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... objects, self ego-gratification, and creative outlets. The hidden objectives achieved by using psychological appeal in the advertisements. According to Richard F.
Taflinger, PhD there are ten psychological appeals that are used in advertising. A psychological appeal influences a persons subconscious mind and emotions through visual or aural influences. This is done using advertisements, which suggest that the purchase of the product or service will satisfy one of the subconscious desires. The ten psychological appeals are self-preservation, sex, and acquisition of property, self-esteem, personal enjoyment, constructiveness, destructiveness, curiosity, imitation, and altruism.
Each of the appeals has either a biological or a social basis as a part of human behavior. A good example of social basis appeal or interest appeal can serve the advertisements of Amstel and Ford Transit during the Champions League matches. The target group for these advertisements is football fans, who in the majority are men. It is proved that men drink more beer than women do, therefore it was suitable to make an advertisement for a male audience, besides the common view how is it possible to watch football without beer?
can be also applied. The same situation with the majority of sports, where advertisement is placed to appeal men. Example can be Formula 1, where advertisements of cigarettes, technological utilities etc. are placed on the cars. An example of one of the psychological appeals at work is selling life insurance. In order to sell life insurance to men self-preservation, oddly enough is used.
When consumer psychologists studied trend to help ease the difficulty of selling something associated with death they found that it was not actually the idea of death that made men uncomfortable but the possibility of being obliterated from the world. Men were horrified at the idea of being forgotten. New ad campaigns demonstrated life insurance as a way for men to live forever, continuing to protect and provide for their grateful families. The use of the psychological appeal of self-preservation is also beneficial because according to Taflinger it is the strongest of the appeals. If self-preservation is the strongest of the appeals, then sex is the most commonly used. The biological base of sex as an appeal is obvious.
Every ad featuring a happy attractive couple or good looking man or woman is using sex appeal. Sex is used to appeal to both men and woman but in different ways. For a man the idea is to use an attractive woman to sell the product the subconscious message is, therefore, get product get woman. For a while, advertisers tried using the same technique to appeal to woman, the get the man campaign was often used for beauty products and fragrances. These campaigns though originally successful failed to create loyal customers. The women who purchased the products once almost never developed the patronage motive.
Advertising researchers soon found that the women had begun to resent the products when no man was gotten. The products made them feel self-conscious and inadequate when they could not attract a man. A vivid example of advertising campaign using a sex appeal can serve the advertisement of Pepsi in which is performed by Britney Spears. This advertisement is used to appeal to males, who are attracted by Britney. Besides just a sexual drive, there is also a motive of having fun, because Britney is working in music industry.
Her songs are aimed on bringing fun to people. Therefore, her star image is used quite successfully. David Beckham is another celebrity, and almost a national hero. People simply love and adore him. His image of attractive male is successfully used in appealing to women, while his image as of a skillful and famous football player is be used to appeal to football fans. Besides, his image as of a fun guy makes him a unique person.
His participation in Pepsi advertising campaign for listed reasons is very successful, because Davids target audience is probably everybody. New campaigns of sex appeal aimed at women instead use self-approval, and the approval of other women, methods that are more effective. Also causing a difficulty with sex appeal for women is the females complicated requirements for a mate. For women sexual attraction must be more than just physically based. A man must also display strength, money, power, prestige, and other social factors, which define a good man David Beckham has all of it. Advertisers must incorporate the appearance of all these qualities to appeal to women.
This is not to say that sex appeal always works perfectly for men. At one point, the Chrysler Corporation was having difficulty with the sex appeal that had become associated with its convertibles. Most men purchased sedans but admitted finding the convertibles more appealing. In addition, ads and displays of convertibles brought in more customers but those customers still opted for sedans. Dr Dichter, PhD who had been brought in to research the problem developed the mistress versus the wife theory. He claimed that to the men the convertible represented a mistress, a fun fling but frivolous purchase.
The sedan however, was the reliable wife and he safer choice. In response to this information, Chrysler created the hardtop, a combination of the mistress and the wife. The hardtop was the most successful new automobile style for several years. Advertising works in five basic steps. First, the advertisement must capture the attention of the potential customer. This can be done through an interesting headline, eye-catching picture, background, or layout in print ads and by a creative visual, music, or sound in radio and television spots.
The next step of the ad is to provide information to the customer. Next, the advertisement must create a psychological promise. The promise gives the consumer a need for the product or service based upon one of the psychological appeals. Step three, is to provide details to the consumer that allow he or she to make a rational choice in choosing the product. The details show the customer why he or she needs the product. The last step is for the advertisers to demonstrate to the customer how the product or service will meet the ego-needs and other objectives through the psychological promise.
The issue of the relationship between the mass media and the popular culture has always been a controversial issue in social sciences. While the political economists insist on the role of the media industry in the creation of this phenomenon of the twentieth century, its advocates such as John Fiske argue that popular culture is actually the creation of the populous itself, and is independent of the capitalist production process of the communication sector. Basing his argument on the immense interpretive power of the people, Fiske believes that the audience is able to break all the indented meanings within a media message, and by giving new meanings to that specific message they can oppose the power bloc that is trying to impose its ideology to the public. Consequently, this anarchistic activity of the audience creates the popular culture as a defense mechanism. Even when we accept Fiske's ideas, we cannot disregard the manipulative power of the media and its effects on cultural and social life. Everyday, we are exposed to millions of different visual messages, which tell us what to eat, what to wear, what to listen and what to watch.
No matter how hard we try to avoid being influenced by these directives, only up to a certain point we can protect ourselves, and after that, no interpretive power can be helpful. Advertising would not be effective with out the incorporation of psychology. Advertising uses psychology to appeal to customers and to find their motivations. The purpose of advertising, the job of ad agents and consumer psychologists is to sell the product or service to as many people as possible in the most effective manor. In order to appeal to the consumer ads use the subliminal messages of psychological appeal. The advertiser decides which of the ten psychological appeals would be best to sell the product.
After deciding upon the appeal, the advertisers then create the ad and place in it a psychological promise to the consumer, which demonstrates how the appeals need could be satisfied. The ad appeals to the customer through this promise and he feels the need to purchase the product or service. Knowledge of psychology is essential to the advertising field. Advertisers must know how to use psychology to attract consumers and to turn them into loyal customers a necessity to any successful business. The effects upon society brought about by advertising come in mixed forms, depending on the purpose and execution of various campaigns. However, society as we know it is based very heavily upon advertising, and the negative social and economic impacts are not serious enough to outweigh the many positive social and economic effects on our society.
Sources: Article, Best Spots of 2000; Adweek Vol. XXXVIII no. 41, October 9, 2000 Delivery, Mark. Theyre No fools, Those Kids; Adweek Vol. XXXVIII no. 6, February 5, 2001 Lycos; Adweek Vol. XXXVIII no. 41, October 9, 2000 Milton, Shirley F. Advertising for Modern Retailers; Fair Child Publications, Inc.
NY NY; 1974 Packard, Vance. The Hidden Persuaders; Van Rees Pres. NY NY; 1957 Taflinger, Richard F. Taking Advantage; internet web page web: 8080 /'taking / advance . html; February 10, 2001
Free research essays on topics related to: product or service, ten psychological appeals, loyal customers, david beckham, social and economic
Research essay sample on Ten Psychological Appeals Product Or Service
