Advertising is an art to chain buyer s mind

Advertising is an art to chain buyer's mind for a while, sufficient to lure his money.

Need in a hidden control The main idea of effective advertising is on sale not goods (service), but satisfaction any of person's needs. ØOne of the actual directions in advertising is the use of transmission media of information. ØAccording to some psychologists, the final decision "like - not like" is just taken in hiding places of consciousness.

Appeal to the unconscious According to American psychologist V. Packard, advertisement to be successful must lift found by psychoanalysis the unconscious to the consciousness’ level. Freud’s postulate treating human’s mouth as a one of the main pleasure zones widely uses in the advertisement of chewing gum, food, cigarettes. Instinctive associations are the shortest way to human’s heart so and to his purse.

Use of male and female They operate most actively in advertisement. In psychoanalysis stated that man buying house associates it with him mother’s image. And men buy new auto for evidence his sexual activity and masculinity so each new auto must surpass the previous power. In the nature of women avoid exacerbations, acute angles in relationships especially with men.

Sexual incentives All of us are in captivity of a sexual instinct which is the main engine of our acts. S. Freud

Psychoanalysts claim that the woman has unconscious desire to appear bared in a crowded place. A buyer actually chooses goods not from practical or esthetic reasons, and mentally realizes the secret desire.

American psychologist Dikhter, who studies motifs of consumer demand, is sure that all goods have a sex symbol. E. Dikhter A pen symbolizes a male body and the sexiest good is silk.

Give "a piece of happiness" When you control a part, you can control the phenomenon in general. Advertisers use this tactic as bait. Advertising is no longer appealing to reason, but instead to the subconscious. When the target is a person’s deep desires the mind is paralyzed by emotions. In order for us to spend money, advertising must not only inform us about the product, but it must also create a put us in the mood to buy by highlighting the good side of life.

Shampoo advertised by Dima Malikov is well bought by girls. Psychologically, women are not buying the shampoo, instead they are purchasing a piece of Dima Malikov. The same goes for the lipstick, hair dye, etc The role of traditions and habits. Effective advertising is based on traditional values. When the consumption of a product becomes part of the lifestyle of several generations, this should be taken into account.

A picture is worth a thousand words In television commercials the visuals play the most important role in a hidden control of the consumer of the advertised product. Characters with perfect appearance act as the performers of advertising themes. Manipulative nature of "pictures" is that they, as a rule, have nothing to do with the advertised product.

The choice of words Only the words that cause positive emotions are used. Words like "beauty", "health", "luck", "happiness", "hope", "energy", "profitable", "best", "reliable" etc. “Luck” The commercial is effective if it uses couplet slogans. It is not only well remembered but also make you smile and experience positive emotions.

Chromaticity of the announcement Found that the four-color advertizing attracts one and a half times more than buyers, than black -and-white. Psychologists are well known color effect on the psychological state of the person and on his perception. Colors often force us to be mistaken.

Influence by a font Thicker and fat fonts unconsciously associate with reliability, capacity of an advertized product. The thin font is perceived as reflection of grace of goods.

Placement on the leaf area Specialists in advertizing know and use the fact that a little bigger attention of readers is drawn by the top half of a newspaper leaf, and it is even more - its right part. Use of fonts of the different size increases attention drawn to it. The advertisement allocated with outlined borders, provides one and a half times more attention, than same, but without a frame.

Frequency of repetitions The effect of the four-time repetition of the advertisement is one and a half times higher, than from single, but four times the bigger size. Performers (executors) Advertizing efficiency considerably increases when it involves celebrities 'stars' movies, pop music, TV, sports, top models.

Advertisement background In radio and TV advertizing the pleasant music, a having timbre of a voice. In videos – beautiful women and men, children happy families, the cheerful companies. A number of foreign firms studies influence of a musical background on efficiency of the message. Researches of Mayolsky university showed that when playing fast music in a supermarket buyers did less purchases, than when playing slow compositions. Frankly manipulative reception – goods advertizing against brands of known firms, for example the powder "OMO" against the BOSH washing machine. Target of influence is stereotype of thinking already discussed by us "nearby – means together". Bait – reliability, solidity of the "attracted" known firm.

Components of positive impact The man's voice causes bigger trust in many, than female, and the low timbre is more convincing high, sounds more impressively. Photos on advertizing are more convincing, than drawings. Impact on the person has to be selective: rational arguments, the appeal to reason – when emphasis is placed on properties of goods; if a target of influence are feelings, advertizing has to differ a special emotionality, an expression.

Rules to create ad text: üThe text should be simple, interesting, original, but not extravagant. üContain penetrate the consciousness of key words, repeating the same idea. üBased on common sense, not to be convoluted. üThe message should be as brief as possible. üWords evoke positive associations, to create a good mood. üGrab attention and hold it until the end of the message.

Some rules for creating the advertising text: üLevel clear message should be 10 points below the average IQ (share intelligence) of the social layer to which it is intended. üMessage here should not require efforts to remembering or understanding of the text. üThe program must be designed so that the listener could less than 6 -8 seconds to understand the advertising message. üThe timbre of the human voice can make the words emotion, no images of the unattainable. üTo achieve simplicity lyricist is to focus on one central thought and not clog small circulation details. üContact with the audience provides a soft, personal tone, as if the speaker turned to one or two interlocutors. It is recommended that as much as possible to use the address "you". üThe absence of hype likens like the other movie is more likely to please. A dull with an abundance of advertising messages on all channels of perception is simply noticed.

Thanks for your attention!