Manipulation or strategy? The use of flow in communication.

Abstract

We live in a world where we are constantly exposed to stimuli such as messages, notifications, and advertisements. Capturing attention has become increasingly challenging for communication. It is in this context that immersive campaigns emerge, capable of inducing states of flow—moments of hyper-focus and maximum engagement. This article argues that the use of flow in advertising is not inherently manipulative. Throughout the text, the main strategies used to induce this immersive state are explained, such as storytelling, gamification, and the use of emotion. The arguments pointing to possible risks, such as the reduction of critical thinking, as well as the legitimacy of these practices, are analyzed. The conclusion is that everything depends on ethics: when there are transparency and respect for the consumer, flow can create genuine connections; without these principles, it can become problematic.