Advertising Reversals EEG studies have shown that the right hemisphere of the brain reacts when reversals are present in speech being listened to. Since the brain can recognize and react to reversals, it has been suggested that reversals in advertising may have a subliminal effect on the listener. I suspect that good, effective ads will contain reversals that reinforce the desired message while ineffective ads will contain no reversals or contain reversals that run counter to the desired message. Excerpted portions of well known advertisements are presented below with transcripts shown for segments with reversals.
Comments are the author's opinions.
The chicks all seem to dig his jive. You'll wonder where the yellow went when you brush your teeth with Pespsodent. I did it guys. This ad should have been effective since the reversals reinforce the desired message. Be sociable, have a Pepsi.