The Science of Savoring
By: Della Clark, Account Director
International Women’s Day can provide a forum for some contentious conversations, but let’s look at all of the amazing work coming from our fellow ladies making advertising even better.
Dr. Margaret Pitts is continuing her social psychology research on how we ‘savor’ communication in the same ways we typically think of ‘savoring’ an experience or ‘savoring’ an indulgent dinner. *
How do we get consumers to ‘savor’ our brand message? By targeting our senses, we slow down and create connections. When, as consumers, we don’t feel as though we’re being served advertising, but rather we start to invoke images of how we see, hear, taste, smell or touch a brand’s product or service, that’s our win zone.
5.3 trillion (trillion with a T) display ads are shown online in a year, and the average person can see up to 5,000 ads in a day. **
So, since we’re bombarded all the time with advertising, how can a brand make an impact to connect with a consumer? We know then an emotional response to an ad is one of the greatest predictors affecting sales.
Here are a few recent Intermark examples that showcase sensorial advertising:
Jack’s | Look at that meal and tell me you don’t want to take a bite of that deliciousness
Alabama Tourism | Bringing the Gulf Coast to the middle of Texas through your senses
Hopefully, this provides inspiration for how you can create moments (and campaigns) worth savoring.
Happy International Women’s Day!
* Margaret Jane Pitts. The Language and Social Psychology of Savoring: Advancing the Communication Savoring Model. Journal of Language and Social Psychology, 2018; 38 (2): 237 DOI: 10.1177/0261927X18821404
** Brown, Ruth, Ph.D., Valerie Jones, Ming Wang. (2016) The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era [2 volumes]: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era. Santa Barbara, California: Praeger.