Running Header: MEMORABLE AND PERSUASIVE ADVERTISEMENTS
Memorable and Persuasive Advertisements
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Most consumer choices are memory based. If you watch a memorable and persuasive ad,
you will probably purchase the service or product being advertised. Companies acknowledge that
getting consumers to recall their ads is an effective technique to sell to them. However, to
successfully do that, it is significant to realize how psychology impacts advertising. There are
diversified methods to make people remember your advertisement (Mitchell, 1985).
One method of making an advertisement memorable is by repetition. Majority of us still
recall commercial jingles played in our childhood days since we heard them countless times
(Gale, 1990). The issue with repetition, notwithstanding its effectiveness, it is pricey. Companies
possessing large advertising budgets are best fitted for this method as they can manage to run an
ad repeatedly.
Many advertisers are instead unfolding ads that focus on social identity. Social identity is
the concept that people want inclusion in a group. When an ad utilizes a model or spokesperson
to which a customer relates, the ad will likely be more memorable (Scott, 1903). Purchasers
remember ads that contain individuals who like similar things or are in our age bracket
Another technique of making a commercial more memorable is by applying ‘operant
condition.’ The operant condition is the belief of associating behavior with repercussions. An ad
is more memorable and more susceptible to end in a purchase if it shows the purchaser a scenario
where utilizing the product results in desirable effects (Scott, 1903). The reverse is valid as well.
The individual who failed to use the product encountered unfavorable consequences.
Coupons work well as a method of the operant condition. Customers are persuaded to
procure a product at first by presenting an incentive. They then become constrained to acquire
the product in the lack of an incentive (Muchinsky, 2011). This method can be further intensified
by providing first a free product, followed by a huge discount on the product, followed by a
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minor cut, and lastly, no discount as the consumer is conditioned to procure the service or
product despite the existence or absence of a discount.
A comparable psychological concept is vicarious also identified as observational
learning. In this approach, it is not essential for us to individually face the repercussions.
Examples include the person who lags behind on watching amazing TV programs until he selects
a different satellite or cable provider or the gentleman who never gets a woman’s attention unless
he shifts to a particular deodorant or shampoo.
To ensure your ad is more memorable, employ the psychology of advertising by engaging
your target customer’s social identity. Evade ads that are incoherent with your client’s social
identity, and can permanently interfere with memory. Contemplate applying catchy jingles,
discounted or free trial offers, and conveying positive happenings of those utilizing your product.
There are numerous psychological procedures employed in advertising to sway
consumers (O’Shaughnessy, 2004). These are, using color to elicit particular associations or
emotional responses, misrepresented statistics and fact, and subliminal messages. Implementing
color during advertising is favorable in generating emotional ripostes from prospective
consumers (Barnes, 1989). Colors manipulate the emotional conduct of purchasers in drawing
awareness to ads or emphasizing various rudiments regarding advertisements. Every color
contains attributes and psychological reactions that clients are said to correlate with (Schindler,
1986). For instance, red is primarily linked with feelings like excitement and happiness, whereas
green is soothing and construed as being vigorous and natural
Another memorable procedure applied in ads is subliminal messages. Subliminal
messages are portrayed in commercials as hidden images or words and are displayed under an
individual’s awareness or consciousness (Messaris, 1997). Teams in advertising hardly affirm
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the application of subliminal messages within ads due to the moral opposition (Moore, 1982).
Examinations have maintained the opinion that comprehension, attitudes, and behavior may be
inclined in subliminal stimuli like words or images (Vargas, 2008). Nonetheless, there exists
minimal to no sustenance for the capability of subliminal stimuli to be swaying (Vargas, 2008).
Misrepresented statistics, research, and facts are employed in aims of persuading
consumers. They do govern customer discernment regarding items, particularly banking on how
they are introduced (Millstein, 1964). Whenever product claims are incapable of being
supported, the Federal Trade Commission pronounces them as a form of fake advertising
(Millstein, 1964). False advertising has transpired in commercials of products like cosmetics and
health supplements (Draelos, 2008; Federal Trade Commission, 2013). Moreover, phrases and
words can hold various meanings. Various meanings lead purchasers to dissimilar
understandings and interpretations of the knowledge (Millstein, 1964). Although this is an
inherent component of communication, various meanings turn out to be problematic when
customers construe the information in harmful ways.
A subject is remembered more easily if the mind finds itself in an emotionally excited
state. A topic, which is meaningful to a brand’s name, can be recalled more easily when the mind
finds itself in an emotionally excited state. This type of emotional excitement can derive from
fear, disgust, humor, anger, sexual hints (sex sells) (Stockless, 2007).
Advertisements are often remembered when creative concepts are applied. Creative
notions are not ended products, but rough drafts that give an insight of how campaigns will take
shape. The employment of various fonts, colors, graphic design elements are utilized to make ads
more memorable. Rough illustrations and stock photography are used to transmit general ideas
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and talent selection. Additionally, interesting concepts must be robust and overreaching enough
to impact people.
What makes an advertisement memorable is Humor and Heart. One tickling the funny
bone thus making you laugh to the extent of calling the person a different room, "Hey, you have
to watch this ad" On the reverse side, a commercial pulling the heart strings, and ripping the
heart from the chest through fear, oomph or power making break and reflect. Makes you think
"wow!" is likely to be more memorable ("Forbes Welcome," 2017).
The ad is a failure if you don’t recall the service or product. The advert must attend to
needs, express how the service or product caters toward the need, and be done with a convincing,
memorable approach, with a device identified as a hook. Twenty-five years preceding its launch,
people still recall “Where is the beef?" advert by Wendy’s. This is a bright example of saying,
their burgers are massive they practically flow out the bun. The others’ burgers are tiny; you
must search for the patty!" This was beautifully done and very memorable ("Forbes Welcome,"
2017).
The typical American is exposed to a wide array of commercials across many media
platforms including radio, online, TV, and print on a constant, 24-hour basis. Because we are
exposed to so much advertising, advertisers make ads memorable and outstanding by utilizing
psychology. The most famous adverts have emotional content because the emotional response
has a greater influence on a purchaser’s intent to purchase a service or product. The response in
advertising is based on empathy and creativity and advertisers bank on this ("Forbes Welcome,"
2017).
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References
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(Eds.), Psychological processes and advertising effects: Theory, research, and
applications (pp. 273-293). Hillsdale, NJ: Lawrence Erlbaum Associates.
Draelos, Z. D. (2008). The cosmeceutical realm. Clinics in Dermatology, 26, 627-632.
Forbes Welcome. (2017). Forbes.com. Retrieved 9 September 2017, from
https://www.forbes.com/sites/marketshare/2012/10/19/what-makes-a-tv-commercialmemorable-and-effective/#686f1be03079
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with
persuasion attempts. Journal of consumer research, 21(1), 1-31.
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Gale, H. (1900). On the psychology of advertising. In H. Gale, Psychological studies (pp. 39-69).
Minneapolis, MN: Harlow Gale.
Lee, S. & Barnes, J. H. Jr. (1989). Using color preferences in magazine advertising. Journal of
Advertising Research, 29(6), 25-30.
Messaris, P. (1997). Visual persuasion: The role of images in advertising. Sage.
Moore, T. E. (1982). Subliminal advertising: What you see is what you get. The Journal of
Marketing, 38-47.
Muchinsky, P. M. (2011). Psychology applied to work (10th ed.). Summerfield, NC:
Hypergraphic Press.
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Schindler, P. S. (1986). Color and contrast in magazine advertising. Psychology & Marketing,
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Scott, W. D. (1903). The psychology of advertising. Boston, MA: Small, Maynard & Company.
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Vargas, P.T. (2008). Implicit consumer cognition. In Haugtvedt, C. P., Herr, P. M., & Kardes, F.
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