Behind the Billboards — Unmasking the World of Advertising
The foundation of modern advertising (Part 1 )
Everywhere we go, we are surrounded by advertisements. Whether it’s commuting to work, seeing billboards outside, or scrolling on Instagram, liking the sponsored posts of influencers whose names we remember better than what we ate yesterday.
It’s no secret that advertising is hidden everywhere. Most people, foolishly, think they are capable of seeing through this “cheap manipulation.”
The bad thing is that this “cheap manipulation” is anything but cheap. Billions of USD flow into the advertising industry yearly, and in 2024, it is expected to reach 322 billion USD — approximately 100 billion USD more compared to 2020.
The techniques behind ads improve almost every day; they become more convincing and subtle.
In antiquity, people stood by marketplaces, shouting to advertise. Modern-day advertising uses a range of different techniques to manipulate us. It’s somewhat similar to colors — if you mix too many, you can’t tell which ones were used to begin with.
Influencer product placements and neuromarketing — modern-day advertising is complex and almost not understandable to anyone who is not an expert.
I’m not an expert either, but I spent some time researching the techniques and basis of advertisement.
So, what are the secrets behind modern-day advertising? And how can we become aware of subconscious manipulation?
By the way, my name is Phoebe, and I am a Self-Improvement Writer here on Medium. If you want more content on Self-Improvement with a sprinkle of mindfulness, make sure to follow and subscribe to my E-Mail List. Let’s make 2024 wonderful together.
Disclaimer: The following information has been researched to the best of my knowledge and belief. However, I would like to point out that the accuracy and timeliness of the data presented here cannot be guaranteed to be 100 percent. Information can change rapidly, and there is a possibility that some data may no longer be current or may have been outdated in the meantime. Readers are encouraged to conduct further research and consult alternative sources to ensure they receive the latest and most accurate information. This publication is for informational purposes only, and the author assumes no responsibility for any inaccuracies or changes that may occur after the time of publication. Thank you for your understanding.
The Psychological Base of Any Advertisement
Just like with everything else, there is a foundation of advertisement. This has not changed over the years nor does it change between different advertisement techniques (to which I will come back later).
The basis of any attempt at advertisement lies in capturing the attention of potential buyers/consumers.
As far as I am aware, there are two ways that are used in advertisement psychology to capture human attention and focus on the advertised product.
Top-Down Theory
The Top-Down Theory is an approach that assumes our attention is guided by one’s own experiences, expectations, desires, and needs. When advertising aligns with these factors, a potential buyer becomes more receptive, actively engaging with the advertisement, and thus, their attention is captivated.
Bottom-Up Theory
The Bottom-Up Theory uses nudges to capture the attention of potential buyers. Such nudges could be Eye-catchers. In general, this theory makes use of vibrant colors, specific images (such as adorable puppies), and other stimuli, creating an immediate visual impact that grabs the viewer’s attention.
Advertisements use many different techniques. But the basis is always attention. Next time you see an ad try to reflect: How do they try to capture your attention?
This fact also shows, that we have to be very aware who and what we give attention to.
Now that we know the basis of advertisement psychology — what are the methods they use?
Since the post is very long, I decided to split it into two parts. The next part, including all the specific methods, will be released next week, Jan 14. Don’t forget to follow and subscribe to my E-Mail List to not miss it.
Until then, what are your thoughts on modern advertising? Let me know in the comments.
Thank you very much and till next week.
