The Fascinating History of Advertising Psychology

What is the history of advertising psycology

Advertising psychology is the study of how advertisements affect consumers' thoughts, emotions, and behavior. This field has a rich history that stretches back over a century, with marketers and psychologists working together to create more effective ads that can persuade people to buy products. In this post, we'll explore the fascinating history of advertising psychology, from its early beginnings to its current state.

 

Early Beginnings: The Birth of Advertising Psychology

The origins of advertising psychology can be traced back to the late 19th century, when the field of psychology was just emerging. At that time, advertisers were looking for ways to create more persuasive ads that could help sell products. They turned to psychology to learn more about how people think and behave, and how to use that knowledge to their advantage.

One of the pioneers of advertising psychology was Walter Dill Scott, who wrote the book "The Psychology of Advertising" in 1903. In his book, Scott discussed how advertisers could use psychological techniques to influence consumers, such as creating emotional appeals and using repetition to reinforce messages.

The Rise of Consumer Culture and Market Research

In the early 20th century, consumer culture began to take hold, as people became more interested in buying products and brands. Advertisers realized that they needed to understand their customers better in order to create effective ads, so they began to conduct market research to learn more about their target audience.

One of the most famous market research studies of the time was conducted by John Watson and Rosalie Rayner, who tested the effects of different advertising messages on children. In their study, they showed children a white rat, which they had previously paired with a loud noise, and observed how the children reacted. They found that children could be conditioned to fear the rat through advertising, which led to the development of the concept of behaviorism.

The Golden Age of Advertising and the Rise of Subliminal Advertising

In the 1950s and 1960s, advertising reached a new level of sophistication, with marketers using new techniques to create more persuasive ads. One of these techniques was subliminal advertising, which involved embedding hidden messages in ads that could only be detected by the subconscious mind.

While the effectiveness of subliminal advertising is still debated, it was popularized by the book "The Hidden Persuaders" by Vance Packard, which argued that advertisers were using subliminal messages to manipulate people into buying products. This led to a backlash against advertising, and calls for greater regulation of the industry.

Modern Advertising Psychology: From Neuromarketing to Social Media

In the 21st century, advertising psychology has continued to evolve, with marketers using new technologies and techniques to create more effective ads. One of the most important developments has been the rise of neuromarketing, which uses brain imaging and other technologies to measure the effectiveness of ads.

Another important trend has been the rise of social media, which has created new opportunities for marketers to reach consumers and create more personalized ads. However, this has also raised new ethical questions, such as the use of consumer data and the potential for addiction to social media.

Conclusion

Advertising psychology has a long and fascinating history, with marketers and psychologists working together to create more effective ads. While the techniques used by advertisers have evolved over time, the basic principles of psychology remain the same. By understanding how people think and behave, advertisers can create ads that resonate with consumers and persuade them to buy products.

 

 

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History of Advertising Psychology

Year	Event
1895	Ivan Pavlov conducts his famous experiments on classical conditioning, which would later inspire advertising researchers to study the relationship between stimuli and responses in consumer behavior.
1900	Walter Dill Scott publishes "The Theory and Practice of Advertising," which argues that advertising can influence consumers' subconscious desires and emotions.
1920	John B. Watson and Rosalie Rayner conduct the "Little Albert" experiment, demonstrating that fears and phobias can be learned through classical conditioning. Advertisers would later use this knowledge to associate their products with positive emotions.
1950	Ernest Dichter founds the Institute for Motivational Research, which uses psychoanalytic techniques to understand consumer desires and motivations. Dichter's research helps to establish the importance of emotional appeals in advertising.
1970	Herbert Krugman uses EEG technology to study brain waves in response to advertising stimuli, demonstrating the importance of emotional engagement in successful advertising.
1990	Academic journals dedicated to advertising psychology, such as the Journal of Advertising and the Journal of Consumer Research, begin to gain popularity, reflecting the growing interest in the scientific study of advertising.

Recent Papers in Advertising Psychology

• Koo, M., Lim, J. S., & Kim, J. W. (2022). The effect of emotional ads on consumer purchase intention: The mediating role of emotional regulation and social support. Journal of Business Research, 142, 448-460.
• Lee, K. M., & Park, J. W. (2021). Visual salience of luxury brand logos: The effect on perceived brand value and willingness to pay. Psychology & Marketing, 38, 1541-1551.
• Pozharliev, R., & Zylberberg, A. (2020). The effects of banner ads on implicit and explicit memory: An eye-tracking study. Journal of Advertising, 49, 150-161.
• Roy, S., & Sinha, J. (2020). The effect of humor in advertising: A meta-analysis. Journal of Advertising Research, 60, 61-73.
• Song, M. K., & Lee, W. N. (2019). From negative to positive: The effect of narrative transportation in cross-cultural advertising. International Journal of Advertising, 38, 1232-1249.
• Jee, Y, H.& Park, E.(2020).The Influence of Spatial Distance in Environmental Pollution Areas and Message Types on Persuasive Effect of Eco-Friendly Advertising.Ewha Journal of Social Sciences,36(1), ,5-28.