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Sobirova G.S. Psychology of advertising: how brands control our attention and choice. The influence of social networks on the educational motivation of students. Eurasian Academic Horizons. 2024; 1(1). Available at: https://eahjournal.ru/PDF/01EAH125.pdf (in Russian).

Psychology of advertising: how brands control our attention and choice. The influence of social networks on the educational motivation of students

Sobirova Gulnoz Sokhibovna
Moscow, Russia
E-mail: gul.70.g@mail.ru

Abstract. Based on the fundamental principles of human perception and behavioral psychology, the psychology of advertising operates with complex mechanisms through which brands skillfully direct attention, model emotions and determine the choice of consumers. Offering a deep understanding of marketing through the prism of psychology, this article explains how we make a decision on the purchase, even when we do not have information about its genuine causes. The author considers as elements of advertising, such as color, sound, visual language and lexical turns, make emotions and subconscious work on creating a purchasing impulse. Attention is also paid to psychological maneuvers, such as social evidence, the effect of lack and personalization, which cause confidence in the brand and fear of missing the opportunity to try the product.

In addition, the article reveals in detail the issue of neuronklam, explaining how exactly the brain scan and analysis of neural reactions allow advertisers to develop more accurate and effective campaigns. As the digital era is transitions, the main attention is paid to storytelling and targeted advertising: the algorithms of social networks affect the emotional aspect of the brand more strongly, put the confidentiality and adapt content to the needs of people. Examples are given that illustrate how companies use manipulative storelling techniques to create loyalty and form deep emotional connections with the audience. Contrary to the restrictions on the format of the journal article, this study analyzes in detail the influence of marketing technologies on consumer behavior, consistently deconstructing established myths and unreasonable fears that often accompany their implementation. Therefore, the publication will be useful and accessible not only for marketing professionals, but also for a wide audience, looking for an understanding of how exactly the advertising acts on them. The practical significance of the article is supported by recommendations and tips for readers on how to distinguish manipulation from real interests and needs. In addition, special attention is paid to issues of the responsible approach of the brands to communication, including aspects of ethics in advertising and transparency in the digital era.

Keywords: commercials; psychology of advertising; marketing strategies; manipulation; perception; impact of advertising; color in advertising; sound in advertising; images in advertising; advertising language; emotions; subconscious; personalization; digital era; algorithms; brand

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