The so-called "shock therapy" in advertising activities

Category: Business/Financial Management

Problem description:

Including sexual suggestion and celebrity effect, I mainly want to know the origin and psychological principle of this "shock therapy".

Analysis:

1. "Shock therapy" was originally a treatment method used clinically in medicine. Later, this medical term was used to describe the "sequela" of the economic crisis-inflation. The basic intention of this economic prescription lies in: adopting strict fiscal and monetary policies, supplemented by means of reducing consumption, forcibly bridging the gap between total supply and total demand, and achieving the purpose of curbing inflation in a short time. Due to the strong impact of the above economic measures, the social economy will be greatly impacted, even in a "shock state", so there is a medical metaphor of "shock therapy"

In the mid-1980s, it was introduced into the economic field by American economist Sachs. At that time, a serious economic crisis broke out in Bolivia, with an inflation rate as high as 24,000%, a negative economic growth of 12%, poverty among the people and political turmoil. Sachs was hired at a critical moment and put forward his clever plan to the country: abandoning expansionary economic policies, tightening monetary and fiscal policies, liberalizing prices, implementing free trade, accelerating the pace of privatization, and giving full play to the role of market mechanisms. The above-mentioned practices are unconventional, causing a serious economic impact in a short time, as if the patient is in a state of shock, but with the recovery of market supply and demand, the economic operation has returned to normal. Two years later, Bolivia's inflation rate dropped to 15%, GDP increased by 2 1%, and foreign exchange reserves increased by more than 20 times.

2. Sexually suggestive advertisements

The advertising content is expressed by the female or male body as the carrier (sex) of goods, and it is oriented to a certain commercial purpose. The human body itself is private, and showing the female or male human body caters to some people's interests.

3. Celebrity effect

The effect of attracting attention, strengthening things and expanding influence achieved by the appearance of celebrities, or the psychological phenomenon of people imitating celebrities are collectively called celebrity effect. For example, Zhao Wei became famous for her role as "Princess Zhu Huan", so Zhao Wei's explosive hairstyle became the object of imitation for girls. Clothing named after gymnast Li Ning has also become a famous brand. The use of celebrities by advertising media also takes advantage of the celebrity effect.

It should be noted that the internal relationship among authority effect, advertising effect and celebrity effect is quite close. Advertising effect often depends on authority effect and celebrity effect, but there are differences between them.

Obviously, the authority effect and celebrity effect are not directly related to commercial activities, but both of them help to strengthen their own image by borrowing authority and celebrities, but the former's "authority" takes the initiative and stands out directly in the event, while the latter's "celebrity" is passively imitated or borrowed. Of course, the advertising effect is purely commercial.

China began to appreciate feet from Li Yi in the Southern Tang Dynasty, so that foot binding was popular in later generations until the Republic of China. The reason is also the celebrity effect of Li Houzhu's most popular princess-this famous princess is tied to Zi Ling, and her feet are very small. "If there are good things in the world, there must be bad things in the world", so women compete to follow suit.

The allusion of "a teacher is a master" is also caused by the celebrity effect of the teacher.