Psychology of Advertising: Antidote for Commercialization

Monday, November 19, 2012

Antidote for Commercialization

Here's one "antidote for commercialization" in the season of plenty of it.

Telling the story by means of snowpersons makes it all the more charming and evokative. Emotions, feelings, and cognitive responses can often be heightened by unexpected or unconventional approaches.

This commercial was made by Adam & Eve/DDB in London for John Lewis, the UK's storied department store chain (since 1864).

For more on the psychology of advertising, see Diversity and Communication Power.

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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.