Introduction 4
I. Publicity and advertising 6
I.1. Advertising 6
I.1.1. Generalities, definitions, types of advertising 6
I.1.2. Short history . . 8
I.1.3. Role in the market economy, economic and social value. . 9
I.1.4. Advertising communication 12
I.1.5. Theories and methods in the study of advertising communication13
I.2. Advertise. The elements of advertising. TV commercial 17
I.2.1. Generalities, definitions 17
I.2.2. The elements of advertising 18
I.2.2.1. Platform and method of approach .18
I.2.2.2. Title 19
I.2.2.3. The slogan .20
I.2.2.4. Informative text 20
I.2.2.5. Brand 21
I.2.2.6. The 21 logo
I.2.2.7. Illustration 21
I.2.2.8. Sound 23
I.2.2.9. Movement in advertising 23
I.2.3. Advertising functions 23
I.2.4. Advertising strategies 23
I.2.13. Television commercial 24
II. Elements of advertising psychology 26
II.1. The general model of the consumer 26
II.2. Perception. .29
II.3. Consumer emotion 31
II.4. Consumer motivation 33
II.5. Purchase intention and behavior 35
III. Distortions and behavioral manipulation through the advertising message. 38
III.1. Conceptual delimitations 38
III.2. Typology of handling 40
III.3. Factors in handling 42
III.3.1. Cultural factors 43
III.3.1.1. Social factors 44
III.3.1.2. Personal factors 46
III.3.2. Psychological factors. .47
III.3.3. Situational factors 49
III.4. Advertising persuasion. 50
IV. Research methodology 53
IV.1. About the research activity in consumer psychology.. 53
IV.2. The purpose of this work. 56
IV.2.1. Objectives 56
IV.2.2. Assumptions 57
IV.2.3. Sample 58
IV.2.4. Work tools 64
IV.2.5. Working procedure. 70
V. Data analysis 72
VI. Conclusions 88
Bibliography. . . . . 91
Annex Questionnaire A
Appendix Eysenck Questionnaire
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