Psychology of Advertising

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A discourse over the role of persuasive psychology in commercial advertising.

Topics include:
- Advertising psychology over time
- cognitive theories and effects
- rhetoric influences on advertising
- advertising effects on children

Hint:
Download the presentation for extensive presenter explanations (dutch) in the notes section.

Published in: Health & Medicine, Technology

Psychology of Advertising

  1. 1. ADVERTISING Becker, Jany, Lettinga, Portain
  2. 2. 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
  3. 3. 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
  4. 4. advertising cognition rhetoric effects on psychology behavior effects children Role of psychology in advertising  Freudian theory  subconscious awareness  Associationism  guilt induction
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. advertising cognition rhetoric effects on psychology behavior effects children Perceptual Effects  Subliminal advertising  study from James Vicary  Sex sells  Importance transfer
  9. 9. 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“
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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?
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. advertising cognition rhetoric effects on psychology behavior effects children Application for other medias  other media  Radio, Podcasts  new applications  mobieltjes  computerspelletjes
  21. 21. 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
  22. 22. VRAGEN 15 km² of rain forest disappears every minute.

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