
Depict Body Movements Without Slow Motion
If somebody is riding a bike in slow motion, your brain will struggle to simulate this action because this body movement is unnatural
Advertisers love slow motion.
Turn on the television, and you'll see a sentimental commercial with a collage of slow motion shots.

But does it really work? Not really.
Slow motion reduces the effectiveness of ads (e.g., clicks, likes, comments, persuasion). But only when it depicted human motion (Yin et al., 2021).
Why It Doesn't Work
Slow motion emphasizes the “intentionality” of decisions.
In another study, mock jurors watched surveillance footage of a shooting. They were more likely to convict the defendant with first-degree murder If they watched a version in slow motion because it seemed like this person had more time to contemplate the decision (Caruso et al., 2016).
In advertising, slow motion triggers skepticism because it orients viewers toward the intentionality of these people (i.e., to persuade).
However, I see another culprit.
Humans have mirror neurons. If you see somebody eating a cookie, your brain simulates this sensation — as if YOU are eating a cookie.
Slow motion can backfire because it impedes this effect. If somebody is eating a cookie in slow motion, your brain will struggle to simulate this action because your body doesn't move in slow motion. It’s unnatural.
A similar effect happened in another study: Males preferred ads with quick and forceful motion, yet females preferred ads with smooth and gentle motion (Mailk & Sayin, 2021).

You prefer whichever motion — fast vs. slow — feels like your body.
How to Apply
- Use Slow Motion for Inanimate Objects. Just not human motion. Humans don’t move in slow motion. Neither should actors that portray your customers.
- Help Viewers Simulate Actions. Did you notice that the previous images were right hands? Since most people are right-handed, this orientation feels more familiar and immersive.
- Caruso, E. M., Burns, Z. C., & Converse, B. A. (2016). Slow motion increases perceived intent. Proceedings of the National Academy of Sciences, 113(33), 9250-9255.
- Malik, S., & Sayin, E. (2022). Hand movement speed in advertising elicits gender stereotypes and consumer responses. Psychology & Marketing, 39(2), 331-345.
- Yin, Y., Jia, J. S., & Zheng, W. (2021). The effect of slow motion video on consumer inference. Journal of Marketing Research, 58(5), 1007-1024.

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