The Insight of Advertising Psychology
Hello! You are on the chanell “Brzhechko&Nobody” and here is all about pharmaceutical advertising and today we will talk about The Insight of Advertising Psychology
Imagine standing at the entrance to a grand, complex building where every room holds a secret about how advertising truly works. This insight is where our journey begins — the space where we start to question, analyse, and decode the invisible threads of influence.
What makes some ads unforgettable while others fade into oblivion? Why do certain commercials push us to act, while others barely hold our attention? The answers lie at the intersection of creativity and psychology — and I’m here to guide you through it.
Welcome to “The Insight of Advertising Psychology” — let’s step inside and unlock the secrets together.
Years ago, in a chemistry lab at a medical university, a young student poured all his energy into creating a new medicine. Day and night, he mixed and brewed various substances, hoping one day his discoveries would earn him a living and maybe even take him out to a nice restaurant. He was doing science.
I’ve loved science since childhood for its ability to explain, at least somewhat, what’s really going on.
When I embarked on my journey in marketing and advertising, I realized that much of it relied on guesswork and the trial-and-error wisdom of “gurus” — almost demi-gods of the trade, revered for their insights into a great mystery. Yet, no one could definitively say, “What’s actually going on here?” In a lab, such an approach would lead to disaster, but in advertising, millions of dollars could be thrown into experiments that went nowhere, followed by a shrug and an “Oops, missed the mark.”
From my first day in marketing, I sought answers to some challenging questions:
• How does advertising really work?
• Why does one ad sell while another flops?
• What drives the influence of advertising?
• How do you get every frame just right?
Searching for answers to these “hows” and “whys,” I’ve found, analyzed, systematized, and discovered a lot — and now I’m ready to share the results of my work with you.
Let’s get started.
What if we had to replace the word ‘advertising’?
What would we call it instead? This question is a universal way to clarify whether we all understand a concept the same way.
Of course, advertising is a video, a story, information about a product, and much more. But what is its primary goal? Sales, naturally. What does it take to make someone get off the couch, go to a pharmacy, and buy our product? We need to convince them, which means we need to influence them. So, if advertising could be summed up in one word, that word would be influence.
It’s clear that the mechanisms of advertising — which, as we’ve agreed, is all about influencing the audience — are rooted in psychology.
And here’s where things get fascinating, because psychology is a vast and complex field. I needed a guide, a beacon to point me toward the branch of psychology essential for understanding the fundamentals of advertising. Something to navigate the sea of “I’s” — the conscious, the subconscious, the unconscious, and so on. Diving into another entire science wasn’t feasible, so I set that aside.
But two events on set, 10 years apart, gave me the clue I needed.
The first occurred during my very first shoot for the Vis-Nol brand. That particular ad is legendary, so let’s take a trip back to 2014, when I was returning from my first-ever filming experience in Lviv.
Here we are! Up next! Beyounce iconic hit! “Crazy in Love!”
- Hello!
- Yevhenii, you have just shot an Ad in a Beyonce style. Goodby.
- You must to understand this. Every advertising has to have something from the movie in it!
At the time, I barely understood anything, but something about one specific line didn’t sit right with me.
Only 10 years later, during a different shoot with another director, did I hear something similar. That’s when it clicked — I finally understood what advertising should be and which branch of psychology we need to untangle the mystery of how it all works.
So, let’s begin our journey into deep psychology and uncover how advertising truly functions.Subscribe, hit the like button, and turn on notifications to hear things about advertising you’ve never heard before!
