At all times, we are exposed media such as TVs, radios, Internet, smartphones and newspapers. We sometimes ignore the important part of those. Exactly advertisements.
We see it in everywhere, even walking the street. Ad is defined as a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action. It is very short time and we think it is not important to decide buying the goods. Also, many people think the ad time is the enjoying time to model that appear the ad.
However, ad is very important thing in the business and company very consider it. And an advertising men always nervous if the ad is completely achieve. But, It is unnecessary concern. Because of my argument that advertising always achieves through moving human mind.
Since Egyptians used papyrus to create sales messages and wall posters, ads appeared too. It is very historical and important video of human life. Of course, ad is connected with human, so ad controls the human's various features. WALTER D. SCOTT said "Advertisements are sometimes spoken of as the nervous system of the business world ... As our nervous system is constructed to give us all the possible sensations from objects, so the advertisement which is comparable to the nervous system must awaken in the reader as many different kinds of images as the object itself can excite". As he said, It is nervous system. However, If you use the skills which can move people's purchasing need and enjoy the making ad, people will think your goods is exciting.
First of all, meaning of the words 'advertising' and 'psychology' is 'Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.' and 'Psychology is an academic and applied discipline that involves the scientific study of mental function and behaviors.'
And advertising psychology is ' It is a part of business psychology. And it includes psychology which explains the people's behaviors associated with advertisement such as perception about advertisement, memory, the motivation caused by advertisement, behavior and so on, also It includes social psychology which explains consumer's behavior.'
We are always see the TV, radio, smartphone, SNS and newspaper. There must be advertisement. We sometimes ignore and even are irritated with it. However, advertising is most important part of business and an advertising men is always nervous if their advertising achieve. But people don't know advertising move their mind to goods. Thus, I write this research
Humans don't know their mind well and can't control well. Human mind is enough controlled by manipulating, but an advertising men is always nervous their achievement. If people ignore me, people will not know what happen in their mind when they watch the ad and an advertising men will worry and reconsider their ads. This is common sense of consumers and may reduce advertising men's concern.
Definition of the words 'advertising' and 'psychology' is 'Advertising in business is a form of marketing communication used to encourage, persuade, or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to take or continue to take some action.' and 'Psychology is an academic and applied discipline that involves the scientific study of mental function and behaviors.'
And advertising psychology is ' It is a part of business psychology. And it includes psychology which explains the people's behaviors associated with advertisement such as perception about advertisement, memory, the motivation caused by advertisement, behavior and so on, also It includes social psychology which explains consumer's behavior.' I will show how to control the consumer's mind through advertising psychology.
The first of all, it is cognitive dissonance. It is common to us because of advanced writing class . Cognitive dissonance refers to a situation involving conflicting attitudes, beliefs or behaviors. This produces a feeling of discomfort leading to an alteration in one of the attitudes, beliefs or behaviors to reduce the discomfort and restore balance etc. The example of applying to advertising is next. The cognition which is 'snack is harmful our body' conflicts with the behavior that we eat the snack and make the cognitive dissonance. This makes the customers' purchasing need lower. Thus, through the advertisement the cognition change into 'snack is helpful to supply nutrition' and resolve dissonance.
Secondly, it is classical conditioning. It is unfamiliar psychology theory to us . Classical conditioning (also Pavlovian conditioning or respondent conditioning) is a kind of learning that occurs when a conditioned stimulus (CS) is paired with an unconditioned stimulus (US). Usually, the CS is a neutral stimulus (e.g., the sound of a tuning fork), the US is biologically potent (e.g., the taste of food) and the unconditioned response (UR) to the US is an unlearned reflex response (e.g., salivation). After pairing is repeated (some learning may occur already after only one pairing), the organism exhibits a conditioned response (CR) to the CS when the CS is presented alone. The CR is usually similar to the UR (see below), but unlike the UR, it must be acquired through experience and is relatively impermanent.The example of applying to advertising is next.
It is the familiar golden arches of McDonalds. Everyone knows that the golden M like arches symbolizes the McDonalds food and then thinking of food often makes a person hungry. So McDonalds has successfully used classical conditioning on almost the entire world to associate their golden arch logo with hunger for food. (Right now just writing about this is making me hungry). I am not just picking on McDonalds every present day advertisements use classical conditioning to pair their product (US) with a certain behavior response (CR). Any advertisement that you hear on the radio or see on the TV is using classical conditioning to make you change your behavior and go and buy their product. Cola, pizzas, cars, and even toilet paper commercials are no exception. Advertisements are made with this psychological principal in mind to dig deep into your mind and your pocket book. So be warned when you are driving down the road and see those golden arches and your stomach starts to give a little growl then you should realize that you are probably being classically conditioned just like Pavlov’s dogs.
Lastly, it is the decoy effect. Recently, we undergo this effect well. The decoy effect (or asymmetric dominance effect) is the phenomenon whereby consumers will tend to have a specific change in preference between two options when also presented with a third option that is asymmetrically dominated. An option is asymmetrically dominated when it is inferior in all respects to one option; but, in comparison to the other option, it is inferior in some respects and superior in others.
The example of applying to advertising is next.
Starbucks starts the event that if you buy the 17 coffees, Starbucks give you Starbucks' diary in every end of year. However, the consumers increase 20%~30% when beginning of November that Starbucks starts event.
In conclusion, following like these methods, ad producers can control human mind to buy the goods completely and finally they should not concern their ads achievements.
Critics say 'It is personal' 'It is overestimate'. They criticize my argument with the the laws of probability which is is used to quantify an attitude of mind towards some proposition of whose truth we are not certain and say my argument violates the laws of probability. Of course, it is partly right. However, the laws of probability is applying all of things in the world. If we followed critics logic, the all theories and invention is false. We think the research without 'if'. As all theories is researched, my argument's logic is same with them. Thus, critics' first refutation is fallacy of hasty generalization. And they criticize with psychology effect personal. Of course, It is also partly right. However, ad is not focus person but people. That is, ad have to control groups' tendency. Psychological effect show us that most people tend to behave in speculate situation. Thus,It is unnecessary that some people's behavior that is not take psychological effect. Ad focus group. Thus, critics' thought is wrong.
It is not hard to sources that will prove people are controlled by ad producers' psychological skills and the reasons why ad producers should not nervous to their ad. As I mentioned, humans don't know their mind well and can't control well. Human mind is enough controlled by manipulating, but an advertising men is always nervous their achievement. Thus, this writing is important to show consumers and ad producers that 'the mind process when you watch the ad' and 'you should not nervous to their ad's achievement'. If people ignore me, people will not know what happen in their mind when they watch the ad and an advertising men will worry and reconsider their ads. This will be common sense of consumers and may reduce advertising men's concern. Further, it will be basic of ad psychology and influence on marketing part.
