Motivated by the media. How are we motivated and influenced by the media?
Motivation is often prompted by the media. We canbe motivated and influenced by the media, whether it is television, radio, or social mendia sites on the internet. The media has the power to influence every individual, in one way or another, in not-so-subtle ways. The types of advertisements are obvious – marketing and advertising experts understand the psychological aspect of designing effective commercials.
Advertising and marketing experts choose attractive people with clear skin to market skin-care and cosmetics; they employ slender people for advertisements that promote diet and exercise plans, and probably the most in-your-face marketing strategy of all, advertising fast food starting at around 3p.m. in the afternoon. For anyone who is busy, this option would be easy to take care of on the way home from work, and for those who have school aged children, you will have noticed the continuation of these ads throughout the afternoon snack time, on almost every channel.
People are so influenced to eat certain things without thinking that they can easily become complacent about good health in exchange for convenience. Furthermore, the convenience of buying fast food caters to our weakness for instant gratification, rather than the long term benefits of remaining healthy. This happens even though we are aware of most of the long term consequences.
Manipulative advertising is common for products and services depicting pretty women, handsome men, and children who can be seen wearing designer label fashion. People will also spend hundreds and even thousands of dollars on pet needs, so those ads for pet products show cute puppies, sleek breed cats, and sometimes, a handsome man or attractive woman.
Research exists and has proven that skin response tests are extremely effective and will show high conduction of electric signals in people who were presented with romantic picture content, as well as content that gains attention by using graphic pictures of violence against humans (Shupp et al, 2004). These types of research findings are used to design effective commercials for both radio and television, for the purpose of promoting or enhancing sales figures
In Australia, it is common to see extremely disturbing ads designed to prompt people to stop smoking, and driving under the influence of certain substances. The advertisements are incredibly graphic, and people have been known to become physically ill when viewing them. Still, the ads have been a monumental success, and one would hope they continue to be produced because they are providing the desired response by increasing the numbers of non-smokers. No data was available at the time of this writing with regard to drunk driving statistics, however, if you were to ask anyone about those ads, most people remember them frame by frame due to the disturbing nature of the content.
Schupp, H. T., Cuthbert, B. N., Bradley, M. M., Hilman, C. H., Hamm, A. O., & Lang, P. J. (2004). Brain processes in
emotional perception: Motivated attention. Cognition & Emotion, 18(5), 593-611.