The World of Gnosis in Advertising
From ancient Greek philosophers to modern mystics, gnosis holds the key to unlocking our deepest desires.
Advertising campaigns have long used emotion and aspiration to sell products. But what if some are going further, delving into the realm of gnosis, promising not just material satisfaction, but a deeper connection to something more?
The word “gnosis” comes from the Greek word γνῶσις (gnōsis), which means “knowledge” or “insight”. It has been used in a variety of contexts throughout history, and in a general sense, refers to any kind of knowledge or understanding. This can include both intellectual knowledge, such as the knowledge of facts or concepts, and experiential knowledge, such as the knowledge gained through personal experience or intuition.
In a more specific sense, gnosis refers to a type of spiritual knowledge or insight that is said to be gained through direct experience with the divine. This type of gnosis is often seen as being superior to intellectual knowledge, and it is often associated with religious or mystical traditions.
In ancient Greece, gnosis was often used to refer to philosophical knowledge or understanding. For example, Plato defined gnosis as “the power of the soul to grasp the truth of things.” In modern times, films like “Blade Runner” and “The Matrix” explore gnostic themes through science fiction narratives, questioning reality, identity, and the nature of the divine.
The application of gnosis to advertising, by using the combination of intellectual knowledge and experiential knowledge, can be quite interesting and multifaceted. Ads could tap into viewers' deeper desires and aspirations, portraying the product as a gateway to self-discovery or achieving a higher state of being. This might involve using archetypes, symbolism, or emotional storytelling.
Understanding hidden aspects of consumers’ psychology or subconscious motivations allow advertisers to craft messages that resonate more deeply. This could involve using big data analysis or psychological techniques. Hinting at hidden knowledge or truths that the product unlocks, piquing curiosity and prompting viewers to discover more, might involve cryptic messaging or imagery.
While gnosis can be a powerful tool for crafting compelling advertising, it requires careful consideration, and it is crucial to consider the ethical implications. Appealing to viewers’ desires and aspirations can be manipulative, especially if exploiting vulnerabilities or making false promises. Creating exclusivity around gnosis can be elitist and exclude certain demographics, while promising spiritual fulfilment or higher knowledge through consumption can be misleading and harmful.
It's worth noting that some scholars argue that advertising itself embodies a form of gnosis, offering viewers temporary access to a desired identity or lifestyle through consumption. The decision of whether or not to use gnosis in advertising depends on your goals and values. If you choose to explore this avenue, you should do so with caution and a commitment to responsible marketing practices.
The question arises as to whether there are examples where gnosis has been used as a powerful tool for crafting compelling advertising. While directly attributing success to gnosis is tricky, there are certainly advertising campaigns that tap into similar concepts to create powerful and memorable experiences.
Apple is known for its minimalist design and focus on user experience, and Apple's advertising often evokes a sense of simplicity, elegance, and even a touch of mystery. Their “Think Different” campaign, for instance, presented unconventional individuals as pioneers, suggesting an “insider” knowledge not accessible to everyone. This created a sense of aspiration and exclusivity around using their products.
Nike frequently utilises storytelling and inspirational messaging to connect with viewers’ desires for self-improvement and overcoming challenges. The “Just Do It” slogan speaks to an unspoken understanding of perseverance and willpower, tapping into viewers’ inner drive without explicitly mentioning it.
Dove’s “Real Beauty” campaign challenged traditional beauty standards by celebrating diverse representations of women. This could be seen as a form of gnosis, offering viewers a new perspective on beauty that goes beyond the mainstream definition.
Unilever’s heartwarming campaign from South African laundry brand Omo celebrated the spirit of childhood and the importance of outdoor play. The ad featured a group of children playing in the mud and getting dirty, with the tagline “Dirt is good. It means you're having fun.” This resonated with many South Africans who saw it as a celebration of their country's vibrant culture and love for the outdoors.
The iconic Australian campaign for the unique and somewhat controversial yeast extract Vegemite embraced the product's divisive nature. The ads featured people trying Vegemite for the first time, with reactions ranging from delight to disgust. The tagline “Love it or hate it” perfectly captured the product's essence and sparked national conversations about taste and cultural identity.
Here at home, the campaign for New Zealand beer brand DB Export has celebrated the country's rich rugby history and its larger-than-life rugby legends. You may remember ads featuring interviews with former All Blacks players sharing their stories and insights, with the tagline “No beers. Just legends.” This resonated with many Kiwis with its tribute to our national sport.
Teaching gnosis as a specific technique for advertising makes it possible to explore and leverage concepts related to it by focusing on understanding deeper human desires and motivations. Inhouse workshops within ad agencies could delve into topics like Maslow's Hierarchy of Needs, psychological archetypes, and the unconscious mind. This would help employees understand how desires operate beneath the surface and what truly motivates consumers beyond just practical needs.
Case studies and analysis of successful advertising campaigns that tap into deeper desires without being manipulative should be discussed with regard to how they connect with audiences emotionally and aspirationally.
Nurturing intuition and insight are imperative for creatives and facilitating exercises like meditation, journaling, and group discussions to help them tune into their intuition and become more sensitive to unspoken desires and hidden meanings are extremely helpful. Organising field trips or immersive experiences that expose client service, media and creative types to diverse cultures and perspectives, broadens their understanding of human values and aspirations beyond their own limited viewpoints.
Teaching how to create powerful stories that resonate with audiences on an emotional level and connect with their deeper desires in an authentic way should avoid superficial promises and focus on genuine emotional connection. Diverse voices should be encouraged to create inclusive and authentic narratives that represent diverse perspectives and aspirations, avoiding stereotypes and promoting empathy for different experiences.
The goal is not to manipulate consumers but to create meaningful connections by understanding consumers’ deeper desires and crafting authentic stories that resonate with them. Ethical responsibility and respect for the audience are paramount throughout this process.
It's important to acknowledge that while exploring concepts related to gnosis can be valuable, it should be done in combination with the important aspects of market research, branding, copywriting, and digital marketing in order to equip advertisers with a comprehensive skillset.