Peripheral and central thinking : How Advertisements are making use of Psychology

Did you also think that why in the cold drink advertisements you see people doing death defying stunts. Then saying “Taste the Thunder” or ” Beyond fear lies victory”.  In others you might see them saying “Fun starts here” or “Say yes to happiness”.

While when you see other products like a breakfast cereal or a packaged juice advertisement, you see them saying how many mineral and vitamins it has. They tell you what great effect will it have on your health.

The difference between the two is that the cold drink ad is persuading you. There is no scientific fact behind it. It largely banks upon your mood, you desires and wants. Most of us want to be brave or have fun right?.

The cereal ad is giving you facts. It says what all vitamins it has and what research has proven. It is targeted at your ability to think about the particular topic(health).

What’s the basis behind it?

The basis for this is human psychology. I got to know of this a few months back through an on-line course and also some articles on the Internet.

In the both the scenarios the advertisers are banking on the human nature of measuring the value of things according to what they deem important.

So the brands that choose the peripheral route, target what many of us might value:

Fame – Many Lotions, Hair styling gels use this,

Money – Many commercial vehicle advertisements, use this route, you buy their vehicle and build a huge business,

Power – Almost all pan masala(remember “Kadmo mein dunia!” which means “World at your feet”) and undergarments(some of them give you good luck along with power!),

Intelligence – Sprite, Mentos have got stuck with,

Attention of opposite sex – all of the deodorants, they seem to have that secret ingredient that gives the opposite sex a hormonal rush.

Good looks – Again all of the Beauty creams, you won’t even get a job if you are not good looking!.

Fun, Happiness – You just need to open up a bottle of your favorite bottle of soda or cold drink.

Then there are others that use the central route, these include

Toothpaste Brands – Almost all of them are dentist’s choice and are being promoted by a dentist himself(in that white coat).

Noodles and Cereals – All moms are crazy over these as one serving of these magical items, will fulfill the nutrition requirements for the next 20 years!(OK too much of exaggeration here)

There are a lot of examples, I can keep on going on.

What am I trying to say here?

The main reason for me to write this post was not aimed at introducing you to the world of psychology. Psychology is a huge field and my knowledge of it, wouldn’t even be the tip of the iceberg.

I am not saying that all advertisement is bad or false, what I just want to tell you is:

1. Advertisers know a lot of these tricks. They also have a the resources to hire the best of psychologists, to make the most appealing advertisements.
2. You as a consumer should be aware about the choices that you make.
3. Rather that letting the advertisements subconsciously trick you into going for their products, find your facts and buy it.
4. Many of these advertisements may even make false claims, but their presentation may make it seem real.
5. These advertisements may make you think that the society only values people with a certain lifestyle, brand or a product, which is not at all true.
6. They may make you spend unnecessarily even if you don’t want it.

I hope that this post helps you make a wise decision, which is not “programmed” by these mind numbing advertisements. Save you from making an “unwanted” hole in your pocket and untie yourself from these invisible chains.