I wanted to look at the the psychology of advertising for my unit View point. I started by looking at something called the ELM theory.
The ELM ( Elaboration likelihood model) is a theory that claims there are two paths to persuasion. The first is :
The Central Path, this is a technique used when the receiver or the viewer is motivated to think about the message and has the ability to think about the message.
If the person cares about the issue, is involved in it and is viewing it with no distractions, then the person will elaborate on the message. So if i was viewing an advert for something i cared about, had time to research into i would be paying more attention and there for be more likely have an interest in it and i would not change my mind after i made a purchase because of my involvement into it.
If the message of the advertisement is something i feel neutral about or is something i am not properly taking in then thats when an advert might take The Peripheral Path, these are cues that adverts use by placing something in it that the viewer already feels positive about like food, money or sex. Even colour or a story line to provoke an emotion. The problem with this is that the buyer/ viewer is more likely to return / not purchase again because they did not give it much thought before hand.
I wanted to think about this idea of using colour, i read a huge percent of sales are due to the colour used in advertisements, Red can increase things like heart rate and appetite and yellow is used to attract attention ( apparently the first colour your eye processes) and is associated with feeling happy. So in this way it effects your feeling and mood when viewing something and that attracts you to it - making you want it.
I also wanted to think about how this is used in a magazine, so thinking about it, colour and how they use it, i thought about what i learned in my typography unit and i noticed that, while looking at magazines and news paper, a few used complementary colours and eye catching layouts, big bold headings and images. So a combination of a bold heading and the colour to attract the right feeling would work, do they use this? i thought about the colour red being used to make you feel hungry, so i googled food magazines and ALOT use red.
The ELM ( Elaboration likelihood model) is a theory that claims there are two paths to persuasion. The first is :
The Central Path, this is a technique used when the receiver or the viewer is motivated to think about the message and has the ability to think about the message.
If the person cares about the issue, is involved in it and is viewing it with no distractions, then the person will elaborate on the message. So if i was viewing an advert for something i cared about, had time to research into i would be paying more attention and there for be more likely have an interest in it and i would not change my mind after i made a purchase because of my involvement into it.
If the message of the advertisement is something i feel neutral about or is something i am not properly taking in then thats when an advert might take The Peripheral Path, these are cues that adverts use by placing something in it that the viewer already feels positive about like food, money or sex. Even colour or a story line to provoke an emotion. The problem with this is that the buyer/ viewer is more likely to return / not purchase again because they did not give it much thought before hand.
I wanted to think about this idea of using colour, i read a huge percent of sales are due to the colour used in advertisements, Red can increase things like heart rate and appetite and yellow is used to attract attention ( apparently the first colour your eye processes) and is associated with feeling happy. So in this way it effects your feeling and mood when viewing something and that attracts you to it - making you want it.
I also wanted to think about how this is used in a magazine, so thinking about it, colour and how they use it, i thought about what i learned in my typography unit and i noticed that, while looking at magazines and news paper, a few used complementary colours and eye catching layouts, big bold headings and images. So a combination of a bold heading and the colour to attract the right feeling would work, do they use this? i thought about the colour red being used to make you feel hungry, so i googled food magazines and ALOT use red.
I want to keep this in mind when doing my magazine, and i found it very interesting!
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