The central persuasion route is an active and mindful process in the determination of the value of a persuasive argument. In the cognitive processing in The route to persuasion can be attributed to the many variables that affect the likelihood of thinking about the value of messages. One's motivation to think about issue-relevant information and the ability to do the cognitive processing has been affected by these variables. Notably, some variables affecting one's motivation are part of the person and the situation while other variables affect the direction of thinking with some affecting the general amount of thinking the person does.
Although many advertisements use more than one technique in attempts to persuade the audience, the most commonly used technique is that of authority (Gresko, Kennedy & Lesniak, 2003). People are more likely to respect the opinions of someone who is understood to have a lot of knowledge concerning a product. In addition, people usually feel better knowing an authority person has recommended what they are about to buy. Advertisers persuade consumers to buy their products by using advertisements which capture a customer's attention in various ways. These various ways whose main goal is to appeal to a consumer's emotions may arouse the feelings of fear, love, pleasure, or vanity. Health advertisements frequently use fear to get the audiences' attention, beer and cigarette advertisements appeal to peoples' desires for fun or pleasure and plastic surgery advertisements appeal to peoples' vanity or egotism by exposing their fear of aging.
Cognitive Psychology and Advertising:
As mentioned earlier, cognitive psychology as well as other psychological principles forms the basis of advertising principles. The branch of psychology that studies mental processes including how people think, perceive, remember and learn is referred to as cognitive psychology. Cognitive psychology as part of the larger field of cognitive science is related to other disciplines including philosophy, neuroscience and linguistics.
The main focus of this branch of psychology is on how people obtain, process and store information. Various practical applications for cognitive research like ways to improve memory, ways of increasing decision-making accuracy and how to structure educational curricula for enhancing learning are in existence. Unlike behaviorism (which was the dominant school of psychology before 1950s), cognitive psychology is concerned with internal mental states and uses scientific...
Advertising Children ADVERTISING TO CHILDREN A Brief Review of the Influences that Advertising can have with Children Advertising plays a substantial role in modern society. Marketing messages have become ubiquitous and can be found in new places all the time. Some of the common sources are TV, radio, billboards, and online ads; however marketing professionals are constantly reinventing the media in can display their messages. For example, new technics such as product placement
Advertising Effectiveness and Consumer Memory The relationship between psychology and advertising is not a new one -- in fact, it is fundamental to the birth of modern advertising in America. Edward Bernays, the father of marketing, was the nephew of none other than Sigmund Freud, and used Freud's sense that "man was motivated by passion" to manipulate the senses of consumers and plant seeds of desire within consumer memory (Jones, 2000,
Television Advertising on 20-Something Females Effectiveness of Television Advertising Television is a traditional, yet the largest communication medium used by business corporations to promote their products and services to their potential customers. Advertisements done on television reach large target audience in both urban and rural areas. Every television advertisement has a specific target audience which constitutes the most potential customers for the company. The response rate and reaction of audience to
(Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at
sexual imagery and sexual concepts in advertising has existed for nearly a century. In the past several decades, however, this form of advertising has begun to target younger groups of consumers as a wider array of products are presented as aids to sexuality and sexual fulfillment. Whereas certain products, such as alcohol and undergarments, have traditionally been marketed using erotic ideas, today's sex-based marketing strategies include items such as
Barbie doll top ten viral commercials as of 2013 rely mostly on You Tube, Dailymotion, Facebook and Twitter. The third doll brand, subject to this study is Bratz. As evidenced from the four commercials assessed in the course of this study, Bratz deploys a slightly different mode of advertising, which involves marketing adult entertainment to kids. Social psychologists have argued that this strategy is very effective within the realm of
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now