This document summarizes the role of psychology in advertising and its cognitive, behavioral, and rhetorical effects. It discusses how early advertising relied on propaganda and Freudian theories to influence attitudes. Later, research examined the perceptual and attitudinal effects of advertising on consumers using scales and psychometrics. The document also analyzes rhetorical techniques used in ads and their effects when placed in different contexts. Finally, it discusses how advertising impacts children's consumer development and "pester power".

1. ADVERTISING
Becker, Jany, Lettinga, Portain

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

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

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

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. VRAGEN
15 km² of rain forest disappears every minute.