Sly advertising techniques used to manipulate you: beat them in their own game!Whether it is a TV commercial or a newspaper advertisements, you are persistently being flooded by marketers attempting to sell you their products.You may believe that you have full control over what you buy, however, you are being actively manipulated by sneaky advertising techniques that lure you into purchasing their products. Although these advertisers might not be scientists, they have grasped the mastery of utilizing psychology against the clientele through the exploitation of their vulnerability in forms of propaganda for their own advantage. Thereby deceiving you into purchasing supplementary items.There is no denying that the human mind is a high powered and rationale instrument, but it does have its weaknesses.We’ve hunted through some of the psychological strategies marketers employ to persuade you into buying their products to help you traverse through the immense amount of information being exposed to you without feeling incapacitated.1) Memorable SlogansA 2015 study in the Journal of Business Research mentions that there are multiple primary factors that make or break a slogan: familiarity (with the brand), clarity, and  creativeness. Repeated exposure might not guarantee a positive connotation with the slogan but it can effectively helps people remember it which is sufficient enough to sell the product. Slogans such as Mcdonald’s “I’m lovin’ it,” and Nike’s “Just do it” validate the catchiness of a well curated slogan.2) Scare TacticsMarketers incorporate fear in advertisements in many ways such as the “fear of missing out” which is an advertising strategy that has heightened in popularity. Consumers are most likely to purchase a product if there is an illusion that it is scarce which subconsciously causes them to desire the product even more because they are scared it will run out. A 1975 study was conducted which demonstrated researchers testing 200 people with two matching jars, one jar contained 10 cookies while the second one contained a mere two cookies. Shockingly, the results showed people classifying the cookie jar with two cookies as more worthwhile and valuable because people desire items that appear like limited assets.For instance, airlines often mention “only a few tickets left at this price! In their advertisements,” utilizing this scarcity principle.Fear is a reptilian brain emotion making it primitive and effortless to control. However, it is also simple to stop by remembering that you should not be afraid of not obtaining that new phone or new app. You are simply being manipulated into thing that you should. 3) Decoy PricingMarketers will sometimes include additional prices to make you believe you are smartly investing in a deal.Dan Ariely, a psychology and behavioral economics professor in Duke university studied an advertising technique, The economist used. He expressed in a TED talk how the magazine included multiple subscriptions:a print one for $125, an online one for $59, and a combination of print and online retailing for $125.Professor Ariely gave the students the three presented options and the vast majority chose the print and online subscription because they believed it was the best deal out of the three. However, he decided to remove the print only subscription from the options and the students decided to pick the online subscription because it was the cheapest.4) Sexual ImagerySex does sell. Marketers constantly use sexually appealing imagery and language to manipulate us into buying products, from the Kate Upton’s Carl’s Jr. advertisement, to the half-naked gardener for Diet Coke provocative imagery sells food, beverages, cars, and clothing. A study was conducted in London made a group of people split into groups to watch a variety of commercials. This study demonstrated that the majority of people recalled the advertisements with sexual elements in contrast to the non provocative ones.Popular brands such as Victoria’s Secret and Calvin Klein prove that sex does indeed sell through the products they sell to this day. For instance, Victoria’s Secret advertisements are attention grabbing. People will undoubtedly notice a half naked woman posing for an advertisement. The consumer will then observe the ad and in turn process the message that the advertisement is portraying which is that if the customer purchases the product they will attain the “attractive” and “irresistible” qualities the model has. This will illicit them into buying the product being sold.5) Celebrity EndorsementCompanies specialising in the beauty or fitness industry such as Maybelline, Proactive, and Nike almost always use a celebrity endorser to sell their products.Mirre Stallen a researcher from the Netherlands published a study in 2010 in The Journal of Economic Psychology exhibiting how celebrities alert a part of the human brain that generates recollection of that famous face. In turn, this leads to positive thoughts to be associated with the celebrity. These positive feelings that are correlated with these famous personalities will then be shifted towards the product because the consumers will associate the product with the celebrity.6) HumourMany advertisements use humor to make the consumers laugh and keep the advertisement entertaining to gain the audience’s full attention. When you associate aa positive emotion like laughter with the product it will more likely stick to the consumers’ mind and cause them to  buy it. Brands specialising in banks or insurance companies often use humor which unexpectedly helps them sell their products despite the fact that these aren’t areas people would invest to a comedian.Humor is a natural emotion of humans and it is an effective psychological method to get the customers to notice the brand and purchase their products. For instance, the company Geico use a talking gecko, an unpredicted mascot to help sell their products. This makes the advertisement comical and lighthearted, allowing the audience to easily have an emotional connection with the product.


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