Читать книгу Chocolate Busters: The Easy Way to Kick It! - Jason Vale, Jason Vale - Страница 14

One of the all-time chocolate mind-manipulation adverts has to be that of the 1988 advertising campaign for Cadbury’s Dairy Milk. The advert showed photographs of normal everyday images being transformed into Cadbury’s chocolate. The campaign was, according to Cadbury’s own literature,’ … built on the thought of chocolate becoming a compulsion, which a person cannot get out of their mind …’ They then explain that, ‘running through was the haunting slogan … “Thinking about your chocolate … thinking about your taste.’” As the campaign grew in momentum many different scenarios manifested. One showed a man in his convertible car and, in his mind, the badge on the front turns into Cadbury’s chocolate; another featured a photographer with a glamorous model whose shimmering purple gown turns into a bar of chocolate. The idea of the ad was to repeat the message ‘Thinking about your chocolate … thinking about the taste’ over and over again, until we actually did. They want you to have a ‘compulsion’ for their drug food and they want you to ‘not get it out of your mind’ – it is this which brings in sales. I wouldn’t be surprised if at some point someone uses Kylie Minogue’s ‘Can’t Get You Out Of My Head’ and attaches it to their product or food. This type of ad not only manipulates the mind, but it also prays on our emotions. In fact, the biggest trick of all in advertising is to find a subtle way to link feel-good emotions to their products, and the chocolate industry really do reign supreme in this field.