Psychology of Advertising: July 2015

Thursday, July 2, 2015

Advertising Can Make Your Day

Creative victories come in various forms and degrees. Some assignments are struggles, while others allow creative people to reinvent what the product category advertising can be.

In that respect, this new commercial from Denmark is definitely a cut above.

Carlsberg smartly brands this highly entertaining commercial from the very beginning. We are charmed by the turn of events and ready to accept the idea this is the best beer brand in the world.

An advertising creative person's goal should be to produce advertising that will be the most memorable item in all the media content the audience is seeing. Indeed, when it comes to attention and entertainment, this Carlsberg commercial can make your day.

Copyright © 2015 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.