| In 1956 John Schneider, in the past the advertising agent, has published the satirical novel "Gold pipe" in which one has presented receptions of "trade in psychology", mobilised during presidential selections of 1960. According to the author, it was a culmination of the direction which have received the beginning in 1952 when advertising experts have occurbed among administering figures of both political parties and when for the first time candidates for presidents became a product, political campaigns - the business contributing in sale, and voters - the market.
|
|
 |
|
|
|
| |
| In the twenties Americans on 10 times a day retried formula Emilja Kue: "To me all becomes better and better". By degrees became obvious, that such spell a little that can achieve in commercial life, but in the mid-fifties kueizm again it began to be revived. Hue was set by high commercial and governmental circles, the press. All unanimously approved, that an industry and commerce are successfully advanced, that perspective here the most nitidous. Such operating period has received the title "trade in psychology" and as afterwards has found out, it has been organised and all was continuously excited with the same specialists on psychologic effect.
|
|
|
|
|
|
| |
| "Methods of obtaining of the consent" is a title of the book - of an administration on effect psychology. In it a number of points, and its editor Edward L.Bernejz writes, that "on building of the favorable ratio 2 products is spent in the USA much more million, than for building of the favorable ratio 2 the companies fabricating these products". To create such ratio enters in the task of specialists on public relations, which one in America about 40 thousand; for the conforming developing public the ratio only hundred leading companies has expended 50 million bucks. The informational apparatus, available systems of public relations: 1.800 daily newspapers, 10.000 weekly newspapers, 7.600 logs, 2.000 trading logs, 7.635 titles of the periodical press speaking another language and the periodical press 4 the Afro-Americans, 6 thousand theatres, and also a tele-and radioreceivers.
|
|
|
|
|
|
| |
| "The future occupation of all today's children - to be the qualified users" (D.Risman. Lone crowd). It is necessary to prepare For such occupation, and advertising actively attends to it. At first, million boys and girls users.
|
|
|
|
|
|
| |
Probe of the yielded gear guesses analysis of acts of the person defined by its consumer behaviour under an advertising effect. The behavioural ingredient includes both the realised behaviour, and behaviour at unconscious, not realised level. Motivatings appear, mirrored in realised level in consumer behaviour, need, will of the person. At not realised level – installations and intuition of the person.
It is interesting, that users, as a rule, do not wish to recognise, that their operations within the limits of consumer behaviour is an outcome of an advertising effect on their psychics, effects in this or that form, switching on EVN purposeful programming. It seems to them, that the need for the gained product existed for them how they ABT him have learnt from advertising. Very seldom buyers admit to themselves or other people that, them "have actually exploited", having imposed to them need not existing earlier, and have forced to purchase SMT, have refused a conscientious select. Though AAM, it is the cleanest truth.
When SPK, that advertising is not capable to create need, that it only informs on products which one can meet present desires, that the option always remains behind a user, it not absolutely so.
Undoubtedly, however, that, having purchased a product and having used it, the user will understand, he has scored or has lost. Eventually, products are gained with allowance for requests of the person. However at certain stages more often it descends situationally, advertising can make much. It is really capable not only to yield new needs for products, but can form much more difficult mental educations, such, as outlook, aesthetic tastes, social worth, style of life, moral principles and other. And pretty often it descends absolutely inconspicuously 4 the person, on the basis of operation of flock of psychologic gears. Therefore was very relevant Gud to realise not only the positive, useful sides of advertising, but also hazard which one it conceals in herself.
|
|
|
|
|
|
| |
| "People are strange betrayed to the stamp of cigarettes, but yes at special trials cannot distinguish it from others. They smoke bodily its mode". Such output was made by authors of one probe. The advertising task, so, consists in creating in minds of users such modes of products which one in competitive environments would motivate them to gain the advertised. It is especially necessary, that many consumer goods are standardised. Only six persons from 300 examinees could discriminate the stamp of three cigarettes tendered to it. Moons CHeskin has created a mode of margarine in the form of a trefoil flower, and David Ogilvi - a mode of the men's jacket in the form of the moustached man W a black leese on an eye. This mode was retried flock of times in corporate advertising, EVN W / O the TXT, and made major success.
|
|
|
|
|
|
| |
Modern advertising specialists of the USA hold on to the theory of three psychologic statuses: 1) the person knows, that to it descends, and can explain it; 2) the person realises the senses, but cannot explain their reason; 3) the person knows nothing neither about the status, nor ABT the reasons which have called it. Specially statuses the second and third are strenuously learnt recently. It is range of analysis of motives, or, for short, And. M.Za a rank of the ancestor of this direction Ernest Dihter, the chief of Institute of analysis of motives, and Moons CHeskin, the director of Institute of colour argue between itself.
And. M gains more and more followers. It is possible to judge it at least to that the quick reference constituted by psychologist George Smith and containing data on 150 contributors of motives and more 80 corporations, interested in such probes, costs 25 bucks. Generally the psychologists working on advertising, it is included nowadays in the USA at least seven thousand. They are or in staff of publicity agents, or is direct in advertising departments industrial and trade enterprises.
The Dr. receives the Lichter for an one-day psychologic consulting of 500 bucks, and its institute takes 30 rooms in which one the blended mode learns responses of televiewers to the conforming telecasts. The institute emits log "Motives" which one annual subscription costs 100 bucks. For special probes institute Income is levied from several honeycombs of bucks B4 25 thousand has constituted in 1955 750 thousand bucks. 25 specialists-psychologists, anthropologists work in him. The Dr. approves the Lichter, that to product acquisition motivate the senses concealed in depths of a brain, and they should be mobilised by means of advertising. "Sell, - he has told once to the holder of the boot corporation, - not slippers, and beautiful pinches".
|
|
|
|
|
|
| |
|
