The nature of man, his essence, has been of interest to scientists for a long time. Despite the fact that there is no consensus among researchers about what human nature is, marketers have long been convinced that using special methods it is possible to influence human behavior. But what makes a person behave the way he does? Genetics? Culture? Society? Maybe. But much also depends on the nature and a number of specific characteristics of a particular individual, such as age, gender, location, and so on.

Physicians and psychologists began studying human behavior in the late 19th century. These studies have revolutionized the understanding of what exactly influences human behavior. Therefore, the new science was adopted by smart marketers who began to apply the methods of social psychology in their work. Their goal was to increase sales, which is understandable.

Many of the tactics used since the early 20th century work well today, but neuroscience research has added several other factors, such as color, sound, and visuals. In order to convince a potential buyer of the need to purchase, you need to evoke in him an emotional need to take an action, and this can be achieved using effective methods and techniques. FreelanceToday brings you 4 consumer impact tactics.

The emotional attraction of color

Early marketing was mostly black and white in terms of color impact. Advertising in newspapers and on TV, despite this forced restriction, still worked well, but with the advent of color, everything changed. Marketers faced a new challenge: they needed to figure out what colors would work best for their target audience. And with the help of a science like psychology, they did a great job with this problem. To date, a huge number of studies have been published related to psychological triggers of color. The infographic below shows exactly what criteria marketers use when choosing a color scheme for a brand or product.

Any color or shade evokes certain emotions in a person, that is, it is safe to say that color can influence behavior. The main color scheme of the advertising campaign is determined by the characteristics of the market in which the product operates. In this case, the correct choice of color is of great importance.

Consider, for example, colors like pink and purple. First of all, these colors are associated with femininity and beauty, that is, its emotional focus is best suited for a female audience. The image below shows how Prevention Magazine uses color to promote its fitness video. Intense shades of purple and pink definitely attract the attention of women, while men receive a clear signal that this product is not for them.

There are a number of other emotional triggers associated with words or positioning, but more on that later. So far, the conversation is about emotions. Why, for example, does Facebook use blue and its shades? Blue is associated with trust and security, which is exactly what social media users need.

But if a brand is mainly focused on selling its products, it makes sense to use colors such as red or orange, as they can stimulate the impulsiveness of consumer behavior.

Words and visuals

As already mentioned, marketing techniques developed at the beginning of the 20th century still work great today. Research shows that 85% of purchase decisions are driven by emotion, or only 15% are related to rational thinking. Indeed, certain emotions clearly influence human behavior. Joy, excitement, a sense of missed a chance, or humor can push the consumer to take the right action. Negative emotions, such as fear, also work well. If a person feels that he is missing a big deal, it is difficult for him to think rationally, since he is very excited at this moment. This is a very effective technique that is used very often.

But it's not just color that evokes emotions. Text messages and their visual design can also influence consumer behavior. Here's a good example of a Basecamp promotional message. Basecamp, an online project management tool, focuses not on color, but on text content.

What do we see? Before us is a small banner that contains several emotional messages. The emphasis is placed only on words and the most important word here is "chaos". It is this word that immediately grabs the attention of a person, since it contains a very powerful emotional message. No one likes chaos, and if you make a person feel what will happen, if chaos can penetrate his projects or even hint that such a threat exists, this can push him to take active actions. Organizing chaos lessens fears, as as one reads the text, the person is convinced that with Basecamp they can maintain control over their work.

What goals did Basecamp marketers set for themselves? First of all, they needed to evoke the right emotions in a person who make key decisions in a team. Of course, the target company will most likely want to join the 5,000 other firms that joined Basecamp's audience last week. After all, then it becomes part of the community of brands doing business right. In addition, there is a call for urgency in the text, and the blue color of the action button appeals to a sense of security and trust. And the last emotional argument is completely compelling - the message on the button offers a two-month trial period completely free of charge.

Humor and entertainment

If a person is in a good mood, his behavior is much easier to control. Marketers have long understood this and are actively using humor in advertising. Humor in advertising messages allows you to reach a very large audience, as it is often understood by a wide variety of people.

Here's how Virgin Airlines congratulated Americans on Thanksgiving. In the advertising poster, we see an airport employee regulating the movement of the plane, holding two legs of roasted turkey, the symbol of this national holiday. Interestingly, humor here is understandable not only to Americans; people living outside the United States know about the custom of serving a roasted turkey for Thanksgiving.

Humor works very well on social media, as users are looking primarily for entertainment content. Funny pictures and messages allow you to promote your brand without giving the user the feeling that something is being imposed on him. The brand is perceived as friendly, with users remembering the name of the product or company better, since the humor made them laugh, and laughter is a strong emotion.

Placement psychology

How the elements of the advertising message are placed also affects consumer behavior. When marketers are working on a flyer, poster, or web page, they initially know that some design elements carry more weight than others. The weight is influenced by the color, size of the elements and, of course, their location. The main elements grab the viewer's attention, which is the goal of the marketer. If these elements do not consistently lead the viewer to the most important message, such as a purchase, the ad is considered ineffective.

You can find out how the user's gaze moves using heat maps; this technology works great in the case of web pages. For example, here's a page on Baby.com, its initial design (left).

The map clearly shows that the main focus of users was on the baby's face, and only then they began to view the rest of the content. Marketers didn't like it. As a result, an illustration was posted on the site, in which the child seems to be looking at the text content, that is, at what needs to be conveyed to the consumer. Red spots on the heatmap indicate that the redesign was successful.

As you can see from the examples above, with the help of color, words, visual design and the correct arrangement of elements, you can have a psychological effect on a potential consumer. If marketers take into account all of these factors and emotional triggers when developing an advertising strategy, they can significantly increase their chances of success.

Svetlana Rumyantseva

The main purpose of advertising is to interest the consumer and push them to buy the advertised product. But often the potential buyer resists the influence and does not want to make a purchase. How can you influence a person in order to induce him to take action and not cause irritation? This is where the psychology of advertising comes in.

The psychology of advertising is a separate branch of psychology that deals with the substantiation of theoretical and practical ways increasing the efficiency and effectiveness of advertising materials by influencing mental processes and phenomena. Advertising has become an integral part of everyday life, it can be found anywhere: on television, on radio, on the Internet, in newspapers and magazines. Modern cities are oversaturated with outdoor advertising: billboards, banners, banners, on transport, advertising on street screens. There are various ways to influence the audience with one goal - the buyer must buy a product or service.

The main types of psychological influence on a person are information, persuasion, suggestion and motivation.

Communication method

The most neutral method of exposure. Information does not have an emotional connotation, does not appeal to the personality of the consumer and does not relate to the value system, needs and interests. The main purpose of information is to capture the advertising material in the memory. These methods of exposure include ads in the form of columns in newspapers, magazines, websites... It displays information about sales, supply, demand. The influence of advertising on the psyche of a human consumer is minimal with this method.

Persuasion method

The main method of psychological influence of advertising on a person is persuasion. The main task is to convince potential buyers of the advantages and uniqueness of the advertised product and the need to purchase it. Persuasive advertising is the most aggressive type of advertising, the main task of which is to generate consumer demand for the offered product.

The main goal is achieved by convincing the buyer of the need, the need to purchase a product using reasoned evidence. The product is characterized from the best side, the distinctive features and opportunities to satisfy the desires of potential buyers are revealed. But persuasion method only works if the consumer is interested in the product... Then it is much easier to convince of the need to buy this particular product.

Basic persuasion techniques

Interests and needs of buyers... Quite an effective way. Observation of the main interests, desires, problems is often carried out potential consumers, which further form the basis of the proposal. The main needs of the target audience include the slogans of goods and services.

The novelty of the advertised product... People are more likely to pay attention to new products, this arouses interest. Therefore, to attract the attention of buyers in advertising of already known products, new characteristics or properties are illuminated.
Problem situation... A certain problematic situation is created in advertising. The question of a solution is raised, which arouses interest. This approach encourages thinking about possible ways to solve the problem. And, of course, the advertisement offers an “ideal” option that fully satisfies the needs of the consumer.
Complicity... This method is most commonly used in television advertising. Advertising is directed to the viewer, appeals are used (you, you), offers to participate, check the product in action and make sure its effectiveness. Advertising is often filmed as a reportage from the scene, which makes the buyer an accomplice in what is happening.

For "advertisers" whose task is to create good selling advertising, in addition to methods of influencing a person, it is important to know and special turns of speech that enhance the impact of advertising... One of the most popular turns of speech to help convince you to buy is the antithesis. This slogan is short enough to be easier to remember, using a contrasting technique that helps to emphasize the buyer's benefits. Examples of persuasive ads:

We work - you rest ("Indesit")
You love us - we are killing you (anti-tobacco advertising)
Kvass - yes, "chemistry" - no! (kvass "Nikola").
Thirst is nothing, image is everything! (drink "Sprite").

Suggestion method

As a rule, this is a deliberate or unintentional effect of one person on the psyche of another. It can be hidden or with the consent of the suggested. The main difference is lack of adequate awareness of the information presented... This method of advertising influence does not work for all people. Each has a different degree of suggestibility, receptivity and ability to obey.

The higher the level of knowledge of a person, the richer his life experience, competence, the more difficult it is to instill something in him.

Studies have shown that it is easier to inspire people with a low level of education and youth. Women are more suggestible than men, this is due to the natural characteristics of the female psyche. Suggestion is aimed at a person's ability to perceive information without providing facts or evidence.

