...SUBLIMINAL SUBLIMINAL ADVERTISING ADVERTISING S UBLIMINAL ADVERTISING Intergrated Term Project Rakhi Jerly Semster 5 Fashion Communication Design What is Advertising? “Paid non-personal communication from an identified sponsor using mass media to persuade or influence an audience. “ (Wells, Burnett, & Moriaty 1998) Criticism for advertising: While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited commercial e-mail and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation. In addition, advertising frequently uses psychological pressure (for example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful. Human psycology and Advertising: The human being is a complex creature. The same complexity that gives us the ability to manipulate objects also makes us vulnerable to manipulation. It is very Important for advertisers to study the human psycology and consumer behaviour inorder to exert maximun influence on target consumers. They aim at the vulnerabilities of human mind. A successfull ad agency is one which “manipulates human motivations and desires and develops a need for goods with which...
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..."Psychology Subfields" Please respond to the following: * Review the subfields of psychology and determine which one interests you the most. Explain why this specific subfield seems more interesting than the others. * It was very hard to decide which subfield of psychology I am most interested in, all of these categories are interesting and have things that I would really like to learn more about. However in the end I feel most interested in would have to be cognitive psychology. Cognitive psychology has been something I have been interested in for some time now. My brother has gone through a lot of mental issues over the last year and is currently going through cognitive therapy. I feel it is a very important type of therapy that allows a person to tap into memories and thoughts that maybe causing their current issues, and I feel it deals with so many different aspects within a person to come to a healthy resolution to their problems. "Research Methods" Please respond to the following: * Analyze the various research methods employed in psychology to determine which research method seems the most applicable across the greatest number of situations. Explain your rationale (including the single greatest strength and weakness of the methodology you chose). * After reviewing all of the research methods mentioned in our textbook I have determined that the survey method is the most applicable across the greatest number of situations. The survey method can...
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...ethical or unethical behavior. This is also a problem because what one person may believe is ethical another person may disagree because every individual sees and handles each situation differently based on their knowledge and their core set of values. Even though there are laws set in place to dictate what is legal and what is illegal, laws and ethical values are not the same but ethics does play a significant role to determine the factors of a law (Resnik, 2011). Ethics is also important in the business world to ensure companies are morally doing the right thing. This is significant especially for consumers so that companies do not take advantage of them and if this is the case a company may face serious consequences for doing so (Sandilands,n.d.). In marketing and advertising it is a common occurrence for ethical values to be brought up as a lot of companies straddle the fence on this sensitive subject. It is up to both the consumers and the businesses to determine their connection and how business operations should be handled to determine a positive outcome. Marketing and advertising may be unethical as companies try to target certain demographics which secludes others and this can be a potential problem because they are placing people into certain categories (“Issues in Marketing”, n.d.). That is...
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...“Lord Lever famously said that half of the money spent on advertising is wasted - but he had no way of knowing which half.” Studies how the buying decisions take places deep within consumer subconscious minds, that we’re not aware of what is driving them. Buyology study on a journey of shopping discovery on that will put governments on alert and cause upheaval for a multibillion dollar industry whose secret marketing weapon finally has been uncovered. Study reveals how the consumer brain so significant that it is to psychology what DNAis to molecular biology, provides the explanation sheds light on a wide range of consumer behaviours. It explains why a simple smile from a salesperson can compel consumer to spend more money, why video games like ‘GuitarHero’ are so popular, and why we’re hard wired to shop until consumer drop. “Why people buy” and “How we come to choose one purchase over another .if you’ve ever been fascinated by subliminal advertising, if sex really sells or how rituals influence buyer behavior, this book will answer your questions on all those things and more. What I learned in Buyology: Warning labels on cigarettes just make people want to smoke more. (page 15) Sex doesn’t sell, controversy does. (Page 183) We instinctively copy other people. (Page 53) Sexy models in ads appeal more to same-sex readers and watchers. (page 191) People love products that look like babies. (page 31) Senses influence us more than features. (143) Rituals and superstitions influence...
