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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
Advertising, Jose C. Yong, Norman P. Li
Advertising, Jose C. Yong, Norman P. Li
Research Collection School of Social Sciences
Advertisements, which are widely available, can provide insights into the evolved preferences of target audiences and serve as a useful supplement to other methods in evolutionary psychology research. This chapter discusses how advertisers create content that strategically exploits consumers’ values and preferences and how advertising content can provide insights into various aspects of our evolved psychology.
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
The Future Of Advertising: What You Should Know, Valerie K. Jones, Rishad Tobaccowala
College of Journalism and Mass Communications: Faculty Publications
We live in an empowered age with empowered consumers. Technology has become a slingshot enabling each of us consumers to defeat Goliath, the big companies and marketers. Consumers have god-like power, able to see, hear, discover, and uncover almost anything through all of the devices available today. Digitization, globalization and demographic shifts are requiring us to replace old models of thinking about communication and advertising. The chapter introduces new models of thinking about about the future of advertising, guided by a few fundamental principles: delivering utilities and services, as opposed to a message; reaggregating audiences, as opposed to segmenting them; …