Use of keywords... Impressive advertising uses specific and imaginative keywords. They must be understandable so that when they are pronounced, a clear picture appears in the mind of a person. All of this increases significantly. But abstract phrases can confuse or even remain incomprehensible to the consumer.
Use of epithets... When describing goods, high-quality adjectives are used that characterize the product from the best side, which forms the consumer's positive attitude towards the advertising product.
No negative particles... At the psychological level, the particles "not" or "no" repel a person, arouse suspicion and doubt. To inspire the buyer with the need to buy, you should instill confidence and hope for a good result. Any negative statement can be turned into a positive one... For example, “you do not want to be sick” should be replaced by “you want to be healthy”.
Defined speech dynamics... One of the most important advertising techniques. The impact can be increased by:

A high rate of speech is an indicator of intelligence, and therefore disposes listeners. But one should not forget that a person must understand it and perceive what they are trying to convey. According to psychologists, a person perceives a low male voice better..

Purchase incentive method

All the techniques and methods of the psychological impact of advertising on the consumer ultimately boil down to one thing: a person's incentive to buy. The purpose of this method is to elicit the desired response to the advertised product or service, which ultimately will induce the buyer to purchase the product. Since the purpose of this type of advertising is to attract customers and purchase, it uses a clear message to the consumer in the form of an incentive slogan.

Some people develop ad resistance over time... But advertising specialists have foreseen this phenomenon as well. Special exposure techniques have been developed for such an audience.

Command replacement method applied... For example, if before there was a command - "buy", now - "everyone is buying, people are buying", etc.
The illusion of choice is created... The buyer is invited to choose from several modifications of one product, which is beneficial to the manufacturer in any case.
The command contained in the question... Instead of directly verbalizing the command, prompting questions are used. They do not give an answer, but hide the command.
Attracting popular personalities to advertise a product... Well-known publicity stunt. Some celebrities advertise all kinds of products. Artists, athletes, singers project success onto the advertising product. This is aimed at a wide audience of fans. They want to imitate their idols. The choice of a popular person cannot be wrong, therefore, no hesitation is required from the buyer. When buying a product, the consumer will feel on par with the star.

There are also phrases and even individual words that encourage buying. For example:

"The offer is valid only until ..."
"Until the end of the action is left ..."
"... and receive as a gift ..."
"The number of places (goods) is limited"
“Order the product right now and get a discount (gift, promotional code, etc.)
"Money Back Guarantee"

Advertising professionals always make sure that advertising is effective. Choosing any form of advertising, they try. High-quality advertising brings aesthetic satisfaction and positive emotions. It should be memorable and easy for the target audience to perceive.

Advertising performance levels

The first level of psychological effectiveness of advertising... Potential buyers are unwilling to purchase an advertising product. There is a desire to get rid of the obsessive influence. Ignore commercials, advertisements in print media. In such cases, the manifestation of negative feelings is possible: hostility, indignation, discontent, irritation.
Second level of advertising effectiveness... Potential buyers remain indifferent to product advertising, it does not cause absolutely any emotions. The consumer does not want to buy a product, use a service, and often does not even remember what was advertised. He is not interested in this.
The third level of psychological effectiveness... There is already interest here. Advertising a product creates curiosity and attracts attention. The interested viewer highlights only the plot of the video, but not the product itself. He has no desire to buy the offered product or service. Advertising exists separately from the object. The buyer does not associate the advertisement with the product.
The fourth level of efficiency... Advertising generates interest and attracts the viewer's attention. In this case, the potential buyer remembers the plot of the video and the product itself that is being advertised. The consumer thinks about making a purchase of a product, but is not ready for a momentary purchase. He needs to reflect and perhaps the result will be positive and advertising will effectively fulfill its function.
The fifth level of psychological effectiveness of advertising... Advertising is of great interest to potential buyers. When viewing, representatives of the target audience experience pleasant emotions, they pay attention not only to the plot, but also to the product. There is a desire and desire, no matter what, to purchase the advertised product or use the proposed service.

Non-standard advertising

In recent years, advertising has become an extremely popular phenomenon in the world, so it is not surprising that new types and forms of advertising appear every year. In particular, viral advertising and non-traditional advertising media are very popular. Viral videos for little money can bring unheard of popularity and the desire to buy a product or service from the desired target audience. You can find anything among non-traditional advertising media - from trees and benches to people! Advertising in public, as a phenomenon, has existed for a long time, but only in the modern world can it sometimes "shoot" better than a multi-million dollar advertisement on TV. Firstly, due to its originality and creative approach of the creators. The most popular and effective publicity advertising is clothing advertising and body art.

Conclusion

In recent years, special programs have been created and courses in advertising psychology to improve the qualifications of specialists in this field... Each specialist wants to ensure that advertising meets the fifth level of psychological productivity and fully fulfills its tasks. After all, the main thing is the end result and positive emotions of the consumer.

March 17, 2014 12:54 pm

Social advertising is effective only when it creates at least minimal changes in the consumer's attitude to the problem posed; Research is widely used in advertising practice to determine the extent of these changes.

The most common and accessible for the author is the questionnaire method. This method serves as a good alternative to laboratory experiments, allows you to investigate the psychology of the consumer, in particular, his attitude to advertising.

The results obtained will be processed using the methods of mathematical statistics. The survey is carried out mainly selectively, since the main task is to find out the opinion of other people from the general population with the help of the respondents being surveyed.

The developed advertising layout is placed on the central streets of Moscow, however, to determine the psychological impact, there is no need to evaluate every outdoor advertisement, you can limit yourself to one option. Thus, the survey was conducted in the central region of Moscow (Taganskaya metro station), in order to study the psychological impact of social advertising of the World Wildlife Fund. The age category of the respondents is 20-45 years old. The survey covered 50 men and 50 women of these age categories. This is the optimal size of consumer groups in order to identify the effectiveness of advertising. with the smallest number of people, the test results are unreliable; increasing the number to 150 people and more leads to a sharp increase in research costs, slightly increasing the accuracy of the results.

This survey cannot represent the general population with high accuracy; accordingly, the data of the sociological survey are limited by the subjective factor of the respondents being surveyed. However, the survey gives a fairly accurate idea of \u200b\u200bconsumers about the prevailing opinions of the target audience to which the presented social advertising is focused.

set goal

The impact of social advertising is reflected in economic efficiency: the goal is to draw public attention to "forest" problems. The achieved goal of the advertising campaign is to raise public awareness of the WWF project, and the desire of some consumers to help. Based on the result obtained, it can be concluded that the methods and methods of psychological influence used in this social advertising have really turned out to be effective.

The following are the methods of influence used in this advertisement. When creating social advertising, a certain strategy of psychological influence on the buyer was built. The model of the structure of the psychological impact of advertising AIDMA was chosen (attention - attention; interest - interest; motive - motive; desire - desire; activity - activity). Attention is concentrated through a moving image. This social advertisement is aimed at consciousness, subconsciousness and human feelings. At the same time, the influence on behavior is realized as the development of a direct influence on the intellect by emphasizing the importance of each person and the importance of her specific act in a given situation;

Social advertising immediately affects the subconscious of the consumer, avoiding mental activity, which significantly increases its effectiveness. This advertisement is characterized by two scenarios of perception: direct infection with feelings and active evaluation of the poster by the viewer. The advertisement created an unusual situation from the point of view of the usual course of time, when trees disappear one after another in just a second. After that, a person's natural curiosity is activated, since he needs to understand what caused this situation. This advertisement evokes a certain mood, a state of carelessness in relation to the riches of nature. And directs thinking in a certain direction against the background of the evoked mood.

Having considered the techniques of psychological influence that were used in this advertising message, the author concludes that from the point of view of psychological influence, advertising has proved to be effective. She caught the attention of consumers and fixed the necessary information in the memory.

The author carried out a study based on the method of questioning. The respondents were given questionnaires (Appendix 6), where they answered questions that help to determine the psychological impact of advertising. Based on the results obtained, diagrams were drawn up.

Appendix 9 shows the ratio of two types of respondents: those who often visit the central districts of Moscow and those who rarely visit such places. 53% of the respondents often visit the center of the capital, of which 30% are men and 23% are women. The information obtained can be useful for further media planning of outdoor advertising for this company.

Appendix 10 to the question: "Have you seen this advertisement before?" - 37% of respondents noted that they have met this advertisement, while 21% of respondents often visit the city center.

Appendix 11 clearly demonstrates the lack of awareness of society about the problematic situation of Russian forests: 66% of respondents do not know about the current state of forests, and 34% are aware (8% have seen this advertisement earlier; this factor could have influenced their answer). However, after this advertisement, given the performance of application 12, the author expects to increase attention to this issue.

The question “are the advertising arguments presented clearly and clearly” reveals the general attitude of the consumer towards advertising (Appendix 12). 78% of respondents consider advertising to be convincing (43% - women, 35% - men). Therefore, this diagram proves once again that the techniques used in advertising have been effective.

In Appendix 13, the diagram shows the data collected according to the results of answers to the main question of the advertising campaign "how much this advertisement motivates to help the fund". The overwhelming majority of respondents (54%) are motivated by this advertisement, 30% are at a loss to answer, and only 16% are not motivated by this advertisement, but 4% of 16% thought that the advertising arguments were stated clearly and clearly.

Based on the diagrams drawn up, we can conclude that outdoor social advertising of the WWF company has a proper psychological effect and fulfills the main goal. Of course, this assessment is rather arbitrary, especially since the research was carried out at the very beginning of the advertising campaign. Nevertheless, the study shows quite good results that give a rough estimate of the psychological effectiveness of advertising.

The conducted research provides information not only about the degree of psychological impact, the results of the survey are useful for the foundation itself, because find out the percentage of people who are not familiar with the problem.

The degree of psychological effectiveness first of all shows whether the set goal achieves. The purpose of this social advertisement is to preserve the forest expanses of Russia by involving the public. So, to determine the degree of attracting the audience's attention to the advertising message, we used the following formula: B \u003d O / P, where B is the degree of attracting the attention of passers-by; О - the number of people who paid attention to the shield during a certain period; P is the total number of people who walked past the sign in the same period.

Outdoor advertising of the World Wildlife Fund is located at st. Alexander Solzhenitsyn. Not far from the WWF office. The research carried out is based on the observation method. On the street, the reaction of pedestrians walking along the street was noted for one hour.

Of 94 people, 66 paid attention to social advertising (19 of them stopped and looked at the advertisement for a long time), and the remaining 28 people passed by (Appendix 14). Consequently, the degree of involvement: 28/66? 2.4, that is, almost 70% of passers-by paid attention to social advertising.

This study clearly demonstrates the effectiveness of an advertising campaign. Significant efficiency is achieved due to the convenient location of outdoor advertising - at a traffic light, in addition, advertising is located on a very busy street, where large retail outlets, cafes and the subway are concentrated. Also, advertising is located near the road next to a traffic light, where a large number of motorists are passing, who have the opportunity to see the poster when they stop.

During the advertising campaign and after its completion, evaluating its effect, we can say that the assessment of the effectiveness of the advertising campaign is the final stage of planning, this assessment measures the results of communication activities.

Thus, based on the work done by the author, it is possible to summarize the feasibility of conducting an advertising campaign. The developed advertising corresponds to the goals and objectives. When developing this advertisement, the peculiarities of consumer perception, their age category and level of loyalty were taken into account, which is confirmed by research. The outdoor PSA created by the author has commercial and social significance, and the research carried out has concrete practical applications.

WWF is the largest influential environmental international non-governmental organization. The foundation works in over 130 countries in the field of environmental conservation. The main task of the foundation is to preserve the biological diversity of the Earth, by achieving harmony between man and nature, by changing the attitude of people to natural resources.

The International Conservation Organization was founded in September 1961; founder - Julian Huxley. And in 1994 the Russian office of WWF was opened.

The World Wildlife Fund, following the United Nations, declared 2011 the International Year of Forests, so the main objective of this advertisement is to increase interest in this issue, since at the moment the Russian audience knows too little about the actual state of Russian forests.

As a result, the author developed a public service advertisement for the WWF public organization. The main goal of the work done was: to raise public attention to the "acute" flattering problem and to push for decisive actions aimed at supporting the fund.

The design of outdoor advertising is based on the theme of the WWF advertising campaign and uses various stylistic and visual effects to emphasize the importance of the problem, attract attention and have a decisive impact on the subconscious of the consumer. The developed advertisement performs an information function, a motivational-incentive and socializing function.

The survey based on the questionnaire method was carried out in the immediate vicinity of outdoor advertising. The information obtained by the author can be used in media planning of social advertising. Based on the results obtained, we can conclude that outdoor social advertising of the WWF company has a proper psychological impact and fulfills the main goal.

The next study was carried out near the station. metro Taganskaya, it determined the degree to which the audience was attracted to the advertising message. According to the results of the calculation, the degree of involvement is? 2.4, that is, almost 70% of passers-by paid attention to social advertising. This study clearly demonstrates the effectiveness of an advertising campaign; significant efficiency is achieved due to the convenient location of outdoor advertising.

Advertising is the transmission of targeted information about services and goods, about their manufacturers, which has the character of persuasion. One of the most important aspects of advertising is to awaken the desire of a potential audience to buy a certain product. Therefore, the overwhelming majority of advertisements are designed to be persuasive in nature in order to attract new adherents to the product or idea.

It is believed that advertising is, first of all, a set of words and graphic images through which the consumer is influenced. Although it is obvious that words and images addressed to a person do not automatically become actions, if it were otherwise, then children always obeyed their parents, students - teachers, subordinates - bosses, crime did not exist. In reality, we rarely pay attention to even very correct advice, and listen only to those that correspond to our worldview and needs. Currently, the overwhelming majority regard advertising as an annoying fly, which is dismissed by switching the TV channel, flipping through the magazine, ignoring it on transport and on the Internet. However, it is impossible to imagine a picture of the modern world without advertising - it has firmly entered our life and has become an integral function of society. Advertising more and more often interferes in a person's life, controlling him at the conscious and unconscious levels. It is interesting that awareness of the need does not always happen. The need may remain incomprehensible, however, in any case, a person forms a goal in front of himself, an object to which he seeks in the hope of getting rid of emotional anxiety, to experience pleasure. Motivations can also be unconscious, for example, attraction, attitudes, frustration states, deep suggestions (hypnotic suggestions). The advertising text at the optimum ensures the transition of attraction into a conscious motive, focusing the consumer's attention on those properties of the need that make it recognizable. The advertising text should inspire the recipient with an optimistic mood, convincing him of the possibility of overcoming obstacles.

The means of psychology used in advertising in modern conditions are diverse, many of them are technically perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and mental impact on people. In advertising, methods and methods of psychological, emotional and intellectual impact on people are widely used, since advertising is a socio-psychological phenomenon that affects the hidden corners of the human soul.

Any type of advertising in the media - print, television or radio advertising - uses a variety of psychological techniques in order to "touch the heart" of a potential consumer. This impact is carried out by combining ideas about this product with our deepest and basic needs (not only physical, but emotional). The message is hidden in the advertisement that the purchase of this product will not only be beneficial and enjoyable, but will also make us better and happier than we really are.

In general, from the middle of the XX century. the use of mass psychoanalysis in advertising has become the basis of the activities of trading companies. The following factors have become dominant:

• 1. Propagation among the population of a feeling of dissatisfaction with what he has, and all-round encouragement of him to endlessly new and new purchases;
• 2. Appeal to the stimuli stored in the subconscious of people.

And, of course, advertising should attract attention, that's the point of it. After all, the purpose of an advertisement is not just to be seen, and not to be heard and read. The purpose of an advertisement is to convey information about a product (service, company, idea) and attitude towards it in such a way that the consumer is imbued with a greater predisposition to purchase it. Psychology plays an important role here as the science of behavioral motives and the foundations of human desires and aspirations. The psychology of advertising studies the mechanism of its effect on the human brain, as well as on the peculiarities of people's perception of certain expressive means - text, image, color, graphic design, etc.

• 1. If the customer's preferred product is not on sale, he will buy the product that is currently advertised.
• 2. When a person sees the product that he intends to buy this minute, he freezes, stops blinking and swallowing saliva, his breathing slows down, his pupils dilate, his gaze becomes defocused. This is a typical hypnotic trance pattern.
• 3. The buyer, being a spectator and listener of advertising, is inclined to identify himself with some of the characters in a text plot or film (the phenomenon of identification).

Psychoanalytic and hypnotic approaches in advertising are associated with the concept of suggestion.

Suggestion (suggestion) is a process of influencing the human psyche, associated with a decrease in consciousness and criticality in the perception of the suggested content of an advertising message and a product, which does not require a detailed analysis or assessment, but provides an unconscious willingness to buy a product or service.

The strength of the impact largely depends on the clarity, accessibility, and consistency of information. Some of the suggestions are:

• 1. Concreteness and imagery of keywords, qualities.
• 2. Avoiding negative words "no" and "not";
• 3. The impact of sound combinations.
• 4. Speech dynamics is one of the strongest means of suggestion.

• 1. Display of the trance state (when I see the product, I freeze).
• 2. Using natural states of trance (state after waking up, before falling asleep, using verbal descriptions - comfort, coziness, calmness, relaxation, swaying, slow motion ...).
• 3. Overload of consciousness (two simultaneously speaking characters, fast and chaotic alternation of pictures in the frame).
• 4. Scattering technique (highlighting keywords in advertising messages).
• 5. Perseveration (multiple repetitions of the same messages in one or more media).

It should be noted that there are two basic terms in the psychology of advertising - influence and activation. The psychological aspects of influence today are determined, in particular, by the following theses.

• · Children and young people are easier to influence than adults.
• · Consideration of law and morality.
• · Feminine personalities are, in principle, more susceptible to influences than masculine ones.
• · It is necessary to consider the expansion of feminism.
• · People with low self-esteem, respectively, with an undeveloped ability to judge is easier to influence.
• · It is more useful to appeal to erotic, prestigious, rational and social ideas than to fear.
• · Regarding activation, it is useful to know that neutral information activates much weaker than negative or positive.
• · Neutral information is forgotten the fastest, followed by negatively colored information, and last of all - positive.
• · Credible and understandable messages must lead to positive activation.
• · The processing of information also contributes to the revitalization.
• · There is practically no danger of excessive activation in advertising. Even the most powerful efforts lead to moderate gains in ad performance.
• · Long messages in advertising are processed only when this entails a corresponding increase in the duration of activation.
• · In connection with the last statement, it should be borne in mind that very strong activation and strong arousal, first of all, should serve the purpose of advertising, and not information on other issues (for example, in the field of sex).
• · Lack of emotion prevents the activation process from starting.
• · A distinction should be made between products with high sales risk, which are best distributed through personal contact, and products with low sales risk, which are suitable for distribution by means of mass communication.

