If the Bullet Theory Worked, Advertisers Wouldn’t.
We’re Happy to Keep Cluttering Your Newsfeed!
Let’s face it, if the Bullet Theory (Hypodermic Needle Theory) worked then advertisers, like myself, would be out of a job and your social media timeline would be a lot less cluttered.
The Magic Bullet Theory (Hypodermic Needle Theory) was founded in the 1930’s and since then, advertising has come a VERY long way to debunk it.
This theory basically states that people are persuaded way too easily. So easily, that they will accept a media message and believe it instantly without question! There is no persuasion that needs to happen.
Like the theory, the 1930’s were crazy! If The Great Depression has taught advertisers, like myself, ANYTHING it’s that persuading people is NOT easy.
During this time, advertisements failed to persuade. The historic recession slowed down consumer purchase habits and Americans stopped buying.
As a result, advertisers had to up their persuasion game, learning new ways to refocus ad narratives to appeal to the active mind. This was just the beginning of debunking Bullet Theory.
Fast forward nearly a century and social media has evolved into an ad playground for advertisers (and myself). It’s developing new promotional strategies all the time!
Ads span across social platforms, saturating news feeds and homepages with the latest and greatest gotta’-have-it-all goods, services, and even politics.
In 2018, Instagram’s ad reach was up 5.7%, with IG Stories taking the cake for ad consumption.
Social media is continuing to evolve and our advertising efforts are right behind! Luckily, I understand the backend of persuasion and feel more resistant when scrolling the digital landscape.
I’ve come to find that catchy slogans and cutesy art conceptions fail to change attitudes and beliefs like they had in the 30’s. Too often I find myself shaking my head at poorly created social ads, trying to find the strategy behind it.
It takes true digital grit to break through to people. Advertising has become a calculated science involving audience research, analysis, and creativity.
Contrary to the Bullet Theory, it seems my job is getting harder, not easier.
For example, Heal has all the components of a great advertisment. Even though this ad makes me feel comforted and at ease, I still don’t want to make an appointment.
As an advertiser, we don’t expect you to give in to our persuasive messages and calculated imagery right away. We know better. If you did, we would be out of a job.
Honestly, I enjoy the challenge of changing your mind. If you were as passive as I hoped, or as Bullet Theory implies, then there would be no need for an entire industry that is meant to persuade you.
For now, us advertisers will keep on cluttering your timeline!
