How Does The Human Mind Take In Advertising?

Adverts are targeted at audiences in order to persuade them to purchase a product and/or reiterate a brand. Adverts involving video in particular are targeted in a psychological way via two main base routes. These are centrally and peripherally.

Targeting audiences centrally is where the message in the advert is direct. It involves focusing on clear arguments with a straight-forward approach in communicating with its audience. Although for an audience to pay attention to the message, they must have some interest in what the advert in promoting.This route of targeting an audience is often used in the promotion of politics, such as when the government promote a political party in a TV advert for the whole public to be able to make a reasoned decision when they vote in the next election.

The peripheral route is a route that is still being explored in depth in the world of advertising and marketing. It is a route that requires a slightly more intellectual audience to fully understand the message that the advert is portraying; due to the concept that is used of an advert promoting an obvious message with a much stronger and deeper message underneath therefore indirectly targeting the main audience. This obvious message is what everyone can grasp, although more recently audiences are being persuaded by other factors in peripheral advertising, so they don't have to completely understand the message. A example of this is the Cadbury's Gorilla advert.

The majority of adverts nowadays target their audience via the peripheral route. This is because they can make an advert more interesting and as a result is memorable without having to worry too much about specific audiences and the level intelligence of  those who they are targeting.

CATEGORY: ADVERTISING