This document discusses psychological manipulation in advertising. It defines psychological manipulation as social influence that aims to change behavior through abusive, deceptive, or underhanded tactics, often at another's expense. The document outlines two categories of psychological manipulation: ethical and non-ethical. It discusses previous researchers in the field like Harlow Gale, Walter Dill Scott, and Harry Hollingworth and the concepts they explored. Current psychological concepts in advertising discussed include running emotional ideas, promoting exclusivity, highlighting flaws, and repositioning competition.

1. Psychological
Manipulation in
Advertising
Name -: Sagar More
PRN No -: 17020470018

2. What do we mean by
Psychological Manipulation
 Type of social influence that aims to change
the behavior or perception of others
through abusive, deceptive, or
underhanded tactics. By advancing the
interests of the manipulator, often at
another's expense, such methods could be
considered exploitative, abusive, devious,
and deceptive.

3. Psychological Manipulation
It Can be classified as Two main Categories -:
1) Ethical
2) Non-ethical

4. Previous Researcher in this
field
 Harlow Gale -: Findings focused on the best ways
to format print advertisements, as well as
differences in colors that attracted the attention of
men and women.
 Walter Dill Scott -: Beliefs in making
advertisements appealing and intense, and helping
consumers associate products with their own lives.
 Harry Hollingworth -: Gaining the consumer’s
attention, holding the consumer’s attention, making
a lasting impression on the consumer, and
motivating the consumer to act.
 Palov -: He discovered how to elicit responses from
stimuli that were once neutral

5. Current Psychological
Concepts in Advertising
1. Run Emotional Ideas -: Studies have shown
emotional and psychological appeals resonate more
with consumers than feature and function appeals.

6. 2. Promote Exclusivity -: People want to feel
important; like they’re part of an exclusive group.
That’s why advertising copy sometimes says: “We’re
not for everyone.”
.

7. 3. Highlight Your Flaws -: To raise credibility is to
point out your product’s shortcomings so no secret
that consumers tend to doubt marketing claims.

8. 4. Reposition Your Competition -: Changing the
position a business occupies in consumers’ minds.