Marketing’s Least Loved – the visceral
In her regular column for Mumbrella, VMLY&R chief strategy officer Alison Tilling explores emotion’s inexplicable.
One of marketing’s biggest myths is that we love emotion.
When was the last time an ad made you feel something, rather than showing you mediated feelings? And if you have been lucky enough to feel something, when was the last time that something wasn’t a glossy take on ‘inspiration’ or ‘self belief’? When did you last shudder or wince or gasp or jump or really belly laugh at an ad? Of course there is marketing out there that does this, but there’s plenty of unrealised value in the visceral.
What is ‘visceral’ and what is its place in marketing?
Visceral has several definitions and all have marketing potential:
