I began this blog on the Psychology of Advertising a year ago. The objective remains to provide observations about current events and point out helpful sources for thinking about advertising.
The blog is meant for anyone interested in advertising. People everywhere like to study advertising. In the past year, thousands of people in almost 70 countries have read one or more of the 75 postings.
The spring semester begins next Tuesday. I will again be teaching a graduate course called Psychology of Advertising. This course has a long tradition at the University of Minnesota. I will also be teaching 60 wonderful undergraduate students in a course that introduces them to account planning.
In the 1890s , Harlow Gale, a faculty member in the Philosophy Department, taught a seminar he called Psychology of Advertising. Today, Gale is acknowledged as the first person to conduct scientific studies of the effects of advertising.
So this Minnesota tradition continues next week. And, I am looking forward to posting observations here on this blog. Many postings will correspond with discussions that are taking place in class, but the postings will also be offered with the understanding there are many readers around the world.
Welcome to Psychology of Advertising.
Monday, January 11, 2010
Saturday, January 2, 2010
Distracted Driving and Advertising
Outdoor advertising is often placed to get the attention of drivers, but in a helpful manner. It is there pointing the way to a motel at the end of a long day on the highway, or it tells us the furniture store we seek is just around the corner, or the fastest way to the fast food.
The best outdoor advertising is designed to be read and understood almost instantly, while your eyes are still looking out the windshield.
Now, distracting our attention from outdoor advertising and our driving responsibilities, comes the latest designed-in distractions inside the car. Earlier posts on Psychology of Advertising have addressed the issues of cell phone use while driving and the designed-in distractions of the latest information and entertainment systems built into many automobiles. Advertising by cell phone providers and automobile manufacturers has routinely promoted these products and features, seemingly without recognition of the risks while driving.
Here's the latest on the evolving public discussion. It's a link to the January 1, 2010 New York Times article Bills to Curb Distracted Driving Gain Momentum.
Copyright © 2010 by John Eighmey. All Rights Reserved.
The best outdoor advertising is designed to be read and understood almost instantly, while your eyes are still looking out the windshield.
Now, distracting our attention from outdoor advertising and our driving responsibilities, comes the latest designed-in distractions inside the car. Earlier posts on Psychology of Advertising have addressed the issues of cell phone use while driving and the designed-in distractions of the latest information and entertainment systems built into many automobiles. Advertising by cell phone providers and automobile manufacturers has routinely promoted these products and features, seemingly without recognition of the risks while driving.
Here's the latest on the evolving public discussion. It's a link to the January 1, 2010 New York Times article Bills to Curb Distracted Driving Gain Momentum.
Thursday, December 24, 2009
Unsafe at any speed?
In 1965, activist Ralph Nader wrote a book titled Unsafe at Any Speed: The Designed-In Dangers of the American Automobile.
This issue is taking on new life today, emerging in the form of arms reach electronic gadgetry in cars. Here's a key frame from a current commercial for one brand, but this marketing emphasis is seen throughout the automobile industry.
The parallel structure of the commercial demonstrates what is called a navigation and entertainment system. To use it, the driver must look down and away from the road ahead. There are many things to read and buttons to find and push.
The commercial concludes with the pushing of the car's starter button, but the demonstration of the features clearly takes place while the car is driven on a busy city street.
On December 6, 2009, the New York Times carried a story concerning the distractions of cell phone use when driving. The story focused cell phone advertising and marketing as related to promotion of phone use while driving.
So the questions of distracted driving go far beyond what you bring into the car. The question arises now as to whether the devices being built into cars are making them unsafe at any speed. And in the marketing of these devices, there are clearly legal issues relating to failure to warn.
Copyright © 2009 by John Eighmey. All Rights Reserved.
This issue is taking on new life today, emerging in the form of arms reach electronic gadgetry in cars. Here's a key frame from a current commercial for one brand, but this marketing emphasis is seen throughout the automobile industry.
The parallel structure of the commercial demonstrates what is called a navigation and entertainment system. To use it, the driver must look down and away from the road ahead. There are many things to read and buttons to find and push.
The commercial concludes with the pushing of the car's starter button, but the demonstration of the features clearly takes place while the car is driven on a busy city street.
On December 6, 2009, the New York Times carried a story concerning the distractions of cell phone use when driving. The story focused cell phone advertising and marketing as related to promotion of phone use while driving.
So the questions of distracted driving go far beyond what you bring into the car. The question arises now as to whether the devices being built into cars are making them unsafe at any speed. And in the marketing of these devices, there are clearly legal issues relating to failure to warn.
Tuesday, December 8, 2009
Shareable Advertising
Hamsters are small and stout. They have little furry ears and short legs with wide feet. They have stubby tails that are bare.
They also are nearsighted, so hamsters benefit greatly from their good sense of smell and acute listening skills.
