This document discusses how psychology is used in advertising to capture audiences and create desirable connections. It covers concepts like Maslow's hierarchy of needs, memory and how ads can be remembered, the Elaboration Likelihood Model of persuasion using central and peripheral cues, and how colors provoke emotions. Specific techniques are explained, like using red to grab attention or sex to sell products. Videos are linked to exemplify different advertising strategies using principles of psychology.

1. J U S T I N W A R S H A V S K Y
Psychology of Advertising

2. Psychology
 The science or study of the mind and behavior.
(Merriam-Webster)

3. Why Psychology is used in Advertising
 Capture the audience
 Get at the targeted feelings of the audience
 Create desirability of the product
 Develop a deep connection with audience

4. Vance Packard - "The Hidden Persuaders"
Vance Packard - "The Hidden Persuaders"

5. Maslow’s hierarchy of needs

6. Memory
 The key to a good advertisement is to make the
audience remember.
 Our memory is at our best 2 seconds after we
experience something.
 In 20 minutes we have forgotten more of the ad than
we will forget in the next 20 days.
(SOURCE: WALTER DILL SCOTT)

7. How to get the audience to remember your ad
Repeating one or more characteristic of the
advertisement and by changing some of the features at
each appearance of the ad.
http://www.youtube.com/watch?v=owGykVbfgUE
http://www.youtube.com/watch?v=qt6iEGzLPjg
(Source: Walter Dill Scott)

8. Elaboration Likelihood Model
 Ideas can be formed and changed through
advertising
 Central – Logic and thought
 Peripheral – Cues (colors, music, story)
 http://www.youtube.com/watch?v=EC7VLjIw8hY

9. Elaboration Likelihood Model used in advertising

10. Examples
 Peripheral:
http://www.youtube.com/watch?v=9gspElv1yvc
 Central:
 http://www.youtube.com/watch?v=LNOhqEuW5R8

11.  Think of the first ad that pops into your head.
 Does it use peripheral or central?

12. COLORS

13.  Different colors provoke certain emotions and
feelings
 Color impression can account for 60-70 percent of
consumer reaction
 http://www.youtube.com/watch?v=oiVkkhZHlGk

14.  Red: Increases blood pressure, hear rate, appetite,
grabs attention and stimulates quick decision
making
 Pink: Sweetness
 Orange: Causes people to feel energetic and is used
frequently in fast food products.
 Yellow: Used to draw attention

15.  Green: Relaxing and environmentally friendly
 Blue: Most popular color among adults. Used in
jewelry ads
 Purple: Loyalty and luxuriousness
 Brown: Solidity and strength
 Black: Power and sophistication
 White: Cleanliness and purity

16. MacDonald’s and the Color Red
 http://www.youtube.com/watch?v=h2HmAoaQgV4
Count how many times you see the color red. Try to
count every individual item, font and background.

17. Sex Sells

18.  Sex falls into physiological part Maslow’s Hierarchy
of Needs
 Sex is used in many alcohol ads
 Many times alcohol evokes sex

20. Work Cited