Introduction

In the middle of the twentieth century, a serious study of advertising began, without which it is already difficult to imagine our life. Now, when psychological factors of influence of advertising means on the consumer are actively used, it has become, in a way, an instrument influencing the masses. The advertising media used in modern conditions are diverse, many of them are technically very perfect, have a complex classification by purpose, place of application, nature of use, degree of emotional and psychological impact on people. The relevance of this topic lies in the scientific psychological substantiation of the nature of the influence of advertising, since methods of psychological influence on people are widely used in advertising, since advertising is a socio-psychological phenomenon.

First of all, advertising carries information, usually presented in a concise, artistically expressed form, emotionally colored and brings to the consciousness and attention of potential buyers the most important facts and information about goods and services. It should be noted that advertising is always information, and information is not always advertising. The object of the research is consumers of various products. The subject of the research is the psychological factors of the impact of advertising on the consumer.

The main goal is to identify the impact on behavior, attitudes and consumer acceptance of influencing advertising media.

The tasks of the work are:

consideration of concepts and types of psychological impact;

disclosure of methods of psychological influence;

consideration of suggestive psychotechnologies in advertising;

determination of the base, methodology and research methods;

analysis of research results.

Research hypothesis - psychological factors such as persuasion, suggestion, attitude, can contribute to the advertising material so that the consumer makes a choice in favor of purchasing the advertised product. The methodological basis of the study was the works of Z. Freud about subconscious complexes, the activation of which can affect the attitude to the product and motivate its acquisition. The work of I.P. Pavlov was used, who understood attention as the concentration of excitement in certain parts of the cerebral cortex with simultaneous inhibition of the rest of the cortex, as well as on the information theory of emotions of the Russian psychophysiologist P.V. Simonov, whose main position is the emergence of emotions in the presence of information on the likelihood of satisfaction of the subject's needs.

And so, in the final qualifying work, the works of such authors were used: V.M.Bekhterev M.R., Bityanova V.N., Volodeeva A.G. Isakova N.V., etc.

Accordingly, the research methods were:

Practical relevance: the study contributes to the study of the nature of the impact of advertising on a person, and on this basis, approaches to the production of advertising can be adjusted. Advertising, on the one hand, conveys to consumers the information necessary to purchase and use goods. On the other hand, combining its informativeness with persuasiveness and suggestion, it has an emotional and mental impact on a person.

1. Theoretical aspects of psychological impact

1 Concept, types and methods of psychological influence

People not only interact, communicate, build their relationships, but also influence each other. The latter applies for as long as the person himself exists. Today, the methods of influencing human consciousness have become much more diverse and effective thanks to the practical experience accumulated over thousands of years, as well as through the creation of special technologies (Appendix A).

Psychological impact is the socio-psychological activity of some people, directed at other people and their groups in order to change the psychological characteristics of the individual, group norms, public opinion, moods and experiences.

According to domestic and foreign scientists, the psychological impact is divided into the following types: informational-psychological, psychogenic, psychoanalytic, neurolinguistic, psychotronic, psychotropic.

Information and psychological impact (often called information and propaganda, ideological) is the impact of words, information.

The psychological impact of this type sets as its main goal the formation of certain ideological (social) ideas, views, beliefs. At the same time, it evokes positive or negative emotions, feelings and even violent mass reactions in people, forms stable images-ideas.

Psychogenic effects are the result of:

physical impact on the brain of an individual, as a result of which there is a violation of normal neuropsychic activity. For example, a person receives a brain injury, as a result of which he loses the ability to think rationally, his memory disappears, etc. Or he is exposed to such physical factors (sound, lighting, temperature, etc.), which through certain physiological reactions change the state of his psyche;

the shock impact of environmental conditions or some events (for example, pictures of mass destruction, numerous victims, etc.) on a person's consciousness, as a result of which he is unable to act rationally, loses orientation in space, experiences affect or depression, falls into panic, stupor, etc. A particular, but very indicative case of psychogenic influence is, for example, the influence of color on the psychophysiological and emotional state of a person. Thus, it has been experimentally established that when exposed to purple, red, orange and yellow colors, a person's breathing and pulse deepen and deepen, his blood pressure rises, and green, blue, blue and violet colors have the opposite effect. The first group of colors is exciting, the second is soothing.

Psychoanalytic (psychocorrectional) impact is the impact on the subconscious of a person by therapeutic means, especially in a state of hypnosis or deep sleep. There are also methods that exclude the conscious resistance of both an individual individual and groups of people in the waking state.

In particular, in the process of sound control of the psyche of people and their behavior, verbal suggestions (commands) in encoded form are displayed on any medium of sound information (audio cassettes, radio or television broadcasts, noise effects). A person listens to music or the sound of the surf in the rest room, follows the dialogues of the characters in the film and does not suspect that they contain commands that are imperceptible to consciousness, but always fixed by the subconscious, forcing him to subsequently do what is prescribed.

Neuro-linguistic influence (NLP-neurolinguistic programming) is a type of psychological influence that changes people's motivation by introducing special linguistic programs into their consciousness.

In this case, the main object of influence is the neurophysiological activity of the brain and the emotional-volitional states arising from it. The main means of influence are specially selected verbal (verbal) and non-verbal linguistic programs, the assimilation of the content of which allows you to change in a given direction the beliefs, views and ideas of a person (both an individual individual and whole groups of people).

The subject of neurolinguistic exposure is a specialist (instructor). He first identifies contradictory (conflicting) views and beliefs in the psyche, as well as negative emotional states (experiences, moods, feelings) that arise from this and disturb people. At the next stage, the instructor, through special techniques, helps them realize the discomfort of their real state (socio-economic, cultural, physical and, as a result, psychological) and makes changes in consciousness that make people perceive life situations in a different way and build relationships with other people.

It is interesting that after, under the influence of the instructor, a person “understood” what he “needed”, he independently (but under the influence of the stereotype of perception embedded in his consciousness) begins to collect information about his daily activities, about his states and experiences. Comparing his real, present at the moment state with the desired (possible), he determines what own resources he needs to mobilize and what exactly needs to be done in order to achieve the comfort of feelings and moods.

Psychoanalytic and neurolinguistic interventions are useful when used for humane purposes. If they are used to conquer and ensure dominance over other people, then they represent a means of psychological violence.

Psychotronic (parapsychological, extrasensory) impact is the impact on other people, carried out by transmitting information through extrasensory (unconscious) perception.

As for the psychotronic effect, the facts of work on the creation of generators of high-frequency and low-frequency coding of the brain, dowsing devices, on the use of chemical and biological agents in order to stimulate certain psychological reactions are known.

Psychotronics focuses mainly on methods associated with the use of technical means of influencing consciousness. For example, they use the effect caused by color spots embedded in a computer virus designated by the apocalyptic "number of the beast" - 666 (V666). This virus is capable of negatively affecting the psychophysiological state of a personal computer operator (up to and including death). Its principle of operation is based on the phenomenon of the so-called 25th frame, which is a very powerful means of suggestion.

Psychotropic influence is the effect on the psyche of people with the help of medications, chemical or biological substances.

Strongly affect the psyche, for example, some odorous substances. American psychiatrist A. Hirsch established long ago that certain smells cause specific actions and behavior of a person. He started out with a simple but very profitable business. He distributed a specially developed essence in various sections of stores and found that there was a sharp increase in the sale of goods compared to the non-pollinated sections. Then he recruited 3,193 overweight volunteers and made them lose an average of 12.7 kg in six months. Everything was very simple - as soon as people felt hungry, Hirsch would allow them to eat, but at the same time offered to smell a special flavoring agent. The more often the subjects smelled it, the more weight they lost. Some lost weight so intensely that they had to be taken out of the experiment. Finally, the researcher found that odors affect productivity.

In his opinion, the smell is something like a control panel that directs human emotions and through them the actions of people. Clinical experiments have shown that the scent of lavender, chamomile, lemon, and sandalwood dampens brain activity faster than any antidepressant. Jasmine, rose, mint and carnation are exciting.

There are three stages of psychological impact:

) operational, when the activity of its subject is carried out;

) procedural, when there is acceptance (approval) or rejection (disapproval) of the given impact by its object;

) final, when responses are manifested as a consequence of the restructuring of the psyche of the object of influence.

The psychological impact is exerted on specific areas of the psyche of an individual, groups of people and public consciousness in general:

need-motivational (knowledge, beliefs, value orientations, drives, desires);

intellectual and cognitive (sensations, perceptions, representations, imagination, memory and thinking);

emotional-volitional (emotions, feelings, moods, volitional processes);

communicative-behavioral (the nature and characteristics of communication, interaction, relationships, interpersonal perception).

This means that the psychological impact only gives the greatest real effect when the features of the functioning of individual, group and social consciousness inherent in these specific areas are taken into account.

The psychological impact has its own patterns:

if it is aimed primarily at the need-motivational sphere of people, then its results affect, first of all, the direction and strength of the motives (drives and desires) of people;

when the emotional sphere of the psyche is at gunpoint, this is reflected in internal experiences, as well as in interpersonal relationships;

the combination of influences on both of these spheres allows you to influence the volitional activity of people and thus control their behavior;

influence on the communicative and behavioral sphere (the specifics of relationships and communication) allows you to create social and psychological comfort and discomfort, make people cooperate or conflict with others;

as a result of the psychological impact on the intellectual and cognitive sphere of a person, his ideas, the nature of perception of newly received information and, as a result, his “picture of the world” change in the right direction.

The human psyche (that is, the object of psychological influence) can function in a balanced way or with a bias in existing relationships. Both are determined by the effect of cognitive dissonance.

