Topic 5 - Advertising
Psychology
Learning outcomes
1. Role of attention in advertising
2. Elaborating on advertising messages
3. Factors that make adverts successful
4. Subliminal advertising
1. Role of attention in advertising
• Advertising relies on capturing consumers’ attention (e.g. refer to
consumer learning topic)
• Specific factors that likelihood that adverts are noticed:
1. Vivid stimuli – something that ‘stands out’ & congruent with advert
message
a) Emotionally interesting
b) Concrete & image-provoking
c) Proximate in temporal, spatial or sensory way
1. Role of attention in advertising
• Specific factors that likelihood that adverts are noticed:
2. Salient stimuli – stands out, but context dependent
a) E.g. increasing volume in commercials
b) E.g. use of bright irregular shapes
c) E.g. shift in brightness between scenes
2. Elaborating on advertising
messages
• NB aspect of advertising is to change consumers’ attitudes towards
products or brands (see consumer attitudes topic)
• Elaboration Likelihood Model (ELM) – the more a person elaborate on
message, the more likely they are persuaded by message.
• persuasive messages can either
a) Strong & long-lasting attitude change (Central Route) – depends on consumer
motivation & ability to engage in processing
b) Weak & temporal attitude change (Peripheral Route) – default option
• NB for advertisers to understand which route consumer are most likely to use
2. Elaborating on advertising
messages
MOTIVATION TO ELABORATE
• Personal relevance
• Perceived importance
• Personal responsibility
ABILITY TO ELABORATE
• personal relevance
PERIPHERAL ROUTE • Perceived importance
• Source of attractiveness • Personal responsibility
• Expertise
• Credibility
• Number of arguments,
etc.
CENTRAL ROUTE
• Argument quality
Careful extensive processing
2. Elaborating on advertising
messages
• Factors increasing peripheral route messages:
1. The source:
a) Credibility & trustworthiness – celebrity endorsers
• Unpaid sources generate +ve perceptions (e.g. Outsurance adverts)
• Personal characteristics (gender & beauty/attractiveness), & how similar person presenting
message is to target
• Sleeper effect – advert message remembered later & reason for disregarding it may be
forgotten
2. The message: strategic communication & repetition consumer recall
a) Two-sided arguments for unfamiliar brands lead to perceptions of truthfulness
b) One-sided arguments work for familiar brand
3. The audience
a) Self-esteem influences degree consumers are persuaded by advert
3. Factors making advertisements
successful
1. Role of humour
• 10 – 30% of all TV adverts contain humour
• Grabs consumers’ attention & engages responses – must be linked to product
advertised
• Caution:
• May generate mixed emotions
• Cultural variations in what is funny
ImNandiii!
3. Factors making advertisements
successful
2. Role of ‘sexy’ ads
• ‘sexy’ ads generate favourable perceptions, attract attention & viewed as
more interesting
• ‘sexy’ ads make use of classical conditioning – works best if stimulus triggers
physiological response
• Sexy-looking female (US)
• Aroused feeling (UR)
• Product advertised (CS)
3. Factors making advertisements
successful
3. Role of music in advertising
• Draw & holds audience attention
• Music influences recall, persuasion & purchase probability
• Caution:
• Music choice
• Classical conditioning can be applied to use of music in advertising
3. Factors making advertisements
successful
4. Fear appeal
• Common in changing reckless behaviour
• Moderate amount of fear needs to be presented for fear appeal to work.
• Adverts containing threats are either used for:
a) Social threats
b) Physical threats
5. Shock tactics
• Similar to fear but deliberately shocks AND offends consumers
• Usually heightens social awareness / outrage BUT ads get noticed and
discussed
4. Subliminal advertising
• Stated in 1950s
• Subliminal messages that can’t be consciously perceived but affect
judgements, attitudes & behaviours
• Fact or fiction – only lab studies suggest they work
• In real-life consumer setting is different
