The Psychology of Advertising, Thesis Paper Example

Business advertising is a rudimentary activity that has to be accomplished amidst business production and marketing in the world. Marketing techniques involve making adverts that reflect on the production characteristics and brands in the market. In today’s marketing, advertising has transformed into psychological advancements within human understanding. Business and product advertising play a critical role in relaying the existence and performance of different products and brands in the market. Therefore, marketing has transformed into new avenues that involve the use of the necessary and easily available materials in order to get to the innate tastes and preferences of customers in the market. According to Freedheim (2003), psychological approaches are instinctive and useful in every business advertising since they relay the immediate tastes and preferences of clients in the market (Freedheim 13).

Psychological advertising targets a number of facets in the market and within the clients. There are different appeals that are directed to touching on the psychological connotations of clients in the market. For instance, psychological advertising targets sex appeal among clients. In modern advertising, adverts target products and services that are related to human instinctive characteristics. For instance, an advert will contain a sexy person in jeans, with the intention of the advert geared towards exposing the new product or brand in the jeans material. Moreover, many adverts make use of sexy women and handsome men who are able to access the needs and touches of clients in the market. Spielberger (2004) reiterates that the adverts target client’s self-preservation and self-esteem. In order to win the innate desires of the clients, it becomes easy when the adverts are made with immediate characteristics that influence on their desire to maintain equitable self-awareness, self-esteem, and self-preservation (Spielberger 78).

Advertising has transformed into touching on the personal enjoyment attributes among the clients in the market. The immediate avenues of marketing and advertising are meant to influence on the client’s enjoyment. Clients will go for products and services that please them. For instance, several adverts are directed at people’s tastes and preferences with much of the advertisement that does not mention the characteristics or goodness of having the product or service itself. For instance, an advert is made comprising of competent and running athletes. The innate desire within the advert is to advertise on the strength that one gets when he or she consumes Coca Cola product. In this advert, much attention has been directed at the activities involving athletes and the strength that results in winning a race in an international competition. This advert is psychological in that it touches ion the enjoyable sensitivities of the client in the market (Fennis and Stroebe, 90-110). Client personal enjoyment is reflected above the product under advertisement. In such cases, the adverts are directed at influencing the characteristics that touch on the immediate influences of clients in the market.

Scott (46) shows that many advertising techniques are available and conclusive in imitating the character and imagination of the new product in the market. The sense of imitation plays a critical role in exemplifying the production characteristics contained in the products. The directives given by the imitated product makes the client admire or get to the sense of feeling the sensibility of the product. For instance, an advert is made in a way that reflects the ultimate feeling of the client who has purchased the product. For instance, an advert is made involving learners or students who manage to excel in their studies because they have used a food product in the market. The advert will be made in such a way that the performance of the student is exemplified from the use of the product at hand. In some instance, the product is made while taking studies and doing an exemplification of which the result id excellence ultimately, the clients in the market will be touched on their sense and imitative need of trying to arrive at a good performance in their studies (Scott 24).

Psychological advertising considers several rudimentary fallacies among the people in the market. In most cases, the advert is made to resemble the services offered through a traditional or normalized demonstration of the product. In the mean time, the clients in the market will be influenced by the generic nature in which the product will have upon use by the client. Some genetic appeals involve the use of colors that detect the sense of personal likeness. For instance, most adverts are pink or bright in color (Fennis et al 57-60). This notion is taken because many women are genetically clued to bright colors. Moreover, adverts incorporating male products are made with “cool” colors, of which most of them lie between dull and bright colors. This is a psychological undertaking that is meant to reflect on the immediate likeness and polarized attention of clients in the market.

Psychological advertising has risen in the recent past. Increase in competition in the market has made many producers to incorporate diverse methodologies of reaching out to the preferred clients. Many adverts have psychological connotations that act as reminders to many clients in the market. Such adverts incorporate “begging questions” that are directed at clients in the market. For instance, one will find an advert that asks a question like, “and who else if, not you?” Such a question appears to beg response from the client. The response of the client will be dependent on what comes to mind after accessing or viewing the product over which the product question has been exemplified. In many cases, the product under study happens to be modern cooking equipment that requires users to safe on wasteful use of energy. Such an advert will always be in the mind of the viewer. It will influence the client use the product in the market. In some other cases, the adverts are made with words that are weasel in nature. They are psychologically buzzing or with dangling comparison. Such words make the client feel in unease by associating with a product but not making use of it yet.

According to Olson (83), the words and phrases used in advertising are associated with modern intentions geared towards influencing or winning the psychological connotations of clients in the market. For instance, use of words and phrases like “a good life” and “the American dream” makes many clients have an innate urge to embrace the products and services that come from the company at hand (Olson 35). The use of situations and circumstances that are unattainable make many clients have an innate urgency to use the product and try their level of achievement. In mass societies like in the United States of America, adverts has transformed to ways of standardizing the ways of the people in the market. Moreover, the influence on the ways of thinking, eating, dressing, and spending leisure time. The ultimate desire and intention of the markets is to win the immediate urge that clients feel over life.

Many advertisements are geared towards a given social stratifications in the society. Some products and designed for the social elite while others are design for the middle class and the lower class. Nonetheless, most adverts have focused on the middle class. The adverts are psychological in nature. They are directed at exposing consumers to the immediate information that they are in need. They increase the level of consumers’ attention when they devote to the information.

In modern advertising, the adverts have turned into influencing on the thoughts and feelings of the people. Pictures are used since they are believed to carry more meaning and influence than a thousand words. The advertising is multimedia with high technicality. For instance, the nature in which the adverts are made influences the growth and development of children. For instance, an advert that is directed to the high social class encompasses people or children playing with modern toys with a similar relation being resembled children in the lower class who make use of locally-made toys (Heath 78). Such an advert will influence people in the higher class and children to embrace the status of the high class loving.

Petley (78) shows advertising to be affecting the psychological attributions of the society. Adverts are directed at relaying the immediate feelings, thoughts, and intentions of the people relayed with the products at hand. The intention of the adverts are directed at taking the shortest time possible, and reflecting on the direct and immediate needs of clients in the market. Moreover, the fallacies and manipulations are directed at influencing the client’s belief in possibilities and unrealistic happenings that come with the purchase and use of the production. In the end, advertising has become a psychological war between the clients and adverts in the market (Petley 38).

Works cited

Fennis, Bob M, and Wolfgang Stroebe. The Psychology of Advertising journal. Vol. 8, Issue 2. Hoboken: Taylor & Francis, 2010. Print.

Freedheim Donald K. Handbook of Psychology: History of psychology, Volume 1. London: John Wiley & Sons, 2003. Print

Heath, Robert. Seducing the Subconscious: The Psychology of Emotional Influence in Advertising journal. Vol. 6. Chichester, West Sussex: Wiley-Blackwell, 2012. Print.

Olson, Jerry C. Advertising, and Consumer Psychology: [1]. New York u.a: Praeger, 1983. Print.

Petley, Julian. Advertising. North Mankato, MI: Smart Apple Media, 2003. Print.

Scott Walter Dill. The Psychology of Advertising in Theory and Practice: A Simple Exposition of the Principles of Psychology in Their Relation to Successful Advertising. BiblioLife, 2010. Print

Spielberger, Charles D. Encyclopedia of Applied Psychology article. Vol. 6, Issue 3. Oxford: Academic, 2004. Print.