Psychology of Advertising

Psychology of Advertising
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Psychology of Advertising
Advertising has been available to be bought and sold ever since the middle of the 17th century when the first adverts were placed on recruiting soldiers for the military. Both products and brands underwent a period of change over the succeeding two centuries due to advertising growth in various new formats and marketing strategies. This change was brought about as a direct result of the rise of mass media. Understanding the psychology of advertising and putting that information to use in one's business is a challenging but necessary strategy. Today, there is Aristotle's age-old theory of Aristotelian rhetorical persuasion, also known as the ethos, pathos, and logos of advertising (Romanova & Smirnova, 2019). Aristotle developed this theory to explain how people might be persuaded to believe anything. Therefore, the theory of ethos, pathos, and logos has been repeatedly validated by observations supporting its advertising predictions.
Ethos in Advertising
According to Roberts (2009), a person's ethos represents who they are, including their morals and the things they believe in. It is comparable to using a person's good moral character to persuade them to buy something. One prominent example of this may be advertising, and it takes the shape of endorsements from influential people or celebrities (Fan, 2021). People are more likely to purchase if they get the impression that they can have faith in the individual portrayed in the advertisement. Within the framework of interpersonal interactions, this idea, which originates in social psychology, emphasizes the significance of both giving and receiving support. When one gives something to another person, they are putting that person under an obligation to repay the favor in the future (Roberts, 2009). The provision of free services if consumers will pay for more expensive ones in the future illustrates this concept.
When a company has already succeeded in getting a consumer to agree to something relatively insignificant, it is much simpler for that company to ask the customer for something additional. People may be swayed to enroll in more costly programs in the future if they are initially offered inducements such as free classes or webinars to participate (Arora, 2022). It is crucial to first win someone’s trust before attempting to persuade them to do anything the organization wants them to accomplish. Because of ethos, arguing a point will be much simpler for an individual because they are deemed reputable and trustworthy. It is easier to convince people to purchase or support and idea, concept, or product if the appeal to ethos is positive. One of the most ubiquitous methods of persuasion employed in the advertising industry is the utilization of celebrity endorsements in advertising campaigns. Because many people have a powerful attraction to celebrities, they instinctually accept celebrities as providers of information. If a well-known person has a positive view of a product or service, the public feels that they too should have a favorable opinion. It is possible to rapidly build a reputation for one's product or service among customers if they enlist the help and endorsement of well-known celebrities.
Pathos in Advertising
According to Powell (2012), the strategy of persuasion known as pathos appeals to the feelings of an audience to urge them to engage in some behavior. Emotions can include anything from happiness and pleasure to rage and sadness and everything in between (Hartmann et al., 2021). Evoking various feelings and emotions in their respective target audiences has been an essential component of the success of a great deal of advertising. If there is evidence that other people have purchased something from a company and have faith in it, people are more likely to buy anything from it. This psychological premise is being exploited by advertisers, who present their target consumers with evaluations or testimonials to sway their purchasing decisions (Andrianto, 2019). The advertisers capitalize on the emotional reactions of the people, which enhances their trust for other people. Notably, people are more inclined to pay attention to what a company has to say if they believe that it is at the forefront of the competition in the industry in which it operates. ...