Advertising has become so firmly in our lives that at times it seems to us that it has dissolved into it, like salt in water. And we have learned not to take the next advertising tricks, filtering them at the subconscious level. But the fabulous amounts spent on advertising companies, testify to the opposite. The psychology of perception and impact of advertising is such that it continues to effectively influence our lives and our choices.
Advertising in terms of psychology
Psychology of advertising began to be studied as an independent direction in the economic psychology industry at the beginning of the last century. By now it has crystallized into a separate branch of applied socio-psychological science, which can be attributed to a broader direction - "consumer psychology." All of us continue to actively study, in order to find new and new principles of influence.
So, what is the essence of such a phenomenon as advertising from the point of view of psychologists. In a simple, seemingly fact - programming potential consumers for certain actions. Choosing a particular product, you may not suspect that your hand reached out to him absolutely not by accident. Advertising does its work, regardless of whether you want it or not. Of course, we are talking about high-quality advertising.
The psychology of the consumer in relation to advertising is simple - we often refuse to believe that we are being led. Perhaps many videos seem to us unconvincing, but modern advertising does not tend to appeal to logic. Rather, advertisers are looking for a key to our intuition and spontaneous feelings.
Psychology of motivation in advertising
Throughout life, we, one way or another, all the time experience the need for various goods and services. Motivation to a certain activity (in our case - to purchase) and is a motivation . How do we motivate?
First of all, the psychology of motivation in advertising is almost always based on the model of needs developed by American A. Maslow:
- basic needs with a biological basis;
- need for a sense of security and a lack of fear for loved ones;
- social needs (first of all - the need for love and affection);
- the need for recognition in society;
- the need for self-realization.
The most understandable motivation in the psychology of social advertising is the declaration of high values. Almost all models of motivation are played in it, sometimes - to show its negative side.
But not always the motivation is transparent. So, for example, insurance advertising can not use the need for security, but the image of recognition in society or the desire for self-realization. The search for the necessary (effective) motivation is one of the problems of studying advertising in psychology.
Visual perception of advertising
Outdoor advertising has appeared for a long time, and the methods of its influence on us are also known. Advertisers know that we visually perceive about 83% of information, and remember twice less. Do not think that these forty percent are selective. Competent specialists know the psychology of perception of outdoor advertising, and use everything possible so that we remember only the most important thing. Psychology of outdoor advertising (here you can include advertising on the Internet and print) is that sustainable associations are supplemented by various elements (images, text, etc.). The essence of the text we are automatically looking for at the top of the image, in the left corner. The answers and conclusions are better perceived below or to the right of the main question. Both color decisions and spatial perception are important (the foreground is perceived before the rear), and our brain perceives larger and brighter elements of the image faster than little ones. However, the latter also do not remain without attention, they are simply "processed" at a subconscious level. In visual advertising, the basic idea is suggested to us quite clearly - singling out its size, boldface, brightness of color or lighting.
Psychology of advertising on television
Advertising on television is not without reason one of the most expensive - unlike simple outdoor advertising, it has a number of advantages. The image is possible in the dynamics, the sound is added to the visual perception. In addition, the advertiser chooses the time of exposure to potential customers. So, between football matches you can successfully advertise alcoholic beverages, and in the middle of the ladies' series - a cleanser for kitchens. Do not forget that advertising on television, we see not only during commercial breaks: logos during the transfer screensaver, the names of various brands in movies and clips - the last,
An important role is played by the duration of advertising. Standard videos last about a minute, but experts insist that we are more willing to accept non-standard in terms of duration of advertising. A short, dynamic advertisement or a beautiful movie lasting two minutes, perceived almost as a short film will have a deeper psychological impact.
No matter how often you are harassed by advertising, try to accept the fact that its presence and impact is inevitable. Like the development leading to the fact that advertising becomes more interesting.