Know How Advertisements Use the Concepts of Psychology


With consistent growth in the field of advertising, marketers are focusing more on interpreting human subconscious. In today’s digital era, it is often the psychology of the ad, rather than the quality of the product or service that makes a company successful. Thus, instead of focusing on the product being sold, advertising firms spend a lot of money and time researching what makes people tick. In a sea of commercials, trailers, billboards, posters and endless popups — ads that stand out among the rest are those that utilize the science of psychology. In this write-up, we’ll explain what psychology has to do with advertising and its effect on people:

What is the psychology of advertising?

Advertisers seek to predict the psychological trends of consumers. Modern advertisers are not limited to magazines, newspapers, radios, television and even the Internet. In fact, advertisement is done in many ways- the way products are displayed in departmental stores, the colour and size of packaging paper, the price tag on clothes and subtle words spoken on the radio. In other words, everything that makes a product attractive and grabs our attention is a powerful means of publicizing it.

Strategies in the psychology of advertising

By getting to know people’s characteristics, advertisers can have greater persuasive influence over them through the media. You might have noticed the influence of advertisement while shopping. To be more specific, marketers use the psychology of advertising to persuade consumers by using the below-mentioned strategies:

  • Mechanistic: This strategy emphasizes on repeating a slogan or image to convince the consumer to make a purchase decision.
  • Persuasive: It aims to use a USP to raise a product above the equivalent product of its competitors. It gives information about its characteristics or attributes and compares them favorably with other similar items.
  • Projective: It focuses on projecting a product as matching individual personal interests or opinions.  In addition to psychology, sociology and anthropology are key here too.
  • Suggestive: This strategy draws on psychoanalytic techniques to predict consumers’ thoughts. Basically, it focuses on a consumer’s fear, anxiety and stress to convince them.

Successful ads using psychology

The success of a marketing campaign depends on pivotal decisions. In each of these decisions, experts in the psychology of advertising research contribute toward knowledge in order to make their marketing more impactful. Behind all advertising campaigns, there are the following factors:

Ad characteristics: The color, typography, and images they should use.

Repetition: Although it’s one of the oldest strategies of advertisement, it’s still the most effective one. Its philosophy is that the more consumers hear, read, or visualize a message, the more it will stick to their memory.

Price: There is no evidence of how a lower price does not necessarily mean a greater number of sales. But the Black Friday’s record sales every year is important evidence in this regard. Also, it has been observed that customers are more attracted to heavy discount offers.

Channel: It’s certainly important to come up with a creative idea for an advertisement campaign. But it’s equally important to choose the right platform to distribute the marketing information. It might be radio, TV, internet, or else, but that has to be effective in connecting the company to its target audience.

Besides all the above-mentioned factors, an advertiser also has to take into account consumption trends of different age ranges. The direction in which the target audience is evolving is also important. For example, if we want to reach adolescents, then we’ll need to conduct campaigns on the internet or through cell phones. In addition, given their age, it’s a good idea to support their identity, something that is of the utmost importance at this stage of life.

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