As a rule, the use of such categories of psychology as “persuasion”, “manipulation of human consciousness”, “suggestion” in advertising products performs, and very effectively, the functions of social management. At the same time, they try to extract any evaluative components from them in order to make them as neutral as possible for perception. But if we make a detailed analysis of these three concepts, it is quite appropriate to assume that they manifest themselves not only as local management of the social development of the enterprise, no matter which, but also as universal methods of social management of society as a whole.
Conviction as a method of psychological impact on consciousness is based on such a function of social management as providing consumers with information “from scratch”, i.e. in this version of the advertising text, where the meaning of the statement does not change when it is received. This excludes any possibility of influencing the decision, with the exception of providing information about the product or service advertised in the text (their consumer properties).
Suggestion is a way of latent (hidden) introducing into a person’s consciousness a foreign thought, idea, and the object practically does not participate in this process.
Manipulation of consciousness is significantly distinguished from previously considered methods. This is such a method that implements the functions of social management, which consists in the hidden excitement and motivation of the object of a certain behavior that does not coincide with its real attitudes and values. Manipulation is entirely based on the method of lateral programming of the psyche (similar to NLP), which affects a person in addition to his consciousness and will.
It is possible to implement the function of social management in advertising by synthesizing elements of literary and technical texts.
This synthesis in the advertising text, just like the presence of one element and the indicated ones, is a criterion that allows one to determine the balance of the rational and emotional in it (since the text in the advertisement is the main and, in fact, the only carrier of rational content in contrast to the video , sound, etc.). In advertising with rational goals, weak ideas will be the colors of the packaging and the shape of the product, while in advertising aimed at emotions, such ideas can be justified, effective.
On the other hand, this option allows you to accurately identify the applied type of psychological impact. So, for example, if the advertisement contains only technical text, then such an impact is a conviction with the task of providing the consumer with enough information to make an independent decision on the proposal. If only artistic text is used, this is a manipulation to activate the addressee to certain actions that do not correspond to its settings and needs.
It should be noted that while a literary text allows one to attribute advertising messages to works of art, there are significant differences between artistic and advertising images. It should be noted that the advertising image in the sense in which one can speak of its artistry takes place only in message texts built on the methods of suggestion and manipulation. Advertising messages that use persuasion as a factor in the psychological influence on the recipient are, by definition, devoid of any imagery. Identification of advertising texts acts as a kind of “shield” for the consumer, which helps protect him not only as a buyer of any product, but also protect him from the possibility of turning it into an object of social zombies, which suppresses all the ability to make decisions independently.