In a previous post I have mentioned the Brain Popcorn Effect and quickly defined it as “what happens when you say or show something that taps into your audience’s pre-existing knowledge and makes your message bigger”. In this article I’ll go into more detail about it.
Advertising has a very specific way of communicating – and we can learn a lot from it. The lessons go beyond advertising.
Throughout the years, advertising has sought to convey specific messages to the audience. Advertisers dealt with payed media space and limited time slots (i.e. 30s commercials). Because of that, and in the name of effectiveness, the ad industry developed a talent to squish a lot of information into a small space. We ended up being quite good at it. Advertising copywriters spend most of their time trying to use the least words possible to convey a message, and art directors are the most happy when they can convey a message with no words at all.
“Sorry for the long email. If I had more time, it would have been shorter.”
– Every copywriter in advertising