Cognitive dissonance is a phenomenon that has the following characteristics:

a) there is a dissonance between the intellectual and cognitive and all other components of the psyche, that is, inconsistency, inconsistency;

b) its existence causes a person's desire to reduce or at least prevent a further increase in dissonance;

c) the manifestation of this desire looks like:

distrustful attitude towards new information;

changing behavior in accordance with new information;

rethinking old information in a new perspective.

In accordance with the above, in order to exert a psychological effect, it is necessary first to provoke failures and distortions in the functioning of individual components of the psyche of the object of influence. The dynamic balance between them will be disturbed and he will begin to experience a state of cognitive dissonance. After that, you can induce him to restore peace of mind by changing his previous, familiar views, beliefs and attitudes, and then the stereotypes of behavior.

The effectiveness of psychological impact also depends on the characteristics of the mechanisms of transformation of beliefs, stereotypes and attitudes of people.

Belief transformation mechanism. Beliefs are meaningful, stable motives of people's activities, which usually have an ideological basis and are manifested in their actions, deeds and behavior. For example, in any country, so-called eternal values \u200b\u200bare usually cultivated - love for their country and all its representatives, peacefulness, trust in its leadership, pride in it, etc. Therefore, often people's actions are based mainly on the internal acceptance of these “eternal values ”, As well as on a sense of duty and responsibility, pride in their country, personal vanity and the desire to show their capabilities as a representative of this state.

However, real life in a country and the relationships between people in it can often change. At the same time, in accordance with the patterns of cognitive dissonance, the prevailing beliefs are subject to fluctuations. Therefore, purposeful psychological influence from the outside contributes to their weakening, neutralization or replacement with the opposite.

Stereotypes most often reflect not essential (deep), but external, most noticeable, most striking features of a phenomenon or event. Any assessment of the latter, corresponding to a stereotype, is usually accepted without evidence and is considered the most correct, while any other is questioned. It is important to note that stereotypes arise in the individual, group and public consciousness as a result of the impact not only of the surrounding reality, but also as a result of the perception of the experience, opinions, and judgments of other people.

That is why stereotypes can become an object of psychological influence. Their transformation is both a prerequisite for the effectiveness of such an impact, and a condition, the observance of which allows, in the end, to change the behavior of people. Thus, the state forms a stereotype of a positive attitude of the people towards the political leadership of their country. However, the opposition forces in it always strive to change it.

Installation transformation mechanism. Attitude is a state of internal readiness (attunement) of people for a specific manifestation of feelings, intellectual-cognitive and volitional activity, dynamics and nature of communication, object-practical activity, etc., corresponding to their needs.

The emergence of an attitude usually precedes people's awareness of a certain need and the conditions in which this need can be satisfied. Purposeful psychological influence creates a situation in which the present need is satisfied by providing people with specific information presented in a certain way. Thanks to her, the attitude is formed, fixed, replaced or changed in the minds of people.

There are patterns of formation and manifestation of attitudes, among which the following are the most important:

if the psychological impact is aimed at the formation of new beliefs, views, value orientations, and a person at this time is simply starving, not arranged, has no roof over his head, is sick, etc., then such an impact will not lead to their change in the desired direction;

regardless of the skill of presentation and the characteristics of the content of the psychological impact, it will not be effective if it does not meet the internal needs of a person.

The process of changing attitudes also obeys certain patterns:

) a person needs to explain the general direction of the process of changing his attitudes;

) the transformation of attitudes successfully takes place when the psychological impact carried out for these purposes corresponds to the needs and motives of a person;

) a change in attitudes is more likely if the content of the information perceived in the course of psychological influence corresponds to the prevailing norms of group and individual behavior of people, and the source of information inspires confidence and is sufficiently competent;

) change in attitudes turns out to be more stable if the reality surrounding the person confirms the content of the information perceived in the course of psychological influence;

) the transformation of attitudes is the more effective, the more actively various methods of psychological influence are used.

A radical change in previously established attitudes with the help of psychological influence is achieved quite rarely. The fact is that the attitude is formed over time, is connected with the human value system, and is stable. In order to transform attitudes, you must:

for a long time to carry out continuous psychological impact;

repeatedly use different arguments supported by real facts;

systematically strengthen the persuasiveness of the argumentation.

Persuasion is a method of influencing the consciousness of people, addressed to their own critical perception.

Using the method of persuasion, psychologists proceed from the fact that it is focused on the intellectual and cognitive sphere of the human psyche. Its essence lies in the fact that, with the help of logical arguments, first to achieve from a person an internal agreement with certain conclusions, and then, on this basis, form and consolidate new attitudes (or transform old ones) that correspond to the set goal.

The criterion for the effectiveness of persuasive influence is conviction. This is a deep confidence in the truth of the assimilated ideas, perceptions, concepts, images. The effectiveness of persuasion depends on many factors.

First, on how convincing and convincing it is. Evidence is based on the consistency, plausibility and consistency of the material presented. In other words, it is not only what is communicated that matters, but also how it is done. It can be provided only by the correct proportion between the logical and emotional components of the information message. Psychologists proceed from the fact that:

the concrete in its content is always perceived more convincingly than the abstract;

the more dynamic the persuading influence, the brighter and more diverse the facts contained in it, the more it attracts attention;

better perceived what is close to the interests and needs of the target;

better assimilated what causes an emotional response from the object of influence;

better perceived, comprehended and assimilated the information that is presented in accordance with the national characteristics of the perception of the object.

Secondly, the influence of persuasive influence largely depends on how its argumentation is selected, constructed and presented.

Persuasion in no way can be reduced to a simple statement of the information, the truth of which they seek to convince people, and to the subsequent presentation of arguments in support of it, as required by the rules of formal logic.

Thirdly, the effectiveness of persuasive influence largely depends on the correct choice of its form. This choice is due to its goals and objectives, the specific conditions of the situation and some other factors.

Fourth, the effectiveness of persuasive influence depends on the information situation. Under the situation of informing psychologists understand the conditions in which it is carried out, as well as the nature of the object's reaction to the content of the message. Usually the situation of informing with the purpose of persuasion is divided into individual and mass.

An individual situation develops when the impact can be carried out on a specific audience, taking into account its psychological characteristics. In an individual situation of influence with the aim of persuasion, it is easier to determine an acceptable style of presenting information, it is easier to build argumentation, it is easier to choose the necessary vocabulary, etc. Therefore, the effectiveness of the impact in this case is much higher than in the mass situation.

A mass situation occurs when information for the purpose of persuasion is carried out simultaneously to a large, heterogeneous audience. In this case, it is very difficult to ensure proper targeting of the impact. And then one has to proceed only from the general psychological laws of perception, which include the following:

persuasive influence, containing arguments against some strong opinion held by the addressee, is more effective when his attention is distracted by something (musical accompaniment, performances of artists at a rally, video sequence in a TV program);

the effect of "contrasting assessment of far-distant positions", the essence of which is that if the content of a persuading influence seems sharply different from the positions of its object, then it is assessed as completely unacceptable;

the effect of "assimilative assessment of far-distant views," in which if the content of the persuading influence seems to differ slightly from the views of the addressee, the latter often identifies his own views with the content of the persuading influence.

To get the maximum effect, persuasion must meet certain requirements.

Be well oriented and planned. Convincing influence must be carried out in accordance with the goals of specific activities on the basis of carefully thought out plans.

Be directed to a specific object. Persuasive influence must be prepared and carried out on certain groups of the population, taking into account their most important individual, social, religious, national and cultural characteristics.

Be focused primarily on the intellectual and cognitive sphere of the psyche of the object. A persuasive impact should be built through a logical presentation of material, convincing argumentation, based on reliable facts.

Be focused on initiating certain behaviors. The ultimate goal of persuasive influence is the formation of such behavior (action or inaction) of people that meets the goals of psychological influence.

Specificity of the application of suggestion. Suggestion is a method of psychological influence on the consciousness of an individual or a group of people, based on an uncritical (and often unconscious) perception of information.

With suggestion, information is first perceived containing ready-made conclusions, and then motives and attitudes of certain behavior are formed on its basis. In the process of suggestion, the intellectual (analytic-synthesizing) activity of consciousness is either absent, or it is significantly weakened, and the perception of information, moods, feelings, patterns of behavior is based on the mechanisms of infection and imitation.

Suggestion should have the following characteristics.

Purposefulness and planning. The inspiring influence is carried out on the basis of specific goals and objectives, corresponding to the plans of its organizers and the conditions in which they are carried out.

The specificity of the object of suggestion. The instilling influence is effective in relation to strictly defined groups and strata of the population, with the obligatory consideration of their most important socio-psychological, national and other characteristics.

Uncritical perception of information by the object of suggestion. Suggestive influence assumes a very low level of criticality and consciousness of the object. Unlike persuasion, suggestion is not based on the logic and reason of a person, but on his ability to take the words of another person for granted, as an instruction to action. Therefore, it does not need a system of logical evidence or active mental activity.

The certainty of the initiated behavior. The ultimate goal of suggestion is the formation of certain reactions and actions of people corresponding to the intentions of its initiators.

The object of suggestion is always studied by the subject (mostly unconsciously), and in the following sequence:

first, the subject's qualities are assessed, which determine his ability to inspire (ie, his intellect, competence, resourcefulness, will, benevolence, conviction), on the basis of which the measure of "trust-distrust" to him is established;

then the object, as it were, finds out for itself whether the subject has psychological superiority over him (it has been established that with a general positive attitude towards the subject, the object can even ascribe to him such psychological qualities that he actually does not possess, and with a general negative attitude, the object "deprives "The subject and those qualities that are really inherent in him).

