Trademarks surround us everywhere: we see from 3000 to 10 brands every day — in TV advertisements, on roadside billboards and coffee mugs … How does this sea of slogans affect our unconscious?
Trademarks surround us everywhere: we see from 3000 to 10 brands every day — in TV advertisements, on roadside billboards and coffee mugs … How does this sea of slogans affect our unconscious? Psychologists from Duke University (USA) placed some logos in the field of view of the participants in the experiment, and after a while invited them to answer questions and complete tests. Those who came across the childishly “fabulous” Disney logo turned out to be more truthful and sincere. And those who saw the Apple logo were creative in their tasks, which the authors of the study attribute to the influence of the company’s slogan «Think different» («Think differently»): it connected the image of Apple and creativity. “We have associations with every brand,” explains psychologist Gavan Fitzsimons. “But it turns out that we involuntarily behave in accordance with the image of the brand and when we accidentally notice its logo.”