Advertising is a powerful tool that can have a substantial influence on consumer behaviour. Every day, we are exposed to various forms of influence that aim to shape our thoughts and behavior, whether we are aware of it or not.

1. PRASAD AMORE
SOFTMIND INDIA | KOCHI
The Psychology of Advertising -
Understanding the Techniques Used to
Persuade

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Advertising has become a pervasive and omnipresent aspect of modern life, permeating every
aspect of our existence. It possesses the remarkable capacity to shape our attitudes, beliefs,
and behaviour in profound ways that we may not even realize. The field of social psychology
has dedicated itself to studying how advertising works, how it influences and convinces us,
and how it interacts with social and cultural factors to mould our consumption habits.
Persuasion and Advertising
Advertising in India is a forceful instrument of persuasion, where advertisers deploy a variety
of techniques to influence consumer behaviour and nudge them to purchase their products
or services. Emotional appeals are one of the most common persuasion techniques used in
Indian advertising. Advertisements typically aim to trigger strong emotions like patriotism,
love, or nostalgia to create a positive association with their brand or product. For instance,
Cadbury Dairy Milk's famous ad campaign with the catchy jingle "Kuchh Meetha Ho Jaaye"
evokes feelings of happiness and togetherness associated with sharing chocolate with loved
ones.
Social proof is another persuasive technique that Indian advertisers use to great effect. People
are more likely to follow the crowd and emulate others, so Indian advertisers often use
testimonials, reviews, or celebrity endorsements to demonstrate that a product is popular
and widely used. For example, the telecom brand Jio leveraged celebrity endorsements from
Amitabh Bachchan and Shah Rukh Khan to promote their services and showcase that their
network was reliable and extensively used.
Authority is another crucial persuasion technique used in Indian advertising. People generally
trust and respect authority figures, so Indian advertisers often use doctors, experts, or

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celebrities to endorse their products. For instance, the health drink brand Horlicks utilized
endorsements from doctors to promote their products as a source of nutrition for children.
Successful Indian advertising campaigns frequently fuse multiple persuasion techniques to
create a compelling and memorable message. For instance, the "Daag Ache Hain" campaign
by Surf Excel combines emotional appeals (promoting the idea of stain removal as a sign of
care and love), social proof (showing that many mothers use Surf Excel to keep their children's
clothes clean), and authority (featuring endorsements from child psychologists) to create a
powerful and resonant brand message.
Consumer Behaviour and Advertising
Advertising wields considerable
power that can have a profound
impact on consumer behaviour. It has
the capacity to establish and
strengthen consumer attitudes,
beliefs, and values, ultimately shaping
purchasing decisions. To achieve this,
advertisers employ an array of diverse
and sophisticated strategies and
tactics that tap into social norms and
cultural values.
One of the ways that advertising exerts
its influence on consumer behaviour is through the creation or reinforcement of consumer
attitudes towards a particular product or service. This is achieved by repeatedly exposing
consumers to advertisements that highlight the features and benefits of a product, thereby
moulding their perceptions and attitudes towards it. For instance, advertisements for luxury
brands often centre around the exclusivity and status that come with owning their products,
thus instilling a sense of aspiration and desire in consumers.
In addition, advertising can also influence consumer beliefs about a product's quality or
effectiveness. Advertisers employ various tactics such as providing evidence-based claims,
endorsements, or testimonials from satisfied customers to establish credibility and
trustworthiness. This can cause consumers to perceive the product as reliable and effective,
and consequently influence their purchasing decisions.
Social norms and cultural values constitute a critical component of consumer behaviour.
Advertisers frequently leverage these values to create advertisements that resonate with
their intended audience. For example, in India, family values hold tremendous importance,
and Indian advertisers often use this cultural norm to create ads that centre around family
relationships and bonding. Advertisements for products such as soap, detergent, and food
often depict happy families, implying that their products can help families bond and
experience happiness.

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Moreover, advertisers often leverage social norms to persuade consumers to buy their
products. In India, fairness is deemed desirable, and many skin-care brands tap into this social
norm to promote fairness creams. Advertisements for such products often depict models with
fair skin, implying that the product can help consumers attain a desirable skin tone.
Successful advertising campaigns typically leverage cultural values and social norms to create
a connection with consumers. For example, the "Daag Ache Hain" campaign by Surf Excel
underscores the value of caring for one's family by removing stains from children's clothes,
while the "Pulse Polio" campaign taps into the social norm of protecting one's children by
encouraging parents to vaccinate their children against polio.
Gender and Advertising
Gendered representations in advertising have a profound impact on consumer behaviour and
attitudes, perpetuating traditional gender norms and stereotypes. This trend is particularly
evident in the way advertisers frequently rely on gendered messaging to appeal to
consumers, reinforcing gendered representations of men and women.
One major concern is how gendered advertising affects body image and self-esteem,
particularly for women. Advertisements often feature women with a specific body type or
appearance, perpetuating unrealistic beauty standards that can harm women's self-esteem
and body image.
Gendered advertising can also significantly impact consumer purchasing decisions.
Advertisers often use gender-specific messaging to market products and services differently
to men and women, tapping into gendered desires, values, and aspirations. For instance,
cleaning product ads are typically targeted towards women, reinforcing the stereotype that
women are responsible for household chores. Meanwhile, ads for cars or beer are typically
targeted towards men, reinforcing the stereotype that men are interested in traditionally
masculine pursuits.
Nevertheless, some advertisers are beginning to challenge traditional gender roles in their
campaigns. The "Like A Girl" campaign by Always (renamed in India as “Whisper”, a name that
comes from the shame and secrecy associated with buying such a product in our society), for
example, sought to challenge gender stereotypes by redefining what it means to "run like a
girl." This empowering campaign aimed to encourage young girls to embrace their strength
and athleticism.
Ethics and Advertising
Advertising, as a field, presents numerous ethical considerations that require examination,
such as the use of deception, manipulation and targeting vulnerable populations. Advertisers
are often driven by the desire to maximize profits and market share, which can result in
unethical practices.
One key ethical concern in advertising is deception and manipulation, which can take several
forms. Advertisers may engage in misleading or false advertising, or use emotional appeals or

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other tactics to sway consumers' opinions. Such practices can lead to consumers making
choices that are not in their best interest, thereby causing them harm.
Another ethical issue in advertising is the targeting of vulnerable populations such as children
and the elderly. Advertisements for unhealthy foods or toys that may not be safe for children's
age or abilities are commonplace. Similarly, the elderly may be targeted by scams or
misleading health-related products or services.
Conclusion:
In the realm of commerce, advertising constitutes a formidable weapon that can exert a
significant impact on consumer behaviour and attitudes by deploying an array of persuasive
strategies, ranging from emotional appeals to social proof and authority. Yet, it is imperative
to bear in mind that advertising is also capable of perpetuating gender-based stereotypes,
inflicting harm on marginalized and susceptible groups, and arousing ethical quandaries
regarding deceit and manipulation.
To devise efficacious campaigns, advertisers can exploit social conventions and cultural
values. Nevertheless, they are duty-bound to exercise their influence in a responsible and
ethical fashion.
Ultimately, the social psychology of advertising is a convoluted and multifarious subject
matter, with both beneficial and detrimental repercussions. It is therefore incumbent upon
advertisers to be aware of their formidable sway and the potential ramifications of their
campaigns on the public and society at large.
Prasad Amore
RCI Licensed Mental Health
Professional/Author of 8 books/Managing
Director at Softmind Wellness Pvt Ltd
Kochi, Kerala