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Andreea Dicu Alexandra Musat Carmen Neghina
Psycho-economics
PsychologyAdvertising
2/19/2015 Advertising Psychology 2
Agenda
2/19/2015 Advertising Psychology 3
Advertising revealed
Advertising tactics
Elaboration Likelihood Model
Communicat...
Advertising Revealed
What do you
think about
advertising?
Fun
Deceptive
Aggressive
Hard Work
Creative
Innovative
What is
advertising in
theory?
Sponsor
Paid form of
communication
Persuasive
Mass Media
Large
Audience
Non-Personal
Definition of advertising
“Advertising is paid non-personal communication from
an identified sponsor using mass media to p...
Major objectives
Capture
attention
Arouse and hold
interest
Make a useful
lasting
impression
2/19/2015 8Advertising Psycho...
Effects of advertising
2/19/2015 Advertising Psychology 9
Cognitive
• awareness /
recognition of
the ad, brand,
or
product...
Unique Selling Proposition
A motivating idea, uniquely associated with a
particular brand, which is to be registered in th...
Unique Selling Proposition
In best cases our brand or product is unique in itself or
is determined to be something unique ...
Unique Selling Proposition
2/19/2015 Advertising Psychology 12
Unique
Advertising that promises a unique benefit,
or a ben...
Unique Selling Proposition
2/19/2015 Advertising Psychology 13
Unique
taste, shape, color, different
flavors
Selling
Bottl...
Brand Wheel
2/19/2015 Advertising Psychology 14
What the brand is / what the brand looks like:
Physical/functional charact...
Brand Wheel
2/19/2015 Advertising Psychology 15
DRIVING EXCELLENCE
German, Masculine, Luxury, Expensive,
well-engineered. ...
Advertising Tactics
A framework of psychological meaning
2/19/2015 Advertising Psychology 17
Stimulus
e.g. TV ad
Billboard
Image ad
Tangible A...
Consumers that are
motivated and able to
process the message will
devote more thought to
the message contained
in advertis...
Examples of peripheral cues
celebrity
attractive source
sources with high credibility
expert sources
humor
erotic stimuli
...
Elaboration Likelihood Model
Motivation to process the message can be
influenced by
personal relevance of the product
need...
Elaboration Likelihood Model
2/19/2015 Advertising Psychology 21
Central route to
persuasion
Peripheral route to
persuasio...
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
Source characteristics
1) Credibility
Lower credibility sources - when the receiver’s thoughts about t...
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
For low involvement products – coffee, perfume...
2/19/2015 Advertising Psychology 25
Credibility
Attractiveness
Source
Gender
2/19/2015 Advertising Psychology 26
Credibility
Attractiveness
Source
Gender
Communication Model
Source characteristics
1) Credibility
2) Attractiveness
3) Gender
Gender of models should match the im...
2/19/2015 Advertising Psychology 28
Credibility
Attractiveness
Source
Gender
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
Message appeal - the overall style of the advertising
2/19/2015 Advertising Psychology 30
Who? Says wh...
Communication Model
The MAC Model
Memory only – most of the choices we make are determined by habit
Memory plus affect – m...
Communication Model
The MAC Model
Consider a major purchase choice you made in the past.
Did you use some rational basis t...
Communication Model
The role of emotion
Coca-Cola – “Have a Coke smile”
Pepsi-Cola – “Get that Pepsi feeling”
General Moto...
Communication Model
The role of emotion
2/19/2015 Advertising Psychology 34
Who? Says what? By what means? To whom?
A Typo...
2/19/2015 Advertising Psychology 35
Pleasure
Message appeal
2/19/2015 Advertising Psychology 36
Arousal
Vitality
Message appeal
Liveliness
2/19/2015 Advertising Psychology 37
Dominance
Message appeal
Communication Model
Fear appeals as arousal
Optimal range of tension
Point of inflection where increasing tension activate...
2/19/2015 Advertising Psychology 39
Fear
Message appeal
2/19/2015 Advertising Psychology 40
Fear
Message appeal
2/19/2015 Advertising Psychology 41
Fear
Message appeal
2/19/2015 Advertising Psychology 42
Fear
Message appeal
2/19/2015 Advertising Psychology 43
Fear
Message appeal
Communication model
Humor appeal
"Trying to figure out why something is funny is like
dissecting a frog. You'll come up wi...
