The Psychology of Advertising
What I learnt from reading this article:
- When filming, I should keep in mind that in order for it be affective iI should appeal to three innate emotions: love, fear and rage.
- Some people by toothpaste not for the dental hygiene but for the sex appeal knowing that there teeth will be whiter.
- 1. stating a direct command such as 'Use such and such beauty product' and 2. asking consumers to complete a coupon and mail it into the company.
- Harry Hollingworth believed that advertising had to accomplish four things: 1. Attract a consumers attention 2. Focus the attention onto the message 3. Make the consumers remember the message
4. Cause the consumer to take the desired action (this really determined the effectiveness of an ad)
Creating Online Ads We Want to Watch
What I learnt from reading this article:
- Just because an ad reachers a viewers computer screen does not guarantee that the viewer is actually watching it.
- Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer.
- Its not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.
- Key to success in grabbing and holding the attention of viewers lies in evoking a carefully timed mixture of surprise and joy.
- When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.
- People attention pattern is different depending on there emotion they are feeling.
- The more attentive the viewers are, the less likely they are to skip the ad.
- Capturing the audiences attention is what sells.
Findings From Experimental Studies
- The arousal of emotions persuade viewers in a way that is quite different from that if argument.
- To stimulate emotions, communicators use characters, pictures, music, sequences of events and humour.
- Emotion does not raise viewers natural attention, but draws the viewer into the action and distract them from the advertisers intention to persuade.
- Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence.
- The arousal of emotions, especially indirectly with a story, generally requires more time than the communication of a message through the argument.
- Viewers could get so involved in the emotions that they may miss the central message.
- Characters are most engaging if they are similar to those the audience experiences.
- Biting humour is mostly not allowed as it will cause complaints from other companies.
- Resonance is a form of humour that probably occurs more often in advertising than in literature.
- Humour must be painless
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