General Hints On Advertising

In advertising, the psychological effects are of greater importance than the physiological ones – i.e. as the “psychological” has the power to affect the mind generally, the latter, with the impact on the visual, is being merely registered by the eyes and absorbed as “pictorial effects”. These should first and foremost pertain exclusively to the item advertised and not, as sometimes is the case, have nothing or very little to do with, and can therefore be ” a dead loss”, in the effect it is supposed to have. Not to mention, that too many “diverse” pictures detract from the very name of the products advertised. The importance of the psychological effect should be stressed, by not only presenting the whole advertisement in “good taste”, but by making it attractive or appealing, which is something everyone responds to.

It should contain nothing that “distracts” through visual images that put the actual item advertised (and its name) into the background, resulting in a “weaker” impact on the viewer. It should also contain something about its value, its general assets and, if it is of well known long standing – its emphasis on tradition included. “Obviously overdone” emphasis on its effective result (as applicable to some – and mostly aimed at usage for women) – often can have the opposite effect, as every woman is not only reacting to the promise of beauty, but also the quality and health of the product.

It is also worth noting that “beauty” in an advertisement is more appealing to both sexes then the stressing of mechanical performance etc. The simulated speed, in harmony with the right background of a sleek automobile, for instance, has more power of “attraction” than the stress on its mechanical performance or assembly and composition, which is only for some mechanically minded men.

Products for every day needs are the hardest to successfully advertise – so it seems! How about an attractive or appealing sales person holding the product and simply but skilfully stating its merits and advantages, the focus being on the item in the hand and its name, rather then a story telling picture behind a distracting background, both of which detract from the total effects of the item, which can lead to: “by the time advertisement ends and all its contents have been taken notice off”, the name of the product has gone by almost, unnoticed. With spoken words, it should also be taken into consideration, which class of people – if not all – the product for sale is aimed at. The more expensive and luxurious the product, the “higher” or more “educated” should be the accompanying comments, and simpler common place expression for ordinary, everyday items aimed for general consumption to the general public.

In all advertising, as all its advertised items – one motto stands with best results for effect and continuity: HONESTY IS THE BEST POLICY!