2/19/2015 Advertising Psychology 45
Humor
Message appeal
2/19/2015 Advertising Psychology 46
Humor
Message appeal
Communication Model
Subliminal Messages
the use of hidden or otherwise imperceptible stimuli to
manipulate viewers or list...
Communication Model
Who?
Says what?
By what means?
To whom?
Communication Model
2/19/2015 Advertising Psychology 49
Who? Says what? By what means? To whom?
Copy theme
Visual
reprezea...
Communication Model
1) Copy theme
2/19/2015 Advertising Psychology 50
Who? Says what? By what means? To whom?
Surface leve...
Communication Model
1) Copy theme
Use of figurative language and rhetorical devices
2/19/2015 Advertising Psychology 51
Wh...
Communication Model
2) Visual representations
„What visual images express can only be approximated
by words, but never ful...
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 53
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 54
Violating reality
Attracting attention
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 55
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 56
Visual Metaphor
Attracting attention
2/19/2015 Advertising Psychology 57
Visual Metaphor
Attracting attention
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 58
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 59
Visual parodies
Attracting attention
2/19/2015 Advertising Psychology 60
Visual parodies
Attracting attention
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 61
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 62
Direct eye gaze
Attracting attention
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 63
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 64
Vertical camera Angle, Power,
and Status
Eliciting Emotion
Communication Model
2) Visual representations
2/19/2015 Advertising Psychology 65
Who? Says what? By what means? To whom?
...
2/19/2015 Advertising Psychology 66
Looking down, Nurturance,
Subservience
Eliciting Emotion
Communication Model
3) Music
Attention gaining value
Ability to engage a listener’s attention through speed and loudness
R...
2/19/2015 Advertising Psychology 68
Communication Model
Who?
Says what?
By what means?
To whom?
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
2/19/2015 Advertising Psycholo...
2/19/2015 Advertising Psychology 71
Linguistics
Targeting Cultures
2/19/2015 Advertising Psychology 72
Cultural Suitability
Targeting Cultures
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
2/19/2015 Advertising Psycholo...
2/19/2015 Advertising Psychology 74
Explicit
Targeting Cultures
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
2/19/2015 Advertising Psycholo...
Colors and cultures
2/19/2015 Advertising Psychology 76
Targeting Cultures
Language
Communication Style
Symbols
Cultural Values
Communication Model
2/19/2015 Advertising Psycholo...
2/19/2015 Advertising Psychology 78
Religion
Targeting Cultures
Communication Model
2/19/2015 Advertising Psychology 79
Targeting Cultures
US Melting Point
2/19/2015 Advertising Psychology 80
Respond to:
Themselves reflected in images
Fierce sarcasm/ Imagination, Creativity
Stupid / Smart Messages
Deconstructed P...
2/19/2015 Advertising Psychology 82
Baby Boomers
Targeting Generations
2/19/2015 Advertising Psychology 83
Gen X
Targeting Generations
2/19/2015 Advertising Psychology 84
Gen Y
Targeting Generations
Communication Model
„The consumer is not an idiot, she‘s your wife.“
- David Ogilvy
„I heard another one: She‘s not an idi...
Communication Model
What do women want?
2/19/2015 Advertising Psychology 86
Targeting Genders
2/19/2015 Advertising Psychology 87
What Do
Women Want?
Respect
Individuality
Stress
Relief
Connection
Relationship
2/19/2015 Advertising Psychology 88
Respect?
Targeting Genders
2/19/2015 Advertising Psychology 89
Dove Pro-Age Campaign
Individuality
Targeting Genders
2/19/2015 Advertising Psychology 90
Stress Relief
Targeting Genders
2/19/2015 Advertising Psychology 91
Connection
Targeting Genders
2/19/2015 Advertising Psychology 92
Relationship
Targeting Genders
Measuring Effectiveness
2/19/2015Advertising Psychology 93
Why?
"Half the money I spend on advertising is
wasted, and the trouble is I don't know which
half. “
- John Wanamaker
2/19...
Traditional measures of effectiveness
2/19/2015 Advertising Psychology 95
Effectiveness
Attitudes
towards the ad
Brand / P...
