Essay Undergraduate 839 words

Psychology's Role in Advertising Persuasion Techniques

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Abstract

This essay examines the significant contributions psychology has made to the field of advertising, with a particular focus on persuasion. It discusses the Elaboration Likelihood Model and its two routes to persuasion — central and peripheral — as well as the role of emotion in capturing audience attention. The paper then analyzes the four attitude types identified in Attitude Function Theory and explains why matching persuasion techniques to audience attitudes increases effectiveness. Finally, it explores Vance Packard's influential work on psychoanalytical advertising techniques and distinguishes between subliminal and supraliminal messaging, noting that the latter has proven far more persuasive in modern advertising practice.

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What makes this paper effective

The paper builds its argument progressively, moving from broad theory (Elaboration Likelihood Model) to specific applications (emotion, attitude types, supraliminal messaging), giving readers a coherent conceptual journey.
It carefully distinguishes between commonly confused terms — subliminal vs. supraliminal — correcting a widespread misconception about Vance Packard's work with well-cited evidence.
Each theoretical framework is immediately connected to a concrete advertising example, keeping the analysis grounded and accessible.

Key academic technique demonstrated

The paper demonstrates effective use of synthesis across multiple sources. Rather than treating each reference in isolation, the author integrates Gresko et al., Kardes, and Nelson to build a unified argument about psychology's role in advertising. The brief literature-to-application structure in each paragraph — introduce the theory, cite the source, then apply it to real advertising practice — is a reliable undergraduate essay technique that balances evidence with analysis.

Structure breakdown

The essay follows a clear five-section structure: an introduction defining persuasion and signposting the argument; three body sections each covering a distinct psychological contribution (ELM, emotion, attitude theory, and supraliminal persuasion); and a short conclusion that reinforces the practical value of psychology for advertising professionals. Each body section is self-contained yet flows naturally into the next.

Introduction

The field of psychology has strongly influenced the techniques used in advertising. This influence can be most prominently seen in the area of persuasion, defined as "the changing of attitudes by presenting information about another attitude" (Gresko, Kennedy, & Lesniak, 1996, par. 2). By understanding the underlying concepts that affect human psychology, people in the advertising industry are able to tailor their campaigns so that they have the highest likelihood of persuading their audience. This essay explores the various psychological techniques of persuasion used in advertising.

The Elaboration Likelihood Model

According to one theory in psychology, the Elaboration Likelihood Model, persuasion can be achieved through one of two routes: central or peripheral (Gresko, Kennedy, & Lesniak, 1996). An individual persuaded through the central route has consciously analyzed the information they received for favorable or unfavorable thoughts, ultimately leading to their decision on the argument's merit. An individual persuaded through the peripheral route has not gone through this same cognitive process. Instead, their persuasion is based on an unconscious process that results from being bombarded with so many messages that one does not have the time to carefully analyze each one.

Information processed through the peripheral route is far less likely to lead to a permanent attitude change than information processed through the central route. Therefore, it is often the goal in advertising to persuade an audience through the central route. To do this, the advertisement must first catch the audience's attention.

Emotion as a Persuasion Tool

Evoking certain emotions has been proven to catch an audience's attention, thereby helping to persuade them (Gresko, Kennedy, & Lesniak, 1996). Commonly targeted emotions include fear, pleasure, love, and vanity. Furthermore, many advertisements target more than one emotion to reach a wider range of people, or to have a double impact on others. Advertisements for plastic surgery are one example: they aim to persuade the public by appealing both to their feelings of vanity and to their fears of aging.

2 Locked Sections · 365 words remaining

Attitude Function Theory in Advertising · 155 words

"Four attitude types and matching persuasion techniques"

Supraliminal Persuasion and the Hidden Persuaders · 210 words

"Packard's work and supraliminal vs. subliminal messaging"

Conclusion

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.

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Key Concepts in This Paper

Elaboration Likelihood Model Central Route Peripheral Route Attitude Functions Supraliminal Messaging Emotion Appeals Consumer Persuasion Product Placement Guerrilla Marketing Subliminal Messaging