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Psychology Research About Advertisement Psychology Essay

2621 words - 10 pages

1. IntroductionAdvertising is already a big thing in human lives. We see advertisements everyday. Without it, we might have problems buying things, because we don't know what is new or what these things are. Cost of advertisement is already a big factor in selling products. It is nothing new that big companies have to engage in how to sell their products. Without showing the products to consumers, nobody is going to buy them, and selling products is the main purpose of companies. The problem of advertising today is clear. Consumers are overwhelmed by all kind of ads. No consumer has time to really deal with the product and for most consumers advertisement is not very authentic. All companies are faced with these problems, but how can they manage to influence consumers like they do today and why is advertisement so effective.2. Objectives of advertisementThe main objective of companies is to show their product through advertisement. They want people to buy their products, but they have different smaller objectives to reach their purpose. One of the first objectives of advertising is information. They want to give consumers information about products or present new products. They also tell consumers about advantages of their product and why it is better than the ones from other companies. A good example is a simple sign with the brand's name or product on it, or a TV ad where a person is pretending to have good experience with this product. Another objective is motivation. Companies want to motivate people to buy their product or to look into the subject. The next objective is socialization. They want to give specific groups of consumers values. Good examples are campaigns against drugs. After somebody bought a product, companies want the consumer to buy it again, so they use another kind of advertisement to sustain their product. When you buy, for example, a shampoo, you get information about the advantages on the outside of the product. Some advertisements also have the objective to entertain people, because often times people just avoid watching commercials or they look away when they identify something as an advertisement. Companies often use funny commercials, for example, all "Geico" ads.(Werbepsychologie online, 'Florak', 11/4/08, < www.werbepsychologie-online.de>.)3. Techniques of Advertisement and why they are using themThe advertising industry uses different techniques, but they are not scientific supported. Here are some:AIDAAIDA stands for attention, interest, desire, action. It means that first an ad has to get the attention of the people. Next, the product has to spark interest in the consumer, then the consumer should get a propensity to buy the product and at last to initiate the act of buying the product. An average person first needs to see an ad. Companies use colors which highlight their advertisement or in TV ads they use specific sound and songs, so they are getting the first attention. Nobody would listen to a silent TV...

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