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The Psycological Tachniques used Advertisement
Transcript of The Psycological Tachniques used Advertisement
The Psychology Behind
The subconscious mind stores information that the conscious mind may not immediately process with full understanding, but it stores the information for later retrieval when recalled by the conscious mind
Aims to persuade the consumer in puchasing a product through using false or misleading statements
Tries to condition consumer by providing happy feelings associated with the product
Advertisers love to use models when advertising their products.
Humans instinctively look at what someone else is looking at.
This is because we have mirror neurons in our CNS. This is why yawning is "contagious". Found within humans and primates according to the text and helps us develop language, empathy, and social behavior, especially children with autism.
It is also why we often find actors smiling in ads, so that we mimic their emotions, to help us associate that feeling with the advertised product.
Language is a form of communication based on a system of symbols.
"The goal of advertisement is to target our subconscious"
The Psychological Techniques Used in Advertisement
The ads we see on TV are not simply a short video summarizing their products. Companies use various psycological techniques to trick us into buying their products. These companies spend over $170 BILLION to brainwash us, and it seems to be working since these companies remain successful. What is the science behind it all?
We find faces with dilated pupils more attractive, why advertisers Photoshop models to dilate their pupils. This is thought to be, since our pupils dilate as a sympathetic response to us seeing someone we are physically attracted to (excited by their appearance). Our dilated pupils show others (advertises) that we are attracted to them and possibly are ready to mate.
Often, advertisement companies
will use models so that we can emulate them. Ties back with mirror neurons. When the general public witness a "sexy" model using a product, it makes us want to use that product since we want to be seen as "sexy" as well. In other words, sex sells, and has now lead to objectifying-mostly- women in media and advertisements.
What Do These
Up to 90% of snap judgments made about products can be based on color alone.
The relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand.
It's the feeling, mood, and image that a brand creates that play a role in persuasion. Colors come into play when they match a brands desired personality.
People prefer more fancy, unique color names such as mocha, instead of brown, or sky blue over light blue.
More Facts About
Our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity.
Research has shown that there is a real connection between the use of colors and consumers' perceptions of a brand's personality.
It's far more important for the brand's colors to support the personality they want to portray instead of trying to align with stereotypical color associations.
Men & Women Prefer
information that can be read and understood
information and techniques not made clear
Forms of Advertising
Types of Subconscious Techniques
Triggers craving instinct
- Extra fuzz and bubbles in soda
- Increase sizzling noise in a steak on the grill
Creates sense of Urgency
- With urgency people don't process information as well
advertising involves creating an association between a product and pleasant feelings
UCS- something postive (beautiful woman)
UCR- pleasant feeling
CS- product (burger)
CR- positive feeling toward the product
Anything that sends you a message without your knowledge of it, usually picked up on by your subconscious mind
Five Different Rule Systems:
Refers to the meaning of words and sentances in a particular language.
(Manipulation of synonyms)
Refers to the ability of language to communicate more that what is said.
(Context contributes to meaning)
Example: Facial Clay Mask
dirt and oils from pores.
Vitamin E, Avocado and Oatmeal moisturize for
. Skin looks and feels
and is soft to the touch.
for normal to combination skin.
with one mask. Clays
dirt and oils from pores. Vitamin E, Avocado and Oatmeal moisturize skin.
for normal to
(Spoken, written , or signed)
Ellis, J., & Harris, B. (2014, November 20). What Is Brand Language? Retrieved December 11, 2014, from http://www.wisegeek.com/what-is-brand-language.htm
...Or False Claims?
The Rhetorical Question
Ex: "What's in your wallet?"
The "We're Different and Unique" Claim
Other Tactics Used By Advertisers
The Weasel Claim:
dandruff symptoms with regular use."
The empty phrase "helps control," hides the fact that the claim is not "stops dandruff."
The Unfinished Claim:
Ex: "Magnavox gives you more."
Claims product is better
Ex: "There's no other moisturizer like it".
The Vague Claim
Ex: "Winston tastes good like a cigarette should."
To claim a celebrity or authority uses the product.
Ex: "Got milk?"
Demands a response from the audience that vouches for or supports the product's goodness.
Schrank, J. (n.d.). The Language of Advertising Claims. Retrieved December 11, 2014, from http://home.olemiss.edu/~egjbp/comp/ad-claims.html
King, Laura A. The Science of Psychology: An Appreciative View. New York: McGraw-Hill, 2011. Print