This document summarizes the role of psychology in advertising and its cognitive, behavioral, and rhetorical effects. It discusses how early advertising relied on propaganda and Freudian theories to influence attitudes. Later, research examined the perceptual and attitudinal effects of advertising on consumers using scales and psychometrics. The document also analyzes rhetorical techniques used in ads and their effects when placed in different contexts. Finally, it discusses how advertising impacts children's consumer development and "pester power".
2. advertising cognition rhetoric effects on
psychology behavior effects children
Content
role of psychology in advertising
cognitive and behavioral effects of advertising
rhetorical effects of advertising
effect of advertising on children
3. advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
Start of 20th century: propaganda advertising
initiator: government
goal: attitude change
behavioral change
4. advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
Freudian theory
subconscious awareness
Associationism
guilt induction
5. advertising cognition rhetoric effects on
psychology behavior effects children
Role of psychology in advertising
1908: “psychology of advertising”
Earliest academic research: effectiveness of
advertising or impact of advertising on public
1930 (depression): deeper studies
After WW 2: advertising developed as a science
on its own
→ link with academic psychology
→ own scientific jargon
→ initiation of different journals
6. advertising cognition rhetoric effects on
psychology behavior effects children
Cognitive and behavioral effects
Two groups of effects:
Perceptual effects (e.g. low camera-angle)
Attitudinal effects
7. advertising cognition rhetoric effects on
psychology behavior effects children
Perceptual Effects
Information-processing approach
Condry (1989):
attention is the essential issue for advertising
McGuire (1985):
cognition is a linear process, with early attention
essential for later processing
8. advertising cognition rhetoric effects on
psychology behavior effects children
Perceptual Effects
Subliminal advertising
study from James Vicary
Sex sells
Importance transfer
9. advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
psychometric instruments (Likert scale)
public impressions of products and brands
„effectiveness“
„soft sell“ vs „hard sell“
10. advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
Petty and Cacioppo (1984):
Customer Involvement
Psychographics:
a picture built up of the typical consumer, and
the ad is designed to appeal to his or her
assumed personality characteristic
11. advertising cognition rhetoric effects on
psychology behavior effects children
Attitudinal Effects
Attitudinal effect of ads can only be speculated over
These studies rely on measures of:
liking for ads
liking for products
how much money one might be willing to spend on the
advertised product
how likely the think the ad might affect their consumer
behavior
These measures are indirectly related to actual
consumer behavior
12. advertising cognition rhetoric effects on
psychology behavior effects children
Rhetorical effects of advertising
Research ignores the consumer, focuses on way
of creation and rhetoric
Nonpsychological to ignore the consumer
Method:
Analysis of verbal appeals
Manipulation of nonverbal information
→ reliant on analyst interpretative skills
13. advertising cognition rhetoric effects on
psychology behavior effects children
Analysis of verbal appeals
Methods:
Early advertising: only information
Building up a need for information (ex. Pain paint)
Appeals to science
Use of disclaimers to avoid legal action
14. advertising cognition rhetoric effects on
psychology behavior effects children
Manipulation of nonverbal information
Jacques Durand (1960)
addition, suppression, substitution, exchange
Product endorsement
Use of celebrities
Does it work?
15. advertising cognition rhetoric effects on
psychology behavior effects children
Ads in context
Experimental research: responses to isolated
commercials
Intertexualtity
stretching the meaning of an ad into other textual
forms → different media (Royal & Sun Alliance)
extra cognitive work, more recall
Product Placement
ad visible during a show or movie
16. advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
other perspective with ads on children
Christmas time:
most ads concern games and toys
17. advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
Stage Theory of Consumer Development
1) 0-2 years: Beginning interest
2) 2-5 years: Literal understanding of TV
3) 5-8 years: development of negotiation strategies
4) 9-12 years: adults styles of consumption
18. advertising cognition rhetoric effects on
psychology behavior effects children
Effect of advertising on children
Video.mp4
Pester power
Pine and Nash (2001):
the more children watched TV commercials the more
gifts were requested for Christmas
19. advertising cognition rhetoric effects on
psychology behavior effects children
contemporary issues
improved research methods
not only 30 sec ads
Context interacts with the advertisement
-> Laboratory research is not as valid as field study
Problems
DSB Bank – emotional ads for credit loans
personalized advertising / privacy
20. advertising cognition rhetoric effects on
psychology behavior effects children
Application for other medias
other media
Radio, Podcasts
new applications
mobieltjes
computerspelletjes
21. advertising cognition rhetoric effects on
psychology behavior effects children
Stellingen
Consumers are to blame for being influenced
by advertising messages because they don‘t
apply enough mental capacity
Advertising has a positive effect because of
the increased competition in the economy