Psychology of Advertising: August 2009

Tuesday, August 11, 2009

Surprising Demonstration

When it comes to getting attention and making a selling point few approaches are as charming and effective as a surprising twist to a product demonstration.

There is a bit of "hyperbolic" in this commercial, for sure. But, the durability point is made with charm and of course any buyer of a $400 camera will read the specifications.

The Panasonic Lumix DMC-TS1 is waterproof to 10 feet and can be dropped from five. Oyeh!

The work was done by the Campaign Palace in Sydney, Australia.

Copyright © 2009 by John Eighmey. All Rights Reserved.

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.