Suggestion is based on the use of suggestibility (suggestibility) of people. This is a property of the psyche, manifested in its compliance with psychological impact. It is associated with age (children are more suggestible than adults), gender (women are more suggestible than men), individual mental characteristics of people, with their willpower, life experience, as well as breadth of outlook, competence and a number of other factors. With the accumulation of life experience, scientific and professional knowledge, a person's susceptibility to suggestion decreases, however, in adulthood, people are more or less susceptible to it.

General suggestibility is due to features mental development specific personality, it is characteristic of all people. Situational suggestibility arises as a result of abnormal states of the psyche, a lack of information, etc.

Suggestibility is also divided into individual and group. Group suggestibility is provided by mutual suggestion (infection) between group members. Mental infection is understood as the process of transferring an emotional state from one individual to another at the psychophysiological level of contact, in addition to the semantic impact or in addition to it. For example, through infection, a mental state such as panic is transmitted, as a result of which an organized group turns into an uncontrollable crowd. In the process of infection, not only the suggestive subject acts on each member of the group, but also other members of the group, which significantly increases the overall effect of the suggestion.

Suggestibility is enhanced by the following features of the mental development of a particular personality: the habit of obeying, irresponsibility, timidity, shyness, shyness, gullibility, increased emotionality, impressionability, daydreaming, anxiety, weakness of logical thinking, a tendency to imitate, a tendency to fantasize, superstition and religiosity.

Suggestibility is enhanced by the following situational factors: bodily relaxation, drowsiness, fatigue (general, sensory organs, thinking), pain, strong emotional excitement, anxiety, a feeling of hopelessness, boredom, sympathy for the subject, weak will, low criticality of thinking, weak monotonous stimuli; incompetence in the issue under discussion or the type of activity being performed; a small degree of their importance to people; lack of experience of acting in a difficult or unfamiliar environment; lack of time to make a decision; surprise of suggestion.

The object can resist the subject's suggestive influence, which is called counter-suggestion. The ability to do it depends on the characteristics of the intellectual and emotional-volitional spheres of the personality.

Resistance to suggestion is divided, firstly, into intentional and unintentional. The basis of unintentional resistance is the tendency inherent in many people to doubt everything, distrust and other manifestations of general criticality. Intentional resistance to suggestion acts at a conscious level of the psyche: the object of influence consciously analyzes what they are trying to suggest to him, compares the content of the suggestion with his knowledge, views, beliefs, etc.

Resistance to suggestion is changeable. One and the same object exhibits a different degree of resistance to suggestion in relation to different subjects of suggestion and different content of the suggested information.

The process of suggestion is a closed system "subject-object", which includes three interrelated structural components:

operational (i.e., the effect of the subject);

procedural (i.e., acceptance of suggestive content by an object);

effective (i.e., the object's responses).

Specific suggestion is carried out through the dissemination of specific ideas, representations, images and other information in order to replace the existing setting and provoke a certain behavioral reaction of the target.

With a specific suggestion, only verbal (speech) means of influence are used, and it is usually an integral part of the belief, which significantly enhances its effectiveness.

There are the following main methods of specific suggestion.

"Sticking labels". Used to defame an idea, person, or phenomenon with offensive epithets or metaphors that cause negative attitudes.

"Shining generalization". It consists in designating a specific idea or personality with a generic generic name that has a positive emotional connotation. The goal is to induce the subject of influence to accept and approve the presented concept or judgment. This method allows you to hide the negative consequences of assimilating the content of the suggestion and thereby not provoke negative associations.

"Transfer" (transfer). Its essence is to evoke through the presented image (concept, slogan, idea) an association with something or someone who has an indisputable prestige (value) in the eyes of the object in order to make the content of the impact acceptable.

"The game of the common people." It is based on prompting the object of suggestion to identify the subject and the ideas (concepts, judgments) presented by him with positive values \u200b\u200bdue to the "nationality" of these ideas or due to the source of information belonging to the so-called ordinary people.

"Shuffling the facts". It consists in a tendentious selection of only positive or only negative real facts to prove the validity of a positive or negative assessment of an idea (judgment, concept, phenomenon).

"Common platform". This method is based on prompting the object of influence to accept the idea contained in the information (judgment, assessment, opinion) on the basis that supposedly the majority of representatives of this social group share it.

Nonspecific suggestion is carried out by provoking the object of the influence of negative mental states that cause certain behavior. In the process of its implementation, speech (verbal) factors are combined with non-speech (non-verbal) ones. The main goal of nonspecific suggestion is the formation of asthenic states in the object of influence.

The formation of asthenic states is based on the phenomenon of frustration. It is understood as the experience of failure that occurs when there are real or perceived insurmountable obstacles on the way to the goal. Frustration arises in people due to real or apparent dissatisfaction of their needs for physical and social security, communication, food, household amenities, etc.

The purpose of nonspecific suggestion is precisely to provoke asthenic psychological states (anxiety, depression, panic, etc.) in the object by emphasizing frustration. The main methods of nonspecific suggestion are intimidation, emotional suppression, and the initiation of aggressive emotional states.

Fear (initiation of fear) is the formation of states of anxiety, depression or apathy; awakening a sense of fear of real or imagined danger, as well as of the unknown. It is necessary to distinguish between fear of real and imagined danger.

Emotional suppression is used mainly for the formation of asthenic mental states such as anxiety, depression, and apathy in people.

Anxiety is an emotional state that occurs in situations with an unclear outcome and is associated with the expectation of an unfavorable development of events. Anxiety can manifest itself as a feeling of helplessness, self-doubt, powerlessness in front of external factors, as an exaggeration of their power and danger. Behavioral manifestations of anxiety consist in a general disorganization of activity, disrupting its focus and productivity.

Depression is an affective emotional state characterized by a negative background. A person in a state of depression experiences difficult, painful experiences of depression, longing, despair. His drives, motives, volitional activity, self-esteem are sharply reduced.

Apathy is an emotional state resulting from loss of prospects, emotional depression, loss of faith in ultimate goals, leadership, campaign success, etc. Apathy is characterized by emotional passivity, indifference, indifference to the events of the surrounding reality and develops against the background of a decrease in physical and mental activity.

Manipulation is a method of psychological influence aimed at changing the direction of activity of other people and carried out so skillfully that it goes unnoticed by them. Manipulation of consciousness is a kind of domination over the spiritual state of people, management by imposing ideas, attitudes, motives, stereotypes of behavior on people that are beneficial to the subject of influence.

There are three levels of manipulation:

the first level is the strengthening of the ideas, attitudes, motives, values, norms that are necessary for the manipulator in the minds of people;

the second level is associated with partial, small changes in views on a particular event, process, fact, which also affects the emotional and practical attitude to a particular phenomenon;

the third level is a radical, cardinal change in life attitudes by communicating to the object.

Analyzing the above, we can conclude that in psychology, the techniques and methods of controlling people's consciousness, as well as the psychological states of the greatest suggestibility, are very well represented. This theoretical knowledge is successfully used by advertising producers in order to increase the influence on the thoughts and actions of people in order to persuade them to make the decision that the advertiser needs.

The psychological impact of advertising information is manifested in the processes of processing advertising messages - emotions, thoughts, possible decisions that determine specific behavioral acts of the buyer. One way or another, the advertising process involves the phenomena of information processing - sensation, perception, attention, memory.

In accordance with the main senses, sensations also differ: visual, auditory, olfactory, gustatory, tactile, motor, tactile, organic, vibrational, balance.

Perception is another important element of human cognitive activity. Unlike sensations, perception is a holistic reflection in the cerebral cortex of objects and phenomena. This reflection is accompanied or mediated by a conceptual apparatus, that is, it is indicated by a word, the name of what a person perceives. By types, perception is similar to sensations: visual, auditory, olfactory, gustatory, tactile.

Perception is carried out most often meaningfully. Recognition plays an important role in the process of perception.

Special studies have shown that people, for example, are inexplicably loyal to their brand of cigarettes or beer, or any other product with a wide variety of assortments. But with special tests, they cannot distinguish one brand from another. Three hundred smokers who prefer cigarettes of one of the three main varieties were offered these same three varieties of cigarettes, only without names. They needed to know their favorite strain. Only six people out of three hundred subjects were able to recognize the brand of their cigarettes. The psychologists made a simple conclusion - people smoke, in particular, not brands of cigarettes, but "smoke the image, the image of cigarettes."

The main task of advertising is to create in the minds of consumers such images of goods that, in a competitive environment, would induce them to purchase what is advertised. This is all the more relevant since many commodities are standardized.

It has been established that if the sensations do not contain a sufficient number of useful data elements to form a meaningful complete idea, then an ambiguity arises that requires resolution. When the totality of sensations is sufficient to form a meaningful idea, then the data obtained merge into an understandable picture and are remembered.

For example, even an irregular or incomplete circle is still perceived as a “circle”, and not a sequence of arcs. And this process takes place in the human brain automatically. From the point of view of an advertiser, this means that if you offer a consumer a strong advertisement, then it will be enough to present only some of its element and the consumer himself will remember or think of the rest. After all, sometimes people laugh when they hear only one phrase from an anecdote that they know.

