Advertising for Success

Article: The Psychology of Advertising
credibility: Margarita Tartakovsky, M.S, Editor of PsychCentral.com


Many people do not understand the importance of psychology in today's modern day advertisement. There is a reason people are attracted to products more after seeing a commercial, it is because companies use drastic techniques to make our minds crave their product more. These techniques were originally purposed by John B. Watson. Watson worked for for major companies and helped them sell their products by appealing to their mind. Watson believed that in order to make a customer want your product, the advertiser had to appeal to their fear, love, or rage. Watson also expressed that the product had to appeal to the costumer  as a product that would benefit their life over all. For example, Watson told a major toothpaste company that they shouldn't advertise for dental hygiene, but advertise the fact that the costumer will appear more attractive with healthy teeth. Watson believed that if that feature was emphasized in the advertisement, sales would increase.

Another innovator in the world of advertisement, was psychologist Harry Hollingworth. Hollingworth broke down the dynamics of a advertisement in a method that is still used today by so many different companies when advertising their new products. Hollingworths steps were simple:

• Attract consumers attention.
• focus the attention on to the message
• make consumer remember the message
• cause the consumer to take the desired action

These techniques are used by just about every company today, and for the simple fact that this method is simple, concise, and effective.