Psychology and advertising (the effectiveness of television)

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  • Psychology and advertising
    • Hard and soft cell advertising
      • Hard sell - where the viewer is presented with factual information
      • Soft sell - where the advert is oriented towards the consumers themselves than it is towards the product.
      • Bono (1985) found that participants who scored higher on 'self monitoring' (image rather than facts) had more favourable attitudes to soft sell adverts.
      • Implications of research: companies have been focusing on commissioning particular types of adverts to specific audiences
    • Product endorsement
      • Advertisers use parasocial relationships to provide a trustworthy and reliable endorsement of a product that makes it more willing to give it a go.
      • Transforms the image of a product through its association with a particular celebrity
      • Walker et al. (1992) investigated the qualities that viewers associated with particular products using different celebrity endorsement.
        • Same participants rated products differently in accordancw with celebrities
      • More Th>n advert was purposefully lacked explicit information.
        • Elaboration Likelihood Model - needed extra cognition to recall and remember. This resulted in greater attitude change.
          • Central route processing
  • Psychographics


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