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