Dillemma
Some commercials succeed at being memorable
without managing to persuade viewers, while other
are persuasive with...
Best practice
2/19/2015 Advertising Psychology 97
Strategy or copy
developement
Copy refinement
Below the surface
explorat...
Future Trends in Advertising
2/19/2015 Advertising Psychology 98
Mass is back in business
Goal: reach a mass audience
Future trends
2/19/2015 Advertising Psychology 100
Future
Trends
Screen
saturation
Gender
reversal
Brand
guards
Real socia...
2/19/2015 Advertising Psychology 101
Questions?
Thoughts?
Applause?
Thank you for your attention!
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Advertising Psychology

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Andreea Dicu (slide design)
Carmen Neghina

Probably my best presentation so far. An insider's view into advertising.

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  • What do you think about advertising? Ask them ,,, This is our guess …
  • This is what the theory sais. a paid form of communication (although some forms of advertising use donated space and time; e.g. PSA)it has an identified sponsortries to persuade or influence the consumer to do somethingthe message is conveyed through many different kinds of mass media reaches a large audience of potential consumersform of mass communication, therefore it is non-personal
  • Caputre attention - tell the market about the product, and build awareness of both the product and the company.Arouse and hold interest - maintains interest and awareness of a well established product in the market. It is often used to remind consumers of the BrandMake a useful lasting impression - encourage the target audience to switch brands, make the purchase, and create a preference in the market for the product as opposed to its competition
  • TOOL to help you define your brand and product characteristics!The Brand Wheel works best when:the essence synthesizes the whole of the attributes, benefits, values and personality of the brandno more than a few items appear in each of the four headingsyou only use items that are truly competitive and relevant and so add genuine leverage
  • Suggests that tangible attributes of the stimulus are captured by consumers via their 5 senses. The context also becomes a critical determinant of psychological meaning. This framework suggests that these context variable can be broken into individual variable, social variables and situational characteristics. This is not a sequential process, but a descriptive framework of the critical constructs involved in meaning formation.
  • Celebrity – perfumes, cosmeticsAttactive source – attractive modelsExpert sources – for toothpaste (dentists)Humor – irony, unexpected developmentsErotic – when in lack of other ideas, use sex
  • Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson
  • Lower credibility sources will have more effectiveness if the receiver’s thoughts about the product are favorableHigher credibility sources will be more persuasive if the receiver’s thoughts are negativeProfession has a greater effect upon perceived credibility than the spokesperson
  • However, mixed recommendations!!!
  • The MAC model suggested that ad processing and making choices follow this pattern. In more difficult decisions we also engage A.
  • Asjaneaustin suggested, we rationalize the choice we have made on an affective basis but this is not always the case. Sometimes dissonance needs to be logically rezolved and sometimes other hard factors, such as affordability intrude. We may want something, but consideration tells us we cannot afford it. Thus cognition also serves to unmake the original choice.
  • Some examples of ad campaigns that invoke emotional appleal
  • Pleasure: in the case of pleasure or hedonic tone, an emotional appeal may be designed to associate a product with the direct experience of sensuous gratification, physical comfort and social intimacy, Example – sexy imagery found in many perfume commercials,Arousal – the emotional appeal might associate the product with a desired state of vitality and livelinessIncreasing tension generates energy up to a certain point, and beyond that threshold, increasing tension arouses anxiety
  • Transcript of "Advertising Psychology"

    1. 1. Andreea Dicu Alexandra Musat Carmen Neghina Psycho-economics PsychologyAdvertising
    2. 2. 2/19/2015 Advertising Psychology 2
    3. 3. Agenda 2/19/2015 Advertising Psychology 3 Advertising revealed Advertising tactics Elaboration Likelihood Model Communication Model/Techniques 1) Who say? 2) What? 3) By what means? 4) To whom? Methods of measuring advertising effects Trends and future developments
    4. 4. Advertising Revealed
    5. 5. What do you think about advertising? Fun Deceptive Aggressive Hard Work Creative Innovative
    6. 6. What is advertising in theory? Sponsor Paid form of communication Persuasive Mass Media Large Audience Non-Personal
