6.Identifying Psychological Principles in Ads Sample The ad we are going to talk about is the Dove chocolate ad.In this ad a woman swings on a white hammock (while she eats Dove chocolate.The music played along with the ad is a relaxed music that you would usually associate with a romantic movie.The setting is also romantic;it's set on top of a building in a country which looks like Italy or some other country that you would associate with romance.It is also important to note that the girl is very beautiful and wearing a flowing dress.Although no handsome fairytale men appear in the ad,it is still obvious that the advertisers want viewers to associate chocolate with freedom and romance,two things highly sought out in Western culture. Perception and selective attention both play important roles in this ad.They cause things like the beautiful girl,the romantic setting,and the calm,romantic music to stand out.Our selective attention focuses on these things because they represent freedom and romance,something that most people want in their lives.Classical conditioning is also used in this ad,although swinging on a hammock with melodious music playing in a foreign country has no direct connections with freedom and romance. Gender roles are promoted in this ad as well.If the advertisers chose to put a handsome man on the hammock,it would not have had the same effect as when they put the girl on the hammock. In our society most handsome men are associated with fast cars,hard work and beer,etc.In the Dove ad,putting a man on the hammock definitely wouldn't work. Part Four Writing and Translation 2.Translation Practice A:What are you doing? B:I'm reading a magazine,Psychology. A:Well,it must be fun to learn something about psychology. B:You bet.Psychology has broad applications in our daily life A:For example? B:For example,people can't resist the temptation to buy clothes on sale;patients feel much better 88 6. Identifying Psychological Principles in Ads Sample The ad we are going to talk about is the Dove chocolate ad. In this ad a woman swings on a white hammock (吊床) while she eats Dove chocolate. The music played along with the ad is a relaxed music that you would usually associate with a romantic movie. The setting is also romantic; it’s set on top of a building in a country which looks like Italy or some other country that you would associate with romance. It is also important to note that the girl is very beautiful and wearing a flowing dress. Although no handsome fairytale men appear in the ad, it is still obvious that the advertisers want viewers to associate chocolate with freedom and romance, two things highly sought out in Western culture. Perception and selective attention both play important roles in this ad. They cause things like the beautiful girl, the romantic setting, and the calm, romantic music to stand out. Our selective attention focuses on these things because they represent freedom and romance, something that most people want in their lives. Classical conditioning is also used in this ad, although swinging on a hammock with melodious music playing in a foreign country has no direct connections with freedom and romance. Gender roles are promoted in this ad as well. If the advertisers chose to put a handsome man on the hammock, it would not have had the same effect as when they put the girl on the hammock. In our society most handsome men are associated with fast cars, hard work and beer, etc. In the Dove ad, putting a man on the hammock definitely wouldn’t work. Part Four Writing and Translation 2. Translation Practice A: What are you doing? B: I’m reading a magazine, Psychology. A: Well, it must be fun to learn something about psychology. B: You bet. Psychology has broad applications in our daily life. A: For example? B: For example, people can’t resist the temptation to buy clothes on sale; patients feel much better