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I. Match the Russian and the English equivalents in the table below.
II. Scan the text and say what its major subject is. Use the following clichés: (for more useful phrases use App2) As far as I am concerned, …………. You are free to disagree with me but................. Frankly speaking I have no idea..........
Psychology in Advertising Glint Adv
A basic advertisement involves a lot of strategy and thought, as well as more planning than one may assume. From the color scheme and visuals to the actual words used, each component of an ad is designed to appeal to a consumer in a unique way. Every aspect is specifically designed using basic principles of psychology to generate a desired reaction or response. While there are many potential psychological elements to incorporate, the use of emotions, persuasion and authority, memories, and colors are a few of the more common ones. Emotions · Fear is a very powerful emotion and can be a robust motivator. Fear is a primal instinct, and nothing makes people more uncomfortable than fear. Advertising can use fear tactics to create an uncomfortable position or situation, then provide a solution manifested through a given product or service. One approach where fear is used is “the fear of missing out.” This approach can be identified by phrases such as “one day only,” “limited time only,” “only a few left.” These “calls to action” emphasize that time is critical, and consumers need to act fast or they won’t get to participate. Fear is also commonly used in medical and health advertisements, convincing consumers they need to use the drug or service being offered, or face the ultimate fear of severe medical issues or even death. · Advertisements utilizing fun and pleasure show consumers having a good time and enjoying themselves, all made possible by a given product or service. The individuals in the ad are having fun, and a consumer is led to believe that they too will have a good time, but only if they purchase the product or service. Fun and pleasure are often used in advertising for beer, theme parks, cigarettes and specific types of automobiles. · Ads that feature love target consumers who want to provide for and take care of loved ones. Like fear, love is a very powerful and primal emotion that can drive strong consumer behavior. These ads tap into a core desire to provide only the best for those in our lives we most care about, and the products being advertised are necessary to meet that need. Subjects of these ads are typically families, pets, newborns and mothers, or happy couples. Pampers, Johnson and Johnson, jewelry stores and pet stores are just a few brands and industries that use love.
· Advertisements focused on vanity appeal to the consumer’s sense of well-being, pride, importance and relevance. Themes such as “the latest and greatest,” “you deserve,” new fashion trends and luxury drive this advertising. Society places significant importance on appearance and status, and by leveraging these themes advertising will drive awareness, interest and action for advertised brands. Industries that often use vanity include fashion, personal appearance, luxury goods, cars and more. Persuasion and Authority An additional way persuasion and authority can be used is through irrefutable logic from the power of an authority or even a “trusted” peer. “Experts” in a given field, or representations of a given consumer group, will be cited as a reason a consumer should trust or buy a product. Ads will use phrases like “9-out-of-10 doctors recommend”, “4 out of 5 dentists suggest”, or even “3 out of 4 moms trust” to drive consumer purchase behavior. Through irrefutable logic from an “expert”, consumers will trust the product and brand and increase their purchase intent. Memories To illustrate the malleability of memories, Disney conducted an ad test with people who had visited one of their theme parks but did not actively recall meeting a character during the visit. After showing a test-group various commercials of the sites and sounds or the Disney Parks, including meeting Mickey, a staggering 90% of respondents recalled that they either remembered meeting Mickey or were confident that it might have happened. Color · Red: passion, energy, strength, love, power, determination, intensity, anger, excitement.
· Blue: depth, stability, wisdom, trust, confidence, calming. · Yellow: energy, happy, warming, attention, aggravation, joy. · Purple: wisdom, wealth, royalty, power, luxury, magic, powerful, calming, strength. · Green: growth, health, harmony, safety, nature, calm, refreshed. · Orange: enthusiasm, heat, success, creativity, warmth, excitement. · White: purity, light, clean, sterile, innocent, spacious, cold, unfriendly. · Black: power, mystery, elegance, evil, mourning, death, confident, calm, stable, mysterious. Psychology plays a large role in the overall design and success of an advertising campaign. By incorporating basic psychological principles, ads can be created to generate desired emotions and reactions, ultimately driving desired consumer behaviors. Ads can be targeted to specific demographic or psychographic groups enhancing brand recall and awareness and overall brand affinity. Understanding the human mind and knowing how to use basic psychological principles is key to successful advertising and branding.
https://glintadv.com/2017/01/10/psychology-in-advertising/
Comprehension I. Read the text again. Give extensive answers to the questions. Use the following clichés to start your answer. (for more useful phrases use App2) As far as I am concerned.............. It ran through my mind that.............. In fact............. 1. What is the purpose of using principle of psychology in advertising? 2. What human emotions are utilized in advertising? 3. What response is expected when fear, fun, live or vanity are used in advertising? 4. Why do advertisers use celebrity endorsement? 5. Why do consumers trust experts? 6. How do advertisers use customers' memories to create affinity and intent? 7. What did the experiment conducted by Disney company show? 8. What is the role of a colour in advertising?
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