The Role of Cognitive Dissonance in Advertising

cliffs at Rancho Palos Verdes, CA
Tuesday, December 11, 2018

By Adam Kleinberg

Adam Kleinberg recounts how many of his clients ask the difficult question of whether they should get involved with politics, and the answer is never an easy one.

Filmed at the Videonomics Summit 2018 Rancho Palos Verdes, CA

That type of risky brand involvement can be a lightning rod or it can backfire badly if not handled well. But if you're a brand that regularly takes up socio-political issues that align with your consumer base, it makes sense as a strategy.

It's critical to remember, Adam says, that advertising works best by building and reinforcing ideas or constructs that live in the prospect's mind. When you portray that idea in a different light that's in line with their values but also creates cognitive dissonance then you have the potential to create an ad or a story or a piece of content that someone will remember for the rest of their life, and that's the power of great advertising.

About the author
Adam Kleinberg

Adam Kleinberg is CEO and founding partner of Traction. He has written over 75 articles in publications like to AdAge, Adweek, Fast Company, Forbes, Mashable and Digiday.

Recent articles
Monday, October 22, 20182018 Midterms: Show up or Shut up

With the current polarizing political climate and midterms approaching quickly, everyone is talking about the future of our nation—but so far, it’s been mostly that: talk.

Rooftops in Cartagena
Tuesday, October 16, 2018Purpose, Politics, Disruption & Business Growth

Last week, I had the honor and good fortune to be invited to speak at the +CTG Latin American Summit (a.k.a. "Mas Cartagena").

building at night
Thursday, September 27, 2018Assessing the Industry Titans

An armchair analysis of the strategies being put forth by WPP's New CEO Mark Read and ex-CEO Martin Sorrell.

Traction is a new breed of marketing agency and consultancy—a marketing accelerator for brands and their in-house teams.

© 2000 – 2024


5214F Diamond Hts Blvd #1052 San Francisco, CA 94131 415.962.5800

New business



Privacy Policy