Advertising Phychology for International Journal of Advertising

Discuss about the Advertising Phychology for International Journal of Advertising.
 

Introduction

There are two main goals of human communication, to be believed and to be understood. Both of the goals are fulfilled in persuasive communication. The psychologists focus on the second goal whereas pragmatists prefer to focus on the second goal. A reasonable study and understanding of the concept of persuasion help in bringing the two goals together. This paper is an attempt to shed a light on the psychological techniques that impact the persuasiveness existed in the marketing communication (Thompson & Malaviya, 2013). Marketing communication provides ironic sources of investigation of the concept of persuasion and its techniques. This paper aims to show how marketing psychology and pragmatics interact in persuasion and to which extent. This paper also includes the evaluation of frameworks and techniques of persuasion that impact the marketing communication with the help of emotion, appeal, rhetorical tropes, symbols, signs, and efficiency of the advertisement (A., et al., 2013). 

Persuasion

Persuasion knowledge is a degree to which consumers identify the aim of advertisements and the persuasion techniques that are presented in the advertisements. This information may impact the information processed by the consumers from advertisements. In the present scenario, most of the consumers have a high degree of knowledge that which of the advertisements is attempting to pursue them to make the purchase of the goods and services offered (Petty & Brinol, 2015). The model of Persuasion Knowledge precisely explains the persuasion knowledge such as collection of the psychological incidents related to persuasion, relevant causes, importance, and effects. 

There is some main technique which affects the art of persuasion at the time of marketing communication. A brief study of these techniques can provide knowledge about the persuasion in marketing (Armstrong, 2011). These techniques are as follows: 

Emotions and Persuasion

Emotion is one of the most encompassing and fundamental aspects of the human behavior. People often trust in their emotional conscience either knowingly or unknowingly, to make various type of decisions like the personal, political, economic, and social decision. Because of this importance, emotions have been considered as one of the main affecting factors in persuasion at the time of marketing communication. In marketing communication, emotions are directly related to the motivation of people to make a purchase. The organization and companies design their advertisements in such a way that can impact the thinking ability of the consumers immediately (Petty & Brinol, 2008). For example, in the given advertisement, a bottle of tomato catch-up is presented in such a way that consumers may think about tomatoes at the time of looking at the poster or advertisement. It will motivate them to purchase the product by thinking that the product is of good quality. The given advertisement may also have a quick and positive impact on children's mind to make a purchase for the product (Dillard & Nab, 2006).

Emotional Appeal

An emotional appeal is a physiological technique which is designed to design an emotional response. Emotional appeals are known as errors or misconceptions in reasoning as they are used to manipulate emotions in the audience.

Creating an Emotional Appeal

Emotional appeals are most predominant in advertising which is a tool of marketing communication. When highly reputed organizations and companies invest in hoardings banners, ads through electronic and print media, they used emotional appeals up to a great extent. When the political ads develop fears, expressing to us that voting for someone can lead to financial wars and ruin, they are making use of emotional appeals. Emotional appeals are used by the students in the classroom at the time for pity and hoping some more time form their teachers to finish their paper. Emotional appeals are channelized by adding the concept of some poor people in the advertisements. These type of advertisements impacts the emotional level of consumers and they easily get influenced to make the purchase (Verlegh, et al., 2015).

Rational Appeals

A rational appeal through advertisements is related to more emphasizing to provide specific details and functional information about the benefits of the products. For example, the given advertisement might show the process of using the product and then describe the ingredients and their impact on a human's body along with showing comparison related to quality and cost with other brands (Usman, 2013).

Rational appeals of marketing communication are much more data-driven in the present scenario. This means the companies and organizations have to invest a lot of money and time in collecting, summarizing and analyzing market conditions and other competitive products. Rational appeal tends to change market data into an easy and straightforward information in form of a message that appeals the intelligent perspective of the consumer. For example, an ad of a toothbrush that claims “recommended by nine out of ten dentists” appeals consumers to think that they should also believe in the product if the dentists believe (Bernritter, et al., 2017). 

Rhetorical Tropes

Metaphor

This is a well-known fact that metaphor is related to the flowery language as it is related to the creative writing and poetry about the product to be advertised. Such type of language makes a great impact on the minds of the consumers. The concept of metaphor and other rhetorical tropes are closely related to the concept of political rhetoric. This ad of Heinz tomato up shows the ability to satisfy curiosity with the help of tomato slice (Todorova, 2015).

Metonymy

It is the figure of speech which consists of one word or one phrase only. The phrase or the word is closely related to the quality of the product which helps in increasing the level of persuasiveness in the consumer's mind. It is one of the most effective rhetorical strategies which helps in describing the product indirectly with the help of referring to or mentioning the things around. For example: for the given advertisement, metonymy can be "the real taste of tomatoes". This indicates that up is made from real tomatoes and thus it will fulfill the need for vitamin C in the body. The phrase is shown in the advertisement "No one grows up like Heinz" is a solid example of metonymy (Ferreira, 2016).

Irony

In the advertisements of commercial products and services, the irony is found in to use to negative phrases or captions. The irony is considered as the destabilizing trope like pun or metaphor. But in case of irony, it is not certain that tropes get the appreciation.

Synecdoche

The synecdoche is considered as a separate trope which is based on the continuity. It indicates the expression of some part of the whole, but not the whole part. In the given advertisement, the front part of the bottle has been shown but not the back part. Along with this, the bottle is transparent in nature, it means that customers can see the color of the product but cannot feel the consistency and taste of the product. The designing of these kinds of advertisements requires a great knowledge of synecdoche (Dillard & Nab, 2006).

Psychological theory

Colour

Use of colors can create illicit and strong emotions in an advertisement. Some colors reflect energy, evoke, passion while some other help in conveying trust, peace, happiness etc. Every color has a different meaning and using those colors as per the features and advantages of the product can add a positive point in attracting the consumers. The use of effective colors also helps in creating the new mindset of consumers as per the specifications of the product. In the given advertisement, the company had used the red color that is the symbolic color for tomatoes (Anon., 2017). Along with this, the red color is also the symbol of passion, energy, power, strength, determination, and excitement. It may convey the message to the consumers that by using the s of this brand, the consumers would feel energetics and it will strengthen the immune system. Using the right psychological technique can help in designing an effective ad. The use of green color as the leaves of tomatoes shows that the up is made using real tomatoes and not the artificial one (Brinol, et al., 2015). 

Conclusion

On the basis of the above study, it can be concluded that psychological techniques have a great and long-lasting impact on the persuasiveness of marketing communication. All the marketing communication means are designed and practices with the help of psychological techniques. Use of emotions and appeals is the main technique while designing the advertisements. In the given advertisement, the company has made use of emotions, rhetorical tropes and appeals up to a great extent to influence the thinking of the consumers. These are the techniques which help the businesses to grow and to know more about the tastes and preferences of consumers. However, excessive use of irony and metaphoric sentences can change the meaning of the advertisements and can also the advertisement as a dramatic one. But without making the use of these techniques, it is not easy to attract and influence the consumers to make a purchase. These concepts are directly linked with the mental state of the consumer that the chances of influencing increases. 

References

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