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Between Bennett and a Hair Transplant Advertisement: The "Before and After" Effect - Walla! Of money

2021-09-17T17:21:56.091Z

The Prime Minister's picture with the President of Egypt with the Israeli flag behind them was immediately compared to previous pictures of Netanyahu and his meetings with leaders without a flag in the background. Dana Pan Luzon explains why the "before and after" technique copied from the world of marketing might return to Bennett as a boomerang



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Between Bennett and a Hair Transplant Advertisement: The "Before and After" Effect

The Prime Minister's picture with the President of Egypt with the Israeli flag behind them was immediately compared to previous pictures of Netanyahu and his meetings with leaders without a flag in the background.

Dana Pan Luzon explains why the "before and after" technique copied from the world of marketing might return to Bennett as a boomerang

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  • Naftali Bennett

  • Benjamin Netanyahu

Dana Pan Luzon

Friday, 17 September 2021, 00:41 Updated: 00:42

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In the video: Prime Minister Bennett meets with Egyptian President al-Sisi (Photo: GPO)

The Bennett-Lapid government was sworn in three months ago, and in this time that passes there is hardly a week, let alone a day, in which every action of Bennett is compared to that of Benjamin Netanyahu.

It happens consistently and stubbornly, until it becomes already bothersome and even tiring.

Every sentence and action compares to that of the previous prime minister, three months of a "find the differences" game.



Why, in fact, are the prime minister's actions not calculated on their own, but compared to those of his predecessor?

Is this something that should not be over yet?

Is it possible to say that this is an obsession?

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During the week, a picture of Bennett from his meeting with the President of Egypt was published. Everyone noted the obvious difference - in the picture of Bennett, the Israeli flag is flying, compared to previous pictures of Netanyahu in which he was not flying. This automation of "Find the Differences" is not accidental. It stems from the fact that we are simply failing to stop the election campaign. Even when it is practically over and there is a new prime minister, the campaign is still with us. We live in a campaign known as "before and after".



The "before and after" effect is a familiar and old advertising technique, perhaps the most popular when it comes to advertising weight loss products and body modification or cosmetics. There is almost no advertisement for a weight loss program, treatment to prevent hair loss or teeth whitening and cleaning that you will not see in this picture. The "before and after" effect simply gives us the ability to judge change and difference. The idea behind these images is basically to encourage the desire among the observer to crave the "after", in what he wants to achieve and correct by imagining how he fits into the message. And what is this message? "Trust us it does work."



The "before and after" effect is a simple advertising technique, which creates in the viewer first of all credibility and a feeling that he is in safe hands. Here, they show him the results in black on white. Humans feel more secure when they know there is a solution to their problem and if they do so and so, or just buy the product, their lives will improve beyond recognition.



When one sees all the messages of the effect, it is always clear that these will be the goals of the new government.

This is the message that Bennett wants to convey to anyone who looks at the latest viral picture, he wants them to see the change he is bringing, to see that there is a solution to a problem that has been and wants to create credibility among Israeli citizens.

Let's not forget the negative buzz that followed the viral images that showed Biden fell asleep during his meeting with the prime minister.

But it makes sense that Bennett understood that a quick image correction was needed, and a picture that would convey a message of difference from Bibi.

Was banned from publication.

The Johnson & Johnson commercial (Photo: Screenshot, from the Johnson & Johnson commercial, 2010)

Dana Pan Luzon (Photo: Nir Keidar)

The use of this effect in the advertising world can be very manipulative and excessive. An example of this can be seen from a great many advertisements that created a commotion. One of Johnson & Johnson's well-known campaigns was so misleading that it was banned from distribution because the image of the "after" was not realistic and true, but a false marketing message that if you use facial soap you will see the difference in facial skin. The problem was that the model did not use soap but only opera.



In 2009, after many complaints from the public about excessive errors in advertising, the regulations were tightened so that the "after" picture would have to reflect a logical reality and not one that presents an exaggerated and extreme result, let alone an engineered one. The regulation further requires that under the picture be written in small print "the results can be varied.



Today there is already a call to stop having a “before and after” effect when it comes to advertising diet products and programs, because these do more harm than good.

One of the reasons, experts say, is that these images cause our brains to make comparisons between things that are not really equal in the first place, and even simplify the reality that never is.

In my opinion, this is also true in the political context.



But there is one reason, most important of all - if we are busy marking the change and finding the differences, it is a sign that we are not yet really giving a stage to the current reality, and it gets value and essence out of the comparison.

It does not exist out of itself, but seeks justification for its existence.

When we stop the "before and after" we will know that we have really moved on and there is no more need to prove.



The author holds a bachelor's degree in communication, economics and psychology.

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Source: walla

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