Psychology of advertising: methods and objectives of human exposure
Advertising surrounds us everywhere: we see various videos on television, on the Internet, on the streets. There are many of its types and often they have an aggressive nature of influence on consciousness and, worst of all, the human subconscious. The psychology of advertising is calculated and thought out to trifles, because the goal that its creators set for themselves is to impose a sense of need for a product and sell as many of its copies as possible.
Why do I need advertising?
Advertising is created in order to make the productpopular and to develop from the masses a sense of need for it, even if for this there are no objective grounds. Hence the psychology of advertising: to impose. The implementation of the imposition of goods occurs in different ways, but all of them are based on the use of human weaknesses. This requires specific psychological knowledge, as well as information about the cultural core of the environment in which advertising information about the product will be distributed.
Psychology of advertising perception
There are several basic psychological techniques,which are used by advertisers in order to well advertise something: a service or a product. Of course, these techniques depend on the way in which it will be distributed: television, the Internet or print media. However, they all contain common features, which we will describe later.
- Substitution of needs. Here the psychology of advertising is aimed at convincing the person that when buying a certain product, it gets something more valuable, which is often impossible to acquire. For example, in the history of advertising, a case is known when one telephone company, advertising a phone model, compared its purchase with the acquisition of the warmth of the loved ones. It looked like this: a woman with a phone was shown who was talking and smiling. Then she put down the phone and wrapped herself in a soft blanket, making a happy and peaceful expression. Then followed a black background, on which the phrase, decorated with a white color, was displayed: "The name of the model - you will feel the warmth of your loved ones". Thus, it turns out that together with the phone a person will buy and warmth, although this is not necessary. Distortion of reality is the main element of any advertising.
- Taking into account the peculiarities of culture and traditions. To make the goods understandable and useful to people, its advertising is done in such a way that the audience does not feel its alienity. For example, there is a juice advertisement in which children play in the village while visiting their grandmother. They tear fruits from the tree, and grandmother treats them with juice. The video uses cultural elements: a specific ornament on the shirt of the grandmother, a tene near the house. All these elements are inherent in our culture and, seeing them, the audience subconsciously accepts the goods.
- The relationship between goods and social status. Often in the advertising situations are shown in which a person after the acquisition of the advertised subject is transformed in a social aspect: there is a demonstration of respect for him from other people, and sometimes even worship. For example, in one advertisement of a deodorant for men, this is demonstrated as follows: the women first do not pay attention to the guy, but after he used the product, they beg him to be with them. Naturally, in real life this does not happen, and no commodity is able to change a person's social position.
Influence of advertising on the person
Advertising rollers aggressively affectconsciousness and subconscious of the person by shocking shots, bright colors and unexpected subjects. The psychology of advertising is based on making the product recognizable and paving a certain associative connection to it in the minds of the masses. This is done so that a person who has fallen into a certain situation recalls the product. For example, before the summer season, the casters of drinks are usually broadcast. Their main mass has one story: a person walks, exhausted by hot weather, and then he has a chilled drink that "saves" from the heat.
Advertising, in addition to the formation of associativeties, forms a stereotypical thinking in the mind of a person, with which it imposes an extreme need for a product. For example, before the creation of anti-cellulite creams and their advertising, few people thought that this feature of the female body is a problem. But the ubiquitous demonstration of slender women's bodies created a new stereotype: cellulite is bad, excess weight is ugly, despite the fact that many men do not like too thin women.
