Advertising and Psychological Appeals

Introduction

• Daily exposure to numerous advertisements (hundreds/thousands).
• Most become background noise, but some resonate and influence us.

Understanding Target Audience

• Key to effective advertising.
• Ads that resonate address unmet desires or needs.
  • Example: Ads for dating sites appeal to feelings of loneliness.
  • Some ads create a sense of belonging.

Unmet Needs and Emotional Responses

• Advertisers target unmet needs through various strategies.
• Jib Fows' Article: Description of appeals in advertising.
  • Advertisers tap into deep desires and emotions to capture attention.
  • Effective ads engage the emotional brain, leading to purchase motivations.

15 Basic Appeals in Advertising

• Advertisers often use appeals based on psychological/physiological needs rather than logical appeals.
• Key premise: "We feel before we think."

Case Study: Chesterfield Cigarette Ad (1950s)

• Visual Analysis:
  • Features actor William Lundigan, direct eye contact with viewers.
  • Setting: Studio Cafe, evokes a sense of celebrity entrance.
• Repeated use of the brand name and its branding strategy.
• Appeals identified:
  • Need for attention and prominence.
  • Connection and affiliation through interactions.
  • Subtle sexual undertones suggesting attraction.
• Symbolism of cigarettes with masculinity and appeal to the American dream.

Case Study: Camel Cigarette Ad (1980s)

• Visual Analysis:
  • Depicts a man in nature with a fire, showcasing autonomy.
  • Symbolizes self-sufficiency and a connection to nature.
• Appeals identified:
  • Need for autonomy and escape from societal pressures.
  • Individualism through the portrayal of a lone figure.
  • Dominance, represented by a wolf accompanying the man.

Contrast of Advertisements

• Chesterfield: Appeals to societal connection and validation.
• Camel: Appeals to individualism and freedom.
• Both ads highlight psychological manipulations and appeals.

Conclusion

• Advertisers must identify targeted demographics and their unmet needs.
• Understanding these needs reveals the underlying messages and psychological strategies.
• Applying these concepts can enhance our awareness of ad influences in our lives.

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