Social Validation Principle

The social validation principle can be defined as the perceived validity or acceptance of an idea as the number of people supporting the idea increase. In simple terms this principle states that if we perceive others as liking or promotion something we believe it to be better.

The social validation principle is something that can be seen frequently in advertisements and marketing strategies. Advertisers often try to create the image that their product or service is widely accepted or wanted by others. This image given to the consumer then creates the idea that if others like or enjoy the product being advertised then they as the consumer might like it to.

The FOX news channel print ad demonstrates how the social validation principle is used in advertising. The ad uses language such as “more Americans trust Fox News than any other news network” which gives the perception that most people watch the network. By giving off this perception to news viewer’s people might consider that if they are “the most trusted” then Fox must be a credible source. Although there is no factual data in the ad that states that Fox is the best network consumers are still influenced by the language.

Consumers are more likely to use the social validation principle if they are unsure, feel pressure to conform, or if they are presented with an ambiguous situation. For example in the Fox ad, news viewers would be more heavily influenced if they were unaware of what news channel to watch. If a consumer is not familiar with Fox news they will be more likely to take the language of the ad literally and watch the network until they can form their own opinion about the network. By stating that Fox is the “most trusted name in news” consumers are more likely to develop the perception that a lot of people watch the channel.

"Humor and Ad Liking"

The article “Humor and Ad Liking” aims to understand the relationship between sensation seeking and the liking of humorous ads compared to non-humorous ads. A study was conducted involving 42 participants rating ads based on humor, sensation and arousal. Arousal is defined in the parameters of the study as “ physiological terms as energizaiton, activation, inner tension, or alertness”. The study found that there was a relationship between sensation seeking and the liking of the humorous ads. For example non-humorous ads were less liked and produced lower “like” ratings amongst lower sensation seekers. Humorous ads were more liked and amongst those low sensation seekers.

The information gathered by the study can be utilized in the real world of advertising. Although it is common knowledge that people like ads that are humorous, advertisers need to understand why humor can play a role in increasing brand awareness and value. When someone sees a funny ad they more involved and engaged. This is the key opportunity for advertisers to make the brand stand out using humor as the attraction. In relation to the article, advertiser can use the information found in the study to create humorous ads that would be well liked amongst low and high sensation seekers. Advertisers could also use this information to target specific demographics based on sensation seeking levels. For example advertisers can target low sensations seekers and utilize humorous ads to raise their arousal level.

The article also explores the effectiveness of incongruity-resolution humor in comparison to nonsense humor, incongruity advertising being more likable. This is key for advertisers to understand what type of humor connects and resonates with consumers. Humor in advertising that is seen as dumb or funny without connecting to the product is not very successful. Incongruent humor takes the consumer out of the traditional realm of humor. The Etrade baby campaign does an excellent job of expressing incongruity in humor. People find it humorous that babies are talking and discussing stock options because it is incongruent with what babies do (As seen in the ad below). Although incongruent humor in advertising is not the only type of successful humor it definitely proves successful in many campaigns.

Although humor is not universal it is clear that research suggest that humor attracts attention. Attention and awareness is often a common goal amongst advertisers. Humor is also generally well liked this allows for humorous ads to generate a positive image towards a brand. Humor also allows consumers to have a brief moment of entertainment; this results in less counter arguing and more positive associations with the brand.

Galloway, Graeme (2009), Humor and Ad Liking: Evidence That Sensation Seeking Moderates the Effects of Incongruity-Resolution Humor,” Wiley InterSceince, 26, 779-792.


http://www.youtube.com/watch?v=lEXZ2hfD3bU

Visual salience is key to gaining consumer recognition regarding a product or service. In the Nationwide outdoor advertisement (pictured above) it is evident that the advertisers main goal is to capture the consumer’s attention in a shocking way. Nationwide provides insurance, investments, and retirement services all of which can be fairly mundane topics. Through displaying an ad where a three-dimensional ad spills over beyond traditional billboard boundaries the consumer is more likely to pay attention and remember the Nationwide brand. Although many people passing by this outdoor advertisement might not be in the market for insurance this will increase their salience. In turn when these consumers are faced with purchasing insurance they will have the Nationwide brand in their conscious mind.

Nationwide does a superb job embedding the theme “Life Comes at you Fast” into the minds of consumers throughout television ads. This theme is continued on the outdoor advertisement thus becoming more salient in the mind of the consumer. Because this outdoor ad displays this well-known phrase consumers are then reinforced with the idea that Nationwide is a company focused on a consumers needs with the realization that accidents happen.

This Nationwide ad is definitely out of bounds from traditional billboard advertising. In a time where outdoor ads are becoming obsolete this ad challenges traditional ad norms and demonstrates a creative approach. This visual is very strong with the intent that potential consumers will remember Nationwide when choosing insurance. However strong this visual is, consumers process information differently. For example the concept of “thinking in words or pictures” can be applied. This advertisement would be highly effective to those who are visual thinkers. Visual thinkers would be inclined to remember this ad based on its uniqueness. Although this ad is visually stimulating it is also humorous and relevant to the product at hand. It is clear that this advertisement is memorable in many aspects.