We live in a unique time - a time when the media reached a new level of development. Modern communication systems have practically flooded our life: radio, television, computers, as well as mobile communications. However, television is the stubborn leader among all technologies. After all, only it is capable of influencing two important channels of human perception - hearing and sight.
The power of the influence of television is truly great, because a person is inclined to believe more what he sees than what he heard or read. Today, every home has a TV, which is rightfully considered the most effective tool for influencing human consciousness. So, the images and symbols that we see in commercials can push us to the idea of purchasing certain things. How does advertising affect our subconscious, and what tricks do advertisers use to lure buyers?
What is advertising?
Advertising is a form of communication that can become an instrument of social and psychological influence. This communication mechanism has the power to influence and shape values in modern society.
Almost 60 years ago, one American businessman, who is also the founder and researcher of the theory of the 25th frame, James Vykeri, suggested that a person's subconscious is able to absorb even that information that seemed absolutely unnecessary to him. It is fixed in the subcortex of the brain and can subsequently control the behavior and desire of a person. The unconscious "I" obeys the language of symbols. However, there are symbols that are destructive. And if you repeat any information many times, then what is hidden in the subcortex of the brain can become not only our feelings, but also actions. Symbols affect the biofield of any person, they lay a program in the brain that can turn on at a certain moment and induce actions.
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Advertising is a method of managing people
With the help of advertising, you can control the consciousness and behavior of a person, and influence so that he begins to act even contrary to his interests. Reality is constantly changing and the study of symbols from the point of view of psychology is of great importance, since advertising has become the main indicator of the development of human society. In the modern world, advertising affects the visual and auditory organs, affects the sensations and perception, and skillfully chosen words and music lead the consumer into a state of light trance.
Scientists have found that advertising quite often forms a person's social opinion, self-esteem and self-affirmation in society. Advertising creators always exaggerate certain aspects of their field, passing off various false information as the truth, thereby forming the wrong ideology and priorities in the consumer. Thus, the Nike brand became a symbol of achievement, Apple - a symbol of individuality, and Harley Davidson - a standard of independence and freedom. Then, by imposing such values, advertising turns them into needs. Thus, the life of young people revolves around the constant consumption and mastery of this or that thing, considering its acquisition as a sign of success and style.
Children are at risk
As you know, young children perfectly absorb any information, which in turn makes them completely unprotected against the dangers of television. On the other side of the screen, a whole group of specialists, experienced psychologists, talented directors, as well as grasping PR managers are working against vulnerable kids. Their goal is one - to attract as many consumers as possible. And today very high stakes are being made on young children.
In almost every family, children who spent time in front of the TV consistently quoted the advertising slogans of many well-known brands. For parents, this became the subject of enthusiastic emotion. However, no one could have thought that advertising could harm a child, make him aggressive and excitable. And the most important thing is to form the wrong worldview. After all, the psychological factor of any advertising is as follows: knock a person out of a stable emotional balance, inspire a sense of peace and pleasure that are associated with the purchase of a product or thing. And babies, as you know, are several times more vulnerable and quickly give in to desires.
Advertising meets the untrained viewer with a rapid rhythm and images. And if you take into account the vigorous imagination of children, the effect of watching ads becomes much stronger. This attracts the kid, and he can watch these videos endlessly.
You can also remember the well-known "saw effect", which carries the advertisement: "Mom! Buy it! " These words can be heard by going to any store. Many parents cannot refuse their child and make completely unnecessary and meaningless purchases.
Research in the field of statistical data only confirms this information. The overwhelming majority of viewers of commercials are children in the age category from 4 to 6 years old. In addition, research has shown that in Moscow alone, children between the ages of 8 and 14 make purchases worth more than $ 40 million a year. Advertising also causes colossal harm to the future representatives of the strong half of humanity. Boys often compare themselves to advertising heroes, adopting their habits, which are not always useful. Often, it is thanks to advertising that adolescents at such a young age begin to smoke and consume alcohol.
Today psychologists around the world are sounding the alarm, because an advertisement shown to a child at the age of 5 will definitely leave a mark in the future, influencing his choice. One conclusion suggests itself - a generous abundance of advertising and the absence of natural barriers cultivate a real consumer machine in a person. Whether such a consumer, who needs to buy everywhere and always, is capable of living an adequate life - we can only guess …
