Advertising is all around us we see different commercials on television, on the Internet, on the streets.There are many kinds of it, and often they are the aggressive nature of the effect on the mind and the worst thing - the unconscious man.Psychology of advertising designed and thought out to the smallest detail, because the goal that set themselves its founders - to impose a sense of the need for the product and sell more copies of it.
Why advertising?
Created in order to make the product popular among the masses and to develop a sense of need for it, even if there are no objective grounds.It follows the psychology of advertising: to impose.Implementation hard sell going on in different ways, but they all are based on the use of human weaknesses.This requires specific psychological knowledge and information about the cultural nucleus of the environment in which will distribute promotional information about the product.
Psychology of perception of advertising
There are a few basic psychological tricks that advertisers use to publicize good that any services or goods.Of course, these methods depend on, whereby it will spread: television, internet or print media.However, they all contain the common features that we describe below.
- substitution needs.It is focused on the psychology of advertising is to inspire the man that he buying a particular product gets something more valuable, it is often impossible to buy.For example, in the history of advertising known case where a telephone company, the advertising model of phone, compared with the acquisition of its purchase of warmth family.It looked like this: is a woman with a phone that was talking and smiling.Then she hung up and wrapped in a soft plaid make a happy and peaceful expression.This was followed by a black background, which was highlighted phrase, decorated in white, "the model name - feel the warmth of close."Thus, it turns out that along with the telephone people buy and warmth, although this is not necessary.Distortion of reality - the main element of any advertising.
- culturally sensitive and traditions.To become a clear and goods needed by the people, it makes advertising so that the audience does not feel his foreignness.For example, there is a juice advertising, where children play in the village, was visiting her grandmother.They rip the fruit from the tree, and grandmother treats their juice.The video used cultural elements: a specific pattern on the shirt grandmother, fence around the house.All these elements are inherent to our culture and seeing them, the audience unconsciously accept the goods.
- Relationship goods and social status.Often, advertising shows a situation in which the person after the acquisition of the advertised object is transformed into a social aspect: there is a demonstration of respect for him from other people, and sometimes even worship.For example, in one advertising deodorant for men is demonstrated as follows: first, women do not pay attention to the guy, but after he used the product, they begged him to be with them.Of course, in real life this does not happen, and no one product can not change the social situation of the person.
effect of advertising on the person
Commercials aggressively affect the subconscious mind and shocking images, bright colors and unexpected stories.Psychology of advertising is based on how to make the product recognizable and lay him in the minds of the masses some associative link.This is to ensure that a person caught in a certain situation, recalled the product.For example, before the summer season usually broadcast commercials drinks.The main mass is a story: A man goes, exhaustion hot weather, and then he has a chilled beverage, which "saves" the heat.
Advertising, in addition to the formation of associative links, forms in human consciousness stereotypical thinking, by which it imposes an extreme need for the product.For example, prior to the establishment of anti-cellulite creams and advertising, few people thought that this feature of the female body is a problem.But the widespread demonstration of shapely female bodies created a new stereotype: cellulite - it is bad, excess weight - it is ugly, despite the fact that many men do not like too thin women.
