http://www.youtube.com/watch?v=QvJoc8oEays

A great ad can entertain and inspire by tickling us with its producers’ creativity. Advertising makes some of my favorite things free (pretty much all my favorite sites on the internet, and also radio) but it certainly can be overdone by front-loading $12 per-ticket movies with too many previews. But a worse offense is to launch an advertising campaign devoid of creativity or innovation. A great ad campaign can move us emotionally. It can make us laugh or cry or bring color and humor to an otherwise mundane city bus.

But I learned a new rule of advertising recently that discourages creativity. Turns out that many ad campaigns are purposefully meant to be uncreative and simple in order to persuade the viewer even more effectively. Ever wonder why with all the funny, creative television ads you see, there still seems to be some dumb paper towel or toothpaste ad that makes you groan? Turns out, that groan may be purposeful on the part of the ad agency. According to Malcom Gladwell, in his book Blink, viewers are more likely to “Let their guards down” when viewing an ad that they think is unclever, blatant advertising. According to the theory, when you’re evaluating whether you’re being advertised to or not, you’re less likely to be receptive and persuaded by an advertising message. Your mind is on-guard thinking “Is this an ad? It’s so creative, I like it. But wait, don’t be convinced by it…remember, it’s an ad.” However, when you make a snap-judgement and label advertising as silly and blatant, “Brawny soaks up 10x the amount of moisture as other leading brands!!” you let down your guard, groan, and the message seeps into your brain where it’s far more likely to influence your next purchasing decision. Who knew? Turns out the big brands do…

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