Print Consumer Insights

Implications - After Al Gore’s Inconvenient Truth made its global impression, campaigns against global warming became hot forms of advertising. Not everyone was eco-interested then, but 2008’s surge in gas prices peaked interests in new demographics seeking to prevent global warming-related disasters.

Implications - In today’s highly ad-saturated media, some agencies argue that capturing consumer attention is best done through confusion rather than being simple and direct. Using techniques like optical illusions relies on the hope that consumers will be compelled to take a second look.

Implications - The Dark Knight brought in a billion dollars in revenue just months after its launch. Never before have we seen products launch that can so quickly generate so much revenue. The billion dollar success will change the way big movies are launched and introduce comprehensive launch strategies.

Implications - Advertising intended to share a key message benefits significantly from hiding said message, or keeping it extremely subtle. Once the consumer makes the connection, the impact is much greater than conventional messaging due to the emotional connection that Covertising helps to create.

Implications - Whether the intention is to launch a new product or to promote a cause, the use of animals in advertising strikes an emotional response amongst viewers that is extremely powerful. With over 63% of American households owning pets, the connection the average viewer has with animals is hard to surpass.

Implications - Witnessing the violation of human rights, from sexual abuse to physical battering, is an innately uncomfortable experience. Images that manage to ruffle emotions are often the ones that have considerable impact and make lasting impressions. This is best achieved through realistic, visceral imagery.

Implications - Economic turmoil has fueled affluence-mocking innovations that glamorize homelessness, gang culture, drug abuse and dependence on others' garbage. Reminiscent of the 90's grunge movement that glorified dereliction, instead of surrendering to melancholy, creative minds are using job- and home-loss woes as a source of inspiration.

Implications - As we creep closer to the end of the decade, Western culture seems to be more open to embracing the human form au naturale. While nudity still holds shock value and is thus being leveraged to generate controversial attention, this form of shockvertising is becoming more justifiable as attitudes shift to more liberal views.

Implications - Preying upon the social and faux-pas fears of millions, ad agencies continue to create a sense of paranoia among people with regard to committing social disgraces. Most people will do anything to avoid perpetrating a potentially awkward public display of embarrassment, therefore flocking to products offered up as solutions.

Implications - Capturing consumer attention may be more about ads that engage minds than explicitly simple presentations. As opposed to straightforward graphics, wordplay and typographical techniques draw viewer attention by having them participate through reading, considering and processing the meaning of words.