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Advertising agencies use all types of different tactics to help you attract business. They can be quite ingenious, or somewhat normal and mundane. The classic advertising agencies techniques are just simple advertisements and commercials. These are when the advertising agencies come up with clever sayings and images to advertise a product and make people want to buy it. They can use many different techniques to accomplish this. The best one is just to make the product look fun and entertaining. If advertising agencies can, they might associate a product with sex, or youth, or power, or parties, or just having a great time and great memories with close friends. This will make you want to buy the product because you associate it with these things, and they are all things which you crave yourself. There is also the possibility of using the product to make you feel smart or part of a narrow and privliedged group. When advertising agencies are using this tactic, they might say that you should buy the product because you know whats best, or because you have descriminating taste or whatever. The point is, advertising agencies are trying to make you feel cool for buying a product, cooler than other people, smarter and suaver and possessed of greater knowledge base. The oppossite technique to this, strangely enough, worcks equally well. This is when advertising agencies try to talk you into buying a product because everyone else is doing it. This technique plays on your desire to be "part of the gang," to be just like everyone else and fit in. Advertising agencies know that we all want to be accepted, and that if they can make us think that a product will make us more accepted, they can sell us that prodcut, more likely than not. This is a strange contradiction, if you think of it. On one hand, we want to feel different than others, better somehow, and on the other hand, we are so worried about maybe not being accepted, that it is comforting to be told that we are the same as everyone else. It is this type of psychological understanding that advertising agencies exploit. Psychology is one of their main tools. They primarily use psychology to figure out what people want. Besides psychollogy, of course, advertising agencies depend on market study - the study of what currently is popular and trendy, and on how the desires people have change based on a day to day whim.
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