Psychology in advertising Instructions and Solution

Surname 1

Instructions This is a research paper on the psychology of: advertising/advertisements.

Research scientific concepts related to the appeal of commercials.

After the scientific research, identify 3 commercials that tie into the research, and discuss them separately in the paper. **No manufacturer opinions** **No Hardees commercials** Instructions: Title Introduction paragraph: Good first sentence, In the introduction state: I will be writing about 3 commercials related to the psychology of advertising. They are (blank), (blank), and (blank).

The body: Should be at least 3 paragraphs about each separate commercial and the research related to the commercial.

The conclusion: Re state the 3 items mentioned in the introduction paragraph, like this: I have reviewed the literature, and presented information on 1 (blank), 2 (blank), and 3 (blank). Then give your opinions before ending the paragraph.

Note all citations.

Surname 2 Name Professor Course Date Psychology in Advertising In the modern business environment, companies are highly dependent on different fields of science to optimize operations and drive profits. In advertisement, psychology is one of the most utilized sciences whose positive results have been recorded in multiple cases. Psychology has considerably helped in capturing the attention of the consumer when it comes to commercials. I will be looking into three commercials related to the psychology of advertising.

They are Own the First Day by Wal-Mart, Born of Fire by Chrysler, and A Better McNugget by McDonald’s.

Walmart: ‘Own the First Day’ One of the Wal-Mart’s primary strategies has been the segmentation of the market, which has been ardently used in the ‘Own the First Day’ advertisement. The advertisement features children going for summer vacation, a moment when the desire to acquire the clothes for the first day to school rises. In the advertisement, an assortment of items required for the back to school is used to represent a highly determined learner. In the background, a song, Here I Go Again, by Whitesnake is played, which corresponds to the anticipated moment – September 2016 back to school.

From a psychological perspective, the advertisement is relevant in many ways. First, it appeals to the targeted market primarily through the use of kids as characters. Ideally children play a major role in determining the buying behavior of their parents and, as a result, applying

Surname 3 content that appeals to them will likely influence behavior in favor of the company. Second, the advertisement uses music that is relevant to the context as an emotional tool. According to a study by the Neilsen Company in 2015, advertisements with music have been found to be highly effective primarily because they resonate and cause an emotional attachment with the audience.

Music makes advertisements highly memorable, which increases the chances that the consumer will remember the content of the advertisement at the buying point. In this case, the likelihood that the customers will recall the items featured in the Wal-Mart advertisement is very high due to the use of music and children characters.

Chrysler: ‘Born of Fire’ The Bon of Fire Super Bowl XLV advertisement by Chrysler sought to introduce its Chrysler 200 sedan in 2011. The two-minute long advertisement features Marshal Mathers (Eminen), who is an award winning artist from Detroit, where the company’s operations are based. The ad starts off with Eminem on the driver’s seat with his track, Lose Yourself playing in the background. He drives around town in the Chrysler 200 and stops in front of a choir on a stage and says, “This is the Motor City, this is what we do” (Fiat Chrysler Automobiles).

Advertising during the Super Bowl is a move that draws the attention of many viewers primarily due the large number of people watching the sport. The advertisement came in a time when Chrysler had been attached to the failure of Detroit. In this regard, the advertisement reveals the Detroit as a vibrant city as Eminem drives around. The advertisement has the storytelling aspect whose use has been found to be highly effective from a psychological view point. According to Baig (97), the use of storytelling has the potential to create a long-term connection between the company and audience. The author argues that stories evoke a mission

Surname 4 powered by emotion that favors the behavior towards a brand, which in this case is the Chrysler 200 and the company as a whole.

McDonald’s: ‘A Better McNugget’ The advertisement by McDonald’s utilizes the split-screen strategy and tells the viewer about two McNuggets eaters. The boy on the left seems to be from the past based on the color mixture while the girl is from the present day. The boy passes different items including a bicycle, basketball and video games to the girl on the right. At the end, the boy hands over a McNuggets meal and then moves over to the right as the girl’s father. In the background the ‘Time After Time’ hit by Cyndi Lauper plays as narrated by Jessica Wohi.

The ad by McDonald’s applies storytelling and music as psychological tools. The use of the split-screen strategy is highly effective in enhancing the transparency of the story as argued

by Hagener. Using a split-screen, the story shows two dimensions that are important in creating coherence and understanding of the intended message. The split screen also enhances the distinct nature of the two incidents despite their connection. In addition to the use of storytelling, the ad uses music to create attachment between the product and customer.

Conclusion I have reviewed the literature and presented information on the three advertisements including Own the First Day by Wal-Mart, Born of Fire by Chrysler, and A Better McNugget by McDonald’s. From the literature review, advertisement is highly dependent on the science of psychology. Also, there are different ways that advertisement can apply psychological perspectives. In the essay, the use of music and storytelling have been found to be highly effective strategies.

Surname 5 Work cited Baig, Ebad. Contemporary Ideas and Research in Marketing. Lulu Com, 2013. Print.

Fiat Chrysler Automobiles. "FCA US Media - Chrysler Brand’S 2011 Super Bowl Commercial "Born Of Fire" Takes Home Five Awards At The Cannes Lions 58Th International Festival Of Creativity <Br />".http://media.fcanorthamerica.com. N.p., 2011. Web. 4 Oct. 2016.

Hagener, Malte. "The Aesthetics Of Displays: How The Split Screen Remediates Other Media – Malte Hagener". Refractory. N.p., 2008. Web. 4 Oct. 2016.

Nielsen Company. "I Second That Emotion: The Emotive Power Of Music In Advertising". Nielsen.com. N.p., 2015. Web. 4 Oct. 2016.

Wohi, Jessica. "Mcdonald's Nostalgic Split-Screen Love Story May Make You Feel Good About Chicken Mcnuggets - Video - Creativity Online". Creativity-online.com. N.p., 2016.

Web. 4 Oct. 2016.