The purpose of advertising is to influence a potential consumer so that he purchases the desired product or uses the service. There are many ways to do this. These methods are based on human psychology.
Persuasion, suggestion, hypnosis, NLP
Persuasion method - in advertising, it is argued why the product should be purchased. Its merits are outlined. The consumer must compare this information with his own experience and make a choice in favor of the advertised product.
The method of suggestion is a psychological impact on the consumer. In particular, on the mood, ideas. No critical thinking is required here, the emphasis is on emotion and trust. Suggestion uses the desires of a person: to be healthy, prosperous, to maintain their position in society.
The method of hypnosis - there is no direct message in advertising. Everything is presented in the form of a comment, discussion with a partner. But speech techniques allow you to achieve the execution of the order and not receive conscious resistance. For this, the direct command is changed or hidden in the question, the illusion of freedom of choice is created, opposites are used.
The method of neurolinguistic programming influences the psyche and behavior with the help of words. To do this, you need to establish contact with the person and gradually incline to the desired behavior.
How product information is presented
Method of assertions - a number of facts are provided, as if obvious and not requiring proof. Outside of the advertising context, such statements often look grossly exaggerated. Method of selective information - in advertisements, only those facts are used that are beneficial and can have an impact. This technique is used not only in advertising, but also in other areas such as politics. Most often, the selective information method is implemented together with other methods.
The use of slogans is necessary to draw attention to specific features of the product. In this case, only one phrase is used that can firmly sit in the mind of the consumer. The slogan helps to remember the product in an idealized way. The main condition is to link the statement to the brand, for which the name of the company is often included in it. They also use rhyme.
Expert Opinion Method - Using the testimony of an authority figure or organization in an advertisement. Such evidence is expected to inspire confidence in the consumer. An expert can be an individual or an organization, then indicate the surname or name. Famous people often advertise the product. Sometimes, however, such evidence is "impersonal", then they get off with general phrases like "well-known company", "studies have shown", "clinical practice."
