It’s not about wanting to buy it. It’s about recognizing the logo and trusting it when you see it.
Quick without cheating by looking at the image, what does the product logo look like?
If you don’t know, that means they successfully bypassed your conscious mind while presenting it. Bypassing the conscious mind, ie your attention, it allows them to introduce elements that are stored in your mind separately from the disjointed/unpleasant ad experience.
So when you come across this product in the future, it won’t be “this is that brand with the ugly ad”. It will be “this is that brand I recognize”.
Reality could be that this works in about 10% of cases in 30% of people. Still a measurable positive. Still causing negative ads and meaningless ads everywhere.
Quick, without looking it up, how many days ate there in a Saturn year?
If you don’t know, they have successfully bypassed your conscious mind.
Sometimes an ad so shitty that you can’t even remember neither logo nor the brand is just a shitty ad.
Any time you see stuff about the “accessing the unconscious” assume it’s BS until otherwise proven. That being said, brand recognition is a real thing that gets worried about, and passive absorption of it might be the idea here. There’s two logos and they’re both right in the center.
Nobody actually trusts HP anymore do they? They’ve been selling trash for 20 years now.