All this makes hamsters very attractive as creatures of the media.
It's a charming commercial, providing a surprising demonstration of the product benefit. This charm is also evident in the Zu Zu Pet craze.
Copyright © 2009 by John Eighmey. All Rights Reserved.
They also are nearsighted, so hamsters benefit greatly from their good sense of smell and acute listening skills.
All this makes hamsters very attractive as creatures of the media.
It's a charming commercial, providing a surprising demonstration of the product benefit. This charm is also evident in the Zu Zu Pet craze.
Wednesday, November 25, 2009
Avatar and Cultural Conversation
Buzz is building on AVATAR, James Cameron's 3-D epic spectacular opening on December 18.
To accelerate this buzz, Cameron has reinvented the very concept of the movie trailer. It is a desktop application you download to your computer. The trailer is dynamic, with multiple "hot links" bridging moments and characters in the trailer to expanded features.
AVATAR appears poised to become a popular culture phenomenon. Here's a quick look at a small portion of the trailer.
Here's where you download the AVATAR desktop application. It is an easy download and works brilliantly on my iMac.
This desktop application approach gives you much more than a seductive introduction to the movie. You can easily, as I did, buy tickets to the movie. But, the wide range of connectivity to news and social network services can establish an enduring relationship to the cultural conversation about this film.
Copyright © 2009 by John Eighmey. All Rights Reserved.
To accelerate this buzz, Cameron has reinvented the very concept of the movie trailer. It is a desktop application you download to your computer. The trailer is dynamic, with multiple "hot links" bridging moments and characters in the trailer to expanded features.
AVATAR appears poised to become a popular culture phenomenon. Here's a quick look at a small portion of the trailer.
Here's where you download the AVATAR desktop application. It is an easy download and works brilliantly on my iMac.
This desktop application approach gives you much more than a seductive introduction to the movie. You can easily, as I did, buy tickets to the movie. But, the wide range of connectivity to news and social network services can establish an enduring relationship to the cultural conversation about this film.
Wednesday, November 18, 2009
Social Media Map
I spoke to the Edina Chamber of Commerce today about the growth of social media services and how businesses can successfully participate.
Here's one of my 20 slides. It shows my condensed typology for thinking about the dynamics of communication in the public sphere.
Conversations among consumers, stakeholders, and members of the general public have always been the forum where people make decisions about the products they buy, the policies they will support, and the life choices they make.
Now, the new social media have accelerated the dynamics. It is an exciting time to be in the communication business and many business opportunities present themselves.
Copyright © 2009 by John Eighmey. All Rights Reserved.
Here's one of my 20 slides. It shows my condensed typology for thinking about the dynamics of communication in the public sphere.
Conversations among consumers, stakeholders, and members of the general public have always been the forum where people make decisions about the products they buy, the policies they will support, and the life choices they make.
Now, the new social media have accelerated the dynamics. It is an exciting time to be in the communication business and many business opportunities present themselves.
Wednesday, October 21, 2009
Advertising Future
For quite some time I have been telling my students, "In the Information Age, you will make your living by adding value to information."
This underscores the importance of advertising. It is the discipline, that when effectively carried out, can make things happen faster in the economy and society.
Advertising is about showing people how opportunities connect to their values, interests and needs.
Today's New York Times column by economist Thomas L. Friedman points to the importance of creativity in business. He also speaks to the value of having an education that teaches you how to develop new ideas or recombine existing technologies.
This is what the best advertising professionals have always done. They "resist the usual" to envision a future, conveying to others how their lives can be different and better.
Advertising programs in journalism schools play a critical role preparing young people to succeed in business. Premised on the critical thinking skills of the liberal arts, the advertising curriculum focuses on concepts and methods to promote original thinking leading to productive solutions for business problems and opportunities.
This foundational perspective in the liberal arts is a vital distinction from a "business as usual" education. Success, even survival, is premised on always going forward.
Educated advertising professionals take us there.
Copyright © 2009 by John Eighmey. All Rights Reserved.
This underscores the importance of advertising. It is the discipline, that when effectively carried out, can make things happen faster in the economy and society.
Advertising is about showing people how opportunities connect to their values, interests and needs.
Today's New York Times column by economist Thomas L. Friedman points to the importance of creativity in business. He also speaks to the value of having an education that teaches you how to develop new ideas or recombine existing technologies.
This is what the best advertising professionals have always done. They "resist the usual" to envision a future, conveying to others how their lives can be different and better.
Advertising programs in journalism schools play a critical role preparing young people to succeed in business. Premised on the critical thinking skills of the liberal arts, the advertising curriculum focuses on concepts and methods to promote original thinking leading to productive solutions for business problems and opportunities.
This foundational perspective in the liberal arts is a vital distinction from a "business as usual" education. Success, even survival, is premised on always going forward.
Educated advertising professionals take us there.
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