business, entertainment, stuff

Once, on a street, were 3 shops in a row (A, B, C) selling basicaly same kinda products.
In one morning, owner of shop A comes earlyer and display in his window a big banner : “Today, 35% off for any sell !”.
Several minutes later, Owner of shop C appear, he see the banner, goes to his shop and soon he display himself a banner : “Whatever you buy, is 45 % discount !”.
An hour later, the merchant who own the middle shop, B, comes and notice both ads are in sides of his shop. While he`s awared is not possible to make bigger discounts, yet he managed to made the best banner and attract allmost all costumers in his shop.

How ?
He put, above his shop`s door, a large banner with the text :
“THIS IS THE ENTRANCE FOR DISCOUNTS !”

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Is well known that needs generate solutions. A need start a complicated mechanism which challenge creativity. Creativity give birth to solutions which will “solve” the need.

Advertising is just the basic solution to a need - the need for more sales, more costumers, for example. Basic solution, mean is one of the solutions. Available to be aplied in a large variety of ways. Some ways maybe not quite … “nice”.

Well, advertising requested, along the time, more and more, presence of psyhology and (psyho)sociology knowledges. Advertising, following paths to accomplish advertisers`s “needs”, reached to use all kinda approaches:
tricky stuff
holes in humans`s knowledges
peoples`s trust
peoples preferences for things often totaly unrelated
the power of suggestion
“magic” words
copyrighted items - trade/registred marks
falsity
image associations
peoples`s awareness
peoples`s fears
peoples`s greed
subliminal messages

The list can go on, but I do not pretend to be a guru, I`m not more than any average Joe outthere, therefore you, readers, may contribute to this list in comments.

Advertisings can be clasified by :
used methods
online-offline target
pointed to a product or to a concept
willing to penetrate a niche or willing to take it over
moral - imoral (some may want to add here “evil” as third option)

………………………..

A “surface” approach would categorise advertising into “sale”, “promote” and “persuade”.

“Sale” advertising comes from the need for more items sold. Teoreticaly, is the most used category and subject to hype the product value.
“Promote” advertising is result of make something known, resulting indirect/later sales. Is also very used, often to launch/set a trend or a biz. Also subject to be hyped.

“Persuade” category is teoreticaly the less used. Is native hyped. Is targeted to public psyhic. Is sometime used to create images, brands, but usualy will be used to create opinions, false needs, abnormal trends and many other “nice” things to manipulate people. Some may think is same with “propaganda”, yet I think is not. Or if it is, is the “black-hat propaganda”. Is kinda action is manipulating minds, reversing natural order, leading to the famous “divide et impera” stuff, trying to get control and limit freedom (of speech, for example).

The border between the 3 categories I mention above is very vague, foggy. Use of hypes make the borders to be not clear, and also people`s subjectivism.
While people`s subjectivism is generated by the fact that peoples tend, relative to (any kind of) advertisments, to react EMOTIONALY. Not rationaly.

While in this chapter I won`t give examples, you, readers may want to see some “persuade” type of ads. Make a search on youtube dot com site for the tag-word “subliminal” and .. enjoy the examples.

(to be continued)

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