The phrase that advertising is the engine of progress has been around for a long time. But how should she motivate a person to buy a product or service? After all, a beautiful picture is not enough. And in the first place there are manipulations. By the way, this word in translation from Latin means "to govern." That is, the consumer is controlled, forcing him to make the decision needed by the manipulator, prompting him to come to the advertised product. By itself, the phenomenon of manipulation is in all areas of our public and private life. But today it will be about advertising. About how we are forced to buy a specific powder, shower gel and processed cheese.
There are many psychological techniques that are used in commercials. If you take any of them and disassemble into components, we get a very interesting picture. And, it would seem, everything is clear. Informed, therefore, armed ... But what was the name for the brand of chocolate, which still has such an interesting bright video?
So let's consider some of the most common tricks that are used to promote a product. Then, knowing them, it will be easier for us to shut down from the impact of advertising content that surrounds us today from all sides. And the stories of science fiction writers no longer seem fiction.
* Systematic repetition. It is not a secret that the constant repetition of the same statement equally or later introduces it into the system of generally accepted judgments, and it is no longer subject to rejection by society. * Silence. That is, hiding information from the user, which he definitely does not like. For example, about the side effects of a drug, about the content of harmful substances in a certain brand of yogurt, about the dark past of a candidate in elections, etc. * Using an unknown audience of terminology, compound words. For an inexperienced user, this creates the illusion of professionalism and competence of the speaker. * High rate of submission of information for distraction. The more a user receives data in a short period of time, the less critical he will be to parse them. * Acceptance of false shame. “Yes, every schoolchild knows it!” Attempting to force the consumer to take it on faith, so as not to leave the slightest doubt in their own awareness. * Belittling irony. The ironic disregard towards competitors can attract the attention of the audience to the product of the person who gives an opinion. * Link to authoritative opinion. If a person is a well-known (or served as a well-known) professional in his business, then his opinion may be heeded. For example, as in the advertisement of soap or shampoo, the opinion of experts in the field of the production of these products is given. * Trojan horse. At first, competitor’s products are served in a good light, but at one point arguments are made in favor of another product, which immediately negate all the advantages of the first * Alternative without alternative. Submission of the message in the format of "or ... or ...". Here the user is shown that only one choice is correct. Or go to the dirty, or buy our powder. * Stereotypes. In commercials, stereotypes are often used, which immediately cause the consumer to react to the advertisers.
If you disassemble the manner of how they say in advertising and what they say, we can distinguish a few more speech tricks. They are easy to track in any product marketing.
* Substitution of concepts. Quite a frequent phenomenon, when one well-known concept is put in one row with the opposite in meaning, and is equated to it. But the whole point is that the advertiser only puts the concepts in one line, and everything else for him makes the consumer. * Euphemisms. In this case, a word with a negative meaning is replaced with neutral or even positive semantics. For example, the poor are turning into “low-income people”, which already sounds not so regrettable. * Comparison in favor of the manipulator. “We will shave one leg with a conventional machine, and the other with Gillette's razor. Feel the difference". The main thing is to show the product being promoted in the most favorable light, especially against the background of competitors. * Rethinking concepts. This is a technique when a new meaning is given to the well-known concept. And, naturally, it will be useful to the manipulator. Acquaintance with an already known subject occurs in a new way. * Implicatures. In the text there is hidden information that is subconsciously understandable to the consumer. For example, “Cobra tights. You are even more dangerous in them. ” That is, you are already so dangerous. And others “you will become even more beautiful, your smile will become even snowier, your borscht will be even tastier”
If advertising is the engine of progress, then manipulation is the engine of advertising. Thanks to the whole list of techniques used in it, the new product attracts the attention of the consumer. Of course, there are frankly unsuccessful examples of advertising, but there are true works of art that are nice to see, even knowing what the essence is. Advertising is designed to play on the feelings of potential consumers - affection, superiority, elegance, the desire to look better than it is, etc. Even on fear. All human emotions can be turned into a thread to the advertised product.