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Authors
Advisor(s)
Abstract(s)
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.
Description
Keywords
Publicidade Psicologia Comunicação Brasil Cultura
Citation
Proceedings of the 20th International Conference on Literature and Psychoanalysis, July 4th-5th 2003
Publisher
Instituto Superior de Psicologia Aplicada