    7. 7. Definition of advertising “Advertising is paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience.” (Wells, Burnett & Moriarty, 2003, p. 10) An advertising idea is a credible and provocative statement of substance about the brand’s main consumer benefit. 2/19/2015 7Advertising Psychology
    8. 8. Major objectives Capture attention Arouse and hold interest Make a useful lasting impression 2/19/2015 8Advertising Psychology
    9. 9. Effects of advertising 2/19/2015 Advertising Psychology 9 Cognitive • awareness / recognition of the ad, brand, or product/service • memory about the ad, brand, or product/service Affective • Interest • product liking • positive emotional response to an ad • emotional bonding Conative • purchase consideration • buying the product
    10. 10. Unique Selling Proposition A motivating idea, uniquely associated with a particular brand, which is to be registered in the mind of the consumer The U.S.P. is about uniqueness must sell must make a proposition 2/19/2015 10Advertising Psychology
    11. 11. Unique Selling Proposition In best cases our brand or product is unique in itself or is determined to be something unique for a special target group Can you give examples? Coca cola Porsche Rolex 2/19/2015 11Advertising Psychology
    12. 12. Unique Selling Proposition 2/19/2015 Advertising Psychology 12 Unique Advertising that promises a unique benefit, or a benefit that is perceived as distinct and/or superior Selling Significant and relevant to consumers - persuasive enough to incite action Proposition A clear, compelling consumer benefit that is delivered by the product
    13. 13. Unique Selling Proposition 2/19/2015 Advertising Psychology 13 Unique taste, shape, color, different flavors Selling Bottles, cans & kegs Proposition The Beck‘s experience
    14. 14. Brand Wheel 2/19/2015 Advertising Psychology 14 What the brand is / what the brand looks like: Physical/functional characteristics of the brand Rational advantage for me. What the brand does: The results of using the brand. Psychological advantage of using the brand: How the brand makes me feel about myself / how others feel about me, using the brand If the brand were a person: How would it be? Brand Essence: The core of the brand. The sum of characteristics in the wheel. Brand Essence
    15. 15. Brand Wheel 2/19/2015 Advertising Psychology 15 DRIVING EXCELLENCE German, Masculine, Luxury, Expensive, well-engineered. Quality, Performance, Roadholding, Heritage, Bssssssing! Sports performance in luxury comfort, Best of both worlds. Is what it does Wise heads on young shoulders A passionate driver Serious but not serious-minded, charismatic, outgoing, joie de vivre, half german, half human. The steel fist in a velvet glove Brand Essence
    16. 16. Advertising Tactics
    17. 17. A framework of psychological meaning 2/19/2015 Advertising Psychology 17 Stimulus e.g. TV ad Billboard Image ad Tangible Attributes e.g. size color brightness music Data driven e.g. sight touch sound Intangible Attributes e.g. modern fun exciting Concept Driven e.g. cognitive associations cognitive abstractions Psychological Meaning Individual characteristics e.g. attitudes perceptual selectivity personality Social characteristics e.g. gender social class marital status occupation Situational characteristics e.g. time to make decision number of available choices Attribute Bundle Perceptual Mode Context
    18. 18. Consumers that are motivated and able to process the message will devote more thought to the message contained in advertisement “elaboration” Attitude change depends on the quality of the arguments Elaboration Likelihood Model (Petty & Cacioppo, 1986) Implies two routes to persuasion: Central route to persuasion Peripheral route to persuasion 2/19/2015 18Advertising Psychology Consumers that are not motivated and/or unable to process the message will switch to a less involved and elaborate processing of information Attitude change depends on the peripheral cues
    19. 19. Examples of peripheral cues celebrity attractive source sources with high credibility expert sources humor erotic stimuli 2/19/2015 19Advertising Psychology
    20. 20. Elaboration Likelihood Model Motivation to process the message can be influenced by personal relevance of the product need for cognition (a tendency to engage in and enjoy effortful analytic activity) personal responsibility Ability to process the message can be influenced by distraction prior knowledge intelligence message comprehensibility 2/19/2015 20Advertising Psychology
    21. 21. Elaboration Likelihood Model 2/19/2015 Advertising Psychology 21 Central route to persuasion Peripheral route to persuasion •relatively enduring / shows a greater temporal persistence •more predictive of behavior •shows a greater resistance to counter- persuasion • less enduring / relatively temporary • unpredictive of behavior • shows a greater susceptibility to counter- persuasion Attitudechange Consequences of elaboration
    22. 22. Communication Model Who? Says what? By what means? To whom?
