Right-brained advertising
DefinitionCreative Strategy
Right-brained advertising
Advertising that engages broad, contextual, human attention - character, story, place, humour, music - rather than narrow feature-and-claim messaging. The distinction comes from brain lateralisation research: right-brained features have declined in advertising for two decades, and their absence tracks falling effectiveness.
Evidence from the library
Human ad perception works in wide beam (gestalt, story, emotion); LLM perception works in narrow beam (features, claims, structure).PrincipleAdding pace, graphics and a driving soundtrack makes an ad duller, not livelierWarningAI and human audiences rank almost opposite creative traits as their top two preferences.StatCategory entry points are what replaces the message on a creative briefPrincipleBrand size and message complexity decide whether you buy attentive reach or attentive timePrinciple
Source
Marketing Definitions
Orlando Wood, Lemon (IPA, 2019)
More from this source
DefinitionPerformance creativeDefinitionHookDefinitionAngleDefinitionUGC (user-generated content)DefinitionCreator adsDefinitionCreative testingDefinitionFluent deviceDefinitionActive attentionDefinitionAd pre-testingDefinitionDirect response advertisingDefinitionSocial proofDefinitionCreative brief