Advertising is a system of measures aimed at influencing consumers, forming and regulating the movement of goods on the market. Advertising appears where there is an exchange of goods, where there is competition and where each producer fights for his buyer and looks for his niche in the market.
Advertising is a very important and delicate market tool. During its long history, advertising has evolved qualitatively. She has gone from information to persuasion, from persuasion to the development of a conditioned reflex, from the development of a conditioned reflex - to the subconscious to suggestion from a subconscious suggestion to projecting the symbolic image. Advertising consistently sought first conscious, deliberate perception of the buyer's advertising image, then automatic purchase. Now advertising requires the buyer's consent, albeit unconscious, but nevertheless real.
Advertising affects the buyer and promotes his actions to purchase the advertised goods and services. It uses a number of different methods and techniques that affect different mental structures of a person, both on a conscious and unconscious level.
In this regard, it is legitimate to raise the question: to what extent advertising provides information about certain goods, and to what extent the "imposition" of the goods is carried out, to what extent the information and psychological impact of advertising is manipulative.Advertising is a socio-psychological phenomenon. This is a multifaceted product that affects the most hidden areas of the psyche of modern man. Studies of psychologists have proved that the perception and processing of advertising information are carried out under the influence of many different factors, but three of them are almost always present: cognitive (cognitive), emotional (affective) and behavioral (conative) factors. Let's consider them in more detail:
Cognitive aspects of advertising impact
The cognitive aspect is related to how advertising information is perceived by a person. The study of the cognitive component involves the analysis of a number of information processing processes, such as sensation and perception, memory, representation and imagination, thinking and speech, etc.
Feeling. In advertising activities are most often used visual, auditory, gustatory, motor, olfactory, tactile and some other types of sensations. Here the problem of research of the feelings arising at perception of advertizing or at consumption of the advertised product becomes actual.
Perception. Unlike sensations, perception is a holistic reflection in the cerebral cortex of objects and phenomena. In the perception of advertising information, an extremely important role belongs to the formation of a perceptual image, which has (or does not have) the most significant impact on the behavior of the buyer. The images are directly addressed to human feelings. Their meaning is understood through a well-established process at the level of consciousness.
Attention. Attention is the direction of perception. In a sense, highlight the advertised product-it means to draw attention to it. A person sees and hears only what he likes, what scares him, what worries him, or his attention increases as he becomes more involved in the process of choosing.
Memory. Memory is the process of remembering, preserving, and then reproducing what a person previously perceived, experienced, or did. Memory is an important mental process that is directly related to advertising. All types of memory are somehow involved in the process of perception and processing of advertising information.
Thinking. Thinking is a generalized reflection in human consciousness of objects and phenomena in their natural connections and relationships. There are many types of mental operations (comparison, analysis, synthesis, and others). All of them are actively used in advertising, especially associations.Emotional aspect of advertising impact
The affective component of advertising influence determines the emotional attitude to the object of advertising information: whether the subject treats it with sympathy, antipathy, neutral or contradictory. In addition to visual, people have a very stable emotional memory, which works on the principle: pleasant - unpleasant, liked - disliked.. Advertising materials inevitably evoke unconscious emotional images. Experts believe that the sympathy for the product is proportional to the sympathy for advertising information.
Behavioral aspect of advertising impact.
To investigate this mechanism is to analyze the actions of a person determined by his buying behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior on an unconscious, unconscious level. On a conscious level, the motivations, needs, and will of a person are manifested. On an unconscious level - installations and intuition of the person.
Part 2: https://zen.yandex.ru/media/id/5d63de89d11ba200ad7a3efd/manipulation-in-advertising-5d94e14043863f00ad9cca90