The Psychology of Advertising Communication
Order ID |
53563633773 |
Type |
Essay |
Writer Level |
Masters |
Style |
APA |
Sources/References |
4 |
Perfect Number of Pages to Order |
5-10 Pages |
Description/Paper Instructions
The Psychology of Advertising Communication
Advertising communication is the process of promoting products, services, or ideas to a target audience. It involves creating messages and media that are designed to persuade individuals to take specific actions or adopt certain beliefs. The psychology of advertising communication is the study of the psychological processes that underlie the effectiveness of advertising messages. This field examines the ways in which advertising messages are designed and how they influence human behavior.
One of the key psychological principles that underlie effective advertising communication is the use of emotion. Research has shown that emotional appeals are more effective than logical appeals in advertising. Emotions such as joy, fear, and sadness are often used to create a connection between the viewer and the product or service being advertised. This connection can lead to greater engagement with the ad, increased brand awareness, and higher likelihood of purchase.
Another psychological principle that is important in advertising communication is the use of social influence. People are often influenced by the opinions and actions of others, and advertisers can leverage this by using social proof in their messages. Social proof involves demonstrating that other people have already used or endorsed the product or service being advertised. This can create a sense of trust and legitimacy, leading the viewer to be more likely to take action.
Cognitive psychology is also important in advertising communication. Advertisers often use cognitive heuristics, or mental shortcuts, to simplify information and make it more easily digestible for the viewer. For example, advertisers may use the “rule of three” to present information in groups of three, which is a common cognitive shortcut that people use to remember information. Additionally, advertisers may use framing to present information in a way that emphasizes certain aspects and downplays others.
The psychology of advertising communication also involves understanding the needs and motivations of the target audience. Advertisers often conduct market research to determine what motivates their audience and what their needs are. By understanding the target audience, advertisers can create messages that resonate with them and are more likely to be effective.
One of the challenges of advertising communication is that individuals often have limited attention spans and are bombarded with numerous messages on a daily basis. As a result, advertisers must use strategies to capture and maintain attention. This can involve using vivid imagery, humor, or other attention-grabbing techniques.
Another challenge is that individuals often have pre-existing attitudes and beliefs that may be difficult to change. Advertisers must therefore use strategies to overcome resistance to their messages. This can involve using persuasive techniques such as repetition, offering incentives, or providing social proof.
In recent years, the rise of digital advertising has led to new challenges and opportunities in the field of advertising communication. Digital advertising allows advertisers to target specific audiences with greater precision and to use interactive media that can engage viewers in new ways. However, digital advertising also presents challenges such as ad-blocking, the need to create content that is optimized for mobile devices, and the need to navigate complex privacy and data protection regulations.
In conclusion, the psychology of advertising communication is a complex and multifaceted field that involves understanding the psychological processes that underlie the effectiveness of advertising messages. Advertisers must use a variety of techniques and strategies to capture and maintain attention, create emotional connections with their audience, leverage social influence, and overcome resistance to their messages. By understanding the psychology of advertising communication, advertisers can create messages that are more likely to be effective and resonate with their target audience.
The Psychology of Advertising Communication
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. They can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally, the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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