psychology in communication why do companies advertise? what would you say is a sign that an...
TRANSCRIPT
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
• 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
