Tuesday, September 20, 2011
Ads Are the Nervous System of the Business World
"The Psychology of Advertising" is an article by Walter Dill Scott, a behavioral psychologist from Northwestern University. Published in 1904, the essay argues for persuasive techniques in advertising based on studying human motives. He claimed that "the advertisement which is comparable to the nervous system must awaken in the reader as many different kinds of images as the object itself can excite."
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I did not realize how much effort and thought were put into advertisements and especially how it is heavily influenced by psychology. Advertisements are created to persuade the reader to buy or use the product or service. The psychology of advertisement entails appealing to the person's senses and emotions. It's interesting to find out that there are psychological techniques to get people to buy things and that "we the shoppers" are easily persuaded to do. Another aspect that surprised me is the cost of advertisement. I didn't think it would be costly for just one simple ad, maybe fifty-dollar fee per ad. But then magazine editors charge more for the more inches(space) required for the ad. Some magazines require companies to sign contracts and those are costly and a risky investment; due to the possibility that the magazine could go out of business or loose its large circulation population. This article made me realize that advertisement is a difficult field and uses a large amount of psychology and money to be effective and successful.
ReplyDeleteI forgot to put my name on the above post!
ReplyDeleteHolly Demaree English 103 in the morning.
"Psychology and Money!!!"