Via MindHacks, here’s Language Log dissecting some recent research into the persuasive power of logos and slogans.
A recent paper by Juliano Laran et al. (2011) suggests that resistance to persuasion can be triggered in a highly automatic and unconscious manner. The work builds on some interesting results involving commercial brands and implicit priming effects. For example, previous work has shown that subliminally flashing the Apple logo can spur study participants to think more creatively, and that presenting a Walmart logo can encourage frugal behavior whereas presenting a Nordstrom logo leads to greater indulgence. In other words, the brands activate a set of associations that in turn trigger certain cognitive or behavioral goals. Nifty results.
But brand names and logos, argue Laran and colleagues, are different from other commercial messages in that they’re not necessarily perceived as inherently persuasive—despite the fact that they’re often designed with great care, we may normally take them to be primarilyreferential, much as any proper name might be. Slogans (or, as they say in the industry, taglines) are transparently persuasive according to the authors. Perhaps people react to these latter messages in knee-jerk reverse-psychology manner by blocking and even countering the typical brand associations.
Laran et al. found that when they had people look at cost-conscious brand names like Walmart in an alleged memory study and then later take part in an imaginary shopping task, they were able to replicate the implicit priming effect: people were willing to spend quite a bit less than if they’d seen luxury-brand logos. But when subjects saw slogans (e.g. Save money. Live better.) instead of the brand names, there was a reverse priming effect: now, the luxury-brand slogans triggered more penny-pinching behavior than the economy-brand slogans.
Interesting; we’re more resistant to suggestion using language directly than we are to implicit suggestion encoded by association with images and/or designs.
Someone should do a spoof of They Live with this research rolled into it…