{"id":2205,"date":"2026-06-23T18:09:14","date_gmt":"2026-06-23T21:09:14","guid":{"rendered":"https:\/\/ericsantos.com.br\/?p=2205"},"modified":"2026-06-23T18:09:14","modified_gmt":"2026-06-23T21:09:14","slug":"a-propaganda-desperta-o-desejo","status":"publish","type":"post","link":"https:\/\/ericsantos.com.br\/eng\/a-propaganda-desperta-o-desejo\/","title":{"rendered":"Advertising awakens desire."},"content":{"rendered":"<p><iframe title=\"Voice of car commercials\" width=\"563\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/d73b5dAy25w?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p class=\"s3\"><span class=\"s4\">No car gets bad overnight, right?<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">But as soon as the commercial for the new model comes out\u2026 ours already starts to look outdated.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">That&#039;s what advertising does. It transforms novelty into desire.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">And the voice is one of the most powerful tools in this process.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Now, even though I know exactly how this works\u2026 even though I&#039;m one of the professionals who films these campaigns\u2026 I can&#039;t escape it.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">My car is working perfectly.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It doesn&#039;t make noise, it doesn&#039;t let me down, it takes me everywhere.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Even so... I keep thinking about switching.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">So I decided to do a test: listen to some commercials I recorded and find out which one could convince me.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Toyota is not trying to seduce.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">She exudes confidence.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It&#039;s a clear, informative, and kind voice.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Volvo speaks with elegance.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It&#039;s sophisticated, safe\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Like someone who doesn&#039;t need to raise their voice to be heard.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Everything changes here.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It sounds like a conversation.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It&#039;s close, welcoming\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Almost like advice from father to son.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">BMW is sophisticated too.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">But there&#039;s a provocation.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">She doesn&#039;t explain.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">She challenges.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">It&#039;s amazing, isn&#039;t it?<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">My car continues to run perfectly.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">But suddenly, it seems like I need a bigger panel\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">360 camera\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Adaptive pilot\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">an assistance system\u2026<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">The product changes slightly each year.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Technology evolves.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">But it&#039;s advertising that transforms something new into something desirable.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">And a well-chosen voice is part of that magic.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">I still haven&#039;t been able to decide.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">I think I&#039;ll play hard to get a little longer... for those voices that keep trying to seduce me.<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Now I want to know one thing:<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Did you choose the voiceover\u2026 or the car?<\/span><\/p>\n<p class=\"s5\"><span class=\"s4\">Or rather: which of these voices sparked the strongest desire to drive?<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; Nenhum carro fica ruim da noite pro dia, n\u00e3o \u00e9? Mas basta aparecer o comercial do modelo novo&#8230; e o nosso j\u00e1 come\u00e7a a parecer ultrapassado. \u00c9 isso que a propaganda faz. Ela transforma novidade em desejo. E a voz \u00e9 uma das ferramentas mais poderosas desse processo. Agora, mesmo eu sabendo exatamente como [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2206,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2205","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A propaganda desperta o desejo - Eric Santos<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ericsantos.com.br\/eng\/a-propaganda-desperta-o-desejo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A propaganda desperta o desejo - Eric Santos\" \/>\n<meta property=\"og:description\" content=\"&nbsp; Nenhum carro fica ruim da noite pro dia, n\u00e3o \u00e9? Mas basta aparecer o comercial do modelo novo&#8230; e o nosso j\u00e1 come\u00e7a a parecer ultrapassado. \u00c9 isso que a propaganda faz. Ela transforma novidade em desejo. E a voz \u00e9 uma das ferramentas mais poderosas desse processo. 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