Professional Documents
Culture Documents
Jasmesha Evans
Hampton University
THE PSYCHOLOGY BEHIND ADVERTISING 2
Abstract
There is logic and reason behind every advertisement. Most advertisements are not just thrown
together, but made in a specific way to appeal to its targeted audience. The literature review will
inform readers on the psychology behind advertising. The review will address what advertising
is, what psychology is as well as some psychological strategies most commonly used in
advertisements.
everyday. Behind every advertisement is a purpose or message. With that being said it is
the job of the companies to know their audience and how to appeal to them. There are
many types of advertisements as well as advertising strategies used. One key component
of advertisement is appealing to the consumers mind. Psychology plays a huge part of the
process of making advertisements. To fully understand how advertising works one must
1. What is advertising?
2. What are the top forms of media used in advertising?
3. What is psychology and what role does it play in advertising?
4. What are the most common psychological strategies used in
advertising?
The following review of literature will: inform the reader of what advertising is, what are the
most effective types of advertising, and how psychology plays a role in advertising.
What is advertising?
Before one can understand the psychology behind advertising or the most effective types
of advertising one must know exactly what advertising is. A broad definition according to
Websters dictionary would be, advertising is the action of calling something to the attention of
the public especially by paid announcements. A more in depth definition according to business
promoting the sale of commercial products or services. Advertising is essentially spreading the
word about a particular product or service. The purpose of an advertisement can vary depending
on the product and or audience. Entrepreneur states, the purpose of advertising is to: make
customers aware of your product or service, convince customers that your companys product or
THE PSYCHOLOGY BEHIND ADVERTISING 4
service is right for their needs, create a desire for your product or service, enhance the image of
your company, and announce new product or services. Much like how the purpose of an
advertisement can vary so can the media used, the type of advertisement can and will vary with
While internet usage is growing everyday due to social media, television is still the form
of media mostly used to advertise. Figure 1 shows where the most money is and will be spend
regarding advertisements. Television has held the lead for quite some time now; however, in
years to come digital could take the lead. According to catalyst television has held the lead
because,TV advertising builds brand fame and keeps brands alive in your mind for much longer
than a sponsored post or a search result. Television is a pretty effective form of media because
you are able to run the same ad multiple time so it will leave an impression on the consumer (R.
Jefferson, interview, March 18, 2017). Times are changing and in the future so will the top forms
Psychology in simple terms is the study of the mind and behavior. In order to sell a
product it is essential to know how to appeal to the audience. The producer must be aware of
how their audience thinks as well as their likes and dislikes to effectively sell a product: that is
when the psychology part comes into play. Consumers are exposed to hundreds of advertising
messages each day, but many are unaware of the psychological knowledge and concepts that are
advertisement you want to appeal to the audience's emotions, make them remember the
advertisement and essentially want to buy the product; which all involve the mind and
subconscious. It is safe to say that behind every advertising company there are psychologist
working to monitor the behavior of consumers to make the advertisements more appealing to
consumers.
There are a lot of ways psychology can coincide with advertisement. Some psychological
strategies are obvious in advertisements while others are more underlying. One of the more
obvious strategies are appealing to the subconscious sexual desires. There are numerous
advertisements in which there are sexual innuendos present. Sex sells and psychologist as well as
advertisement makers know that. Another psychological strategy is color psychology, Different
colors evoke different emotions.People make up their minds about a product within 90 seconds
and 62%-90% of that decision is based on color alone Singh, (2006). To an average consumer an
advertisement could just happen to have nice colors; however, to a scientist or advertisement
makers the colors chosen in an advertisement are for a reason. Also a strategy used often is
scarcity. Psychology use scarcity to appeal to the consumer's ego. Having something that a lot of
THE PSYCHOLOGY BEHIND ADVERTISING 6
others dont have sparks a sense of importance and exclusivity. The rarer a product is the higher
Conclusion
While the top forms of media used in advertisement could potentially change over the years
some strategies will still remain the same. The use of psychology in advertisements will always
be a factor. To better understand the consumer one must know how the consumer thinks. The
most effective advertisements play on desires and wants as well as other parts of the
subconscious. Good producers give the people just what they want and to do that you have to get
in their minds.
REFERENCE
THE PSYCHOLOGY BEHIND ADVERTISING 7
All products require an annual contract. Prices do not include sales tax (New York residents
only). (n.d.). Advertising spending in the U.S. by media 2016 | Statistic. Retrieved March 20,
2017, from https://www.statista.com/statistics/272316/advertising-spending-share-in-the-us-by-
media/
Hussain, A., Says, A. H., Says, F., Says, N. B., Says, S., & Says, I. (2016, March 24). Marketing
Psychology: 9 Strategies to Influence Consumers. Retrieved March 20, 2017, from
https://feinternational.com/blog/marketing-psychology-9-strategies-influence-consumers/
Lindstrom, M. (2008). Buyology: Truth and lies about why we buy. New York, NY: Doubleday.
Satyendra Singh, (2006) "Impact of color on marketing", Management Decision, Vol. 44 Iss: 6,
pp.783 - 789
Why TV is still the most effective advertising medium... (n.d.). Retrieved March 20, 2017, from
http://cnbccatalyst.com/why-moving-your-ad-spend-away-from-tv-can-cost-you-more-than-you-
think/
APPEDEX
Question: When working with New Line Cinema what were the most effective types of
advertisements used?
Response: My work mostly involved the advertisement of movies; therefore, television was the
most effective media.
THE PSYCHOLOGY BEHIND ADVERTISING 8
Question: Were there any other ways your advertised the movies?
Question: What do you think the most effective form of media is?
Response: Television because you are able to run the same ad multiple time so it will leave an
impression on the consumer.