people. Surveys and the like. The first one measured facial expressions and emotional responses. The PLOS one (fifth link) just asked marketing managers if their marketing was effective or not (and wow do they ever use a lot of words to say that, they turned their thesaurus up to 11). The second one is actually a bit of a side-bar in that it’s specifically looking at the effectiveness of gamified advertising, but it does investigate brand memory based on different exposures. Again, just brand memory, not actual purchase behaviour.
And all that makes sense. It would be extremely difficult to build a study that manages to track every motivation for purchasing a given product, especially if some of those motivations aren’t known by the purchaser. So what I’ll say is that while it’s likely that advertising can prod us one way or another, the wisdom that it’s an effective subconscious driver of sales is not evidence based.
Fun fact, the Perceptron is basically the first machine learning AI, and it was invented in 1943. It took a long time and many advancements in hardware before it became recognizable as the AI of today, but it’s hardly a new idea.
People only discovered that multi-layer non-linear neural networks work at the 90s. It’s not really reasonable to equate perceptrons with the stuff people use today.
Obviously there have been major improvements over the past 80 years, but that’s still considered the first neural network. The need for multi-layer neural networks was recognized by 1969, but the knowledge of how to do that took awhile to be worked out.
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