Abstract

Social psychological concepts and principles which can be applied to political and commercial advertising were reviewed. Learning principles, social perception concepts such as averaging principles, negativity effect, order effect in impression formation, attitude formation and change processes, Korean value shift and conformity, etc. can all be appropriately applied to the production and distribution of political as well as commercial messages in advertising. Because both commercial and political advertising are based on persuasive processes of messages purported to change people's impressions and attitudes on products and candidates and finally to increase in buying and voting behaviors, social psychological concepts can widely be applied. In order to decrease trial and error during the real production of favorable and effective persuasive messages, the accumulation of scientific studies on such concepts should be followed by systematic application of them to commercial as well as political advertising, which is now a promising field of application especially in Korea.