TV strategy: The art of subconscious seduction

Dr Robert Heath
University of Bath School of Management

TV ads that are information heavy and aimed at consciously persuading the viewer to purchase your brand rarely succeed; whereas ads that appeal subconsciously to human emotion, building empathy, have a track record of success.

TV strategy

This article is part of a collection of pieces on perfecting TV advertising strategy. Read more.

Successful brand-building TV advertising is 99% subconscious seduction, 1% conscious persuasion. A lot of you will see this statement as pretty controversial. Perhaps the sort of thing you might expect to hear from someone who is trying to sell you a book entitled Seducing the Subconscious. OK, I'd love you to buy my book, but I truly believe this statement sums up the reality of TV advertising in 2014. And I think by the end of this short article, you may well agree with me.