(good) images (some) psychology (items) = (good) advertising?

• Author(s): Moutinho, Ana Viale
• Date: 2003
• Persistent ID: http://hdl.handle.net/10284/754
• Origin: Repositório Institucional - Universidade Fernando Pessoa
• Subject(s): publicidade; psicologia; comunicação; Brasil; cultura
• Document Type: Lecture
• Language: English
• Editor(s): yes

Description

The paper I propose is based on images used in advertising and the way some of them influence people, in a psychological perspective, to buy the advertised product or service. Advertising uses four different basic principles known as AIDA: Attention (calls the attention to the product/service), Interest (it provokes and maintains the interest), Desire (awakens it), and Action (leads people to buy or use the product/service). These principles, plus mechanisms like dream, motivation, acceptance, empathy, seduction and other theories like the psychoanalytical, for example, will tell us why an image is more effective than another. I will bring examples of some printed advertisements to show my point of view.