second draft

At all times, we are exposed media such as TVs, radios, Internet, smartphones and newspapers. Sometimes, we ignore the important part of those. About advertisements.

We can see it everywhere, even for walking the street. It is very short time and we think it is not important to decide buying the goods. Also, many people think the ad's time is the enjoying time to model that appear in the ad.

However, ad is very important in the business and company very consider it. And an advertising companies always nervous if the ad is completely achieve or not. But, It is unnecessary concern. Because of my argument that Advertisements are effective in moving people's emotions

Since Egyptians used papyrus to make sales articles and wall posters, ads appeared too. It is very historical and important picture of human life. Of course, ad is connected with human, so ad can control the human's various intentions. 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 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  advertising companies are always nervous if their advertising achieve or not. But people don't know advertising can move their mind effectively. Thus, I write this essay.

Humans don't know their mind well and can't control well. Human mind is controlled by manipulation well, but an advertising companies are always nervous about their achievement. If people ignore me, people will not know what happen in their mind when they watch the ad and an advertising companies will worry and reconsider their ads continuously. This is common sense of consumers and may reduce advertising companies' concern.

The first of all, it is cognitive dissonance. This theory is common to us because we learned about it in advanced writing class. It refers to a condition including conflicting beliefs, behaviors or attitudes. This produces a sensation of inconvenience leading to an change in one of the attitudes, beliefs or behaviors to lessen the inconvenience and restore balance. 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 which is called also Pavlovian conditioning or respondent conditioning is a kind of learning that happens when a conditioned stimulus (I call this the CS) is paired with an unconditioned stimulus (I call this the US). Often, the CS is a neutral stimulus (For example, it is the sound of a tuning fork) the US is biologically potent (For example, it is the taste of food) and the unconditioned response (I call this the UR) to the US is an nonlearned reflex reaction (For example, it is the salivation). After pairing is repeated (some learning may occur already after only one pairing), the organism displays a conditioned response (I call this the CR) to the CS when the CS is presented lonely. The CR is often similar to the UR (see below), but unlike the UR, it have to be acquired through experience and is relatively impermanent.The example of applying to advertising is next.

Everyone feels that the golden M like arches symbolizes the McDonalds hamburgers and thinking of hamburgers usually makes people hungry. So, McDonalds has successfully applied classical conditioning on almost all over the world to associate McDonalds' golden arch logo with hunger for food. I am not just picking on McDonalds every present day ads use classical conditioning to pair their food (It is US) with a specific behavior response (It is CR). Any ads which you see on the TV or hear on the radio is applying classical conditioning to make you alter your behavior and buy their food. Cola, pizzas, hamburgers, french fried potatoes, cars, and even toilet paper commercials aren't exception. Ads are made with this psychological principal in mind to insert deep into your mind and your wallet.   

Lastly, it is the decoy effect. Recently, we take this effect well. The decoy effect which is also called asymmetric dominance effect is the phenomena whereby people that have mind to purchase the good will be likely to have a specific alteration in preference between two choices when also showed to a third option that is disproportionately dominated. An choice is disproportionately  dominated when it is inferior in all respects to one choice; but, in comparison to the other choice, 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  'How do you explain "approach aversion effect"?' and 'It influences on each person differently' different '. Approach aversion different is defined as people tends to approach to them physically and psychologically. Ad approach to people's mind psychologically with showing the video which moves people's mind. Thus, they say people tend to despise ad. Unfortunately, it is good for ad companies. Because ad companies have only to avoid the making video that people despise. Then, ad companies can make more complete ad. And they criticize with psychology effect is 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 on the 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 companies are  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 companies will worry and reconsider their ads. This will be common sense of consumers and may reduce advertising companies's concern. Further, it will be basic of ad psychology and influence on marketing part.