How does advertising influence us? Juliette Defoux Magali Orban Group F

1. The different types of advertising Informative & persuasive advertising Arouse and hold interest Capture attention Provoke the desire Make you Buy

1. The different types of advertising Mechanistic advertising Our economic behavior ≠ rational & conscious BUT PASSIVE ! Pavlov and the behaviorism  Aim = create an automatic Stimulus = the advertising signal !

1. The different types of advertising Mechanistic advertising

1. The different types of advertising Projective & Integrative advertising

1. The different types of advertising Suggestive advertising Psychological approach to the individual  Freudian theory Advertisements of connotation SENSES  Influences the unconscious

2. The different techniques of advertising Different types of media

2. The different techniques of advertising Bandwagon

2. The different techniques of advertising Flag – waving or patriotism

2. The different techniques of advertising Name – calling DIRECT

2. The different techniques of advertising Name – calling INDIRECT

2. The different techniques of advertising Plain folks

2. The different techniques of advertising Testimonial

2. The different techniques of advertising The scientific evidence

2. The different techniques of advertising Snob appeal

2. The different techniques of advertising Glittering generalities

3. The consumer’s psychology & neuromarketing Conformity Consumer considered more and more as merchandise The Hegel’s theory of desire

3. The consumer’s psychology & neuromarketing Conformity : Asch paradigm

3. The consumer’s psychology & neuromarketing ELM (Elaboration Likelihood Model) Central route Peripherical route Direct route of persuasion High involvement Facts & logic Depends on the quality of the argument Fear Indirect route of persuasion Low involvement Emotions & feeling Superficial cues Message = unimportant & ignored

3. The consumer’s psychology & neuromarketing Person’s brain responds to advertising messages To better mesure a consumer’s preference  Products & services more effectively

3. The consumer’s psychology & neuromarketing Pepsi vs Coke : it’s all in the head

3. The consumer’s psychology & neuromarketing Pepsi vs Coke : it’s all in the head

Conclusion Questions What do you think about the influence of advertising on people? Do you think that because of advertising we risk to become sheeps ? According to you what are responsabilities of advertising in our lifestyle?