Depict Body Movements Without Slow Motion

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? Turns out…not really.

In a recent study, slow motion reduced the effectiveness of ads (e.g., clicks, likes, comments, persuasion). But only when it depicted human motion (Yin, Jia, & Zheng, 2021).

The reason? Slow motion emphasizes the “intentionality” of decisions. 

In another study, mock jurors watched surveillance footage of a shooting. If they watched a version in slow motion, they were more likely to convict the defendant with first-degree murder because it seemed like this person had more time to contemplate the decision (Caruso, Burns, & Converse, 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. Real motion is easier to imagine.

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 the motion — fast vs. slow — that feels like you. This mimicry strengthens your immersion into the ad.

Takeaways:

• Humans don’t move in slow motion. Neither should actors that portray your customers.
• Slow motion is still effective for inanimate objects. Just not human motion.
• 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 (see my book Imagine Reading This Book for more ideas).

• 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.