    23. 23. Communication Model Source characteristics 1) Credibility Lower credibility sources - when the receiver’s thoughts about the product are favorable Higher credibility sources – when the receiver’s thoughts are negative Profession has a greater effect upon perceived credibility than the spokesperson 2) Attractiveness 3) Gender 2/19/2015 Advertising Psychology 23 Who? Says what? By what means? To whom?
    24. 24. Communication Model Source characteristics 1) Credibility 2) Attractiveness For low involvement products – coffee, perfume Attractive models do not enhance recall, but facilitate ad recognition 3) Gender 2/19/2015 Advertising Psychology 24 Who? Says what? By what means? To whom?
    25. 25. 2/19/2015 Advertising Psychology 25 Credibility Attractiveness Source Gender
    26. 26. 2/19/2015 Advertising Psychology 26 Credibility Attractiveness Source Gender
    27. 27. Communication Model Source characteristics 1) Credibility 2) Attractiveness 3) Gender Gender of models should match the image of the product held by users Any role depiction should be realistic and natural rather than stereotypical and false 2/19/2015 Advertising Psychology 27 Who? Says what? By what means? To whom?
    28. 28. 2/19/2015 Advertising Psychology 28 Credibility Attractiveness Source Gender
    29. 29. Communication Model Who? Says what? By what means? To whom?
    30. 30. Communication Model Message appeal - the overall style of the advertising 2/19/2015 Advertising Psychology 30 Who? Says what? By what means? To whom? Rational appeal? One- vs. two- sided and comparative appeals? Emotional appeal?
    31. 31. Communication Model The MAC Model Memory only – most of the choices we make are determined by habit Memory plus affect – most of the conscious choices that make us pause are determined by affect Memory plus affect plus cognition – some ads make us think, as well as do some decision 2/19/2015 Advertising Psychology 31 Who? Says what? By what means? To whom? Ads Competitors for attention Perceptualfilters Memory Affect Cognition
    32. 32. Communication Model The MAC Model Consider a major purchase choice you made in the past. Did you use some rational basis to create a consideration set, or did you just fall in love with it when you saw it? 2/19/2015 Advertising Psychology 32 Who? Says what? By what means? To whom?
    33. 33. Communication Model The role of emotion Coca-Cola – “Have a Coke smile” Pepsi-Cola – “Get that Pepsi feeling” General Motors – “Get that great GM feeling” AT&T – “Reach out and touch someone” Saab – “One car you can buy where your emotions aren’t compromised by your intellect” 2/19/2015 Advertising Psychology 33 Who? Says what? By what means? To whom?
    34. 34. Communication Model The role of emotion 2/19/2015 Advertising Psychology 34 Who? Says what? By what means? To whom? A Typology of Emotional Content Positive Negative Pleasure Joy Friendliness Sadness Loneliness Arousal Vitality Liveliness Overstimulation Dominance Competence Self-fulfillment Futility
    35. 35. 2/19/2015 Advertising Psychology 35 Pleasure Message appeal
    36. 36. 2/19/2015 Advertising Psychology 36 Arousal Vitality Message appeal Liveliness
    37. 37. 2/19/2015 Advertising Psychology 37 Dominance Message appeal
    38. 38. Communication Model Fear appeals as arousal Optimal range of tension Point of inflection where increasing tension activates anxiety –> negative feelings 2/19/2015 Advertising Psychology 38 Audio-Visual Print Energy generation Anxiety & Energy generation Threshold Tension No picture Picture Who? Says what? By what means? To whom?
    39. 39. 2/19/2015 Advertising Psychology 39 Fear Message appeal
    40. 40. 2/19/2015 Advertising Psychology 40 Fear Message appeal
    41. 41. 2/19/2015 Advertising Psychology 41 Fear Message appeal
    42. 42. 2/19/2015 Advertising Psychology 42 Fear Message appeal
    43. 43. 2/19/2015 Advertising Psychology 43 Fear Message appeal
    44. 44. Communication model Humor appeal "Trying to figure out why something is funny is like dissecting a frog. You'll come up with answers, but the frog always dies.“ Mark Twain One of the most common techniques, but hard to realize The belief that humor can increase advertising effectiveness has led to its unprecedented popularity However, it can work for you or it can work against you! Peripheral cue - drawing attention to the ad 2/19/2015 Advertising Psychology 44 Who? Says what? By what means? To whom?
