Psychology of Advertising: April 2014

Friday, April 11, 2014

Creative Victories

My students all know Eighmey's Rules of Advertising. Number One is "For any piece of advertising to work, it first must be seen. And, to be seen, it must be different."

"How different?" is always a good question. Sometimes creative victories come in small packages.

This full page ad in a current national magazine shows the creative team won the day with their idea for this playful Easter-time recipe reminder from Jell-O. Corporate clients usually go for the just the facts.

Congrats to the folks at CP+B.

Copyright © 2014 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.