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psychology role in ads - Coggle Diagram
psychology role in ads
After World War II, advertising developed a science of its own, its link with academic psychology became increasingly far beyond.
recruit their own research teams, import scientific methodology and creat their own scientific jargon.
the term brand image, has become popular consciousness, was first trigger in 1955 paper by Gardner and Levy. it marked a growing awareness that advertising study shouldn't be limited to the short-term effects of buying behaviour but on longer-term effects of impression building & ads element that shaped it.
even advertising research teams often blocked from advancing academic research because short-term demands from clients (e.g., stifling data that fail to show their products in the best light), the expansion of marketing and business science has allowed research to grow.
academic journals such as the Journal of Advertising and the Journal of Advertising Research carry scientific papers on all aspects of the discipline, although they are aimed more at the business analyst than at the psychologist
history
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early 20th cent, advertiser seize psychology scientific credibility
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Freudian theory and subconscious awareness studies in general gave advertisers an excellent opportunity to sneak their appeals in through the psychological backdoor.
ex: a world war 1 recruitment poster used persuasive tactic to build associationsm & guilty to the audience
"Daddy, what did YOU do in the Great War?" In the picture, the father sits in his armchair staring sadly into the distance while his son plays soldiers on the floor and his daughter, to whom we attribute the question, sits on his knee.
the viewer invited to identify with the father as a feared "possible self" (Markus & Nurius, 1986). These tactics are still in frequent use, particularly in the field of health promotion.
1908 in US, a differ "psychology of advertising" had begun to emerge, with a series of books by Walter Dill Scott and other authors.
Visual perception, memory, comprehension, and credibility were the topics studied, and psychological tactics been increasingly attractive to advertisers during the depression of the 1930s (Maloney, 1994).
The earliest academic research on advertising studied the effectiveness of ads from the marketing perspective (i.e., how to support the impact of ads), or the impact of advertising on the general public.
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