Antonova O., PhD in Social Communications, Associate Professor of Department of Marketing, National University of Food Technologies, Kyiv, Ukraine

ORCID ID: 0000-0003-3213-8699
e-mail: antonova.olga.edu@gmail.com

Three Ways to Use ASMR-Technologies in Modern Advertising and Marketing

Abstract. Introduction. The article is devoted to the peculiarities of autonomous sensory meridional response technologies application in marketing and advertising communication. In the context of the modern information oversaturation of a person, it is a promising technology of advertising due to its anti-stress orientation and indirect influence on the subconscious of recipients, which helps to create a favourable perception of an advertised product by the audience.

Purpose. The aim of this study is to consider three methods of ASMR-technologies application in global and, in particular, Ukrainian advertising and marketing. The subject of the research is the specificity of the ASMR-technologies application in advertising videos and the advertising potential of ASMR-video. The object of the research consists of videos of foreign and domestic ASMR-bloggers on YouTube and commercials in which these technologies are used. The scientific originality of the research is conditioned by the fact that usage of ASMR-influence in the field of advertising and marketing has not yet been thoroughly investigated, and therefore requires scientific study.

Results. After the analysis of global trends in the development of advertising technologies, it is concluded that autonomous sensory meridional response is becoming a popular trend in both online video content and commercials. Based on the application of specific sound, visual and communicative triggers, video products of this type cause spectators to experience specific psychophysiological reactions, in particular, relaxation, pleasant tingling, goose pimples, and a lowering of tension. Fixing of positive associations, the desire to watch long video content multiple times, and conscious orientation towards suggestiveness all make ASRM-technology attractive for usage in advertising and marketing. Three different ways to use this technique for advertising purposes were distinguished: the placement of advertising on popular channels of ASMR-enthusiasts, collaboration with video bloggers aiming to create native advertising, and to make a kind of product placement in their vlogs, and the creation of commercial advertising full of ASMR-triggers. In Ukraine, the usage of autonomous sensory meridional response technology in video content has gained popularity on YouTube and Instagram (which is proved by the large number of content views and followers) but has not yet become an instrument of influence in domestic commercial video advertising, unlike in the global advertising market.

Conclusion. ASMR-advertising should be considered as a promising tendency for the development of domestic advertising in the perspective of the global trends in this industry development and the possibilities of soft effective influence on the recipients provided by the autonomous sensory meridional response technology.

Keywords: autonomous sensory meridian response, ASMR, video advertising, online advertising, video content, psychophysiological responses, suggestiveness.

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