The Power of Advertising: Influencing Behavior Through Memories and Emotions


Hatched by Glasp

Sep 29, 2023

3 min read


The Power of Advertising: Influencing Behavior Through Memories and Emotions


In today's digital age, advertising has become an integral part of our daily lives. Whether it's scrolling through social media, watching videos online, or even walking down the street, we are constantly bombarded with advertisements. However, many people believe that advertising doesn't "work" because they expect immediate results. In reality, successful advertising goes beyond immediate action and focuses on creating positive memories and feelings that influence our behavior over time. In this article, we will explore why good advertising works, even when we think it doesn't, and how advertisers are able to leave lasting impressions on our minds.

Creating Positive Memories and Feelings:

The best advertisements are designed to leave a lasting impression on viewers. They utilize images, jingles, and stories to capture attention and connect with the audience emotionally. Instead of bombarding us with facts and figures, these ads tap into our emotions and create positive associations with the brand. By evoking feelings of joy, excitement, or nostalgia, advertisers are able to create a sense of familiarity and trust that influences our behavior in the long run.

Translating Memories into Actions:

While advertisers have little control over how audiences receive their message, they can shape the ideas, impressions, and positive feelings associated with their brand. Every memory that predisposes us to view a brand in a more positive light than its competitors is a step towards influencing our behavior. Successful ads are not just about immediate sales; they are about planting seeds of influence in our minds. These seeds grow over time and eventually lead us to choose a particular brand when making purchasing decisions.

The Subtle Art of Influence:

One of the reasons why advertising is often underestimated is because it operates subtly, slipping ideas past our defenses and planting memories that impact our behavior without us even realizing it. Marketers understand that overtly persuasive tactics can be off-putting, so they employ strategies that engage and captivate us on a deeper level. By appealing to our emotions, advertisers can create a sense of connection and resonance that goes beyond the surface level.

Actionable Advice:

  • 1. Pay attention to the emotions evoked by advertisements: Take a moment to reflect on how advertisements make you feel. Are they able to create positive associations with the brand? By becoming aware of your emotional response, you can better understand how advertising influences your behavior.
  • 2. Analyze the underlying message: Look beyond the surface-level content of advertisements and try to decipher the underlying message. What ideas and impressions are being conveyed? By critically analyzing the messages conveyed in advertisements, you can become more conscious of the subtle ways in which they shape your behavior.
  • 3. Take breaks from media consumption: Constant exposure to advertisements can desensitize us and make us more immune to their influence. Taking breaks from media consumption can help reset our minds and reduce the subconscious impact of advertising. Engage in activities that allow you to disconnect from technology and reconnect with your own thoughts and preferences.


Advertising is a powerful tool that goes beyond immediate calls to action. By creating positive memories and feelings, advertisers are able to influence our behavior over time. Although we may not always be aware of it, advertising has a profound impact on our decision-making processes. By understanding the subtle ways in which advertising influences us, we can become more conscious consumers and make choices that align with our true preferences and values. So the next time you come across an advertisement, take a moment to reflect on the emotions it evokes and the underlying message it conveys. By doing so, you can navigate the world of advertising with a newfound awareness and agency.

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