The appeal to the emotion of fear in health marketing advertisements has shown to be effective means of influencing consumer behavior. For instance, the health department has run a series of anti-smoking commercials to raise awareness for smokers and people affiliated with smokers. In these commercials, the NYC Health Department graphically highlights the health risks of smoking and the consequences they must face if they continue to smoke. The consequences include the suffering of loved ones, amputations, lung cancer, strokes, heart attacks, emphysema, asthma, and other cancers. Such intense images are designed to be disturbing and scary, in order to plant fear in viewers and dissuade people from continuing this detrimental habit. Furthermore, …show more content…
By providing consumers with a positive vision for the future health or body and empowering them to live healthy lives, marketers attempt to make people more receptive to their brand and improve their image with more positive appeals. For example, CVS’s hope and pride-driven Last Pack initiative helped people kick their habit of smoking while growing their brand reception as the ‘leader of health’ by 55% (“CVS Health: Last Pack,” 2017). CVS executed this campaign by using a series of live events and digital marketing actions that fostered the idea that CVS and their customers were quitting smoking together. By pulling tobacco products from its stores and disseminating “Last Pack” information kits that offered the steps on how to quit smoking, CVS Health successfully spread the feelings of hope for a healthier future, pride for one’s health accomplishment, and solidarity in quitting together, which, in turn, translated to improved receptiveness to their brand. Therefore, CVS’s “Last Pack” initiative demonstrates how using positive emotional appeals, like hope and pride, can be an empowering and effective means for increasing brand receptiveness in a marketing …show more content…
They are just one of those things that are hard to escape. In recent years, marketers have been increasingly clever in the way they structure their ads and commercials, in magazines, social media and other forms of media. Although consumers have the option of ignoring them and moving on with their day, the human brain naturally gears people towards them due to the emotions they incur. Similarly, this is how advertisements function in health and fitness. For example, one might view a commercial for a medication, featuring a family who is struggling to enjoy their day because of a sick family member. Suddenly, the product comes along, and the commercial transforms into a bright and colorful scene. The positive images and stimuli of the setting like bright colors, smiles, and flowers, work to radiate positivity and transmit this feeling to the product. Furthermore, these elements of commercials play a vital role in affecting how consumers feel and act after through marketing
People come across hundreds of advertisements daily without giving it a second thought. Advertisements are presented to people by TV commercials, magazine ads, billboards, radio commercials etc. They surround people in almost every aspect of life. These companies use consumer psychology to invoke emotions or feelings in the consumers to make them want the product being advertised. An extremely effective way to appeal to consumers emotions is the advertisement tool of short commercials. The company Johnson’s appeals to customers very well in their advertisements. They use the Nurture appeal to attract mothers/care takers to take an interest in their products.
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Oftentimes, what a consumer says they want is motivated by outside factors and incorrectly communicates to a company how to emotionally invest in their target market (Leemon, Zorfas, 2016). The challenge in marketing strategy lies in being able to provide consumers with what it is they tell the company they want, while aligning it with what will emotionally drive them to purchase the product (Leemon, Zorfas, 2016). For example, a customer may tell a company something he truly needs, such as a weight loss meal plan, but may be discouraged to purchase the product because it carries a negative personal connotation, such as having to commit to a healthy lifestyle change. When evaluating an effective marketing strategy, companies must be attentive to how emotional appeals will be responded to by its’ target audience.
There is a reason why people are always happy in the world of commercials. By associating positive feelings with the product, the advertisers hope to use classical conditioning to seduce customers.... ... middle of paper ... ... Works Cited Huxley, Aldous. A. & Co.
Since realizing smoking is associated with many health problems such as cancer, many advertisements are designed purposely to the end cigarette smoking. An estimated 40 million adults in the United States currently smoke cigarettes. Cigarette smoking is the leading cause of preventable disease and death in the United States (CDC, 2016). Nowadays we are more conscious about how terrible smoking is for our health. Smoking cigarettes can be one of the most destructive things you can do to your body and yet millions of people around the world continue to do so. Anti-smoking ads fight the cancerous substance and hope to transform the minds of many or even the lives of many. It has become frequent in many advertisements to see the damage that smoking causes to someone and to others due to secondhand contact. Several anti-smoking advertisements are successful because they use the potential of death to scare people. The anti-smoking advertisement above is a prime example of this because it uses our fear of death to shame smokers to give up smoking. The advertisement employs the three rhetorical appeals of logos, ethos, and pathos in its image and hinted meanings. With this, the image is able to communicate a dramatic impression of danger and advocates awareness of the deadliness of smoking.
The news is almost always involving negative stories and information about what is going on in the world and it is presented to us in such a quick way that most people will not have the time to process the information that is being given. The advertisements are the same way in the sense that they are presented in an even quicker way than the news so the viewers have almost no time to process every detail in the commercial. However, advertisements are still effective because they still provide enough information so that viewers will want to get what they see in the
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
Popular brands and companies typically rely heavily on brand names to unfairly convince people to buy their specific product, even though another brand would likely work almost the same. In order to do this, those companies use many elements of ethos, but they also attempt to establish the superiority of their brand with logos and pathos. In the commercial, “Colgate Dentist DRTV,” the brand attempts to persuade consumers to buy Colgate Total toothpaste by presenting their name and relatable women, followed by attractive visuals, but ultimately the advertisement fails to provide enough logic to convince a well-informed audience that it truly matters which brand of toothpaste they buy, and that Colgate is better than any
All these stages are simple, but extremely effective. Any advertisement that you hear on the radio or see on the TV is using classical conditioning to make you change your behavior and go and buy their product. Cola, pizzas, cars, and even toilet paper commercials are no exception. Advertisements are made with this psychological principal, using objects or certain types of people to generate an emotion to dig deep into your mind and your pocket book. Today we will take a walk through the history of advertising and look at how commercials for beauty products have evolved with the
Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals: pathos, ethos and logos.
Tanner and Raymond (2014) describe branding activity as “strategies that are designed to create an image and position in the consumers’ minds” (c.6). When branding messages coincide with its offerings’ characteristics, it establishes consumer trust, and brand strength. For example, when first introducing Dove brand in 1957, by labeling its product as a “beauty cleansing bar . . . [with] ¼ moisturizing cream, that rinses cleaner than soap” (Unilever, 2016), we can see that marketers associated the brand to moisturizing and beauty, and disassociated the brand from common soap. Over the years, this consistent message coinciding with product performance has strengthened the Dove brand. Strong brand equity is derived from consistent, strategic branding that establishes perceived quality and emotional attachment (Entrepreneur, 2016); therefore, consumers are more likely to pay higher prices, as well as purchase new offerings connected to the
According to Heath and Heath (2008), consumers seem to have a mistrust of marketing resulting in a disconnection between the agenda of brand managers and consumer interests. This mistrust lies with the consumer view that marketers are pushing for “excessive consumption” rather than really understanding attitudes and perceptions that lead to satisfying the needs and wants of consumers (Heath & Heath, 2008). Today, consumers are opposed to push strategies, and prefer making decisions about brands more independently. Hipperson (2010) has found that companies may have to “change from delivering push communications to creating pull interactions” (p. 263). This reflects the importance of listening to what consumers are demanding and then implementing strategies that will satisfy this ...
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
It 's no secret that traditional marketing practices have declined and consumers are now more skeptical than ever. Brands have had to find ways of connecting with potential customers in a more authentic way.
Commercials works through the human emotions and vanity and it appeals toward the psychologically domain turning into a temptation for weak mind people. For instance, if a person is at home watching T.V., very comfortable and suddenly, a commercial promoting any kind of food and drink comes up, that person will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial induced him to do.