You are on page 1of 3

Outline

I) How the laws of attraction work:


Potential becomes realized when a conscious being focuses his attention on an
imagined outcome, which causes that potential to expand until it become energy. He attracts
that energy into his reality by expecting the outcome to occur through desire or fear. If his
beliefs allow, meaning his energy matches the energy of the expected outcome, what was
potential becomes realized. In other words, a conscious being creates his own reality by
intentionally focusing on something and allowing it to occur. If he does not expect it on some
level, it will not occur
1) Like attracts like
A) Similarity Attraction effect: people tend to be strongly attracted to those
with similar characteristics in both physical and social appearances
B) How the media gets you..
b) by applying an appeal to the emotions of a general population to
evoke an emotional response in potential, or current consumers.
ex i.) Positive emotions such as happiness may include an
image of an overly enthusiastic family really, and I mean
REALLY, enjoying every lick of a popsicle while lounging on
an beautifully unhabitated beach on a perfect California day.
ex ii.) Negative emotions such as pain: someone having
pepperoni face acne, making it impossible for them to enjoy
themselves in public.
ex iii.) Fear and Guilt may include images of abused cats and
dogs to persuade you to donate or volunteer.

C) How these ads appeal to the public..
------------>>> Attraction Effect - aka the asymmetric dominance
effect, this occurs when the introduction of an inferior option influences
the relative attractiveness of other alternatives in a choice set on account
of the 'attraction' that the inferior option can bring to other options.
----------->>> Stimulus - newness, bright colors, shapes, sizes, intensity
- all engage in a complexity for perception.

a) Everyone can relate to the hankering for refreshments on a hot
summer day, and what better way to settle that hanker than with
an icy cold, frozen fruit on a stick? Water. But, according to this
popsicle ad, youll not only be more refreshed after eating the
popsicle, youll be happier with your decision to purchase this
product over other obvious choices soley because it has three
dominating effects over water...vv
ex i.) Popsicles have a taste, color, and shape (in
some cases) that have a greater lust-like appeal to
people. It triggers the attraction system (striatum) in
the brain, which is characterized by increased energy
and focused attention on a preferred subject (person,
object, environment, etc..)
b) As we all know, acne is not the most flattering of accessories. Its
extremely noticeable and difficult to get rid of, and no matter how
much product you use, it will come, and it will go. How fast it
goes and how often it comes is what acne products fight to
control. Which acne product can clear your skin faster than other
leading brands? Remove blemishes? etc..
ex ii.) Using Logos - an appeal to logic or reason,
intellectual; and Ethos - an appeal to credibility or
character. Acne advertisements use before and after
photos, as well as scientific facts about what their
product does to remove acne. They present these facts
with digital animations, and the after photos of their
users are all clear-skinned, happy, and radiant people,
unlike they were in their before photos.
c) Dogs are cute, abuse is not. Maybe you love animals and just
want to help, maybe you feel sorry for the poor critters, or maybe you
just feel guilty for ignoring helpless animals. These advertisements
use heartbreaking imagery to expose animals (hungry children, etc) in
need. If they cannot succeed in gaining a donation, they will, however,
succeed in gaining your sympathy. Using Pathos - an appeal to
emotion, to envoke an emotional response.


2) Persuasive Techniques in Advertising
A) Pathos - an appeal to emotion
B) Logos - an appeal to logic or reason
b) an advertisement using logos will give you the evidence and
statistics you need to fully understand what a product does. The facts
about the product
C) Ethos - an appeal to credibility or character
c) used to prove reliability, honesty, and credibility of a product. Often
involves statistics from reliable experts or a celebrity endorsment.

3) Consumer Behavior
A) processes that individuals, groups, and organizations use to select and dispose
of products or services to satisfy needs and impacts that these products and services have
on the consumer and society.
a) decision-making processes
thought process and emotions behind consumer decisions
what motivates people to choose one product over another
b) social persuasion and motivation
how environmental factors such as friends, family, media and
cuture influence buyign decisions.
how personal factors and individual difference affect peoples
buying choices.