Transactions in Advertisements: Understanding Messages

Abstract

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.