SECONDARY RESEARCH

The Psychology of Advertising 

What I have learned from reading this article about the psychology of advertising:

When filming an advert, you should know that in order for it to be an affective advert you should appeal to three emotions, love, fear and rage.

Its been known that people only buy the toothpaste that has been advertised not for the dental hygiene but for the sex appeal knowing that there teeth will be whiter.

Also you need to use direct commands such as 'Use such and such beauty product' and also ask consumers to complete a coupon and mail it into the company.

Harry Hollingsworth believed that when creating an advert you have to accomplish four things:
1. Attract a consumer’s attention
2. Focus the attention onto the message
3. Make the consumers remember the message
4. Cause the consumer to take the desired action (this really determined the effectiveness of an ad)

Creating Online Ads We Want to Watch

What I have learned from reading this article about creating online adverts we want to watch:

Just because an advert reaches a viewer’s computer screen does not guarantee that the viewer is actually watching it. Adverts can now be skipped now because of the fast-forward button. Therefore, it may not always reach the viewer. It’s not hard for the viewer to simply just turn away, open another browser window or even just chat to somebody when an advert is on.

The key to success in grabbing and holding the viewers attention is in in evoking a carefully timed mixture of surprise and joy. When watching ads, there are 2 types of basic eye movement: one is fixation, and the other is where the eye is moving from one potion to the next.

 

People attention pattern is different depending on there emotion they are feeling. The more attentive the viewers are, the less likely they are to skip the advert. Capturing the audience’s attention is what sells.

Findings From Experimental Studies

This is what I have found after reading this article on findings from experimental studies:

The arousal of emotions persuade viewers in a way that is quite different from that if argument.

Emotion does not raise viewer’s natural attention, but draws the viewer into the action and distract them from the advertisers intention to persuade. 

The arousal of emotions, especially indirectly with a  story, generally requires more time than the communication of a message through the argument.

Viewers could get so involved in the emotions that they may miss the central message.

Biting humour is mostly not allowed as it will cause complaints from other companies. 

Resonance is a form of humour that probably occurs more often in advertising than in literature.

Humour must be painless

To stimulate emotions, communicators use characters, pictures, music, sequences of events and humour.

Emotion-arousing stimuli such as pictures and music are easier to recall than is factual evidence. 
Characters are most engaging if they are similar to those the audience experiences.