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Psych 586: Psychology of Persuasion Advertising

USA Today's Ad Meter". The Super Bowl's annual adfest has become the biggest marketing event of the year as advertisers tap in to the biggest TV event of the year. USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers' opinions about TV's most expensive commercials. In 2007 USA TOD

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Psych 586: Psychology of Persuasion Advertising

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    1. Psych 586: Psychology of Persuasion Advertising Professor: Icek Aizen Office: Tobin 625 Email: aizen@psych.umass.edu Tel: 545.0509

    2. USA Today’s “Ad Meter” The Super Bowl's annual adfest has become the biggest marketing event of the year as advertisers tap in to the biggest TV event of the year. USA TODAY created the Super Bowl Ad Meter in 1989 to gauge consumers' opinions about TV's most expensive commercials. In 2007 USA TODAY assembled 207 adult volunteers in Phoenix and McLean, Va., and electronically charted their second-by-second reactions to ads during the Super Bowl. Fieldwork Phoenix and Shugoll Research chose the volunteers, who used handheld meters to register how much they liked each ad. A computer continuously averaged the scores. Scores are the highest average for each ad.

    3. Bud Light Super Bowl Commercials The star of the No. 1 ad in 2007: A refrigerator stocked with Bud Light with the ability to disappear to keep unwelcome guests from grabbing the brew. The fridge disappears via a revolving wall that, unbeknownst to the fridge's owner, spins it into the adjoining apartment. For the guys next door, it becomes the "magic fridge" — an idol to be worshipped.

    4. Power of Advertising: Overwhelming? Body Image: Super-thin models, “heroin look”. Sources: Magazines, TV shows, movies, fashion shows. Cigarette use by teens: Marlboro Man, Joe Camel. Obesity: McDonald’s and other fast-food chains. Consumerism: Promotion of spending. Advantage to large companies with big advertising budgets … ?

    5. Pepsi Campaign (ca. 1990)

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