Douglas Van Praet's Unconscious Branding

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Today’s society is faced with a plethora of media appealing to their emotional state by advertising the basic human need, to eat. The images that we see each and every day of our lives appear in media such as, magazines, billboards, television, during movies, and on the internet. These images are artfully recorded as film or photographs in such an advanced way that they tempt and tease our senses, inviting us to purchase and eat such a wonderful product (Cyberpat.com, 2013). Our senses are bombarded with messages constantly and are extremely sensitive to the messages they receive. The sense of sight and sense of smell are particularly sensitive and have a special connection with the processing of messages that affect the emotions Croy, Schirato and Webb, 2004). This is often referred to as The Hedonic Experiential Model. It is refers to the way consumers process information based on the concept that purchasing decision may be spur of the moment or irrational. This model reflects the emotions of the consumer, which more than likely, have been influenced by advertising or visual propaganda. (Clow) It is with little wonder that advertising or mass media propaganda, are expressed utilising the senses, and in particular, the sense of sight (Alden and Steenkamp et al., 1999).

Frontline documentary The Persuaders discusses the spiritual transcendence and emotional bonds brands can form with today’s consumers. A vast majority of brands use emotional branding as a way to attract consumers into purchasing their products. Emotional branding is an appeal to a consumer 's needs, desires and emotional state. Brands use emotional branding by presenting consumers with advertisements that will create meaning and identity. Emotional branding is not about what the product is, but what it means to consumers. Eyeshadow advertisements “The Blushed Nude” from Maybelline New York and “Colorstay” from Revlon present similar products that create distinct emotional bonds with consumers by presenting images of women with distinct emotional desires. Desires of love, independence, and strength give rise to consumers to find an identity and meaning within the advertisements.

Throughout the last decades there has been vast improvements in advertising and its persuasive effects to our psychology. Not only has it become part of our global culture, it is so deeply ingrained in our society that we sometimes don't even notice if someone trying persuade us by their use of simplistic persuasive techniques. It is only when we reflect on the speech, video, or advertisement that we can pinpoint their propaganda objectives.

Most advertisements involve some sort of emotional appeal: images of charming animals, humorous slogans, delicious food, attractive models. However, advertising’s goal—to convince the consumer to purchase a product or service—does not hold the same personal connection that a child’s persuasion of a parent holds. The lack of longevity and impersonal nature weakens its effect; therefore, emotional appeals are given higher legitimacy. Regardless, one may argue that certain aspects of advertising—like images of near-perfect humans—may detriment one’s thinking and expectations. However, this is not applicable to all, as the severity to which it affects one varies, and it does not directly relate to the legitimacy of emotional appeals, as the intents of most advertisements is not to nurture feelings of insecurity and

After reading "The Call of the Wild", I've come to realize that it would be difficult living on the Klondike in the Yukon. The weather is very cold and life is very hard there. You'll understand better as I explain the story of the book to you.

In the book, Positioning: The Battle for Your Mind, two authors, Ries and Trout, illustrate how efficient positioning a product can affect the recognition of the target market. In addition, it is an outside-in approach to the business marketing. In other words, the marketer considers a business with the prospect’s mind rather than the products. First and foremost, the authors introduce the concept of positioning---“Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect” (Ries & Trout, 1986). Moreover, the past strategies for marketing no longer match the present market, and Ries and Trout believe that communication itself is a big problem. Since our society is “over-communicated,” customers might receive overwhelming information. People’ s minds can only collect a narrow amount of information and it blocks out the rest of irrelevant information; therefore, this can explain the reason why some advertisements fail to attract the attention of consumers. The authors provide several statistic data to support their statement about the over-communicated world. Obviously, 57% of the world’s advertising is offered by the United States, America publishes more than 30,000 books per year, and the average of American family watches around 51 hours per week of television. Therefore, American customers receive too many messages from different mediums, such as television, books, and

The intake of marijuana can also be harmful for the people around the users. Not only in the act of second hand smoking, but also in the acts that the marijuana conveys you to do. As mentioned earlier, marijuana has a greater concentration of carcinogens and irritants that can cause damage to the participant’s trachea and lungs. It is also possible to have enough marijuana in your system to fail a drug test from second hand smoking. Consequently, this can cause real danger to the roommates, suitemates and anyone else around the participants while they are smoking. They can also be affected by the mental side effects mentioned earlier. Another key point in the argument against external conflicts is the enhancement of sexual behavior. In “Get

The word ‘brand’ is derived from the Old Norse word brander, which means to ‘burn by fire.

For the poem “Aunt Jennifer’s Tigers” by Adrienne Rich, I choose the feminist approach for several reasons. The first reason is that the poem shows how many women were prevented of achieving more than just a “good wife” (which is not bad if the woman wants so). For example, the speaker says, “The massive weight of Uncle’s wedding band/ Sits heavily upon Aunt Jennifer’s hand” (7-8). This show how she is restrained in this marriage which is a load in her life. The next reason is the marriage is not how it appears to be on many circumstance. For instance, the speaker notes, “When Aunt is dead, her terrified hands will lie” (9). The idea of beautiful hands is a sign that a man or woman does need to work under extreme conditions, and thus, that person has a good life; however, the lie is that that person does not have that good life that others might perceive. The last reason is that the tigers in the poem play an important role because they are a symbolism of how women should be. In the line 3 and 12, the raconteur states “They do not fear the men beneath the tree” and “Will go on prancing, proud and unafraid”. It shows the idea that women should not be fear of men and they are also as capable as men to do whatever they propose to do. The question I hope to answer is why the author wrote the poem, and what was her purpose in doing so (what she wanted to change).

Now all car companies work very hard to find out what people really want from cars, and they try to build cars to fit the preferences. Market research uses all the same empirical tools as experimental psychology, but with larger research budgets, better-defined questions, more representative samples of people, and more impact. Ideally, marketing’s empiricism works like Rogerian psychotherapy: it holds up a mirror to ourselves, reflecting our beliefs and desires so we can recognize, remember, evaluate, and transform them.

In recent times, branding has played a pivotal role in some brands’ success. This has been made possible through the ability of some marketers to capture the essence and minds of people (consumers), and put the trends and characteristics into the personality of a brand. Customers have always found ways to identify themselves with certain products, and on several occasions, branding campaigns

“Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.