Everything I Ever Needed To Know I Learned By Watching Commercials


If you’ve ever watched a car or a beer commercial and wondered, “what the heck do these dancers/guys in bear suits/soccer moms/young gorgeous people having a great time at the beach have to do with the actual product?” the advertisers are probably aiming at your feeling function. They’re addressing the emotional side of buying a product and try to attach positive ‘feeling’ experiences to their product.

If you see a commercial with technical advantages listed or an actor playing a medical doctor telling you that in medical tests two out of three people preferred pink medicated tissues over blue non-medicated ones, the advertisers are appealing to your thinking function.

This is reflected in politics, especially on the national level. While the actual debates and political commentary news shows appeal to the thinking function, the overall image of a candidate is tailored to appeal to the feeling function of the average voter. Statistically, more people will be swayed by appeals to the feeling function.

You need to address both MBTI functions – thinking and feeling – but spend more time on the feeling. The most persuasive arguments are ones that appeal to both the heart and the head – they appeal to the feeling side first but also have the data to back it up.

Learn more: MBTI Team Quest – Discover and leverage the various ways your people make decisions, strategize and access information, using this organizational standard. Team members begin to recognize the strengths that other types bring to the team, and the power that comes from multiple types working together.

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