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» Economics » Advertisement » Topics begins with A » Advertising psychology

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--ZeroBoy13 00:02, 31. May 2006 (CEST)--ZeroBoy13 00:02, 31. May 2006 (CEST)--ZeroBoy13 00:02, 31. May 2006 (CEST) the advertising psychology examines the effect of advertisement on experiencing and holding back (potenziellen) the buyer (Nachfragers) as subsection of the applied psychology. In addition effects on the motives and on purchase decisions e.g. belong.

As subrange it serves the restaurant psychology thereby the efficiency increase of the advertisement.

See also: Advertising sociology, psychology of selling, Vance luggage pool of broadcasting corporations

Definition of advertising psychology

The advertising psychology examines the effect of advertisement on experiencing and holding back (potenziellen) the buyer as subsection of the applied psychology. In addition e.g. effects on the motives and on purchase decision over advertisement belong in AllgemeinenWir are surrounded to each day by advertisement. Some advertisements do not speak us to others. But they have all the same purpose to animate us to the purchase of a product. New advertisement the old advertisements at effect to constantly lose made there if it for a long time in the circulation are. The advertisement is to bring us new products more near and to remind us of old products. That can be done need and with to long homogeneous advertisement fast bore themselves however only a certain period long there humans alternation. The advertisement has also its own language those the consumers in the Unterbewusstsein addresses without the responding it really receives. If we see then the product in a shop to remind we not directly of the advertisement to separate only to the key attractions with those us the advertisement responded ourselves. In addition, the advertisement may not do everything. Around to ensuring the advertisement also to certain standards holds itself, gives it "the law against mean competition ", briefly: UWG. The competition right regulates, which statements and which measures are legitimate in the advertisement. Afterwards an advertisement offends against the competition right, if it is suitable:

  1. "The freedom of choice of the customers by practice of pressure, in contempting for human beings way or by other inadequate influence to impair "2. "If it with price deductions, additions or gifts the conditions for their demand not clearly and clearly indicates or with profit plays the conditions of participation is not or the participation clear attached to the acquisition of a commodity is "3. "If them misleading are "4. "If it the business inexperience (children, young people), the  the fear or the position of constraint of consumers uses if the advertising character masked is (editorial publicity) "5. "If she goods, achievements and business conditions of a competitor reviles. "6. "If it in unfair way on the goods and achievements of competitors purchase takes "7. "If it with an annoyance of the customer is connected to Spam Mails, fax, calls "8. "Far one is to be considered in the advertisement whether her personality rights of persons hurt or whether she hurts stranger of mark or copyrights. " 

As advertisement works

Mental influence is a main principle of the advertisement. The advertisement manipulates the consumer without these it receives. If the consumer not white which cheat the recruiting used around his product to sell, then that is manipulation. By advertisement many persons let themselves be steered at the same time. The consumer is to be affected in such a way that it an offered product to buy wants.

The HOBA experiment:

In this experiment the test subjects a product was demonstrated named HOBA soap. While the advertising scrolling text ran slides by vollbusigen women and beautiful landscapes was again and again faded in. As the test subjects over the product associated the attractions in the background pictures were asked with the fantasy product.

One calls "the emotional loading of products ". One must play a product only with "key attractions so mentioned "repeated before humans, who positively react to these attractions, and positive feeling of the attractions automatically transferred which to the angepriesene product. The Emotionalisierung of a product has to the consequence that the usually fictitious auxiliary use into the foreground is placed and the consumer uncommonly responds. The products linked with emotions on those the target group particularly responds. E.G.: "the sporty "car "the erotism "of smoking "the recreating feeling "of an electric shaver

In the tooth paste advertisement an average man gets a looking above average good woman, because of its fresh breath and his white, flashing teeth. In the Unterbewusstsein the tooth paste receives an success-insuring, erotische auxiliary meaning.

Those do not background our decisions are completely voluntarily selected mostly, and us mostly not even consciously. The advertisement addressed our feelings and affected our purchase decisions. Since nobody is totally to manipulation resistant should one when buying watch out which one from its feelings be hinreissen not too much can, but more on proven means falls back. Here self criticism is in demand. Even if one were as successful gladly as the businessman with the expensive designer suit, one must look the fact that one and above all the purse from the advertising manipulation does not suffer.

Advertising methods

The steering of the attention on an advertisement and concomitantly their perception is only one step on the way to a successful Werbekampagne. The next step consists of remaining as positive as possible in the memory of the consumer in order to be able to exert a long-term influence on the purchase behavior. From the learning psychology and from the memory psychology there are in addition fundamental realizations, to which the recruit-rubbing falls back gladly.


The simplest possibility of holding somewhat at longer term in the memory is the repetition. A again and again seen or belonged advertising spot will burn itself sooner or later into our memory, all the same whether it is good or bad. This strategy of the repetition leads to success which the memory concerns, the effect is missing however. Because each repetition of an advertising message costs money. In order to reduce the number of the necessary repetitions, one needs as recruiting further knowledge of the learning psychology music into the TV-WerbungDie typical advertising music ("Bacardi Feeling", "Allways Coca Cola") has thanks of its large recognizing value an effect that classical conditioning very close comes. In the case of frequent repetition of the music during the Anpreisen of an article the music with the angepriesenen product and we connect ourselves bring it with it in connection. In this way those link themselves, by the music released positive tendencies (ideally) durably with the product, in addition the advertising music becomes a registration number for the label name. Exactly the same functions with advertising slogans instead of with music. Nearly each second Austrian knows the sentence: "Everything is possible, for Lotto "or "I feels beautiful with Jade

Particularly well and above all fast we learn in situations with strong emotions. The majority of the advertisement uses, by wanting to produce a positive emotion e.g. by humor, erotische attractions, beautiful pictures and music. One finds rarely to advertisements the negative emotions to cause wants. And if this strategy is used nevertheless, still the danger exists that the negative emotions will transfer to the offered product.


Some advertisements set also on mechanisms, which correspond rather to operanten conditioning. Contentwise such advertising messages promise a reward, if we buy and use the applied product. Examples of it are the Parfumwerbungen, which promises us higher attractiveness, if we carry the appropriate smell, or the which recompences us with a higher However the purchase behavior nor the reward are material at the time of the advertisement neither. The behavior to acquire a product one can introduce oneself and plan exactly. The reward, which promises the product, can be likewise taken in an expectation in front. The only one, which should happen in no case, is that the customer does not receive the expected reward with the actual purchase. In this case it is disappointed and the appropriate product no second time will probably buy.

Learn at the model

Also well-known persons from the public life are to be seen again and again in the advertisement. Frequently they have for us a model function, are famous, vocationally or sportily successful, have a high authority and as pleasant are experienced. Ideal way can identify itself the target group of the advertising industry well with the model. If a famous running driver in the everyday life prefers the car of a certain mark, then it obtains that that the car must be from high quality - otherwise a professional would not be content like it with it. Same applies to the tennis star, that uses a certain Deodorant, in order to feel fresh with weld-rubbing training. If the Deo under such hard conditions still its purpose is content fulfilled and our model thereby, then we are also rather ready to decide us for this product.

Recruiting with models is a very successful method. However it is not completely cheap with genuine famousnesses. Some advertising agencies set therefore from cost reasons in the "model from next door", a pleasant fellow man with high identification values.

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