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

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

5. 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 !

6. 1. The different types of advertising
Mechanistic advertising

7. 1. The different types of advertising
Projective & Integrative advertising

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

9. 2. The different techniques of advertising
Different types of media

10. 2. The different techniques of advertising
Bandwagon

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

12. 2. The different techniques of advertising
Name – calling
DIRECT

13. 2. The different techniques of advertising
Name – calling
INDIRECT

14. 2. The different techniques of advertising
Plain folks

15. 2. The different techniques of advertising
Testimonial

16. 2. The different techniques of advertising
The scientific evidence

17. 2. The different techniques of advertising
Snob appeal

18. 2. The different techniques of advertising
Glittering generalities

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

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

21. 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

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

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

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

25. 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?