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...STUDY THE INFLUENCE OF ADVERTISEMENT ON THE ACTIONS OF PARTICIPATING PEOPLE AS PERCEIVED BY UPR PONCE CONSUMERS One of the main factors that influence people to buy or select a product is advertising. There are a varieties of consumer’s perceptions, which are constantly changing. Not everyone receives the same message the same way, and some perceive the same message giving them more importance than others. The future of advertising is not only linked to its own creative ability, but the speed and certainty with which the new media adapted to many of which still exist. (Guerrero, 2006) Statement of the Problem The study will gather data on the behaviors of students from UPR Ponce consumers, if the people are affected or influenced by advertisement strategies, to perceive the different market offerings and are led to buy. Purpose of the Study The objective of this study is to know how commercials affect in the UPR Ponce people decision on buying a product. Also, we want to identify which strategies are most beneficial when making an ad for the purpose of motivating the target market to buy the products. Scope of Analysis Four factors will be analyzed: 1. Commercial advertising that promote the purchase of the product by using subliminal messages. 2. What impact has advertising in UPR Ponce consumers? 3. Why do you purchase a product? 4. Why use this type of product? Methodology In the methodology, we used primary data and secondary data to carry out the...
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...CONTENTS Sl No Description Page No 1. Acknowledgement 2 2. What is meant by Advertisement 4 3. What is Ethics? 5-7 4. Ethics of Advertisement : Introduction 8-9 5. Ethics & Advertising 10-17 6. Ethics of Advertising 18-21 7. Some Ethical & Moral principles 22-26 8. The Ethics of Behavioral Advertisement 27-30 9. Attention, But at What Cost! 31-38 10. Benefits of Ethical Advertising 39-42 11. Harm done by Unethical Advertising 43-48 12. Conclusion 49 13. Bibliography 50 What do you mean by advertisement? Advertising is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. “While now central to the contemporary global economy and the reproduction of global production networks, it is only quite recently that advertising has been more than a marginal influence on patterns of sales and production. The formation of modern advertising was intimately bound up with the emergence of new forms of monopoly capitalism around the end of the 19th and beginning of the 20th century as one element in corporate strategies to create, organize and where possible control markets, especially for mass produced consumer goods. Mass production necessitated mass consumption, and this in turn required a certain homogenization of consumer tastes for final products. At its limit, this involved seeking to create ‘world cultural convergence’, to homogenize consumer tastes and engineer a ‘convergence...
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...01674-931127 E-mail: tanvir1111@yahoo.com Abstract The advertising industry has already passed almost four decades of institutionalization in Bangladesh. At the beginning of information and telecommunications technology, the industry has practiced drastic drag in all its localities such as the number of advertising agencies, patron firms, research organizations, models, production houses, fashion houses, handicrafts and so on. The industry has inclined its contiguous circumstances as well as accustomed to cope-up with the changed position. Now, it is time to reunite the progress and find out what it has accomplished and what nevertheless to achieve. So far, the study has contemplated on the quantitative features of the industry but the qualitative approval however needs to be completed. This paper also concentrated on the qualitative characteristics of the industry and marks the trends in progress of the advertising industry while focusing on the potential prospects. Finally, it provides some courses of action leading to an environment promising and healthy for the advertising industry of Bangladesh. Key words: Advertisement, Generalization, Subliminal effect 1. Introduction Through innovatory ease of information and communication methods, massive development in the number and types of media and the passage of time, the advertising industry in Bangladesh is flourishing and gathering multi hosted experiences. More and more advertising firms of...