When Will You Use This?
Planning and developing your advertising and other online communication.
What’s The Red-Letter Bite Today?
Current research* investigates the effect of archetypal symbolism in reception of educational services advertising, based on the analytical psychology and its conscious and unconscious aspects and neuromarketing in online communication.
The study reveals that conscious logical and informed assessment of aesthetics, value, usefulness, quality has an effect on global positive impression of advertising leading to the purchase of the product (in this case, information technology educational services).
Furthermore, archetypal symbolism (including colours) also affects advertising and leads to the purchase of the product. Researchers find that Jungian unconscious archetypes (the Self, the Old Wise Man and the Great Mother) has the highest effect on global positive impression of Internet advertising leading to the purchase of the product.
Addition To Your Bag of Tricks
If you're involved in Internet marketing (and who isn't these days?), these results are important, showing that people are highly influenced by subliminal stimuli.
As authors suggest, "analysis of associations assigned to selected pictures shows that it is advisable to include in educational advertising the content such as images and symbols that relate to the knowledge and experience which can be purchased during the education and should also incorporate spiritual and even exotic aspects and provide associations linked to the ability to experience peace and rest. Other elements of such advertising should show the importance of memories and events of the past and the importance of nature and wildlife. All highlighted aspects make up the human health and thus emphasize the 'healthy' approach to education and the role it plays or should play in the culture. <..>Analyzing the colors that are suitable for advertisement of educational services, it appears that the election of respondents are focused on such colors as red , orange, yellow. silver. blue. turquoise and brown. Gold color is controversial, it may be - on one hand - both repulsive and destructive but on the other it may point out to passion. Color purple and grey were identified as negative, oppressive and gloomy. While planning to create an advertisement of educational services it is worth to take into account the above mentioned colors."
*Kowal, Jolanta and Węgłowska-Rzepa, Krystyna, Conscious and Unconscious Influences in Internet Advertising in Transition Economies (February 11, 2014). Proceedings of the International Conference on ICT Management (ICTM 2013), September 2013. {Thanks for the material}
P.S. When you’re done reading, I’d love for you to share your experience with triggering unconscious mind of your customers? Leave a comment or Tweet me, let's chat!
P.P.S. Need some help on crafting your marketing message? Let's do this together.
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