PSYCHOLOGY AND ADVERTISING

When researching psychology and advertising on Youtube, I came across this video that explains the science behind the way we think when looking at adverts and how we process them in our brain.

The main points at are of importance from the video

• Advertising's main functions are to INFORM, PERSUADE and INFLUENCE.
• Elaboration Likelihood Model (ELM)- A theory identifying two ways a communications can be persuasive- The central route of the peripheral route.
• Using the central route, you will look at the facts and use logic to make your decision.
• The peripheral route is where the receiver does not think carefully about a communication and is influence by superficial cues. (bright colours, emotional story, music or an attractive speaker)
• The results of the peripheral route are more temporary and are subject to change.
• Psychologists report that colours can report for 60-70% of consumer reaction.
• Adverts usually contain positively charge emotional images and slogans as well as the basic factually information- this then affects the central and peripheral routes.

What colours connote: 

Red= Increases blood pressure and heart rate, grabs attention, and stimulates quick decision making

Pink= Sweetness, used in the sales of sweets and pastries 

Orange= Causes people to feel energetic, is often found in fast food restaurants, long exposure to orange can have the effect of becoming more aggressive 

Yellow= First colour processed by the human eye often used to draw attention

Green= Relaxing, often found in hospitals, represents things that are environmentally friendly

Blue= Favorite colour amongst adults, used to sell jewelry 

Purple= Royal, rich and luxurious 

Brown= Favored by men, strength, represents the ground

Black= Power and formality, used to make other colour pop, normally used for text

White= Purity, simplicty, high technology