Psychology and advertising (the effectiveness of television)
- Created by: Laura Sweeney
- Created on: 11-12-12 20:42
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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
- Elaboration Likelihood Model - needed extra cognition to recall and remember. This resulted in greater attitude change.
- Hard and soft cell advertising
- Psychographics
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