PSYCHOLOGY OF ADVERTISING
STUDENT COMPETITION





Written by: Rui Correia


Updated on December 14th, 2023



The Psychology Behind No Budget TV Spots



Nov 16th, 2021 - Dec 13th, 2021





In the midst of a pandemic chaotic period, we took on a challenge!


The second year of my Marketing Management degree had just started...


As we walked into each class, we were greeted with the usual welcome speech, an introduction to the learning topics and the teachers would paint a picture of what we could expect from each class.


Just a formality really, nothing very exciting...


It wasn't until the very first step into the Consumer Behaviour class that we realized the semester was about to be more intriguing than initially expected.​



That day, the professor presented to us with the challenge:

An advertisement student competition that required us to create 3 TV spots.


The TV spots can be found below.


The catch? We had to apply different types of behavioral psychology and weren't allowed to spend a single euro.


In the fast-paced world of advertising, where every second counts, every message must make an impact in the very first few seconds and understanding the psychology behind consumer behavior is key.


Let's dive into the work we presented that ultimately led us to winning the competition.



Gestalt Theory



The TV spot presented applied the Gestalt Continuation principle by leading the viewer through a seamless pursuit sequence of QR code discounts. As the main character scans the codes, viewers become immersed and mentally join the journey by imagining themselves scanning the QR codes.


Subsequently, it is revealed that these very same discounts have been scattered across Portugal, enticing viewers to partake in an exciting "treasure hunt". This is when the Closure principle comes into effect.


Closure refers to our tendency to mentally complete incomplete visual information or patterns. The final presentation of the QR code encourages the viewer's mind to "close the gap" and perceive the entire message. By engaging the viewer's curiosity, we encourage them to scan the code in which they are presented with the first clue. Only by scanning it, do they get the feeling of completion from linking the fragmented information.


Experience the story in the video below!



Classical Conditioning



The idea behind this TV spot creatively combines the emotional element of a father-son relationship with the psychological concept of classical conditioning to convey responsible money habits.


In a relatable scenario, the son diligently saves money in a piggy bank, the father patiently observes as it get heavier, subtly establishing a connection between the act of saving with the symbolism associated with the piggy.


In a heartwarming turn, the father surprises the son by encourage him into taking a wiser and future oriented approach by visiting the bank together, reinforcing the connection between saving and personal growth.


The symbolism of saving is then transferred to the piggy bank card as can be seen in the scene where the son proudly presents it to his father who's approving smile acts as a positive reinforcement.


Curious to witness the heartwarming father and his unlikely aged son moment?


Watch the video below!



Operant Conditioning



This MultiOpticas TV spot, captivates viewers by immersing them into the protagonist's blurred point of view. Through his perspective, the ad effectively communicates the potential consequences of neglecting proper eye care.


In the context of operant conditioning, the continuous engagement in negative behaviors leads to a cause-and-effect realization. In this case, a direct link between the risk of an accident due to impaired vision and the disregard for eye health.


Therefore, over time, behavioral adjustments are instinctively made to avoid negative outcomes and gain potencial rewards...


In this TV spot, the recognition of the cause-and-effect relationship, leads the protagonist into making the decision to take corrective action. The decision results in a visit to a MultiOpticas store.


The TV spot concludes with the protagonist experimenting his new pair of glasses, where the clear lenses symbolize the reward for making positive choices.The genuine smile that emerges behind the mask, signifies the moment when the character makes a connection between responsible eye care and overall well-being.


Witness the behavioural change for yourself!


Do you think it has the potential for an ad series?



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