Social control and identification methods in advertising texts

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2020-07-03 02:43:07

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As a rule, the use of such psychological categories as “conviction”, “manipulation of human consciousness”, “suggestion" in the advertising product performs very efficiently, the functions of social control. Of which strive to extract any evaluative components to make as neutral as possible to understand. But if you do a detailed analysis of these three concepts, it is appropriate to assume that they manifest themselves not only as local management of social development of the enterprise, no matter what, but as universal methods of social control of the society as a whole.

Belief as a method of psychological influence on consciousness is based on this function of social control, as the provision of consumer information “zero”, ie, in this embodiment, the advertising text, where the meaning of the utterance does not change when it is received. This eliminates any ability to influence the decision makers,  with the exception of providing information about the product or service advertised in the text (consumer properties).

Suggestion is a method latent (hidden) the introduction into the human consciousness foreign to him thoughts, ideas, and object in this process practically is not involved.

Manipulation of consciousness significantly stands out from the previously discussed methods. It's a method that implements the functions of social control, which is the hidden excitement and the urge of object a particular behavior that does not match its real attitudes and values. Manipulation is entirely built on the method of lateral programming of the psyche (like NLP), which affects a person against his consciousness and will.

A Possible implementation of the function of social control is in the method of synthesizing artistic elements and technical texts.

This synthesis in the ad copy, exactly the same as the presence of one element of these is the criterion to determine the balance of rational and emotional (since the text in the advertisement is the main and, in fact, the sole bearer of rational content in contrast to the visuals, sound, etc.). In advertising, rational goals, weak ideas are the colors of the packaging and shape of product, in advertising aimed at the emotions that such ideas could be feasible and effective.

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On the other hand, this way allows you to accurately identify the applied form of psychological influence. For example, if the ad features only a technical text, that such exposure is a belief with a goal of providing to the consumer the amount of information sufficient to make an independent decision on the proposal. If, however, applies only to the text of art — it's manipulation to activate the recipient to some action inconsistent with its attitudes and needs.

Note that if the artistic text allows you to include advertising messages to works of art, between art and advertising images there are significant differences. Note that the advertising image in the sense in which it is possible to talk about his artistry, takes place only in message text, based on the methods of suggestion and manipulation. Advertising messages that use the belief as a factor of psychological influence on the recipient, by definition, deprived of any imagery. Identification of the advertisement acts as a kind of "shield" of the consumer, which helps to protect it not only as a buyer of any product, but to protect from the possibility to turn into an object of social indoctrination, which suppresses all ability to make decisions.


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ZH: https://tostpost.com/zh/business/47038-social-control-and-identification-methods-in-advertising-texts.html






Alin Trodden - author of the article, editor
"Hi, I'm Alin Trodden. I write texts, read books, and look for impressions. And I'm not bad at telling you about it. I am always happy to participate in interesting projects."

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