    45. 45. 2/19/2015 Advertising Psychology 45 Humor Message appeal
    46. 46. 2/19/2015 Advertising Psychology 46 Humor Message appeal
    47. 47. Communication Model Subliminal Messages the use of hidden or otherwise imperceptible stimuli to manipulate viewers or listeners to behave in ways they otherwise would not. The Vicary “Eat Popcorn/Drink Coke” Study Below threshold Subjective threshold Objective threshold 2/19/2015 Advertising Psychology 47 Who? Says what? By what means? To whom?
    48. 48. Communication Model Who? Says what? By what means? To whom?
    49. 49. Communication Model 2/19/2015 Advertising Psychology 49 Who? Says what? By what means? To whom? Copy theme Visual reprezeantations Music
    50. 50. Communication Model 1) Copy theme 2/19/2015 Advertising Psychology 50 Who? Says what? By what means? To whom? Surface level Text Underlying level Text Different ads using the same kinds of techniques (characters, jingles) Signification system structured around connatative signified
    51. 51. Communication Model 1) Copy theme Use of figurative language and rhetorical devices 2/19/2015 Advertising Psychology 51 Who? Says what? By what means? To whom? Metaphor • used in creating brand identity • Beetle (small and quick) • Mustang (very fast) Slogans • reinforce the recognizability of a brand name • Joint the Pepsi generation Imperative forms • this creates the effect of advice coming from an unseen authoritative source • Trust your senses Formulas • create the effect of making meaningless statements sound truthful • A Volkswagen is a Volkswagen
    52. 52. Communication Model 2) Visual representations „What visual images express can only be approximated by words, but never fully captured by them. Words represent an artificially imposed intellectual system removed from primal feeling; images plunge us into the depth of experience itself.“ (Barry, 75) 2/19/2015 Advertising Psychology 52 Who? Says what? By what means? To whom?
    53. 53. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 53 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    54. 54. 2/19/2015 Advertising Psychology 54 Violating reality Attracting attention
    55. 55. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 55 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    56. 56. 2/19/2015 Advertising Psychology 56 Visual Metaphor Attracting attention
    57. 57. 2/19/2015 Advertising Psychology 57 Visual Metaphor Attracting attention
    58. 58. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 58 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    59. 59. 2/19/2015 Advertising Psychology 59 Visual parodies Attracting attention
    60. 60. 2/19/2015 Advertising Psychology 60 Visual parodies Attracting attention
    61. 61. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 61 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    62. 62. 2/19/2015 Advertising Psychology 62 Direct eye gaze Attracting attention
    63. 63. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 63 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    64. 64. 2/19/2015 Advertising Psychology 64 Vertical camera Angle, Power, and Status Eliciting Emotion
    65. 65. Communication Model 2) Visual representations 2/19/2015 Advertising Psychology 65 Who? Says what? By what means? To whom? Attracting Attention • Violating reality • Surrealism and visual metaphor • Visual parodies • Direct eye gaze Eliciting Emotion • Vertical camera angle, Power, and Status • Looking down, Nurturance, Subservience
    66. 66. 2/19/2015 Advertising Psychology 66 Looking down, Nurturance, Subservience Eliciting Emotion
    67. 67. Communication Model 3) Music Attention gaining value Ability to engage a listener’s attention through speed and loudness Role in advertising – attract and hold attention However, can be act as a distractive factor Message congruence The extent to which purely instrumental music conveys meanings (feelings, images, thoughts) that are congruent with those evoked by ad messages 2/19/2015 Advertising Psychology 67 Who? Says what? By what means? To whom?
    68. 68. 2/19/2015 Advertising Psychology 68
    69. 69. Communication Model Who? Says what? By what means? To whom?
