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Home arrow Marketing arrow The Neuroscience of Multimodal Persuasive Messages: Persuading the Brain

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Narrative—Voice Over

As she talks to the viewer about her background and concern for nature, she uses a comforting tone; one might easily consider it a voice of reassuring concern, as if to say, “I’m concerned about it, too; and it’s okay.” The voice-facial expression combination considers the Inter-modal Redundancy attribute as well as Temporal Synchronicity; the narrative, tone and facial expressions re-enforce each other and they are provided at the same time.

Setting—Outdoors

The images shown are of the outdoors, eliciting hippocampus memories of the viewers’ own relationship with the outdoors. Generally, we associate freedom, relaxation, and certain smells with the outdoors, especially natural, floral smells with the images shown. There is no image of “the big city” or even of oil drilling equipment. Such an image, of drilling equipment, could be perceived negatively because we generally link the image of an oil well to the messy images of oil slicks or spewing oil. So, the omission eliminates that potential perception while re-enforcing the positive perceptions of the outdoors. Again, these images are part of our memories; so, they would be connected to appeals to the hippocampus. These engage prior Experience as well as Modal Filtering; excluding the image of an oil rig helps to process only positive images.

 
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