psychologyadvertising

psychologyadvertising - Tosome, make.However, . .

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To some, commercials and advertisements may seem simple and easy to  make. However, underneath the surface there are many techniques marketers  must use to appeal to their consumers. Most times this involves the basic use of  psychology in persuasion. I tested the effectiveness of certain psychological  techniques used in adverting, such as the use of conformity and social influence,  the stimulus of emotions and arousal, the use of confidence and authority, and  the use of humor. I did this by asking a group of teenage girls what deodorant  they would most likely buy after showing them three different commercials that  used these techniques. After analyzing the techniques in the different  commercials, I gained a better understanding of the effectiveness of the different  uses of psychology for the means of persuasion. The commercial which the majority of the girls had been persuaded the  most at the conclusion of my experiment, was the Secret commercial with Denise  Richards that involved the techniques of social influence, conformity, and the use  of emotional stimulus. Social influence is the change in behavior that one person  causes in another, intentionally or unintentionally, as a result of the way the  changed person perceives themselves in relationship to the influencer, other  people, and society in general. Conformity, a result of social influence, is 
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changing how you behave to be more like others. This plays to  belonging  and  esteem  needs as we seek the approval and friendship of others. Conformity can  run very deep, as we will even change our  beliefs  and  values  to be like those of  our peers and admired superiors. The need for conformity is the desire to go  along with the norms of a group of people, so you will be accepted as an in-group  person and not rejected as an out-group undesirable person. If you want to  persuade someone, it helps a great deal to gain their trust by presenting a group  because if the more people taking part in something, the more safe on may feel  about engaging in that activity. An approach that can help this is to conform to 
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This document was uploaded on 10/26/2011 for the course PSY 105 at IUPUI.

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psychologyadvertising - Tosome, make.However, . .

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