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II. Messages in Management

Transactions in Advertisements: Understanding Messages

Pages 17-20
Published online: 28 Dec 2017
 
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Based on the assumption that advertisements are transactions, this article explores those messages through transactional analysis. Transactions between advertiser and consumer are explained using five TA concepts: Social Messages, Psychological Messages, Ego States, Existential Positions, and Psychological Trading Stamps. The authors explore three types of advertisements, specify these types with six examples, and point out the manner in which these advertisements operate and achieve results. Some directions for future study of advertisements are suggested.

Additional information

Author information

Thomas L. Kruse

Joel M. McLain, MSW, ACSW, is a social worker-therapist, Southwest Mississippi Mental Health Complex in Brookhaven, Mississippi.
Thomas L. Kruse, RM, MSW, ACSW, PhD, is associate professor, School of Social Work, University of Southern Mississippi, Hattiesburg, Mississippi.