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282). Furthermore, research supports that an audience is more likely to be persuaded when the persuasion technique matches their attitude functions. Thus, people in the advertising industry are far more likely to be successful persuaders when they carefully consider the predominant attitude type of their audience and tailor their advertisements to that specific group.
A final example of the contributions of psychology to advertising is a highly significant one. In 1957, Vance Packard wrote a book titled The Hidden Persuasion, which discussed the psychoanalytical techniques used by many advertising companies (Nelson, 2008). The book sold millions of copies, was translated into 12 languages, and remained on the U.S. bestseller list for a year. Nevertheless, it was highly criticized by many academics and people in the advertising industry who wrongfully assumed that it was focused mainly on subliminal messages. However, Packard never actually used the term "subliminal" and focused very little discussion on "subthreshold effects." His main argument, which still holds true today, is that people can be persuaded by supraliminal messages without their awareness. Supraliminal means above the threshold of our conscious awareness and subliminal means below this threshold. For example, a message which you can hear in a song would be considered a supraliminal message, whereas a message which you cannot hear would be called a subliminal message. Subliminal messages have been found to have little persuasive effects. Supraliminal effects on the other hand have...
Other examples of supraliminal messages include guerrilla marketing (also referred to as word-of-mouth marketing) and product placement. "Because the persuasion source is not identified and the brand is embedded within content or conversation, consumers may not realize that they are being persuaded by these supraliminal persuasion attempts" (Nelson, 2008, p. 113). Research in the area of conscious and unconscious processing is on the rise and is being used by advertising companies everywhere.
As has been demonstrated, psychology has made many contributions to advertising. In fact, without an understanding of psychological factors, advertising efforts would be far less effective than they are today (Kardes, 2005). That being said, anyone entering the advertising industry would be highly advised to study psychology in-depth to best prepare themselves for a successful career in their field.
References
Gresko, J., Kennedy, L. & Lesniak, J. (1996). Social psychological factors underlying the impact of advertising. Retrieved from Miami University Website:
http://www.users.muohio.edu/shermarc/P324ads.shtml
Kardes, F.R. (2005). The psychology of advertising. In Brock, T.C. & Green, M.C. (Eds.),
Persuasion: psychological insights and perspectives (p. 281-303). Thousand Oaks,
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Advertising Effectiveness and Consumer Memory The relationship between psychology and advertising is not a new one -- in fact, it is fundamental to the birth of modern advertising in America. Edward Bernays, the father of marketing, was the nephew of none other than Sigmund Freud, and used Freud's sense that "man was motivated by passion" to manipulate the senses of consumers and plant seeds of desire within consumer memory (Jones, 2000,
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
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Thus, studying psychology is morally and intellectually improving. Psychology is so all encompassing as a field of study that it makes a person's mind more flexible. In psychology classes, a student must learn about analysis from a qualitative, even literary approach, as encompassed in the words of Sigmund Freud and William James. In other psychology classes, a student must understand how to interpret an Excel spreadsheet used in a research
(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