Psychology of Advertising Since Early Research Paper

Download this Research Paper in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from Research Paper:

The central persuasion route is an active and mindful process in the determination of the value of a persuasive argument. In the cognitive processing in The route to persuasion can be attributed to the many variables that affect the likelihood of thinking about the value of messages. One's motivation to think about issue-relevant information and the ability to do the cognitive processing has been affected by these variables. Notably, some variables affecting one's motivation are part of the person and the situation while other variables affect the direction of thinking with some affecting the general amount of thinking the person does.

Although many advertisements use more than one technique in attempts to persuade the audience, the most commonly used technique is that of authority (Gresko, Kennedy & Lesniak, 2003). People are more likely to respect the opinions of someone who is understood to have a lot of knowledge concerning a product. In addition, people usually feel better knowing an authority person has recommended what they are about to buy. Advertisers persuade consumers to buy their products by using advertisements which capture a customer's attention in various ways. These various ways whose main goal is to appeal to a consumer's emotions may arouse the feelings of fear, love, pleasure, or vanity. Health advertisements frequently use fear to get the audiences' attention, beer and cigarette advertisements appeal to peoples' desires for fun or pleasure and plastic surgery advertisements appeal to peoples' vanity or egotism by exposing their fear of aging.

Cognitive Psychology and Advertising:

As mentioned earlier, cognitive psychology as well as other psychological principles forms the basis of advertising principles. The branch of psychology that studies mental processes including how people think, perceive, remember and learn is referred to as cognitive psychology. Cognitive psychology as part of the larger field of cognitive science is related to other disciplines including philosophy, neuroscience and linguistics.

The main focus of this branch of psychology is on how people obtain, process and store information. Various practical applications for cognitive research like ways to improve memory, ways of increasing decision-making accuracy and how to structure educational curricula for enhancing learning are in existence. Unlike behaviorism (which was the dominant school of psychology before 1950s), cognitive psychology is concerned with internal mental states and uses scientific research methods to study mental processes (Cherry, n.d.).

Cognitive psychology is often studied by people in various fields because this branch of psychology touches on many other disciplines. For example, cognitive psychology is studied by teachers, educators, scientists, designers, artists, engineers, architects and students who are interested in behavioral neuroscience and linguistics amongst others. The major topics in cognitive psychology which are also important in advertising include:


Those who study perception in cognitive psychology seek to understand how people make one-sided interpretations of proximal information from the environment. Perceptual systems are composed of separate senses, processing modules and sub-modules. These systems represent diverse aspects of the stimulus information (Lu & Dosher, 2007).

Concept Formation:

The ability to arrange the perception and classification of experiences by the building of functionally applicable categories is referred to as concept formation. The response to a specific motivation is solely determined by the categorical classification and association of knowledge with that particular category and not by specific instance.


One of the most developed aspects of cognitive psychology is the study of the capacity and fragility of human memory. This study focuses on how memories are acquired, stored and retrieved. Memories for facts, for procedures or skills, for working and short-term memory capacity are the functional divisions of memory domains.


Cherry, K. (n.d.). What is Cognitive Psychology? Retrieved March 29, 2010, from

Gresko, J., Kennedy L. & Lesniak J. (2003, March 29). Social Psychological Factors Underlying

the Impact of Advertising. Retrieved from Miami University, Advanced Social Psychology Web Site:

Lu, Z. & Dosher, B.A. (2007). Cognitive Psychology. Retrieved March 29, 2010, from

MomGrind. (2009, March 11). Psychology of Advertising. Retrieved March 29, 2010, from

Roy, S. (2008, August 8). The Psychology of Advertising. Retrieved March 29, 2010,


Cite This Research Paper:

"Psychology Of Advertising Since Early" (2010, March 29) Retrieved October 22, 2016, from

"Psychology Of Advertising Since Early" 29 March 2010. Web.22 October. 2016. <>

"Psychology Of Advertising Since Early", 29 March 2010, Accessed.22 October. 2016,

Other Documents Pertaining To This Topic

  • Advertising and Word of Mouth

    (Snyder & DeBono quoted in Kjeldal 2003, Introduction section, ¶ 6). The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system. 2. Decision Making Process Theories Dr. Bonnie Halpern-Felsher (2009), an Associate Professor at

  • Advertising Children Advertising to Children a Brief

    Advertising Children ADVERTISING TO CHILDREN A Brief Review of the Influences that Advertising can have with Children Advertising plays a substantial role in modern society. Marketing messages have become ubiquitous and can be found in new places all the time. Some of the common sources are TV, radio, billboards, and online ads; however marketing professionals are constantly reinventing the media in can display their messages. For example, new technics such as product placement

  • Advertising That Promises Sexual Activity or Fulfillment as the Result...

    sexual imagery and sexual concepts in advertising has existed for nearly a century. In the past several decades, however, this form of advertising has begun to target younger groups of consumers as a wider array of products are presented as aids to sexuality and sexual fulfillment. Whereas certain products, such as alcohol and undergarments, have traditionally been marketed using erotic ideas, today's sex-based marketing strategies include items such as

  • Advertising Is to Make the

    Barbie doll top ten viral commercials as of 2013 rely mostly on You Tube, Dailymotion, Facebook and Twitter. The third doll brand, subject to this study is Bratz. As evidenced from the four commercials assessed in the course of this study, Bratz deploys a slightly different mode of advertising, which involves marketing adult entertainment to kids. Social psychologists have argued that this strategy is very effective within the realm of

  • Psychology and Physiological Aspects of Substance Abuse

    West (1997) stated that clinicians, researchers, policy makers and others who work in the area of addiction, with addicts or who have to deal with the consequences of addiction, cannot easily ignore the strong ethical dimension to the problem. Ethics is concerned with determining the nature of normative theories and applying these sets of principles to practical moral problems. It is concerned with how we should live, as individuals and

  • Psychology and Physiological Aspects of Substance Abuse

    danger signals of drug abuse and how can they be used to identify possible abusers? There can be various danger signals that may indicate the possibility of substance abuse in individuals. These signals will obviously appear in a variety of contexts and situations but the following are generally accepted as the most common indicators. One of the most common signs is a radical change in behavior, especially in a formal or

  • How to Use Principles of Consumer Psychology to Increase Advertising...

    Consumer Psychology Persuasion lies at the heart of successful advertising and marketing campaigns. In attempting to persuade individuals and groups, advertising agencies and social psychologists face the enormous difficulty of changing attitudes. The following technique achieves attitude change by manipulating the underlying beliefs. Changing Beliefs. Although consumer attitudes are notoriously resistant to change, this technique achieves it through switching the focus of its attack away from the attitudes themselves and onto the underlying

Read Full Research Paper
Copyright 2016 . All Rights Reserved