    70. 70. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 70 Who? Says what? By what means? To whom? Linguistics Cultural Suitability
    71. 71. 2/19/2015 Advertising Psychology 71 Linguistics Targeting Cultures
    72. 72. 2/19/2015 Advertising Psychology 72 Cultural Suitability Targeting Cultures
    73. 73. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 73 Who? Says what? By what means? To whom? Explicit Implicit
    74. 74. 2/19/2015 Advertising Psychology 74 Explicit Targeting Cultures
    75. 75. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 75 Who? Says what? By what means? To whom? Colors Numbers
    76. 76. Colors and cultures 2/19/2015 Advertising Psychology 76
    77. 77. Targeting Cultures Language Communication Style Symbols Cultural Values Communication Model 2/19/2015 Advertising Psychology 77 Who? Says what? By what means? To whom? Religion Individualism Masculinity
    78. 78. 2/19/2015 Advertising Psychology 78 Religion Targeting Cultures
    79. 79. Communication Model 2/19/2015 Advertising Psychology 79 Targeting Cultures US Melting Point
    80. 80. 2/19/2015 Advertising Psychology 80
    81. 81. Respond to: Themselves reflected in images Fierce sarcasm/ Imagination, Creativity Stupid / Smart Messages Deconstructed Paradigms Style Luxury Goods and Mass Market Targeting Generations 2/19/2015 Advertising Psychology 81 GEN-X (24-35) “US“ “I“ “ALL“ Respond to: Cues of achievement / Status / Heroes Iconic Authority Heroes / Trailbrazers The things that are earned Comfort „I‘ve earned it luxury“ Perks Anti-Aging Respond to: New Ideas Companies with a Philosophy „Multi-Sensory“ Experiences Multi Generational Models Fun / Learning Parents as their Heroes Interesting People Senses of Community BABY BOOMERS (36-54) GEN-Y (6-23)
    82. 82. 2/19/2015 Advertising Psychology 82 Baby Boomers Targeting Generations
    83. 83. 2/19/2015 Advertising Psychology 83 Gen X Targeting Generations
    84. 84. 2/19/2015 Advertising Psychology 84 Gen Y Targeting Generations
    85. 85. Communication Model „The consumer is not an idiot, she‘s your wife.“ - David Ogilvy „I heard another one: She‘s not an idiot, she‘s your boss!“ - David Lubars, BBDO West 2/19/2015 Advertising Psychology 85 Targeting Genders
    86. 86. Communication Model What do women want? 2/19/2015 Advertising Psychology 86 Targeting Genders
    87. 87. 2/19/2015 Advertising Psychology 87 What Do Women Want? Respect Individuality Stress Relief Connection Relationship
    88. 88. 2/19/2015 Advertising Psychology 88 Respect? Targeting Genders
    89. 89. 2/19/2015 Advertising Psychology 89 Dove Pro-Age Campaign Individuality Targeting Genders
    90. 90. 2/19/2015 Advertising Psychology 90 Stress Relief Targeting Genders
    91. 91. 2/19/2015 Advertising Psychology 91 Connection Targeting Genders
    92. 92. 2/19/2015 Advertising Psychology 92 Relationship Targeting Genders
    93. 93. Measuring Effectiveness 2/19/2015Advertising Psychology 93
    94. 94. Why? "Half the money I spend on advertising is wasted, and the trouble is I don't know which half. “ - John Wanamaker 2/19/2015 Advertising Psychology 94
    95. 95. Traditional measures of effectiveness 2/19/2015 Advertising Psychology 95 Effectiveness Attitudes towards the ad Brand / Product / Ad recall Purchase Intentions Involvement
    96. 96. Dillemma Some commercials succeed at being memorable without managing to persuade viewers, while other are persuasive without being memorable - David. W. Stewart, David H. Furse 2/19/2015 Advertising Psychology 96
    97. 97. Best practice 2/19/2015 Advertising Psychology 97 Strategy or copy developement Copy refinement Below the surface exploration Disaster checks
    98. 98. Future Trends in Advertising 2/19/2015 Advertising Psychology 98
    99. 99. Mass is back in business Goal: reach a mass audience
    100. 100. Future trends 2/19/2015 Advertising Psychology 100 Future Trends Screen saturation Gender reversal Brand guards Real social networks
    101. 101. 2/19/2015 Advertising Psychology 101 Questions? Thoughts? Applause?
    102. 102. Thank you for your attention!
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