2. Advertising is sales. In order to be
successful in advertising we have to be
good salesmen (whether or not we believe
in the product.) But the ultimate salesmen,
the people who rule the world of
advertising (and in other fields) are those
that take the time to understand the
psychology of the market, then tailor their
campaigns to target as many of those
minds as possible.
Engineering of consent.
3. Edward Bernays Sigmund Freud
Born: Vienna, November 22, 1891 Born: Austria, May 1856
Died: New York, March 9, 1995 Died: September 1939
Nephew of Sigmund Freud ‗sexual and aggressive forces inside humans that
Given the title ‗Father of Public can be controlled by others‘ which are ‗remnants
Relations‘ of our animal past‘
4. Bernays‘ development of advertising from his uncle‘s study of psychology-
Dangerous and irrational desires and fears that lie under the surface of man.
These forces are naturally aggressive and sexual and define our subconscious.
Governors of society have to control these forces in order to guide the human mind
towards good.
So the question is how to make the public want things they don‘t need by linking
mass-produced goods to their unconscious desires
The consumer market is encouraged to move from a question
of NECESSITY to a question of DESIRE.
5.
6. Anna Freud- daugher of Sigmund (3 December 1895 – 9
October 1982) was the sixth and last child of Sigmund and
his wife Martha. Born in Vienna, she followed the path of
her father in the newly born field of psychoanalysis.
7. Anna Freud believed that if people were encouraged to conform
to the accepted patterns of family and social life their ego‘s will
be strengthened leading to a society of more rational beings.
Marilyn Monroe and Dorothy Burlingham
the psychoanalyst and
Ralph Greenson her children.
8. Ernest Dichter (14 August 1907 – 21 November 1991) was an Austrian-American
psychologist and marketing expert known as the "father of motivational research."
Dichter pioneered the application of Freudian psychoanalytic concepts and
techniques to business — in particular to the study of consumer behavior in the
marketplace.
9. According to a New York Times article in 1998, he "was
the first to coin the term focus group and to stress the
importance of image and persuasion in advertising‖
First client was Ivory soap. Using in-depth consumer interviews, he learned
that when shoppers picked a particular brand,
―it wasn‘t exactly the smell or price or look or feel of the soap, but all that
and something else besides—that is, the gestalt or ‗personality‘ of the soap.
10. 1947 Book ‗Psychology of Everyday
Living‘
"designed as an accessible self-help
manual to help Americans 'accept the
morality of the good life‘…
Chapters such as "The Magic of
Soap", "What Bread Means to You",
"How to Be Happy While Cooking",
and "The Psychology of Buying"
purported to solve the psychological
issues of everyday life, but largely
encouraged a positive attitude to
consumption by stressing the good
feelings associated with a new
purchase or the use of a specific
commodity.
11. This was a big idea. Dichter understood that
every product has an image, even a ‘soul’, and
is bought not merely for the purpose it serves
but for the values it seems to embody. Our
possessions are extensions of our own
personalities, which serve as a ‘kind of mirror
which reflects our own image’. Dichter’s
message to advertisers was: figure out the
personality of a product, and you will
understand how to market it” (The Economist).
12.
13.
14.
15. The Betty Cake Mix Problem- market research had said housewives
would embrace such an easy baking tool. But once launched, sales
were much lower than expected. Approached Dichter- he believed
wives had a guilt in using the product.
16. How can we overcome the ‗guilt‘ of buying this conveniance food?
What was the barrier to the consumption of product.
Participation of consumer-Dichter says that if we change the product
so that it requires the input of an egg, housewives would overcome this
guilt. It would be an unconscious symbol of a housewife mixing in her
own eggs for her husband and family.
Betty Crocker (post Dichter advert)
http://www.youtube.com/watch?v=7rd0AidAkpE&feature=related
Sales soared.
17. Modern man identifies himself with a
product because it has a therapeutic
value- improves self-image and allows
him to become more confident.
Dichter believed this would improve society as a
whole. And we can find out these desires through
focus groups.
18. A focus group is a form of
qualitative research in which a
group of people are asked about
their perceptions, opinions, beliefs,
and attitudes towards a product,
service, concept, advertisement,
idea, or packaging
19. Activity-
How do you perceive this product? What is your opinion on it?
Could we live without it? What service does it provide?
What kind of customer are they targeting?
What kind, if any, social status does it have?
How does the product make you feel? Does it affect your life?
How do you think this product has been sold to consumers?
What are your views on the packaging, the name, the design?
What would you change about the product/design/logo etc?
How could this product be better?
