Psychology of Advertising: Sustaining Brands

Friday, May 15, 2009

Sustaining Brands

This 1959 Volkswagen commercial looks back on the 1950s to position the brand against the excesses of competing brands. The commercial speaks to brand sustainability based on improvement of utility.

It is a humble commercial demonstrating a profound business truth. That truth is to always plan for long run social sustainability.

Most economic models marginalize the things that matter in the long calling them "externalties." The thought was not lost on Keynes.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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Important Readings For You

Eighmey's journal articles on Internet advertising place him among the 10 most widely cited on the subject. His path-making article "Profiling User Responses to Commercial Websites" (see Journal of Advertising Research, March 1997) has been cited in more than 783 scholarly articles and books.

For a conceptual and data-driven analysis of youth values and the propensity to act on values, read Eighmey's article "Why Do Youth Enlist? Identification of Underlying Themes" in Armed Forces & Society, Vol. 32, No. 2, (January, 2006).

Read "Harlow Gale and the Origins of the Psychology of Advertising" in the Journal of Advertising, December 2007 for historical perspective.

For the big picture read "The Psychology of Persuasion: Perspectives for Theory, Research and Application in a Diverse World." A book co-authored with Osei Appiah and published by Cognella, 2011.

For 450 print ads that bring to life Advertising and American History, scroll down to the link featuring the original ad for Oreo cookies. Why not check out all the other links, too.