How to correctly influence the subconscious - on the example of SkyLink advertising

    I’ve come across TV on SkyLink ads, the CDMA operator, again and again. And for a long time I want to give an analysis of this commercial in order to demonstrate how competently the advertising text is composed.

    To begin with, I will say that SkyLink is a mobile operator that, before the spread of 3G networks and the Internet, tried to play on providing fast Internet access. However, 3G came and the SkyLink “trick” disappeared ...

    So, meet. Their PR managers are not in vain eating their bread. The new chip they are trying to play on is the unproven harm of the radiation of cell phones and the isolation of their range from GSM-operators.

    About the harm of cellular radiation - in general, many horror stories have been invented. However, all studies boil down to the fact that "well, yes, maybe it is harmful, but only if you keep the radiating phone by your ear for half a day." But in general - as always - nobody really could prove anything, and for the time being the harm of the phones is more of a horror story, which some organizations are trying to play.

    To get started, watch the video (I’ve been recording ads for 2 days to catch it):

    Now let's analyze the text.
    Here, look ... Phones radiate waves.
    Can not argue. Notice - they drew these very waves (to give tangibility). But at the same time, not a word was said about their harm (after all, it has not been proved and it is impossible to mislead the consumer).
    But SkyLink has a special CDMA technology that reduces them.
    Here it is not entirely clear ... CDMA reduces the waves? Hmm ... I'm not an expert in high-frequency radio communications and cellular standards ... Perhaps, indeed, due to slightly higher radiation frequencies compared to GSM and a few other standards, it is possible to achieve a stable signal with slightly less radiation ...

    The image is fixed with a picture that clearly demonstrates how the waves decrease when you turn on this mysterious "CDMA technology."
    So you can talk and not be afraid!
    But this is a brilliant phrase! Pay attention to how it is composed!

    On the one hand, after it, the idea creeps into your subconscious mind that you still have something to be afraid of. On the other hand, it is constructed in such a way that it does not claim that one should be afraid of ordinary radiation. She just says that you can’t be afraid of talking on Sky Link.

    All this is supported by the frame in which the phone is applied to the ear of a cute girl. Here we recall the terrible waves from the first picture ... Imagine the brain of an unprotected cute girl ... a phone emitting waves near her baby's head ... And how they decrease when using CDMA.

    Well, it all ends with the beautiful slogan “SkyLink. Communicate on health. "

    That is, again we are alluded to health.

    Now, look how it all worked out. They did not tell us anything about the (supposedly) harm of cellular radiation. But we clearly got the idea that we should be afraid of ordinary radiation and that SkyLink can safely communicate with children without any risk to health. But most people will perceive all this as a fact. This will be especially effective for mothers who want to protect their children from all sorts of harmful influences.

    In my opinion - work on "5+"! Well done!


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