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...1 of 83 file:///D:/000004/Buy__ology.html 08/08/2009 10:45 2 of 83 file:///D:/000004/Buy__ology.html CONTENTS TITLE PAGE FOREWORD BY PACO UNDERHILL INTRODUCTION 1: A RUSH OF BLOOD TO THE HEAD The Largest Neuromarketing Study Ever Conducted 2: THIS MUST BE THE PLACE Product Placement, American Idol , and Ford’s Multimillion-Dollar Mistake 3: I’LL HAVE WHAT SHE’S HAVING Mirror Neurons at Work 4: I CAN’T SEE CLEARLY NOW Subliminal Messaging, Alive and Well 5: DO YOU BELIEVE IN MAGIC? Ritual, Superstition, and Why We Buy 6: I SAY A LITTLE PRAYER Faith, Religion, and Brands 7: WHY DID I CHOOSE YOU? The Power of Somatic Markers 8: A SENSE OF WONDER Selling to Our Senses 9: AND THE ANSWER IS… Neuromarketing and Predicting the Future 10: LET’S SPEND THE NIGHT TOGETHER Sex in Advertising 11: CONCLUSION Brand New Day APPENDIX ACKNOWLEDGMENTS NOTES BIBLIOGRAPHY ABOUT THE AUTHOR COPYRIGHT FOREWORD PACO UNDERHILL It was a brisk September night. I was unprepared for the weather that day, wearing only a tan cashmere sweater underneath my sports jacket. I was still cold from the walk from my hotel to the pier as I boarded the crowded cruise ship on which I was going to meet Martin Lindstrom for the first time. He had spoken that day at a food service conference held by the Gottlieb Duttweiler Institute, the venerable Swiss think tank, and David Bosshart, the conference organizer, was eager for us to meet. I had never heard of Martin ...
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...recordings, films, radio, television, the so-called New Media of the Internet, and now social media. Today, just about everyone depends on information and communication to keep their lives moving through daily activities like work, education, health care, leisure activities, entertainment, traveling, personal relationships, and the other stuff with which we are involved. It's not unusual to wake up, check the cellphone for messages and notifications, look at the TV or newspaper for news, commute to work, read emails, take meetings and makes phone calls, eat meals with friends and family, and make decisions based on the information that we gather from those mass media and interpersonal media sources. We need to be aware that the values we hold, the beliefs we harbor and the decisions we make are based on our assumptions, our experiences, our education and what we know for a fact. We rely on mass media for the current news and facts about what is important and what we should be aware of. We trust the media as an authority for news, information, education and entertainment. Considering that powerful influence, then, we should know how it really works and how does it really influence us. The degree of influence depends on the availability and pervasiveness of media. All of the traditional mass media still have great influence over our lives. Books once were supremely influential because they came first before newspapers, magazines...
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...Page 1 Martin Lindstrom’s Buy•ology and Paco Underhill’s Why we Buy should be required reading for all business related major students. In Paco Underhill’s book he really digs in to and investigates that will make a person purchase on product from another. Paco Underhill is like the frontline specialist. On the sales floor is where he rules changing and adapting to consumers needs and wants. He is able to tell you why a product in one store is selling but not in another. Or why products that have huge advertisement budget have not really left the shelf. Now where Underhill is on the sales floor in his book, Martin Lindstrom digs into the minds of the consumers in his book Buy•ology. By doing this Lindstrom is able to identify why we purchase the products/ services we do. Now one thing that I really learned in Lindstrom’s book is that we lie. Consumers lie time and time again, not only are we lying to each other or surveys but to are selfs. Either that or we are to scared to tell the truth to anyone. In one of Lindstrom’s studies he was testing a new show for a U.S. audience that was already doing great in the U.K. The show was called Quizmania, to see how the audience was going to react to this show before it was even aired Lindstrom arranged at test of two hundred people. They had three shows for the group of two hundred to watch Quizmania, The Swan, and How Clean Is Your House? Now going into this study Lindstrom already new what people thought of both How Clean...
