Perceived vs. Real Values In Advertising

"How many problems of life can actually be solved by tinkering with perception rather than tedious hard-working and messy business of actually trying to change reality?"

Rory Sutherland

VALUES in advertising.
Perceived. Intangible. Subjective. Badge.

Rory Sutherland,  Vice Chairman of Ogilvy Group, talks about how advertising can add value to product by changing  perceptions, rather than the product itself.  In a funny humorous way he is trying to assert that a change in perceived value can be just as satisfying as what we consider real value.








The main points he states:


1. All values are subjective.
2. Persuasion is often better than compulsion.
3. The interface largely determines the behavior.
4. Intangible values replace actual/material values. 


Rory Sutherland: Life lessons from an ad man | Video on TED.com