In 1902, Russian behavioral scientist, Ivan Pavlov, announced strong connections between repeated stimulus and conditioned responses. In his case, ringing bells before dogs were fed made them associate hearing bells with food and the dogs began to salivate. Eventually, the dogs began to salivate when they heard bells, whether they were fed or not. We were discussing this one day in a college class when our lunch bell rang, and we discovered Pavlov’s findings still worked. Our mouths all watered for lunch!
It didn’t take Madison Avenue executives long to apply Pavlov’s findings to sales and develop advertising agencies. We started seeing color ads of beautiful young ladies draped across status cars. Buying a dreamy car became the chick magnet to attract the gal who will ride inside.
Clever word-picture associations work for all kinds of products. Besides appealing words like “refreshing, Red Gel, Anticavity, Fluoride, and Cinnamon,” Close-up toothpaste is the first-ever gel brand successfully marketed in lipstick-red packaging with kiss designs suggesting it creates the perfect breath for romantic kisses. Possibly more of their product flies off the shelves than packages showing green mint leaves, announcing reduced dental cavities, or promises of better-gripping dentures.
Experts say a picture is worth a thousand words. The right picture matched with the clever words is an unbeatable combination. Familiar examples are, pie and ice cream, hot dogs and mustard, peanut butter and jam—and many more.
The association of words with pictures works for marketing everything from household items to electing political candidates. It extends into the world of writing basic successful communication in everyday life. Whether its ringing bells linked to food (ice cream trucks use that trick), or the appropriate image or jingle for each age group and product, such associations are now permanent fixtures of modern life.
Share your favorite commercial. What makes it work?
While you’re at it, what’s your favorite brand of toothpaste? Mine is still Close-up, but so far it hasn’t worked for me.
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