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...effect of advertising on the individual and society has been influenced and promoted by many different psychological aspects. There are many ways to sell products, but psychological knowledge of mental laws is crucial in succeeding with advertising. Accordingly, behavioral insights based on psychology are used to attract attention. In addition, mental persuasion is necessary to succeed in advertising in today’s society. The advertisement industry uses psychological knowledge of mental laws and aspects, such as attention, sub-consciousness, and automatic reactions of the mind. To begin, advertising companies by knowing the process of human attention, achieve great result in persuading people to purchase their products. Attention, by definition, is often referred as the focus of consciousness. Attention makes the process attended to more clear and distinct in consciousness. Therefore, when people are focused properly, the advertised objects appear to be more clear, distinct, and sharp-cut. In the same way, things of which we are merely conscious tend to be less indistinct, whereas objects we are attending to, are well-defined. For example, the information we receive through commercial, is based on enhanced look of the product, and that product is given to us in unique and distinctive way, so it catches our attention. Commercial industry is very well aware of the mechanic, which rules the process of human attention, and uses its laws to gain maximum profit from advertising, resulting...
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...“Marketing Leaders and Ethical Issues in Advertising” ABSTRACT The purpose of this project is to point out some different measures used in advertising for defining problems and to note ethical and moral problems that advertising can and does raise and, finally, to suggest certain steps for the marketing leaders of those professionally involved in advertising. The project examines what the ethical problems in advertising are and why many marketing leaders create unethical advertisements. In order to demonstrate the unethical advertising, I provided some examples. I added to the project a list of ethical and legal issues when creating advertisements can help you to craft legal, responsible advertisement messages. The project also examines ways of solving ethical issues in advertising and what advertisers, marketing leaders should do to be in the money. INTRODUCTION Communication stimulation was known in ancient times. With banners and signs and graffiti dealers notified the citizens about the availability of certain goods on the stalls, as well as future events, such as the slave trade or the gladiators. Due to mass illiteracy traders also had to resort to touts - people standing in the streets or on the busy intersections of the city and loudly informed the passers on the goods. While advertising was of informative, it did not have the elements of persuasion. The flourishing of the advertising business falls on XIX century, when the first public relations man, began...
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...Problem Recognition. One model of consumer decision making involves several steps. The first one is problem recognition—you realize that something is not as it should be. Perhaps, for example, your car is getting more difficult to start and is not accelerating well. The second step is information search—what are some alternative ways of solving the problem? You might buy a new car, buy a used car, take your car in for repair, ride the bus, ride a taxi, or ride a skateboard to work. The third step involves evaluation of alternatives. A skateboard is inexpensive, but may be ill-suited for long distances and for rainy days. Finally, we have thepurchase stage, and sometimes a post-purchase stage (e.g., you return a product to the store because you did not find it satisfactory). In reality, people may go back and forth between the stages. For example, a person may resume alternative identification during while evaluating already known alternatives. Consumer involvement will tend to vary dramatically depending on the type of product. In general, consumer involvement will be higher for products that are very expensive (e.g., a home, a car) or are highly significant in the consumer’s life in some other way (e.g., a word processing program or acne medication). It is important to consider the consumer’s motivation for buying products. To achieve this goal, we can use the Means-End chain, wherein we consider a logical progression of consequences of product use that eventually...
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...apparent one right way and one must choose the best in the circumstances. • Managers are sometimes faced with business choices that create tensions between ethics and profits, or between their private gain and the public good. Early 2000s Conditions of Ethical Dilemma • There are three conditions that must be present for a situation to be considered an ethical dilemma. • The first condition occurs in situations when an individual, called the “agent,” must make a decision about which course of action is best. Situations that are uncomfortable but that don’t require a choice, are not ethical dilemmas. For example, students in their internships are required to be under the supervision of an appropriately credentialed social work field instructor. Therefore, because there is no choice in the matter, there is no ethical violation or breach of confidentiality when a student discusses a case with the supervisor. • The second condition for ethical dilemma is that there must be different courses of action to choose from. • Any decision where moral considerations are relevant can potentially give rise to an ethical dilemma. for example:• A decision that requires a choice between rules • A decision where there is no rule, precedent or example to follow • A decision that morally requires two or more courses of action, which are in practice incompatible with each other. • A decision that should be taken in one’s self-interest, but which appears to violate...
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