The most important property of perception is its orientation, which in psychology is called attention. In order to have a certain impact on the behavior of the consumer, first of all, his attention is attracted. Attracting attention is the first link in the chain of the mechanism of the psychological impact of advertising. It is attention that accompanies such mental processes as the recipient's perception of advertising information, its processing into consciousness. At the same time, attention serves as a kind of filter that filters out unnecessary messages. The selective nature of attention prevents mental overload from the flow of information. The mechanism of the psychological impact of advertising on its consumer can be represented as a diagram (Appendix A).

Each stage of the psychological influence of advertising on the consumer's consciousness requires the use of certain methods and methods of advertising influence that can provide the greatest psychological effect. Only a few advertising media on their own can attract the attention of a neutral subject. These include, for example, a storefront that introduces the assortment of goods available for sale.

The concentration of human mental activity on one object entails a disconnection of attention from other objects.

According to the teachings of I.P. Pavlov, attention is the concentration of excitation in certain areas of the cerebral cortex (in the focus of optimal excitability) while simultaneously inhibiting the rest of the cortex.

The most important feature of attention is the ability to distribute, switch and focus it. These properties of attention significantly affect the nature of advertising perception, its comprehension and memorization. For example, the attention of a TV viewer or radio listener in the process of perception of advertising is unstable, it constantly fluctuates.

Experiences, representations and other mental processes arising from the perception of a television commercial are interspersed, for example, with images of familiar people arising by association, attention switches to furnishings in the room and people sitting next to them. However, despite the dynamism, attention to the advertising program is returning to a new direction. The effectiveness of the advertising impact is influenced by the intensity of attention, i.e. a certain amount of mental activity spent by a person in the perception of advertising.

Attracting attention to advertising is an individual phenomenon, depending on the needs of a person, his motives, motives and moods. Depending on the purpose of advertising and a person's interest in the advertised product, attention is divided into several types.

Involuntary attention, for example, to the advertised product, is caused only by its appearance or properties acting as an irritant: dynamism, intensity, contrast, size. The more intensely the advertising stimulus affects the human senses, the higher the degree of attention to it. A catchy advertising slogan on a newspaper page, emotional vocabulary of a radio address, accompanied by rhythmic music, a sharp plot of a TV movie - all these irritants cause involuntary attention of a person. However, such methods of intensifying attention to advertising have certain boundaries - the threshold of perception. Exceeding this threshold leads to the fact that people stop perceiving "flashy" ads.

An important factor in the process of attracting attention with advertising is the correspondence of its irritants to the internal state and the needs of the person to whom it is addressed. A person's perception selects from advertising circulation only the most necessary for his life and does not perceive what subjectively does not seem necessary to him.

People consciously or unconsciously avoid information that does not coincide or contradict their beliefs, but usually perceive what corresponds to their desire, experience.

The effectiveness of advertising exposure largely depends on the duration of the attention process caused by the stimulus and on the strength of the stimulus. An irritant that lasts for a long time, for example, the bravura music played throughout the advertising film, very quickly causes the audience to fatigue.

An essential factor in prompting attention is the degree of novelty of the advertised product. On the basis of this provision, it can be concluded that each advertising medium, in order to increase attention to the object of advertising, should report something new about it, supplement the existing information with new data, even if we are talking about traditional items, for example, radio receivers and televisions , cars and bicycles, or about familiar products - tea, coffee, milk.

Involuntary attention to advertising quickly dries up if it is not reinforced by another type of attention - voluntary, which is consciously directed and regulated. The purposefulness of voluntary attention is the most important factor in the effectiveness of advertising. The psychological mechanism for the formation of voluntary attention to advertising is based on interests of a practical or aesthetic nature.

The main ways to attract attention are change, movement, contrast, highlighting the figure from the background. In a sense, highlighting the advertised product means drawing attention to it.

The amount of advertising information and its inconsistency caused by the competition are so great that the consumer is simply unable to perceive everything in a row and in full. Studies have shown that out of hundreds of advertisements that fall on a person every day, he absorbs almost a third, and at the same time, only a tenth has any chance of influencing customer behavior. Therefore, unconsciously, a person carefully selects the incoming information.

The consumer sees and hears only what he likes or what scares him, worries him, or his attention increases as he becomes more and more involved in the selection process.

Rational and emotional ways of responding mean that in the process of meeting the needs of a modern person, not only pragmatic goals (benefits) are pursued, but also the receipt of positive emotions. The latter is associated with getting pleasure from buying a beautiful and prestigious thing in a friendly atmosphere, elegant packaging. The rational way of addressing is based on the person's ability to think logically. It is based on the message to a potential buyer of objective information about the product, its qualities and methods of application. In this case, the quality of the product is, as it were, a logical reason, a reason for buying.

Emotional assessment as a concomitant of the main, rational one can be strengthened by a successful pictorial solution. Thus, the use of a color photograph of a healthy, strong baby when advertising baby food products will make people feel pleasant and will increase their desire to have the same healthy child. Therefore, advertising successfully uses this feature of the human psyche and addresses not only the rational sphere of consciousness, i.e. to the mind, but also emotional - to the feelings of a person. Rational and emotional perception from each other due to the very nature of knowledge and the characteristics of the human psyche.

Memory. Memory is an important mental process that is directly related to advertising in general and the effectiveness of advertising in particular. Memory is the process of memorizing, preserving and subsequent reproduction (remembering or recognizing) what a person previously perceived, experienced or did.

Research has established that a person remembers faster and more firmly what his future activity is connected with, that is, with the future, with his tasks, as well as what a person has a expressed interest in. Indifferent, meaningless material is perceived worse. Therefore, the most effective advertising is the one that takes into account the interests and plans of people. From a psychological point of view, any seller is a person who allows people to look into the future and connects them with this future with the help of a product.

The opposite of memorization is the process of forgetting. Forgetting can occur after a while in the absence of repetition (extinction), under the influence of new information, as a result of illness (amnesia), and in a number of other cases. It is very important to remember not only the advertisement (background), but also the product (figure). Although it is often the opposite.

In domestic advertising practice, there is basically one known, as old as the world, way to achieve memorization - repetition. For an advertisement to have the desired effect, it must be perceived repeatedly. Repetition works, of course. And at the same time, it is with obsessive repetition that the main negative emotions are associated, which advertising causes much more often than advertisers would like. The point, then, is balance — repeat, not bother.

There are some patterns of memorizing information, which are sometimes successfully applied in advertising.

Much better remembered is the information that is located either at the beginning of the text, or at the end. The latter technique is often used in advertising.

Thinking. The next important mental process that is directly related to the perception of advertising is thinking.

Thinking is a generalized reflection in the human mind of objects and phenomena in their regular connections and relationships. The main properties are as follows:

mediated character. Establishing connections and relationships between things and phenomena, a person relies not only on the direct impact of these things and relationships on him, but also on the data of past experience preserved in his memory;

thinking is closely related to speech, external or internal, that is, it has a social nature;

a person thinks not only in concrete, but also in abstract concepts, symbols, which is widely used in advertising.

There are many types of mental operations, such as comparison, abstraction (distraction), concretization, analysis, synthesis, generalization, establishment of analogies, association, judgment, inference. All of them are actively used in advertising, especially associations.

The volume or quantity of information has a great influence on the perception of information and on purchasing behavior. It is known that the excess of information in advertising, as well as its lack, negatively affects the purchase of goods.

Thus, the activation of the cognitive need is a powerful psychological factor in advertising. Advertising asks a question, seeking to create an incomplete image, to evoke a cognitive need. Then the proposed answer always contains information about the merits of the advertised product. According to psychological studies, about 80% of all people experience severe discomfort in cases of incompleteness of the image that appears in their minds.

The study of the psychological aspects of advertising involves the analysis of those aspects of it that evoke in a person an emotionally colored attitude towards advertising, towards the product itself, which ultimately forms a desire or unwillingness to buy it.

Emotions are such mental processes in which a person directly and personally experiences his attitude to certain phenomena of the surrounding reality, or in which various states of the human body receive their subjective reflection.

In psychology, it is believed that numerous human emotions can be described by several basic components: love, joy, happiness, surprise, sadness, suffering, fear, anger, rage, disgust, charity, guilt. They are expressed in a huge variety of individual characteristics. For example, the manifestation of rage or fear in one happens in a completely different way than in another. Thus, the direct experience of phenomena and situations acting on an individual is carried out in a variety of forms of emotional experiences that are deposited in emotional memory.

As you know, in people, in addition to visual memory, emotional memory is very stable, which works according to the principle: pleasant - unpleasant, liked - disliked. Advertising materials inevitably evoke subconscious emotional images. Memory for emotional images and emotional states is one of the most durable. It has been found that emotional memory has a much stronger effect on decision making, that is, on a person's purchasing behavior, than other types of memory. Experts believe that sympathy for a product is proportional to sympathy for advertising information.

Emotions are always personal, subjective. Psychologists note the connection of a person's emotions with the experience of his own “I”. Everything that surrounds a person evokes certain emotions in him. It is in the emotional form that the numerous individual differences of potential consumers are manifested. Any advertising video clip is not only information, it is, first of all, several emotionally intense minutes that a person personally experiences at the time of viewing. Typical in this respect is the very advertising vocabulary with its rich emotional terminology: warmth, comfort, radiance.

Emotions can be positive or negative. Positive emotions stimulate the subject to achieve the goal, negative ones - to avoid objects that cause unpleasant states. Many people see a good purchase as a certain way to get satisfaction, relieve bad mood caused by some hardships of life. Therefore, a good purchase always gives a person a charge of positive emotions.

