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: http://www.rightbrainpeople.com/links/the_right_brain_approach.html · Kenny & Associates. (1998). The Right Brain. Retrieved March 17, 2001 from the World Wide Web: http://www.rightbrainpeople.com/brains/right_brain.html · Kenny & Associates. (1998). The Left Brain. Retrieved March 17, 2001 from the World Wide Web: http://www.rightbrainpeople.com/brains/left_brain.html · Retrieved March 26, 2001 from the World Wide Web: (http://www.crest.com/). · Retrieved March 26, 2001 from the World Wide Web: (http://www.ford.com) · Retrieved March 26, 2001 from the World Wide Web: (http://www.absolutad.com)
The left-brain / right-brain theory believes that different people are either more dominant using the left hemisphere or the right hemisphere of the brain. According to this theory, analytical, detailed, and logical are all considered common traits of a left-brained learner. Deliberate, original, and creative, are all how right-brained learners may be described (Rodgers).
Hemispheric dominance is a popular theory that has become a hit outside of the scientific community. This theory encompasses the idea that only one of the two hemispheres of the brain will specialize in a certain area of thinking. The brain’s right hemisphere is theorized to be visually and creatively active, whilst the left hemisphere would actively engage in verbal and analytical processes. The concept of ‘left-brained’ thinkers and ‘right-brained’ thinkers is thus brought by this theory. As their naming suggests, left-brained individuals are thought to be more analytical or logical than their right-brained counterparts who instead would be further engaged in creative thinking. This has been proven to be an oversimplification of a far
Nowadays, it is widely known that the right and left hemisphere have different functions. The two hemispheres are equally important in a daily life basis. Nevertheless, in the 1960’s this was not common knowledge. Even though today the importance of the brain hemispheres is common knowledge, people don’t usually know to whom attribute this findings. One of the people who contributed to form a more defined picture about the brain hemispheres and their respective functions was Roger Wolcott Sperry, with the split brain research. Roger Sperry did more contributions than the split brain research, but this is his most important and revolutionary research in the psychological field. Thanks to the split brain research, Sperry proved that the two hemispheres of the brain are important, they work together and whatever side of the brain is more capable of doing the task is the hemisphere that takes the lead.
“Right-brained” or “left-brained” is a concept that has been manipulated by the media, it’s not supported by solid science. The myth of a “right-brain” person is generally creative, intuitive, artsy, while a left-brain person is more of a problem-solver, more direct, logical. Somehow the real meaning was lost in translation, so I’ll explain. The brain is divided into two sides, called hemispheres. The left hemisphere
... emotional and rational appeal are important. I agree mostly with the second source because although the advertisements that trigger my feelings are effective, I am also a rational person and want evidence showing the benefits of purchasing the product or service. I would like to dig deeper into this topic for my final paper to find out more strategies and how they are effectively used by marketing companies.
In theory, the left and right hemisphere of the brain process diverse information to the corpus collosum. The corpus collosum will consecutively process information about what the left and right brain identify and then generate the conclusion. Both sides of the brain have its own specialized function to interpret the information but it cannot comprehend the same way. A research experiments conducted by Roger Sperry, validate the characteristics of each side of the brain. The left hemisphere of the brain is logic. It main focuses is language, critical thinking, numbers, reasoning, and objective. The right hemisphere is more creativity. It abilities include expressive, recognizing, music, reading emotions, color, images, intuition, and subjective.
The left brain or the left cerebral hemisphere is the side of the brain that is logical. It controls speech, language and analyzes all incoming information Cherry (2013). These patients has the ability to recognize people names rather than faces Cherry (2013). The left hemisphere usually has preemptive control over the main stream of the body activity (Newman, Banks, & Baars (2003 pg. 838)). The Left cerebral hemisphere is superior to complex language and expres...
The purpose of this experiment is to see your more left side brain or right side brained by taking tests.
The purpose of advertising is simply to sell a product or a service. In social contexts ads have many other applications such as reducing accidents, increasing voting and reducing smoking which must be assessed instead of profit. However people do not automatically buy a product after they are exposed to an ad. First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer’s mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal.
During our lifetimes, most people will buy a variety of products thousands of times. However, do you believe that you buy these things effectively most of the time? How do you decide to buy some products? Generally speaking, most people are influenced in their buying habits by advertisements. I also have bought many products because of the advertising. Ads are designed to target specific consumer by showing the extraordinarily value of the product. In particular, some ads can greatly increase consumers’ desire to buy the product. In other words, when creating the advertisements, sellers often use some sensational or unique scenes.
The advertising industry is a multi-billion dollar industry in the United States. Companies compete against each other and allocate big budget to improve and promote advertisements solely to persuade consumer’s preferences toward their brand or product. Advertisers construct a sense of synonymy to brands and products while influencing consumer’s settled way of thinking or feeling about the brand or product, typically one that is reflected in a person’s behavior. The purpose of advertising itself is to persuade audience (viewers, readers, or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). The success of advertisements can be determined by the consumer’s final decision to consume the said products or service, in oppose to the competitors. In correlation, consumer behavior indicates the act of acquiring, using and disposing of products, services, ideas, or experiences whilst includes the search for information and actual purchase. It also refers to the understanding of consumer thoughts, feelings, and actions (Harich).
“Right-brained” or “left-brained” is a concept that has been manipulated by the media, it’s not supported by solid science. The myth of a “right-brain” person is generally creative, intuitive, artsy, while a left-brain person is more of a problem-solver, more direct, logical. Somehow the real meaning was lost in translation, so I’ll explain. The brain is divided into two sides, called hemispheres. The left hemisphere is often described as verbal and the right as
The idea of left-brain and right-brain dominance derived from a study performed by a neuropsychologist by the name of Roger Sperry (1954). Based on this study it was gathered that each person learns and thinks by using mainly one hemisphere of their brain. Some people are right-brain dominant and some are left-brain dominant. There are also some that think with part of each side. These people are referred to as middle-brained or whole-brained thinkers.
McAdams, C. (2013). Left & Right Brain Learning. Livestrong.com [May 03, 2014]. Retrieved from http://livestrong.com
The term “advertising” originates from the Latin word “advertere” which means “to turn the mind towards”. Advertisements create impact on consumers’s mind and affect their purchase behavior. As a marketing strategy, advertiser’s aim is to persuade their potential buyers (Armstrong, 2010). To fulfill this goal, advertisers must seek to know what stimulates consumer’s mindset that initiates purchase. Thus, print advertisements have a vital role in convincing the consumers to buy a certain product. Moreover, print ads also influence consumer’ behavior by influencing their consumption. A marketer does not only focus on identifying the consumer’s wants, but also encourage them that they need their product. That is the reason why creating effective print ads is crucial for the promotion of the product in the market (Solomon, 2010).