Transcript AdvertsREV

Psychology in Communication
• Why do companies advertise?
• What would you say is a sign that an
advertisement is a good, effective one?
• What is an example of an effective ad?
Psychology in Communication
• Advertising is a form of communication
• Much advertising is communicated on
the level of _________________
• Advertising exists in order to sell
products and services
• Advertising must have an appeal to a
large number of the receivers
Psychology in Communication
• Advertisers make messages that appeal
to people’s needs
• Advertising tries to make wants into
needs so that people will buy things
they don’t need
• If we look at the needs from a
psychological model, we may be able to
see how the advertisers are trying to
appeal to us ---go to Glasser PPT
Advertising Study
• What product or service is the
advertisement promoting?
• What images are visible in the ad?
Landscape, buildings, objects, people, animals
• What words are shown in the ad?
Advertising Study
For an advertisement to work, it must
appeal on two levels:
• It has to catch/hold the viewer’s
attention
– (What does just looking at the ad do for the
viewer?)
• It has to create the feeling that the
product will fulfill a want or need
Advertising Study
What “story” does the ad show or
suggest?
What would have happened to make the visible
scene possible?
Advertising Study
What does the product or service being
advertised have to offer?
• What will the buyer have, or be able to do,
that will be better than the way things are?
Advertising Study
• From Glasser’s set of needs, to which
need(s) is the advertiser trying to
appeal?
• What need will the product meet, according
to the ad?
• What need does just looking at the ad itself
meet?
Glasser
• Survival – met by having food, shelter,
clothing
• Love and belonging – met by feeling
accepted and loved by others
• Power – met by accomplishing goals,
receiving recognition
• Freedom – met by making one’s own
choices of what to do
• Fun – met by laughing and playing
Example #1
• What product?
Example #1
• What product?
– Original Honda
parts
• What images?
Example #1
• What product?
– Original Honda
parts
• What images?
-- man with
elephant trunk
and tusks
Example #1
• What words?
• What “story”?
Example #1
• What words?
– “Use original
auto parts…
Honda”
• What “story”?
Example #1
• What words?
– “Use original
auto parts…
Honda”
• What “story”?
-- man has had his
nose and mouth
replaced with
parts from an
elephant
Example #1
• What words?
– “Use original
auto parts…
Honda”
• What “story”?
-- man has had his
nose and mouth
replaced with
parts from an
elephant
Example #1
• What does the
advertiser offer?
(or, what do you
get if you use
original Honda
parts?)
Example #1
• What does the
advertiser offer?
-- parts that are
right for your
Honda.
-- Your Honda
will look and
work right.
Example #1
• What “Need”
will this product
meet?
• What “Need”
does seeing the
ad meet?
Example #2
• What product?
• What images?
Example #2
• What words?
• What “story”?
Example #2
• What does the
ad offer?
Example #2
• What need(s) is
the advertiser
trying to appeal to?
Example #2
• What need is
met by just seeing
the ad?
Subliminal
• Sub-li-min-al
• Sub: below
• Limin: from Latin limen meaning
“threshhold”
• Subliminal communication happens
through messages that a person is not
consciously aware of, it is below the
threshhold of your attention
Subliminal
• Subliminal communication happens
through messages that a person is not
consciously aware of
• A classic example of subliminal
messages is the “popcorn at the
movies” trick…
Subliminal
• The “popcorn at the movies” trick…
– Some individual frames of a movie are
replaced with either pictures of popcorn, or
the words “Eat Popcorn.”
– Each movie frame is one the screen for
only 1/24 of a second
– The message is not visible long enough for
your mind to be aware of it, but your
subconscious mind sees and responds to it
Subliminal
• The “popcorn at the movies” trick…
– The message is not visible long enough for
your mind to be aware of it, but your
subconscious mind sees and responds to it
– The theory is that more people will buy
popcorn because of the messages, even
though no one was consciously aware of
the message
Subliminal
• A subliminal message in a magazine ad
might be a faint image in the picture
• A subliminal message in a TV ad might
be a quick or faint visual image, or it
might be a sound “buried” in the sound
track
TV Commercial
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What’s the product?
What are the words?
What are the images?
Who are the characters?
What is the story?
What is the need being appealed to?
What need does looking at the ad
meet?
www.youtube.com/watch?v=oeicFCl1ABM