ADVERTISING PSYCHOLOGY

Transcription

1 ADVERTISING PSYCHOLOGY BEHAVIORAL NETWORK NEURO GAME-THEORY MEME-THEORY MARKETING ECONOMY THEORY

2 questia.com

3 Psychology of advertisement History, Methods, Mission STAGES OF RECEPTION Perception, Apperception, Attention COGNITIVE STAGE WORLD OF ATTITUDES Memory, Recall, Elaboration, Emotion Motivation, Persuasion, Connotation Image, Psychology of consumption Consumer decision Process of rational and emotional decisions. Models of reactions. Consumer behavior Research of attitudes, Fears and cognitive dissonance. Psychology of creatvity Consumer typology New segmentations. The consumer of tomorrow Support of creativity, Brain storming

4 Advertising = Packaging, Encoding A message transformed by the expectations of the partner encryption consider Sales. Marketing.

5 Required skills to influence others creativity idea empathy suggestivity

6 WHAT DO WE WANT? What is the goal of the ads? Seller influence Prospect To generate shopping! always to generate attention? to generate remembering? to generate desire? to generate love? to generate want?

7 WHAT DO WE WANT? Seller influence Prospect The mystery of the advertising psychology to generate attention? to generate remembering? to generate desire? to generate love? to generate want?

8 Advertising is: manipulation of consumer s needs, attitudes, and behavior in favor of shopping 8

9 Advertising: manipulation of consumer s needs, attitudes, and behavior in favor of shopping MANIPULATION! If one opens their mouth to say something to somebody, their only purpose is to manipulate those. Joseph Kirschner: About manipulation

10 Advertising: manipulation of consumer s needs, attitudes, and behavior in favor of shopping MANIPULATION! 1. Intentional (malicious) deceit, mystification 2. Persuading (argument, reasoning, motivation) Purposeful abuse of information-redundancy, - Lie, untruth, crap, hoax Realignment of the information. Wrapping. Direct or hidden ways of exercising influence

11 MANIPULATION? Desire glorifies embellishes cosmeticizes exalts Reality Advertising

12 MANIPULATION? TAP WATER PACKAGING, ENCODING, - BRANDING!!!

13 Advertisements don t lie! Advertisements don t tell the truth! Advertisements advertise! They promote by packaging and encrypting

14 ENCODED (wrapped) message There is nothing better than a bad boy PACKAGING!!! DIRECT (descriptive) message Alteration and encryption of the real intention with the tools of communication

15 Alteration and encryption of the real intention with the tools of communication Influence = packaging = encoding I am always photographed by daddy

16 Alteration and encryption of the real intention with the tools of communication Influence = packaging = encoding I am always photographed by daddy

17 Alteration and encryption of the real intention with the tools of communication Influence = packaging = encoding I am always photographed by daddy Insistence

18 Influence = packaging = encoding Alteration and encryption of the real intention with the tools of communication

19 Influence = packaging = encoding Alteration and encryption of the real intention with the tools of communication

20 Influence = packaging = encoding = MOTIVATION Advertising psychology: the science of motivating consumers

21 Influence = packaging = encoding = MOTIVATION Advertising psychology: the science of motivating consumers

22 Influence = packaging = encoding = MOTIVATION Advertising psychology: the science of motivating consumers

23 The motivating power can affect consciously or unconsciously The imagination gives the extra to the advertisements

24 The motivating power can affect consciously or unconsciously The imagination gives the extra to the advertisements

25 The hidden message is more important! Denotation information, description, figure Connotation added value,symbol hidden message

26 The hidden message is more important! Denotation information, description, figure Connotation added value,symbol, hidden message

27 The hidden message is more important! Denotation information, description, figure Connotation added value, symbol, hidden message

28 The hidden message is more important! Connotation added value, symbol, hidden message Denotation information, description, figure

29 The hidden message is more important! Connotation added value,symbol, hidden message Denotation information, description, figure

30 The advertisement is trying to attach or connote feelings, desires, or rewards to its subject Coca Cola Happiness Factory Advertising psychology: the science of motivating consumers

31 THE ART OF PERSUASION 2nd part THE PROMISE

32 The psychological base of advertising effects: bombarding (motivating) the consumer with direct and hidden messages! THE MOST IMPORTANT MESSAGE (MOTIVATOR) IS: THE PROMISE

33 8 "compelling needs" that advertisers promise products will fulfill. Vance Packard Emotional security Reassurance of worth Creative outlets Love objects Sense of power Roots Ego gratification Immortality

34 NEEDS AND PROMISE 17

35 NEEDS AND PROMISE

36 The most common strategy of advertising is the promise of well-being! If you buy our product, your problems disappear and your life will be better! But the presence of the global advertising industry alters the mind and attitude of societies.

37 Customer Expectations and Promises It s crease-proof and passion-proof. This is the most lasting make-up from Max Factor.

38 A famous Promise

39 Overrating of Product: Devaluation of the Promise Boasting is dangerous!

40 The magical promise... (product as a hero) Mercedes - Sorry

41 Homework: a.) What is the expire of promises? (long-time, short time) b.)i f yes, how has been changed the promises? c.) What do promis contemporary ads? d.)find ads of such art, where the promise has been disappeared!