Introduction
We as a child have our great memories or bad memories. For example, as a child our parents always read us stories from the book or from their imagination. Even when we were growing up we always hear stories everywhere. We have encountered good stories that made our eyebrow raised and brought us laughter and we have encountered bad stories that made us yawned or sad stories that made us cry. That being said telling a story is a powerful tool for advertisers to use and it is effective, because every time we hear stories a part of our brain active and could be planted ideas, thoughts and emotions (Widrich, 2012).
Good Story telling
The example of an ad that I’m providing in this essay is Nike ad find your greatness campaign for Olympic 2012. Where it shows a twelve-year-old kid with 200 pounds jogging in the middle of countryside. Personally, I would say this is one of the best storytelling ad recently because visually this ad doesn’t show much of the variants it only shows a good proportion of the road and the background so we’d know that it is in countryside and the main actor, which is the main story. For audio it only give us the sound of a person jogging and a background voice. It tells you a lot of story and the tone of the voice make the story relevant and compelling. The voice says “greatness, its just something we made up. Somehow we come to believe that greatness is a gift, reserved for a chosen view. But prodigies for superstars and the rest of us can only stand by watching. You can forget that. Greatness is not some rare DNA strand. It’s not some precious thing. Greatness is no more unique to us than breathing. We’re all capable of it. All of us.” Find your greatness (Best Nike Find Your Greatness Commerc...
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Advertisements often employ many different methods of persuading a potential consumer. The vast majority of persuasive methods can be classified into three modes. These modes are ethos, pathos, and logos. Ethos makes an appeal of character or personality. Pathos makes an appeal to the emotions. And logos appeals to reason or logic. This fascinating system of classification, first invented by Aristotle, remains valid even today. Let's explore how this system can be applied to a modern magazine advertisement.
The following is the definition of likeability that this paper will use, “being friendly, interesting; having positive attitude; seeming secure in self but empathetic to others”. Wendy’s attempts to use likeability by maintaining a positive tone throughout the ad, sounding secure in the quality of their product, yet understanding of Americans “without cool accents”. Edith G. Smit, Lex Van Meurs, and Peter C. Neijens guided a study entitled “Effects of Advertising Likeability: A 10- Year Perspective”, which studied the effectiveness of advertising likeability and what effect it had on the view. The results indicated that advertising likeability, especially the entertaining or humorous aspects, influences memory recall positively. The data was based on a tool known as the Psychometer, which is a validated, quantitative method for testing the communication qualities of TV commercials in a copy test situation. After viewing the results of the study, it indicates that Wendy’s used likeability to assist the target audience recall their
What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.
von Hoffman, Constantine. "Ads Milk The Guilt Factor." Brandweek 47.40 (2006): 32. Academic Search Complete. Web. 24 May 2014.
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.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
Martin Lindstrom, a global branding expert (one who travels the world studying, researching, and applying marketing techniques to improve the sales of a product), writes an informative book about the techniques of marketing, and new innovative research in the field of Nueromarketing. Thus Martin Lindstroms’ main objective addressed throughout this book, with the use of personal studies, is to condense corporate spending towards a more efficient marketing tool besides the current failing one. His research involves the use of an fMRI (functional Magnetic Resonance Imaging) and the SST (Steady State Topography); as well as other machines mentioned later in this review. An SST, Lindstrom explains, analyzes brain areas approximately one millimeter in diameter, marked by oxygenation of brain cells via hemoglobin transport. Lindstrom reapplies the use of the fMRI and SST combination tests to analyze how people “think” when they see advertising. This, as well as other objectives, is explained in further detail later in this review.
One of the biggest differences between today’s brand marketing and brand marketing, say, 20 years ago is that the audience now expects a brand to do much more that telling them why they should buy their products. Today it has become more important to build an emotional rapport with the potential consumers in order to achieve the target, and the best way to do that is by incorporating storytelling in the
Use of Pathos in an Ad Commercial Images used for advertisements, newspapers, or magazines usually include the significant purposes and ideas. Then, in many cases, they are described by ethos, pathos, and logos, which are used frequently to catch viewers’ attention. Even if the ads do not have concrete strategies and clear opinions, those ads may not be able to persuade the viewers. In other words, the excellent ads could use one of three persuasions. The following advertisement is the good example of embedded pathos in the advertisement.
Spence, Homer E. "Fear Appeals in Marketing. A Social Perspective." The Journal of Marketing 36.3 (1972): 39-43. JSTOR. Web. 3 Nov. 2011. .
The main purpose of advertising is to sell a product or service to the consumer market. Advertising uses many different types of appeal and a number of media to achieve a variety of goals. Advertising is the most effective means to get the word out about products, services, events, charities, and just about anything else that one can think of. Where would sports be today without advertising? Advertising in sports has helped the sports world grow into one of the most profitable industries in the world.
This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to a familiar name, B. F. Skinner. Recently, his techniques have been refined in order to study the behavior of humans. Changes and additions have been made to increase the ability of the recording apparatus. These include the recording of both forms separately, the ability to control slide or sound stimuli to keep from repetition or delays, and variations in the required amount of reaction for each subject. D’Arcy Advertising Company asked Associates for Research in Behavior (ARBOR) to use four separate, 60 second commercials. The main reasons for selecting four different commercials was to measure the different focus level for each, the different amount of interest for different forms of commercials of the same commercials, and to develop rankings for the commercials (Nathan & Wallace, 1965).
Batra, R., Ahuvia, A., & Bagozzi, R. (2012). Brand Love. Journal of Marketing, 76(2), 1-16.