Advertising as science
Consumer psychologists and basic scientists are behind ever more effective advertising campaigns to promote both products and causes.
October 2002, Vol 33, No. 9
A famous model glides down a staircase, removing articles of clothing as she goes. Once she's inside the car being promoted in this British advertisement, she removes her panties and flings them out the window. The only problem with this wildly popular ad? An informal survey by a Welsh psychologist revealed that the visual image was so compelling that virtually no one remembered the brand of car being advertised.
Not only is the ad degrading to women, it's ineffective marketing, according to consumer psychologists, who say that ads like this one are all-too-frequent reminders that psychological expertise isn't being put to use. They're convinced that psychologists--whether they are consumer psychologist or basic scientists--have what it takes to help create more effective campaigns to promote both products and causes. Now that's starting to happen, especially among federal agencies and other groups trying to persuade the public to improve health-related behaviors.
http://www.apa.org/monitor/oct02/advertising.aspx
