Consumer choice influenced by advertising: social and psychological aspects
Abstract
In today's environment, the advertising industry has been a great success, as advertising is an effective tool for modifying customer behavior, attracting attention to products and creating a positive image of the company. Therefore, advertising gurus have begun to look for new approaches to creating the most effective advertising. So in advertising began to use psychological approaches to influence the human consciousness and his psycho-emotional state. This paper shows the essence of the concept of "advertising". The questions raised are how the colors, sounds, the text of the advertising message affect the consciousness and emotions, and how the behavior of the consumer changes. Positive and negative aspects of psychological influence on a person through advertising are reflected. People's attitude towards advertising. Priorities for both the manufacturer and the potential consumer of the product. Advertising effectiveness depends on two important prerequisites: it must be brought to the buyer, who in turn should pay attention to it; on- second, the buyer should understand it exactly as the advertiser wants it. The secret of advertising is to use the subtlest features of human psychology. In most cases it acts not on the logical level, not on the mind, but on emotions and the subconscious. It should also be noted that residents of the post-Soviet space are overly trusted with the printed word and everything they hear on the radio or see on television. An example of a successful banner and slogan is presented. Laws of Ukraine “On Advertising” and “On Television and Radio Broadcasting”, which regulate the influence on the person from the advertising side. Research and methods of hypnotic effects on humans through advertising. Tricks of advertising specialists in sales points (sound, product placement). The results of the customer survey and the techniques that are used to enhance the suggestion effect are displayed. The effect of the 25th frame is to base the hypothesis and its use in advertising in our time
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