ADVERTISING

Becker, Jany, Lettinga, Portain

advertising psychology

cognition behavior

rhetoric effects

effects on children

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 change behavioral 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

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

Perceptual Effects
Subliminal advertising
study from James Vicary

Sex sells Importance transfer

advertising psychology

cognition behavior

rhetoric effects

effects on children

Attitudinal Effects
psychometric instruments (Likert scale) public impressions of products and brands effectiveness soft sell vs hard sell

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

Manipulation of nonverbal information

Jacques Durand (1960)
addition, suppression, substitution, exchange

Product endorsement
Use of celebrities Does it work?

advertising psychology

cognition behavior

rhetoric effects

effects on children

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

advertising psychology

cognition behavior

rhetoric effects

effects on children

Effect of advertising on children

other perspective with ads on children Christmas time:

most ads concern games and toys

advertising psychology

cognition behavior

rhetoric effects

effects on children

Effect of advertising on children

Stage Theory of Consumer Development 1) 0-2 years: Beginning interest 2) 2-5 years: Literal understanding of TV 3) 5-8 years: development of negotiation strategies 4) 9-12 years: adults styles of consumption

advertising psychology

cognition behavior

rhetoric effects

effects on children

Effect of advertising on children

V ideo.mp4

Pester power Pine and Nash (2001):

the more children watched TV commercials the more

gifts were requested for Christmas

advertising psychology

cognition behavior

rhetoric effects

effects on children

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 dont apply enough mental capacity Advertising has a positive effect because of the increased competition in the economy

VRAGEN

15 km of rain forest disappears every minute.