Psychological Principles of Advertising: Perception in Advertising

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Psychological Principles of Advertising: Perception in Advertising

Have you ever seen a commercial or an ad and been instantaneously motivated to go out and purchase that product or service that is being advertised? Ever wondered why? I’m sure it’s crossed over a few minds! There is in fact an explanation for the reasoning behind what it is in advertisements that consumers find appealing.

Kenny & Associates highly trained analysts give one explanation. They have conducted research in consumer psychology and have come up with “the right brain analysis”. It explains the “why” aspect behind consumer decisions and behaviours.

First and foremost, we must distinguish the right brain from the left- brain.
The right
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In other words, one will seek out honesty, comfort and a satisfaction guarantee from a dealership or other business’ product or service because they see, or get a feel for it through the advertisement.

Advertisements are designed to communicate effectively with the consumer. This is done by appealing to the right brain by using “words, symbols, and illustration that are meaningful, familiar, and attractive to people” (Pride et al., 1998).

In addition to this perspective, gender, age, education, race, income, occupation, etc. all affect what it is we like and find attractive in an advertisement. For example, when Crest toothpaste is marketed to adults, they emphasize plaque and tartar control, whereas for kids, Crest emphasizes daily brushing and cavity control along with recognizable characters.

When an advertisement is designed to create brand awareness, the ad itself may portray a message using repetition of the brand name and words and pictures related to the brand in question. However, being repetitive does not necessarily get the point across.

Since there are countless advertisements everywhere we go, studies have been developed and have “shown that even after viewing as few as 16 advertisements per hour,” (Kumar, 155) incorporated in a television show, consumers can only recall 3 or 4 at the most (Simon, 1974; Webb &

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