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Chapter 6 Advertising

Advertising has utilized psychology since its inception to manipulate consumer impressions and decision making, with techniques including branding, celebrity endorsements, and subliminal messaging. Modern advertising also employs cognitive models of information processing and examines attitudes at both individual and demographic levels. As the industry evolves, advertising is shifting to new media like the World Wide Web while also raising ethical issues around targeting children.

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158 views32 pages

Chapter 6 Advertising

Advertising has utilized psychology since its inception to manipulate consumer impressions and decision making, with techniques including branding, celebrity endorsements, and subliminal messaging. Modern advertising also employs cognitive models of information processing and examines attitudes at both individual and demographic levels. As the industry evolves, advertising is shifting to new media like the World Wide Web while also raising ethical issues around targeting children.

Uploaded by

bucky
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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ADVERTISING

LIB203
Definition
• Advertising as “any paid form of
nonpersonal presentation and promotion of
ideas, goods, or services by an identified
sponsor.”

• Advertisement appears almost everywhere


in television/radio (commercial break),
billboard, printed and internet
Advertising and
Psychology
• Psychology has been at the heart of
advertising since its invention

• For advertiser, the ability to manipulate


consumer impression and decision making
has been the key to success
Advertising History
• Roadside billboards carved in stone by
Ancient Egyptians

• Advertised on the walls of ancient Rome

• Town criers who shouted advertising in the


streets

• Printed advertisements were handbills,


announcements on single sheets of paper
and newspaper
Advertising History
The role of Psychology in
Advertising
• Persuasion term is the need of marketing

• Psychology can be seen in propaganda


advertising through visual perception,
memory, comprehension and credibility
The role of Psychology in
Advertising
• Brand image: a growing awareness that study
of advertising should not be confined to the
short-term effects of buying behaviour but on
longer-term effects of impression building and
the elements of ads
Cognitive and Behavioural
effects of advertising
Perceptual (cognitive) approach
1.McGuire (1985): model of advertising
effectiveness which explains the process rather
in terms of hierarchy of cognitive effects.
A classic information- processing model
presenting cognition as a linear process, with
early attention for later processing

-The message is unambiguous where the


interpretation included in the process, so it
appear to be simple case of absorbing and
understanding a clear statement about the world
Cognitive and Behavioural
effects of advertising
• Perceptual effects
Cognitive and Behavioural
effects of advertising
• Perceptual effects
Cognitive and Behavioural
effects of advertising (cont’..)
Perceptual (cognitive) approach
2.Idea that advertising may work at a level
below full consciousness has long been a
feature of mainstream psychology.
• Concept of subliminal advertising which involved
images of which the consumer was not consciously
aware
-Iconic memory is the term given to the storage of a
brief visual stimulus
-Involve much altered sexual imagery in shadows and
reflections
-Capable of influencing consumer behavior through
the process of cognitive priming
Cognitive and Behavioural
effects of advertising
Perceptual (cognitive) approach
subliminal advertising
Cognitive and Behavioural
effects of advertising
• Perceptual effects
subliminal advertising
Cognitive and Behavioural
effects of advertising
Attitudinal (Behavioral) approach
•Provide information about public impressions of products
and brands

-Compare on real social groups such as differentiated on


the basis of gender, ethnicity or age (demographics) and
psychographics information.

-Attitudinal studies of advertising can only speculate about


effectiveness;
- Rely on measures of LIKING for the ads, LIKING for
Products, how much MONEY participants might be willing
to spend, how likely they think the ad might affect their
consumer behavior
- Related to actual consumer behavior.
Cognitive and Behavioural
effects of advertising
Attitudinal (Behavioral) approach
Rhetorical effects of
rd
advertising (3 approach)
• Rhetoric:
The art of effective or persuasive speaking or
writing (using verbal persuasion, how ad is
created) :ethos, pathos and logos

• Strategy to persuade consumer using


language (nonpsychological)

• Rhetoric advertising has restricted itself to


the analysis of verbal appeals to consumers
Rhetorical effects of
advertising
• Product endorsement: the use for
celebrities to promote advertised goods.
Rhetorical effects of
advertising
Intertextuality (form of link between advertising)
-The effect of stretching the meaning of an ad
into other textual forms. So the campaigns
can build up meaning through different
media.
-Product placement: which manufacturers
pay large sums to televisions or film
companies so that their products can be
visible during a show or movie
Rhetorical effects of
advertising
• Intertextuallity
- Product placement:
Rhetorical effects of
advertising
• Intertextuallity
- Product placement:
Rhetorical effects of
advertising
Brand awareness
-Built up through years of viewing and
interpretation on brands towards consumer
Rhetorical effects of
advertising
• Brand awareness
Advertising and children
• Children have not developed the cognitive
sophistication that enables them to tell
advertising apart from other forms of
programming and understand the nature
and function of advertising
Advertising and children
• Stage theory of consumer development
(among children)
Advertising and children
• “Pester power” and Modern-day
consumption
- Pester power: which repeated appeals on
television lead children to make prolonged
demands on parents for products that the
parents may not be able to afford.
Future directions in advertising
• Print ads
Future directions in
advertising
• TV commercial
Future directions in
advertising
• World Wide Web ads
Future directions in
advertising
• World Wide Web ads
Future directions in
advertising
• World Wide Web ads
Future directions in
advertising
• World Wide Web ads
Advertising Exercise
• What product does this ad attempt to market, and where is the ad
from?

• To which component(s) of attitudes (e.g., affective, behavioral,


cognitive) does this ad appeal? How can you tell? Do you think this
was a good strategy for this product/audience?

• What about the communication itself : are the arguments weak/


strong, one-sided/two-sided, overt/implied, or not present at all?
Were these good choice?

• What about the target of the communication?

• Who are the advertisers targeting, how can you tell, and was that a
good decision? How might this ad be different if directed towards
an audience from a more interdependent culture

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