Much has been said about the role of psychology in advertising, but there are certain myths that Peter Pratt tries to clarify and based on his book we have selected the best “advertising truths” from the point of view of the author:
- The power to call attention to a word or set of words is directly related to the ability to understand its meaning.
- The maximum effectiveness of advertising on memory is achieved when the name of the article or brand has a value of its own in the current language.
- Advertising must have sales force. It must draw attention, it must clearly express a usefulness, a need or an advantage in order to arouse an interest in the thing that is offered, giving rise to a desire for possession.
- The best way to get advertising to exercise an efficient action on interest and desire, is to ensure that the proposal addressed to the public does not determine a disturbance in their usual ideas.
- We do not advertise to please us, but to sell. We have to situate ourselves in the average thinking of the community and examine what interests are common. The psychology of the crowds has common points that are universal.
- We must not present objects as they are by themselves, but as they exist in the human imagination.
- Calling attention is not an end, but the way to awaken ideas, feelings and sensations, to create sympathy, to unveil instincts, to suggest.
- The proposition that our mind accepts most easily is that which is related to our interests.
- The idea that most easily enters our mind is that which is related to another that our mind already knows.
- Advertising can not exert influence over all feelings. The important feeling to focus on are: curiosity, interest, ambition, vanity, foresight, fear, trust, sympathy and credulity.
- Of all the feelings that advertising can cause, there are two which are the most important: curiosity and interest.
- The greater the force an advertisement has to stimulate sensations, the higher it will be to influence more intensely the attention.
- An object can interest without coming to arouse the desire to own it.
- The power to call attention to an object is directly related to the number of times it is shown or evoked.
- Our mind can not retain at the same time more than four objects or groups of objects that are represented, referred or evoked. As soon as the number decreases, the concentration capacity of the attention is greater.
- The buyer of today is no longer the naive, imaginative and comfortable buyer, is a buyer who lives agitated and distracted by the economic and moral problems that must be solved daily.
- The suggestive power of the advertisement does not end with the acquisition of the object.
- The association of ideas must present its arguments in such a way that the reader can associate them naturally and easily with their own experience.
- The essential function of advertising is to exert an intense influence on the human spirit. Its primary foundation must be careful observation and the systematic study of humankind.
- The first thing that advertising should propose is to attract attention. But it is also evident that this is not enough to overcome the resistances of the public and determine acts of purchase.
- The advertisement that only has power to influence the ideas, with absence of sensitivity, will not produce a positive effect on the purchase and therefore would lack performance.
- The most frequent action of advertising is not to create needs, but to contribute to the satisfaction of those manifested and recognized needs.
- We must not present objects as they are, but to the extent that our observations allow us as they exist in the human imagination.
- A multitude of objects that increase the comfort of our life are constantly created and advertising assumes the task of demonstrating that they respond to a need. Those objects become commonplace and humanity, which had spent so many centuries without them, ends up considering us absolutely indispensable.
Feel free to add more truths about advertising psychology and will include them in the list.
Hope this post has been interesting and looking forward to your comments.