Personality in advertising

'A brief definition would be that personality is made up of the characteristic patterns of thoughts, feelings and behaviors that make a person unique.'
http://psychology.about.com/od/overviewofpersonality/a/persondef.htm 


The definition above indicates to me that every personality is unique and any two personalities can only be similar and not the same. To lead on from the simple definition a personality has four components that are evident in everyone:-

·         Consistency - There is generally a recognisable order and regularity to behaviours. Essentially, people act in the same ways or similar ways in a variety of situations.

·         Psychological and physiological - Personality is a psychological construct, but research suggests that it is also influenced by biological processes and needs.

·         Impact behaviors and actions - Personality does not just influence how we move and respond in our environment; it also causes us to act in certain ways.

·         Multiple expressions - Personality is displayed in more than just behavior. It can also be seen in out thoughts, feelings, close relationships and other social interactions.

How does a person's personality help advertisers? As social class, gender, age etc. are all taken into account when advertising and marketing a product, it is useful to know how the consumer thinks. Obviously two people can be middle class, 24 year old males from chester and can have completely different personalities but in essence the specific target market has a collective personality trend.

To advertise successfully you must know the type of person you are targeting, below are the 16 personality types that everyone falls into one or more.

ISTJ- Serious and quiet, interested in security and peaceful living.

ISTP- Quiet and reserved, mechanically skilled, usually into extreme sports.

ISFJ- Quiet, kind and conscientious, can be depended on to follow.

INFJ- Original and sensitive, sticks to things until they are done.

INFP- Quiet, reflective and idealistic. Interested in serving humanity.

ISFP- Serious, sensitive and kind. Does not like conflict.

INTJ- Independent, original and determined. Values structure.

INTP- Logical, original, creative thinkers. No interest in following others.

ESTP- Friendly, adaptable, action-orientated. Wants immediate results.

ESTJ- Practical, traditional and organised. Likely to be athletic.

ESFP- People-orientated and fun loving. Loves new experiences.

ESFJ- Warm-hearted, popular and conscientious. Values traditions and security.

ENFP- Enthusiastic, idealistic and creative. Great people skills.

ENFJ- Popular and sensitive. Outstanding people skills.

ENTP- Creative, resourceful and intellectually quick. Good and a broad range of things.

ENTJ- Assertive and outspoken. Natural leaders.

I have found an article that describes four extremely different adverts in relation to the personalities they are targeting. They have narrowed down the 16 personalities above into four general traits and supplied and advert for each.

To give an example of an advert specifically targeting one personality, Honda created an advert called the cog which by the name shows there is some mechanical element. This should get a reaction out of the ISTP personality due to its inventiveness and machine based charm.

As lovely as that would be to just advertise to one specific personality trait and your job is done, adverts are designed to not only cater for one attitude or felling but to many. For example, CenterParcs have created a TV ad that includes many different ways to enjoy a holiday which can entice almost every personality.