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Psychology of Advertising

Psychology of Advertising - Psychology of Advertising...

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Psychology of Advertising Wednesday, January 25, 2012 10:12 AM Traditional Communication Model Advertisers talked to consumers One-way Advertiser had communication power Advertiser -> Message -> Medium -> Consumer *Perception --- there might be nothing there, but once someone points it out, we can't not see it --- "SEX" written in Gilbey's Gin ice cubes What is subliminal? Beneath the threshold of conscious awareness Subliminal priming - words or images flashed (30-500 milliseconds) o No conscious recollection of seeing word/image, yet can have a behavioral effect Superliminal priming - guy wearing a nike shirt during tv show -- we don't remember seeing it, regardless of it being in front of us Power of perception --- hidden lyrics in reversed Stairway to Heaven --- only evident once lyrics are read along with nonsense noise History of Subliminal Advertising 1957: James Vicary, a market researcher, reported significant increases in Coke and popcorn sales after flashing "Drink Coke" and "Eat Popcorn" during a movie
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