Average customer.
NLP works with one person, while advertising deals with the" average " client. Addressed to thousands and even millions, advertising must simultaneously "sell" to people with different archetypes, temperaments, levels of education, prejudices, perceptions of language. Thus, so favorite NLP-istami the division people on types of on preferred channels perception information (audio, visual, tactile) in advertising is thus meaningless. How senseless and their attempts to influence the same words on the unconscious (and NLP claims to unconscious influence) thousands of people at once - because all people have different reactions to certain words, different vocabulary and different unconscious.
Where is consciousness?
NLP-istam man is seen as a kind of amorphous creature, living exclusively in the unconscious and subconscious world. This being consists only of emotions and archetypes, it easily falls into a trance - for this purpose it is allegedly enough to use this or that word or simply to change words in the sentence. This creature is completely devoid of logic and reason. The same grinder is convinced that NLP can not be used in advertising as long as " until the people doing the advertising, do not understand that they need to develop ways to test the unconscious response, that the appeal should be done on the unconscious rather than on a conscious level." "Well, gentlemen, it appears that you make your purchasing decisions in a completely unconscious, thoughtless state. It is in this state, according to NLP-istov, you solve all your production, scientific and everyday problems.
How does everything really happen? Man has both unconscious and subconscious beginnings, but the dominant role is played by consciousness.
Rational and emotional.
NLP-Ista try to influence only emotions. But in any decision, both rational and emotional beginnings are involved. In Passion and reason (1994), Richard and Bernice Lacarus reveal the failure of many myths about emotions. According to one myth, emotions are supposedly irrational and do not depend on thinking and logic. It is not so - emotions and reason go hand in hand. Emotions always depend on the cause that caused them and on the individual's assessment of meaning. Without meaning, without evaluation, emotions do not arise. If the ad evokes emotions, but contains no reason to make a purchase, the advertiser can say goodbye to the money.
Psychologist Carol Moog: "generally speaking, strictly emotional behavior is typical only for young children and adults with serious cognitive disabilities. (For some reason I thought of NLP-istas.) Realistic, rational evaluation of properties is more or less present in all cases of decision - making, and also accompanies all points of difference, regardless of the strength of emotions, loyalty or exciting properties of the goods."
Sometimes they try to earn extra selling points, shifting the focus in one direction or another. So, in traditionally "emotional" advertising mascara have become include "rational" figures - the percentage of increasing volume of eyelashes in a result use this of carcasses. And in advertising computers, was used in as a selling moment surname the famous designer, which nurtured corps computer.Form and content.
Generations of the best copywriters in the world have convincingly proved that in advertising the content (selling points, evidence, etc.) is a hundred times more important than the form (language, formatting and design). However, NLP-ist try to "program" consumers of advertising only through the form, linguistically.
Content should prevail not only in such a utilitarian matter as advertising. This applies to literally any text, even fiction. A. S. Pushkin: "the Accuracy of and brevity - here is the first dignity prose, and prose requires thought and thought - without them brilliant expression nor to what not serve."
In conclusion, we can cite the statement of psychologist Vita Tsenev: "The stronger the emphasis in advertising is placed on the unconscious aspect of influence, the worse the advertising. People, according to the theory of which the whole concept of advertising is based on subthreshold influence, should be kept away from the advertising budget."
So to speak about the effectiveness of NLP in mass exposure, of course, can be the same as the effectiveness of mass hypnosis sessions.