Psychology of Advertising: A Tale of Two

Saturday, November 8, 2014

A Tale of Two

Airline advertising is destination advertising. The goal of this service is delivery, to a new time and place, to promise and possibility. Hopefully, to pleasure and success.

Here we see British Airways calling our attention to two of the most wonderful destinations in the world. The commercial artfully presents the similarities and differences, welcoming the audience to step into each scene.

Political advertising is often a tale of two alternatives. Would that this genre of advertising could become as intelligent and respectful of the audience as this admirable airline commercial.

Copyright © 2014 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.