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hi everybody meet Timmy today Timmy is
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going to learn about psychology and
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advertising psychology has always been
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an essential component of advertising
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advertising's main functions are to
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inform persuade and influence today
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we'll be focusing on persuasion one of
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the most widely accepted models of
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persuasion that is often associated with
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advertising is the elaboration
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likelihood model the elaboration
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likelihood model otherwise known as the
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elm is Theory identifying two ways a
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communication can be persuasive the
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central
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route or peripheral route the route
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which is taken is dependent upon the
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abilities of processing and the
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motivation of the receiver that's you
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Timmy let's spell it out for you Timmy
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here is the central route this is a
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direct route of persuasion that appeals
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to logic and involves a great deal of
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thought the central route is associated
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with high involvement involvement is how
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much time energy and other resources you
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are willing to put into the process how
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much attention do you want to put into
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it
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Timmy let's say you really want a new
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car and you see an advertisement for a
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car on TV because you really want a car
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you were highly involved now you were
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more likely to listen to that commercial
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because a car is an expensive investment
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it has high perceived risk which is
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defined as potential for loss in the
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pursuit of a desired outcome by way of
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the central route you will look at the
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facts and use logic to make your
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decision it is more effective when the
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facts and arguments are more believable
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and then you will buy that car Timmy
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this route often leads to more permanent
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Attitude Change remember Timmy this is a
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dual process model dual means to
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Timmy let's look at the alternative the
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peripheral route in this route the
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receiver that's still you Timmy does not
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think carefully about a communication
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and is influenced instead by superficial
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cues examples of these cues or gimmicks
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include an emotional story bright colors
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sappy music or an attractive speaker low
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involvement is associated with the
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peripheral route because the message
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content becomes relatively unimportant
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and ignored the results of the
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peripheral route are more temporary and
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subject to change as these cues play to
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the senses emotions and feelings yes
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that's right Timmy
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feelings and now a word from our
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sponsors today's program is brought to
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you by colors colors colors colors the
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most important and effective aspect of
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advertising psychologists report that
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color impression can account for 60 to
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70% of consumer reaction let's meet the
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colors first up is red red increases
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blood pressure heart rate appetite grabs
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attention and stimulates quick decision
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making meet pink pink is associated with
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sweetness and is often used in the sales
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of candy and
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pastries and then there's orange orange
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causes people to feel energetic and is
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often found in fast food restaurants
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prolonged exposure to Orange can make
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one become very aggressive up next is
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yellow yellow is the first color
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processed by the human eye so it is
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often used to draw attention say hi to
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Green Green is a relaxing color often
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found in hospitals in the current Trend
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to go green it often represents things
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which are environmentally friendly and
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natural let's welcome blue blue is the
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most popular favorite color among adults
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it is often used to sell jewelry and is
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the color of loyalty blue can also add a
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nauseating effect to food purple come on
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down purple is one of the most difficult
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colors to produce it is often associated
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with the Royal rich and
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luxurious and next we have brown brown
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is favored by men over women and often
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used to represent that which is natural
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and of the earth Brown represents
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solidity and strength and here comes
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black black represents power
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sophistication and formality it's used
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to make other colors pop and a preferred
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color for type for increased
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readability and finally there's white
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white represents cleanliness and Purity
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to many people white can also imply
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Simplicity newness and high
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technology and next time you need to
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advertise you remember what colors can
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do for you and now back to Timmy and his
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feelings you see Timmy your feelings
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have a huge impact on how you're
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persuaded and how you spend your money
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the ultimate goal of advertising
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feelings can also be referred to as
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affect affect occurs rapidly and
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involuntarily in response to a stimulus
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like advertising there is positive AFF
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effect such as Joy hope or pleasure and
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negative AFF effect like anger fear and
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shame these strongly shape your behavior
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and risk perception Timmy and did you
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know advertisers often rely on the
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affect istic to predict how you might
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respond to an advertisement as well as
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your corresponding Behavior well Timmy I
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sense your confusion let me Define that
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for you the aoristic refers to decisions
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that are determined by affective
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considerations such as our feelings of
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like and dislike or good and
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bad it basically works like this Timmy
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if a stimulus arouses a negative effect
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the receiver haha yes Timmy that's still
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you will perceive the risks is higher
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and the benefits potentially lower
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conversely if the stimulus yields a
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positive effect in the receiver Timmy
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here will judge the related risks as low
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and the benefits higher and increase the
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chances you will buy the
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[Applause]
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product this is why advertisements often
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contain positively charged emotional
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images and slogans as well as the basic
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factual information the amalgamation of
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these elements work through the central
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and peripheral Roots do you see that
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Timmy how I brought that back around and
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that is how psychology in advertising
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Works since we've become full circle it
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seems It's Time to Say Goodbye For Today
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say goodbye Timmy and join us next time
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to find out what else Timmy can learn
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