ADVERTISING IN TODAY’S SOCIETY:Psychological tricks

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Business Ethics MGT610

LESSON 40

ADVERTISING IN TODAY'S SOCIETY

Advertising is a huge global business. No business can succeed without it, no name products

appear on the market without being backed by advertising. Food, clothing, furniture,

accessories, cosmetics, books, toys, everything displayed in the store is a result of intensive

competition and expensive promotion on the part of each manufacturer to induce the stores to

stock and stack his product. Each year billions of dollars are spent in attempts to influence our

decisions and to persuade us to spend more.

On the high street, on public transport, in newspapers and magazines and on television we are

bombarded with images and slogans (between four-hundred and three-thousand advertising

messages per day!) designed to make us part with our cash. But for the most part we love it,

secretly at least. We may resent the hideous sign that invades the beauty spot, loathe the

commercial that interrupts a TV show, but we reach for our newspaper or favorite magazine

not only for an update on the news but to scan the ads for bargains or to enjoy looking at them.

Because of the enormous amount of advertising there is around, the advertising industry is

constantly trying to come up with new ways of getting our attention ("Sex sells!",...).

3. Advertising agencies and the making of an ad

In very general terms, the function of an agency this usually consists of executive, creative,

research, media, technical, and administrative departments is to present to its client a new,

catchy, and practical idea for a campaign, furnish an outline with mockups and estimates, and

after final approval see the project in the end. In the area of graphics, the art director, working

in close cooperation with the copywriter and client, decides on the kind of illustration or spot

best suited to the selling theme, the product, and kind of image the advertiser wishes to project.

In the world of advertising, everyone's thinking is focused on now or on the future, never on

the past.

3.1. Keywords:

The Influence of Advertisements on the Customers Shopping Behavior

All adverts need to use specific stimuli (for example: colorful pictures, erotic poses,...), so that

the customer becomes aware of the advert and can store the given information over a longer

period of time. For effective advertising, basic conditioning psychology has to be brought into

effect, whereby the product is coupled with pleasant feelings and emotions (Coca-Cola in

conjunction with fun and joy - "Enjoy the taste...enjoy the fun ...always Coca-Cola"

6.1. Psychological tricks:

Packaging: The design of the package decides whether the product will be accepted by the

customer or not. An extravagant packaging and attractive colors are important factors, which

influence his decision. Positioning and arrangement of the shelves: Luxury goods and goods the

most profits are mainly to be found on the right hand shelves. This is due to an inborn tendency

to look and reach to the right. In addition, these things are to be found at eye or arm level

because at this height the products are easy to reach. Articles of everyday use are usually found

at the back of the store, farthest away from the entrance. This is to force the customer to pass as

many items as possible and to force him to make a purchase.

Business Ethics MGT610

"Muzac", soft background music, is played, as it has a relaxing effect and produces a pleasant

atmosphere. In order to give the customer the feeling that time is no problem, there are no

clocks to be found. Sweets and toys are often to be found just before the cash desk, in a bid to

give children a "reward" for waiting. Fully filled shelves are always an inducement to buy, so

shelves are repeatedly filled. Stands are always well decorated because they bring an increase

in sales.

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