ADVERTISING
Becker, Jany, Lettinga, Portain

advertising cognition rhetoric effects on
psychology behavior effects children
Content
 role of psychology in advertising
 cognitive and behavioral effects of advertising
 rhetorical effects of advertising
 effect of advertising on children

advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
 Start of 20th century: propaganda advertising
initiator: government
goal: attitude change
behavioral change

advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
 Freudian theory
 subconscious awareness
 Associationism
 guilt induction

advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
 1908: “psychology of advertising”
 Earliest academic research: effectiveness of
advertising or impact of advertising on public
 1930 (depression): deeper studies
 After WW 2: advertising developed as a science
on its own
→ link with academic psychology
→ own scientific jargon
→ initiation of different journals

advertising cognition rhetoric effects on
psychology behavior effects children
Cognitive and behavioral effects
 Two groups of effects:
 Perceptual effects (e.g. low camera-angle)
 Attitudinal effects

advertising cognition rhetoric effects on
psychology behavior effects children
Perceptual Effects
 Information-processing approach
 Condry (1989):
 attention is the essential issue for advertising
 McGuire (1985):
 cognition is a linear process, with early attention
essential for later processing

advertising cognition rhetoric effects on
psychology behavior effects children
Perceptual Effects
 Subliminal advertising
 study from James Vicary
 Sex sells
 Importance transfer

advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
 psychometric instruments (Likert scale)
 public impressions of products and brands
„effectiveness“
„soft sell“ vs „hard sell“

advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
 Petty and Cacioppo (1984):
Customer Involvement
 Psychographics:
a picture built up of the typical consumer, and
the ad is designed to appeal to his or her
assumed personality characteristic

advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
 Attitudinal effect of ads can only be speculated over
 These studies rely on measures of:
 liking for ads
 liking for products
 how much money one might be willing to spend on the
advertised product
 how likely the think the ad might affect their consumer
behavior
 These measures are indirectly related to actual
consumer behavior

advertising cognition rhetoric effects on
psychology behavior effects children
Rhetorical effects of advertising
 Research ignores the consumer, focuses on way
of creation and rhetoric
 Nonpsychological to ignore the consumer
 Method:
 Analysis of verbal appeals
 Manipulation of nonverbal information
→ reliant on analyst interpretative skills

advertising cognition rhetoric effects on
psychology behavior effects children
Analysis of verbal appeals
 Methods:
 Early advertising: only information
 Building up a need for information (ex. Pain paint)
 Appeals to science
 Use of disclaimers to avoid legal action

advertising cognition rhetoric effects on
psychology behavior effects children
Manipulation of nonverbal information
 Jacques Durand (1960)
 addition, suppression, substitution, exchange
 Product endorsement
 Use of celebrities
 Does it work?

advertising cognition rhetoric effects on
psychology behavior effects children
Ads in context
 Experimental research: responses to isolated
commercials
 Intertexualtity
 stretching the meaning of an ad into other textual
forms → different media (Royal & Sun Alliance)
 extra cognitive work, more recall
 Product Placement
 ad visible during a show or movie

advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
 other perspective with ads on children
 Christmas time:
most ads concern games and toys

advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
 Stage Theory of Consumer Development
1) 0-2 years: Beginning interest
2) 2-5 years: Literal understanding of TV
3) 5-8 years: development of negotiation strategies
4) 9-12 years: adults styles of consumption

advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
Video.mp4
 Pester power
 Pine and Nash (2001):
 the more children watched TV commercials the more
gifts were requested for Christmas

advertising cognition rhetoric effects on
psychology behavior effects children
contemporary issues
 improved research methods
 not only 30 sec ads
 Context interacts with the advertisement
 -> Laboratory research is not as valid as field study
 Problems
 DSB Bank – emotional ads for credit loans
 personalized advertising / privacy

advertising cognition rhetoric effects on
psychology behavior effects children
Application for other medias
 other media
 Radio, Podcasts
 new applications
 mobieltjes
 computerspelletjes

advertising cognition rhetoric effects on
psychology behavior effects children
Stellingen
 Consumers are to blame for being influenced
by advertising messages because they don‘t
apply enough mental capacity
 Advertising has a positive effect because of
the increased competition in the economy

VRAGEN
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