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Art of Persuasion
 The Advertising Industry
Role of Advertising in
     American Society
Consumer drugs
Obesity
Values
Perceptions of self and others
Manipulation
Form of Mass Persuasion
  Social impact
  Psychological impact
  Cultural impact
  Various methods to “sell us
  products, ideas, attitudes, candidates,
  goals or states of mind.”
-V. Packard, The Hidden Persuaders, 1957
Beyond Surveys…
Freud suggested that material stored in the
unconscious elements of our psyches is often
responsible for our actions.
Pavlov’s dogs
Neurological studies tell advertisers which
parts of the brain are activated by exposure
to advertisements.
The Advertising Business
   Impact on society is partially the
     result of how advertising is
              developed
Consider the context on cultural impact:
 Agency-Client relationship
 Conflicts of Interest
 Budgets
 Dumbed-down final product
Various Agendas
Operating at different levels of management within an
agency

Complete objectivity? (the one-campaign practice)

Agency people sell themselves as well as the product

Decisions based on tests

Highly creative solutions can create opposition in all
groups (agency, client, consumer)
“1984” by Apple

Conflicted advertising decision
that made history
Recall 78%
3.5 million sold within six
hours, $155 million over next
100 days

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Ads & fads intro

  • 1. Art of Persuasion The Advertising Industry
  • 2. Role of Advertising in American Society Consumer drugs Obesity Values Perceptions of self and others Manipulation
  • 3. Form of Mass Persuasion Social impact Psychological impact Cultural impact Various methods to “sell us products, ideas, attitudes, candidates, goals or states of mind.” -V. Packard, The Hidden Persuaders, 1957
  • 4. Beyond Surveys… Freud suggested that material stored in the unconscious elements of our psyches is often responsible for our actions. Pavlov’s dogs Neurological studies tell advertisers which parts of the brain are activated by exposure to advertisements.
  • 5. The Advertising Business Impact on society is partially the result of how advertising is developed Consider the context on cultural impact: Agency-Client relationship Conflicts of Interest Budgets Dumbed-down final product
  • 6. Various Agendas Operating at different levels of management within an agency Complete objectivity? (the one-campaign practice) Agency people sell themselves as well as the product Decisions based on tests Highly creative solutions can create opposition in all groups (agency, client, consumer)
  • 7. “1984” by Apple Conflicted advertising decision that made history Recall 78% 3.5 million sold within six hours, $155 million over next 100 days