Con-mercials

Media sources are reporting that over 90% of advertising slots for the Super Bowl have already been sold. Why are companies chomping at the bit to pay a record high $3.7 million (or more) for 30 seconds of your attention?

"Put quite simply, it works!" explains a TV director. But, do commercials or other sales gimmicks really influence us?

Maybe...
- Merchandisers have learned that shoppers will buy more items if they advertise 3 items for $5 than a price of $1.67 each.
- Researchers found that both kids & adults ate more while watching TV with junk food ads (vs healthy food ads or non-food ads). Ironically, participants ate more of whatever snack was offered... not what was advertised. Interestingly enough, participants were unaware of the influence. To read a summary of the study, go to Psychology Today's Sneaky Commercials.
- Concerns are being voiced about the impact of "food porn" (close up, doctored photos of food). Ever seen a tasty looking treat on TV & get a craving? (Then, ever feel disappointed when you get the item? Much like pictures of models, professionals use lots of tricks to create the perfect image...)

So, what strategies are used to influence our behaviors?
- Scarcity:  An item is said to be limited in quantity, availability, or temporarily has a lower price.
- Authority:  Recommended by an "expert" (e.g., as with many diet plans/pills or fitness gadgets)
- Commitment:  Often based on an adopted or desired lifestyle choice or value system (e.g., "all-natural", no carbon footprint, etc.)
- Likability:  You like & trust the seller (e.g., a celebrity or your own family member).
- Consensus:  It is portrayed that everyone else is doing or buying it.

To learn more about the "tricks of the trade", check out:
- Advertising- What psychological tricks do they use? (4 minute video)
- Media Awareness Network's Food Ad Strategies List

Since the influence may be on the unconscious, health advocates recommend limiting TV time. Check out Eat Smart, Move More's Tame the Tube Tips for ideas.

Assignment-- Watch some commercials to identify the strategies used & the likely target audience. Share some of your favorites with us!