How It Works: Psychology of advertisements | It Matters

How It Works: Psychology of advertisements | It Matters


Have you ever noticed how a brand advertises their product? How it influences us. How they can leverage psychology to find what attracts attention, leaves an impression, persuades, and leads to the act of purchase. In this video, we are going to figure out how the psychology of advertisement actually works. Chances are you may be specialized in marketing, not psychology, so this area may be a little fuzzy. So, let me help you. Psychology explores human nature, the psyche, and why people behave the way they do. Advertising explores the art of influencing human behavior to make certain purchase decisions. The advertising industry has come a long way over the past century. Back in the days, things were simple and straightforward; advertisements told us about products and features. But as the world evolved, so did the competition A basic advertisement involves a lot of strategies and thought, as well as more planning than one may assume. From the color scheme and the visuals to the actual words used, each component of an ad is designed to appeal to the consumer uniquely. Every aspect is specifically designed using the basic principles of psychology to generate a desired reaction or response. While there are many potential psychological elements to incorporate, the use of emotions, persuasion, and authority, memories, and colors are a few of the more common ones. Advertising is now not limited to magazines, newspapers, television or even the internet. It is in practically everything that surrounds us. The way of products is displayed in department stores, the color, and the size of potato chips, the price of clothes, subtle words spoken on the radio. In other words, everything that makes a product attractive and grabs our attention is a powerful means of publicizing it. In the 1970s, people were exposed to about 500 ads per day. At present, people see roughly 5,000 ads per day. There are 5.3 trillion display ads shown online every year. On an average, children see 20,000 thirty-second commercials each year. Adults see an average of 2 million of those yearly. Advertisers and marketers know that people readily respond when they find anything enjoyable, noteworthy or interesting. They use that to make their brands popular. It may be an interesting image, music, a story or the brand itself that catches the eye of a person. The logic of the advertisement is simple. Amaze and Persuade
let us take a short example of a smartphone Back in the days, cellphone was first introduced in late 1983 as the world evolved so did the phones. Each year it evolved into a new design and the new design means new spec It all started from Simple to Smart. The phone we us in 2019 are far better than the phone in the late 80s The product released year by year always amazed us by its design specs, and power. On the other hand, advertisement always converts our emotions to desire and lured us to patronize the goods, services or ideas advertised. Advertising often plays to consumers’ emotions. Fear, love, pleasure or vanity can be powerful drivers of consumer desires and responses. Each of these emotions can be manipulated and used in a different way to affect behavior. Fear is a very powerful emotion and can be a robust motivator. One approach where fear is used is the fear of missing out. This approach can be identified by phrases such as one day sale, limited stock, or Stock clearance. Advertisements utilizing fun and pleasure show consumers having a good time and enjoying themselves, all made possible by a given product or service. Fun and pleasure are often used in advertising for beer, Children parks, cigarettes and specific types of automobiles. Ads that feature love target consumers who want to provide for and take care of the loved ones. Subjects of these ads are typically families, pets, newborns and mothers, or happy couples. Advertisements focused on vanity appeal to the consumer’s sense of well-being, pride, importance and relevance. Themes such as the latest and greatest, you deserve it, new fashion trends and luxury drive. Experts in the psychology of advertising also have to take into the account colors as a campaign. After all, all, each color symbolizes something different. Using the Color Psychology principles to attract viewers is one of the smartest ways to achieve their undivided attention. Colors elicit strong, and sometimes conflicting, emotions. Some evoke passion, mystery, and coldness while others convey happiness, trust or peace. Every color has a different purpose within an advertisement to control the emotion and perception at the end and thus the effectiveness in driving a specific reaction or action. Advertising can utilize almost any form of media to meet its needs, including television, radio, cinema, outdoor, mobile and online. If there is a space where consumers are going to look at, advertisers will buy it up. The United States, in practical, is the largest advertising market in the world. China is to be the second leading market according to the ranking, yet its ad expenditures are estimated to represent less than half of the amount calculated for the U.S. If you like what you see SUPPORT MY CHANNEL BY CLICKING SUBSCRIBE BUTTON AND RING THE BELL ICON. SHOW ME YOUR LOVE BY HITTING THE LIKE BUTTON AND SHARING IT.

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About the Author: Oren Garnes

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