Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why

By Max Sutherland | Go to book overview
Save to active project

9 MESSAGES, REMINDERS AND REWARDS:
HOW ADS SPEAK TO US

With this chapter we begin to enter the mystical realm of the creative department of the advertising agency, whose art has traditionally been intuitive rather than encoded in any set of well formulated principles. The way an ad speaks to us can influence not only how the ad works but also if it works. The creative team's job is to design and make ads and good creative teams are paid a lot of money for their intuitive sense of what will be effective advertising. Their task is to make ads that are not only interesting and attention-grabbing but will also influence our brand choice and leave us feeling warm toward the brand and not alienated by it.

Articulating what makes for creative success in advertising is an underdeveloped science. In the past, researchers and psychologists who intruded on the creative team's domain risked finding themselves under hostile attack in enemy territory. However, their role has increasingly become more accepted, leading as it does to better understanding of the principles of psychological processing to underpin better predictions of ad effectiveness. In this chapter we bring these psychological principles to bear on messages, reminders and rewards and then in the following chapter we examine the individual elements of ads.


'News' advertising

As we saw in the previous chapter, we tend to process ads differently depending on whether we feel we are being talked to as prospective customers or whether we see ourselves as merely bystanders looking on. A related way of conceptualizing this is by asking, 'Am I being informed or entertained?' because we can process an ad as 'news'—or as 'entertainment'.

Some brands are heavily into 'news' commercials. Others are more 'entertainment' focused. There is evidence that ads seem to work

-101-

Notes for this page

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
Loading One moment ...
Project items
Notes
Cite this page

Cited page

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited page

Bookmark this page
Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why
Table of contents

Table of contents

Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this book

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

While we understand printed pages are helpful to our users, this limitation is necessary to help protect our publishers' copyrighted material and prevent its unlawful distribution. We are sorry for any inconvenience.
Full screen
/ 366

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.

Are you sure you want to delete this highlight?