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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.
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ADVERTISING
Becker, Jany, Lettinga, Portain
Content
role of psychology in advertising cognitive and behavioral effects of advertising rhetorical effects of advertising effect of advertising on children
advertising psychology
cognition behavior
rhetoric effects
effects on children
Role of psychology in advertising
Start of 20th century: propaganda advertising
initiator: government
goal: attitude changebehavioral change
advertising psychology
cognition behavior
rhetoric effects
effects on children
Role of psychology in advertising
Freudian theory subconscious awareness
Associationism guilt induction
advertising psychology
cognition behavior
rhetoric effects
effects on 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 psychology
cognition behavior
rhetoric effects
effects on children
Cognitive and behavioral effects
Two groups of effects: Perceptual effects (e.g. low camera-angle) Attitudinal effects
cognition behavior
rhetoric effects
effects on children
advertising psychology
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
cognition behavior
rhetoric effects
effects on children
advertising psychology
Perceptual Effects
Subliminal advertising study from James Vicary
Sex sells Importance transfer
cognition behavior
rhetoric effects
effects on children
advertising psychology
Attitudinal Effects
psychometric instruments (Likert scale) public impressions of products and brands„effectiveness“„soft sell“ vs „hard sell“
cognition behavior
rhetoric effects
effects on children
advertising psychology
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
cognition behavior
rhetoric effects
effects on children
advertising psychology
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
cognition behavior
rhetoric effects
effects on children
advertising psychology
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
rhetoric effects
effects on children
advertising psychology
cognition behavior
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
rhetoric effects
effects on children
advertising psychology
cognition behavior
Manipulation of nonverbal information
Jacques Durand (1960) addition, suppression, substitution, exchange
Product endorsement Use of celebrities Does it work?
rhetoric effects
effects on children
advertising psychology
cognition behavior
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
rhetoric effects
effects on children
advertising psychology
cognition behavior
Effect of advertising on children
other perspective with ads on children Christmas time:
most ads concern games and toys
effects on children
advertising psychology
cognition behavior
rhetoric effects
Effect of advertising on children
Stage Theory of Consumer Development1) 0-2 years: Beginning interest2) 2-5 years: Literal understanding of TV3) 5-8 years: development of negotiation strategies4) 9-12 years: adults styles of consumption
effects on children
advertising psychology
cognition behavior
rhetoric effects
Effect of advertising on children
Pester power Pine and Nash (2001):
the more children watched TV commercials the more gifts were requested for Christmas
effects on children
advertising psychology
cognition behavior
rhetoric effects
Video.mp4
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 psychology
cognition behavior
rhetoric effects
effects on children
Application for other medias
other media Radio, Podcasts
new applications mobieltjes computerspelletjes
advertising psychology
cognition behavior
rhetoric effects
effects on 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
advertising psychology
cognition behavior
rhetoric effects
effects on children
15 km² of rain forest disappears every minute.
VRAGEN
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