Psychological Principles of Advertising: Perception in Advertising Ess

Psychological Principles of Advertising Perception in Advertising Have you ever seen a mercantile or an ad and been instantaneously motivated to go out and purchase that product or service that is being advertised? Ever wondered why? Im sure its crossed over a few minds There is in fact an explanation for the reasoning behind what it is in advertisements that consumers generate appealing. Kenny & Associates highly trained analysts give one explanation. They have conducted research in consumer psychology and have come up with the unspoiled brain analysis. It explains the why aspect behind consumer decisions and behaviours. First and foremost, we must distinguish the right brain from the left- brain.The right side of the brain is responsible for sensations, creativity, motivation and long-term memory. The advertising stimulus acts on emotions and barriers that drive consumer decisions and behaviour. The left side of the brain is responsible for logic, language and re asoning for behaviour and decision- making and balances to control and explain actions that begin in the right brain. (Kenny & Associates, 2000, para. 2) This in fact led them to develop The Right wit ApproachPeople see a commercial for a product and limit the idea of buying that product through logic and reasoning done by the left brain. However, it is what goes beyond consumer rationalization that makes the basis for strategic direction and decision-making. It is the emotion that makes the decision not the rationalization. For example, someone going to buy a car would go to a Ford dealership first because one finds it to be attractive, authoritative and honest. Its all in the advertisement On the other hand, you co... ...4). How big is a chunk? Science, 183, 482-488. sack upb, P.H., & Ray, M.L. (1979). Effects of TV clutter. Journal of Advertising Research, 19(3), 7-12. Kenny & Associates. (1998) The Right Brain Approach. Retrieved March 17, 2001 from the World Wide We b http//www.rightbrainpeople.com/links/the_right_brain_approach.html Kenny & Associates. (1998). The Right Brain. Retrieved March 17, 2001 from the World Wide Web http//www.rightbrainpeople.com/brains/right_brain.html Kenny & Associates. (1998). The Left Brain. Retrieved March 17, 2001 from the World Wide Web http//www.rightbrainpeople.com/brains/left_brain.html Retrieved March 26, 2001 from the World Wide Web (http//www.crest.com/). Retrieved March 26, 2001 from the World Wide Web (http//www.ford.com) Retrieved March 26, 2001 from the World Wide Web (http//www.absolutad.com)