How does advertising influence us Harold Dwight Lasswell

How does advertising influence us?

Harold Dwight Lasswell

Behaviouralism ≠ behaviourism predict political behaviour = truth effect repeat Pavlov’s experiment

Different codings to advertise

FACTUAL CODING

NARRATIVE CODING

« FUN » CODING

RHETORIC CODING

Advertising methods Target : • Influence people • Persuade to buy Different ways

INFORMATIVE & PERSUASIVE • Consumer = conscious • Best possible choice • Real need – Draw attention – Arouse interest – Provoke desire – Make you buy BUT theorical!

MECHANISTIC ADVERTISING • Pavlov • Stimulus signal – Recognizable – Simple – Limpid REPEAT OVER AND OVER

SUGGESTIVE ADVERTISING • Consumer = inconscious • Psychological approach • Image influences a lot • Freudian theory

PROJECTIVE & INTEGRATIVE • Consumer social groups • = different rules & standards • Goal : create link • stereotype

High-involvement VS low-involvement • Definition Important purchase or not OR

Montague’s experiment

• Bandaged eyes centre of brain • Know products prefrontal lobe (= perception)

Neuromarketing • Definition • Future of advertising • Critics

Conclusion