Is It Possible To Change Someone’s Mind With Marketing? Ogilvy PR Chairman
It’s the age old question that marketers and advertisers long to be able to answer – and subsequently enact; can you change a person’s mind and influence their decisions?
Speaking at the PRIA conference this morning in Sydney, the crowd was graced by the compelling keynote Christopher Graves, Ogilvy PR global chairman. Part scientist, part communicator, Graves posed a strong argument for the ways in which the brain works, and how marketing and brands struggle to convince people to change their world views.
Referencing neuroscientist Antoni Damasio, Graves said that emotional and biological regulation play important roles in decision making, however, “The emotional brain is going to win out”.
“We are able to rationalise confirmed opinions and reasoning, but we are not able to rationalise opposing views,” he said, suggesting that when someone tries to tell you you’re wrong, it puts your identity into question.
As an example, Graves referenced his own article, ‘Why Debunking Myths About Vaccines Hasn’t Convinced Dubious Parents’, and his findings – among others – showed the following four principals:
- Arguing facts doesn’t help – it makes the situation worse
- Repeating a myth inadvertently popularises it, and studies show this action can even take 25 per cent of people who didn’t believe the myth previously, and push them into believing
- Affirmation works but we rarely use it
- We consistently underestimate the power of narrative
Here’s a successful example Graves showed of affirmative narrative, whereby the protagonist represented someone who’s mind needed changing, and therefore resonated with the audience the brand was trying to convince:
“Triggering great empathy is hard,” Graves admitted, but sometimes it’s a matter of whether your narrative is concrete or abstract. Graves said if he asked the audience to draw a ‘paradigm’ in five seconds, it would be far too abstract a thing for them to conceptualise.
Concrete notions, however, are far more effective.
“If your audience can paint a picture in their mind from what you’re telling them, that’s going to be more successful,” Graves said.
He went on to give a recent example, referencing the US election and the abstract notion of ‘immigration reform’. The only candidate to give a concrete solution was – that’s right – Trump.
“Trump said ‘we will build a wall’,” Graves explained. “And we mocked it but it worked. We can all picture the wall.”
Graves also added that according to research, concrete narratives correlate with believability, and in turn, trust.
“Humans tend to value avoiding a loss at two-three times the magnitude of winning a gain,” Graves explained, adding there’s a “science to messaging”.
Speaking to social norms, Graves claimed, “Creating implied social norms for communicators is an immensely powerful thing.”
On a university campus, advertising that “everyone was binge-drinking” saw the practice actually increase, because it was accepted as a social norm. On the flip side, when the ads said, “Most people don’t binge-drink,” the campaign saw lower engagement in the behaviour, because people didn’t want to be the minority.
Another pertinent notion raised by Graves was that of the “identifiable individual”, and the way in which humans resonate with an individual story over a macro narrative.
“If I tell you one story of a person who follows this plight, it is much more identifiable than if you tell the story of thousands,” Graves said.
As a final thought, he shared this video which managed to personalise – and tell the story of an individual’s engagement with – the world wide web, a mammoth challenge for any gold marketer.
Please login with linkedin to comment
Advertising Standards Bureau ban christopher graves Corality Financial GroupLatest News
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.