conclusion

     So, my theory of how advertising works is simply answered. Advertising works through the emotions and feelings of people. These emotions and feelings are portrayed through the seven deadly sins mentioned previously.

     No models, no graphs, no charts -- sure, an ad sends a message, the message is received, meaning is interpreted through each individual's filter where they either become aware of the product category, specific product or brand. Then what is remembered of the 3,000 plus messages that are received each day may or may not be acted upon. But then, the consumer may become aware or re-learn of a product or brand through the advertising. So, then this message either stimulates purchase in the category, the product or the brand.

     It is my theory that most of all advertising follows the themes of the seven deadly sins. This strategy, if you will, is more times than not a win/win situation as most people can identify with any one of the seven deadly sins. It is the ads that work through the sins that send the strongest emotionally charged messages. Now, not all will lead to sales -- but they function through the seven deadly sins. Most of all people can identify with the values of pride, envy, wrath, sloth, greed, gluttony and lust. What ultimately separates one message from the next is the hot creative execution and the strategic media placement.  

     There it is. Advertising works through the seven deadly sins. Simple. Rational.  Applicable. Easy to understand. The way it should be for the average person. The elaborate charts, graphs and models are fun to look at -- but most of all effective advertising is a function of the innate weaknesses and desires of humans. These weaknesses are the seven deadly sins. Thanks.

intro / pride / envy / wrath / sloth

greed / gluttony / lust / conclusion

written by Nathan T. Hamilton, November 25, 1998 for John D. Leckenby's Theories of Persuasive Communication & Consumer Decision Making, 382J at The University of Texas at Austin, Department of Advertising.  Ads courtesy of Gentleman's Quarterly (GQ), For Him Magazine (FHM), and Woman's World.