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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?
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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
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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
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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?
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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
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Advertising Study
What “story” does the ad show or suggest?
What would have happened to make the visible scene possible?
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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?
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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?
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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
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Example #1
• What product?
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Example #1
• What product?– Original Honda
parts
• What images?
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Example #1
• What product?– Original Honda
parts
• What images?
-- man with
elephant trunk
and tusks
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Example #1• What words?
• What “story”?
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Example #1• What words?
– “Use original
auto parts…
Honda”
• What “story”?
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Example #1• What words?
– “Use original
auto parts…
Honda”
• What “story”?-- man has had his
nose and mouth
replaced with
parts from an
elephant
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Example #1• What words?
– “Use original
auto parts…
Honda”
• What “story”?-- man has had his
nose and mouth
replaced with
parts from an
elephant
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Example #1• What does the
advertiser offer?
(or, what do you
get if you use
original Honda
parts?)
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Example #1• What does the
advertiser offer?
-- parts that are
right for your
Honda.
-- Your Honda
will look and
work right.
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Example #1• What “Need”
will this product
meet?
• What “Need”
does seeing the
ad meet?
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Example #2
• What product?
• What images?
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Example #2
• What words?
• What “story”?
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Example #2
• What does the
ad offer?
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Example #2
• What need(s) is
the advertiser
trying to appeal to?
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Example #2
• What need is
met by just seeing
the ad?
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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
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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…
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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
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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
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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
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TV Commercial
• 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?
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www.youtube.com/watch?v=oeicFCl1ABM
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