The shift from narrative to numbness

Orlando, a renowned advertising effectiveness author and researcher, has observed a significant shift in advertising styles over the past two decades, coinciding with the digital revolution. Today’s advertisements are often characterised by short, sharp cuts, flat visuals, and rhythmic soundtracks. This trend towards fragmented and repetitive content has undermined advertising’s effectiveness. Orlando argues that effective advertising should charm viewers, create emotional connections, and embed itself in memory. This requires narrative, dialogue, music, and humour—elements that have been marginalised in recent years.

The power of music in advertising

Orlando emphasises the crucial role of music in effective advertising. Historically, music in ads had melody, harmony, and emotional depth, but today’s ads often feature generic, rhythmic soundtracks that fail to engage viewers. System1, the company Orlando works with, has found a strong correlation between emotional response to ads and their effectiveness in driving market share. Ads with emotionally engaging music can see a significant increase in effectiveness, translating to higher profit returns. Orlando cites examples where different musical tracks drastically altered the perception and effectiveness of the same ad, illustrating music’s powerful influence.

Showmanship vs. Salesmanship

Orlando distinguishes between two advertising approaches: showmanship and salesmanship. Showmanship advertising creates a preference for a brand through emotional appeal and long-term memory, driving market share and reducing price sensitivity. Salesmanship, on the other hand, targets the already interested consumer with reasons to buy, such as discounts or product superiority. While both are necessary, Orlando asserts that showmanship is more crucial for long-term growth and profitability. He calls for a return to creative, emotionally engaging advertising that captures broad attention and resonates deeply with audiences.

A call for a creative revolution

Drawing parallels with the creative revolution of the 1960s, Orlando advocates for a new wave of innovation in advertising. He believes that like the music industry’s transformation with bands like The Beatles, advertising needs pioneers to break the mould and introduce fresh, engaging content. This creative revolution requires a renewed focus on artistry, narrative, and emotional engagement, moving away from the current trend of homogenised, efficiency-driven advertising. By embracing the power of music, humour, and storytelling, brands can create memorable, impactful ads that resonate with consumers and drive significant business growth.

Conclusion

In summary, Orlando’s insights call for a re-evaluation of modern advertising practices. By prioritising emotional engagement and creative storytelling, brands can reclaim the effectiveness that has been lost in the digital age. This shift not only benefits individual campaigns but also revitalises the entire advertising industry, creating a landscape where ads once again capture attention, evoke emotion, and drive lasting business outcomes.