Advertising can make us laugh, cause us to think or absolutely confuse us. It is easy to dismiss advertising as something a few bored people put together in a conference room over lunch. Good creative is much more than that. It is the use of psychology and persuasion to achieve an objective. The psychology of advertising is serious business.
What is the Psychology of Advertising?
What is the psychology of advertising? Well, it’s all about understanding how people think and feel. And then the attempt of the marketer to get us to do what they wants us to. This helps marketers create ads that you’ll remember and want to act on. Bob Fennis wrote an insightful book “The Psychology of Advertising”, in which he says it’s not just about selling stuff. It’s about telling a story that you can connect with.
The Emotional Connection
Emotions are the lynchpin of winning advertising. When you feel something, you’re more likely to do something—like buy a product or tell a friend about it. Ads are geared towards both thinking and feeling. However, feeling seems to rank higher. Based on advertising campaign performance, 31% of ads with emotional pull succeeded versus the 16% success of ads that focused on rational content. That’s why ads often try to make you laugh, cry, or even get a little mad. It’s all about making an emotional connection.
Facts and Feelings: A Balanced Approach
You might be thinking, “What about the facts? Aren’t they important?” Absolutely! But here’s the thing: emotions often come first. USC Online’s research shows that people remember ads that make them feel something. So, in media planning and buying, we aim for a mix of both facts and feelings to make the ad as effective as possible.
Know Your Audience
Understanding your audience is crucial in advertising. Are they teenagers who are into the latest tech gadgets? Or maybe they are parents looking for educational toys for their kids? Knowing this helps us tailor the ads to speak directly to them. It’s a key part of the creative process and media planning and buying.
Persuasion Tactics
There are a number of tactics used by marketers to elicit the emotion of their target audience. In his book “Persuasion” Robert Cialdini identifies a number of methods that influence emotion and decisions.
Authority
One such tactic is the use of authority. There are a number of ways authority can be used. Healthcare ads often use men and women in white coats with stethoscopes to advocate their product or services. As we know, “Doctors” are well respected in our society and would only provide the best advice. Other advertisers use professors or judges. When the person delivering the message is perceived to be an authority, we are much more likely to believe them.
Scarcity
Limited time pricing or sales is another psychological angle used to motivate buyers. If we perceive that we only have a limited time to get something, the emotion of scarcity will often drive us to action. Similarly, if there are only “X” number of something left, again, scarcity will push us into action. Scarcity can be used ethically by a retailer who wants to clear shelf space and discounts older products. Or, it can be use unethically when they mark the price up, only to mark it back down to mimic a sale.
Liking
Cialdini also found that if we like something, we are more likely to buy. Obviously, every advertiser wants to be liked. One way to speed up the process is to have an endorser or influencer. If we feel favorably about the person who is endorsing a brand, we will like it more. Hence, we see movie and pop stars as well as athletes endorsing everything from insurance, to beauty products to fast food. On social media companies often use locally popular influencers to move the needle. If we relate to the spokesperson, we will probably like the product or service.
Social Proof
Social proof is another gambit used to sway decision-making. If lots of people are doing something, then many of us believe that a) it must be good/right and b) we don’t want to miss out on the fun. Whether it is a new store opening where the owner pays people to stand in front or a company highlighting all of their great reviews, folks can be easily guided by others. The herd mentality is real. Hence, the power of social proof.
The Psychology of Advertising
The advertising field is not just about selling products or services; it’s about establishing meaningful connections with consumers. When used correctly and ethically, it can be a powerful tool for marketers. However, when used fraudulently it can be highly deceptive. The next time you encounter an interesting ad, we encourage you to consider the psychology of advertising at play.
