Psychology of Advertising: Mindful

Friday, February 11, 2011

Mindful - Playful

Honda has just released a commercial for it's five-door coupe known in Europe as the Honda Jazz.

This commercial projects creative energy with a "mindful - playful" brand personality. Mindfulness comes from the strategic premise of flexibility to meet unanticipated needs, while playfulness arises from Dr. Seuss-style writing and imagery.

Minnesota's own Garrison Keillor performed the voice-over, adding his own home-spun charm to complete the storytelling.

For more perspective on psychological theory and the development of persuasive advertising, please see Strategic Power of the Theory of Planned Behavior.

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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.