If a person does not find anything interesting, emotionally colored for himself, then he may not have a desire to make a purchase. Often, advertisements that are created without taking into account the emotional reactions of the consumer, cause a clearly negative attitude towards the subject of advertising. It has been established that a person does not seek to memorize information material that causes negative emotions. If advertising causes a feeling of disgust, fear, shyness, this slows down the sale of the product, and vice versa, if the advertised product allows you to get rid of such unpleasant emotions, then it begins to be in demand.

A number of models describe the emergence and dynamics of the manifestation of emotions. One of them belongs to the German psychologist W. Wund. Within the framework of his concept, emotions are characterized by three pairs of polar signs:

agitation - calming;

tension - relaxation.

The emotional state is characterized by one, two or three of the indicated polar states.

According to Wund, pleasure or displeasure arises in connection with the olfactory and gustatory sensations, as well as in connection with the sensation of pain. Different colors induce a state of excitement or tranquility. Tension or relaxation is associated with attention processes. In fact, the picture of the manifestations of emotions in their direct connection with the simplest mental processes is undoubtedly much more complicated.

The famous Russian psychophysiologist P.V. Simonov developed the information theory of emotions. The lack of the necessary information causes negative emotions, and the presence - positive. To test the emotional effectiveness of an advertising message, you need to imagine this message and determine how people with different psychological characteristics will treat it, whether it will be pleasant to them.

In psychology, a well-known phenomenon called projection, when people ascribe their own attitude towards something to others. When creating something original, the creator often experiences a state of emotional uplift, admiration for a successful find. However, he does not always realize that many people may not like the result of his creative activity.

Modern psychology sees the solution to the problem in the fact that advertising should emotionally attract people, and not repel. In order to induce the consumer to buy, he is charmed, shown to him new opportunities that he will have with the purchase of this or that product.

In advertising companies in Russia, the research conducted suggests that advertisers and the media do not always take into account the psychological structure of the perception of advertising by Russian consumers, and above all the emotional sphere.

The information environment is oversaturated with repetitive monotonous advertising, which causes a natural desire in the consumer to avoid its influence, its intrusive penetration into the individual space of a person.

The impact of advertising on human behavior. The study of this mechanism involves the analysis of human actions determined by his purchasing behavior under the influence of advertising. The behavioral component includes both conscious behavior and behavior at an unconscious, unconscious level. At a conscious level in the buying behavior, motivations, needs, and human will are manifested and reflected. At an unconscious level - attitudes and human intuition.

Consumers tend to be reluctant to admit that their buying behavior is the result of some form of impact, including even targeted programming. It seems to them that they had a need for a product long before they learned about it from advertising. It is very rare for buyers to admit to themselves or to other people that they have actually been "exploited" by imposing a previously non-existent need on them and forced to buy something, deprived of the possibility of a conscious choice. Although in fact this is the purest truth.

There are different views on the nature of different ways of human behavior.

From the standpoint of the psychoanalytic approach, the mental life of a person in general, his behavior in the market in particular, is based mainly on irrational, unconscious motives.

According to Western advertising psychologists, a person is strongly influenced by the fear of death motives and subconscious complexes. This is widely used when advertising individual products. It is not surprising that the feeling of fear is used in an advertising campaign, first of all, by those companies that sell drugs, medical supplies, and patient care items.

The motivational psychology of consumers is supported by Freud's theory of subconscious complexes. The meaning of Freudian methods is reduced to the use in advertising of hidden biological and sexual impulses and human instincts. Sexual motives are especially widely used in advertising perfumery and cosmetic products, clothing items, personal hygiene products, books and other products.

The Freudian concept includes the concept of the so-called inferiority complex. The essence of this theory boils down to the following: in the course of life in the subconscious of each person many traumas are deposited. On the basis of these disappointments, an idea of \u200b\u200btheir own inferiority arises. And this causes a deep backlash - the desire to attract attention to yourself, to emphasize your "I".

Understanding of purchasing behavior from the point of view of Z. Freud is facilitated by an appeal to the unconscious of man - the strongest part of the psychological nature of man, within the framework of his concept - primarily of the sexual nature of man. An advertising campaign for a product is organized so that the advertised product is associated with repressed, unconscious motives.

He influences, on the buyer from all sides - convinces, compels, attracts, compels, orders to fulfill the wishes of the seller.

Based on the material stated in the theoretical part of the work, we can conclude that psychology and advertising are closely related. In practice, advertising is a synonym for the word psychology. One has only to pay attention to commercials, posters, slogans, and we will notice how deeply our weaknesses are used to attract attention and excite the desire to buy a particular product.

Advertising affects consumers the more, the more they have internal conformity, readiness to accept new information. If this readiness is not there, then, according to the theory of cognitive dissonance, consumers either refuse to trust the source of information, or simply block it using more appropriate sources. The total impact of advertising on all consumers is impossible; ultimately, these attempts lead to unreasonable costs.

1 Base, methodology and research methods

The purpose of practical research is to study changes in consumer demand in accordance with changes in the factors of psychological advertising impact on the example of one product. And also, the influence of popular TV commercials on the choice of goods by different categories of consumers.

In the case study, the following methods were used: observation, ranking and survey. Ranking is a procedure for ordering any objects in ascending or descending order of some of their properties, provided that they have this property. Ranking objects are those objects that are ordered. They can be very different. The base of ranking is the property by which objects are ordered. As a result of ordering, we get a ranked series. In it, each object is assigned a rank and place in this row. The number of places and, accordingly, the number of ranks is equal to the number of objects.

The survey can be considered as one of the most common methods of obtaining information about the subjects - survey respondents. The survey consists in asking people special questions, the answers to which allow the researcher to obtain the necessary information depending on the research objectives. One of the peculiarities of the survey is its mass character, which is caused by the specifics of the tasks that it solves. Mass character is due to the fact that a psychologist, as a rule, needs to obtain information about a group of individuals<#"872694.files/image001.jpg">

Appendix B

Brief for making a script for an audio clip

General requirements
Video genre	Information (announcer), fiction (staged), image (mainly for expensive goods and services), song
The tone of the address	Humor, lyrics, pathos, solid.
	What do we want to say in our video, in descending order of importance
Description of goods / services	Product name, product brand, what needs it meets, where it is sold ...
Arguments and Facts	What properties of the product make it better and why
The target audience	Age, gender, income, education. Informal description of the target audience representative
Additional Information	Everything that the customer considers it necessary to communicate, but he was never asked
Special requirements
Timing	15 ", 20", 30 ", no reference to timekeeping
Required elements	Address, phone number, ready-made slogan (if any)

Appendix B

Do you think that:

on TV

in leaflets

in newspapers, magazines

in leaflets

in the Internet

If the need arises, rather remember advertising - in newspapers, magazines

on leaflets

to the Internet

on tv

Appendix D

Appendix D

Sample Study Results Chart

Appendix G

Data characterizing the frequency of selection of certain products

	First group (women from 18 to 25 years old)	Second group (women from 26 to 50 years old)	All sample
Nescafe coffee
Milagro Aroma coffee
Grows. oil "Zlato"
Oleina vegetable oil
Mayonnaise "Calve"
Mayonnaise "My family"
Diapers
Beer "Fat Man"
Beer "Klinskoe"
Erase Pore "Ariel"
Erase Pore "Myth"
Bul cube "Knorr"
Bul cube "Maggi"
Margarine "Pyshka"
Margarine "Delmi"
O.bi tampons
Wed "Fairy"
Wed "Prilgel"
Tooth. Blend and Honey pastes
Colgate toothpaste
Juice "I"
Lipstick "Loreal"
Deodorant "Secret"

Appendix H

Methodology "Ranking"

You are offered 26 titles of commercials, which must be ranked in descending order according to the degree of attractiveness when watching them on television, and also indicate what attracts this or that video. In the second column, select the product that you are using.

1 NESCAFE COFFEE 1 NESCAFE COFFEE

2 COFFEE "MILAGRO AROMA" 2 COFFEE "MILAGRO AROMA"

3 VEGETABLE OIL “ZLATO” 3 VEGETABLE OIL “ZLATO”

4 VEGETABLE OIL “OLEINA” 4 VEGETABLE OIL “OLEINA”

7 PUMPERS 7 PUMPERS

8 BEER "TOLSTYAK" 8 BEER "TOLSTYAK"

9 BEER "KLINSKOE" 9 BEER "KLINSKOE"

10 WASHING POWDER "ARIEL" 10 WASHING POWDER "ARIEL"

11 WASHING POWDER "MYTH" 11 WASHING POWDER "MYTH"

12 "MAGGIE" BULM CUBES 12 "MAGGIE" BULM CUBES

13 MARGARINE "PYSHKA" 14 MARGARINE "PYSHKA"

14 MARGARINE "DELMI" 15 MARGARINE "DELMI"

15 TAMPONS "OBI" 17 TAMPONS "OBI"

16 MEDIUM FOR DISHWASHING “FAIRY” 18 MED-IN FOR DISCHARGE “FAIRY”

17 BLEND A HONEY TOOTHPASTE 20 BLEND A HONEY TOOTHPASTE

18 COGATE TOOTHPASTE 21 COGATE TOOTHPASTE

19 SOK "I" 22 SOK "I"

20 JUICE "LYUBIMY SAD" 23 JUICE "LYUBIMY SAD"

21 LIPSTICK "BOURGEOIS" 24 LIPSTICK "BOURGEOIS"

22 LOREAL LIPSTICK 25 LOREAL LIPSTICK

23 DEODORANT "SECRET" 26 DEODORANT "SECRET"

Appendix I

Questionnaire

2. Age;

Work and education