Psychological Principles of Advertising: Perception in Advertising Essay

Psychological Principles of Advertising: Perception in Advertising Essay

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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 side of the brain is responsible for emotions, creativity, motivation and long-term memory. The advertising stimulus acts on emotions and barriers that drive consumer decisions and behaviour.

The left side of the brain is responsible for logic, language and reasoning for behaviour and decision- making and “[balances] to control and explain actions that begin in the right brain”. (Kenny & Associates, 2000, “para.” 2) This in fact led them to develop “The Right Brain Approach”People see a commercial for a product and ration the idea of buying that product through logic and reasoning done by the left brain.

However, it is what goes beyond consumer rationalization that makes the basis for strategic direction and decision-making. It is the emotion that makes the decision not the rationalization. For example, someone going to buy a car would go to a Ford dealership first because one finds it to be attractive, reliable and honest. It’s all in the advertisement!!

On the other hand, you co...

... middle of paper ...

...4). How big is a chunk? Science, 183, 482-488.
· Webb, P.H., & Ray, M.L. (1979). Effects of TV clutter. Journal of Advertising Research, 19(3), 7-12.
· Kenny & Associates. (1998) The Right Brain Approach. Retrieved March 17, 2001 from the World Wide Web:
· Kenny & Associates. (1998). The Right Brain. Retrieved March 17, 2001 from the World Wide Web:
· Kenny & Associates. (1998). The Left Brain. Retrieved March 17, 2001 from the World Wide Web:
· Retrieved March 26, 2001 from the World Wide Web: (
· Retrieved March 26, 2001 from the World Wide Web: (
· Retrieved March 26, 2001 from the World Wide Web: (

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