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Media influence on consumer behaviour
Buisiness to business advertising relies heavily on emotional appeals
Appealing emotions in advertising
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Heath (2011) believes that “… it is emotional advertising that is most effective at building strong brands” (Heath, 2011, p. 120). Using relevant research and current examples of advertisements over the last few years, this essay will aim critically assess and investigate in to what the most effective method should be used in order to build a strong brand. Firstly, it is important to discover what the consumer behaviours are in relation advertisements, what factors are included in building a strong brand and why it is important to establish this in order to communicate effectively with the brands target market. There are many debates about what is the most effective strategy used in advertisements whether it would be emotional or rational ideas. …show more content…
Consumer research began focusing on emotional response to advertising during the 1980’s (Goodstein, Edell, at all 1988). Within the debate of deciding if the use of emotion is the most effective way of creating a strong brand in advertising, comes a discussion of high and low involvement. Krugman’s (1965, p. 349-356), Public Opinion Quarterly, is where Krugman observed that much of the content of television advertising was “trivial and sometimes silly” and did not fit the “traditional persuasion models prevalent at the time” (Krugman, 1965, p.349-356). Krugman’s theory was that television viewers were not particularly involved or interested in television advertising but rather that they watched it in a ‘low-involvement’ state of mind. Krugman (1965) assumed that the differences between slow and fast brainwaves would demonstrate the level of interest that the advertisement had on the consumer. Maggie Geuens (2011, p. 418–426) furthers this theory and stated that “Emotional advertising is effective for low involvement and hedonic products, but not for high involvement or utilitarian products” (Geuens, 2011, p.418-426) which clearly demonstrated that from her research emotional advertising will only appeal to consumers with low involvement into the television ads and in relation to the products that they are trying to
In every advertisement, there are emotional appeals that address the emotional vulnerabilities of the audience. This discussion shall focus on these emotional appeals applied in this ad by PowerAde. This discussion shall try to explicate the emotional appeals utilized in this commercial namely: the need for attention, the need for prominence and the need to achieve.
“The Persuaders” by Frontline is about how advertising has affected Americans. It starts out by stating the problem of attaining and keeping the attention of potential customers. Balancing the rational and emotional side of an advertisement is a battle that all advertisers have trouble with. Human history has now gone past the information age and transcended into the idea age. People now look for an emotional connection with what they are affiliated with. The purpose of an emotional connection is to help create a social identity, a kind of cult like aroma. Because of this realization, companies have figured out that break through ideas are more important than anything else now. But there are only so many big
Appeal is the key to the car of spending. Advertisers know, to be successful, they must be able to quickly grab an audience’s attention and promptly make their point to keep it. A good advertisement must also contain all three of Aristotle’s appeals; pathos, ethos and logos, in order to convey a message to the masses. The visual appeal that is given from the Crest Complete with Scope ad is a prime example of how the Procter and Gamble (P&G) Company market their products to a generation that in fast-paced and easily distractible.
Throughout the course of recent history, advertising has become an essential piece of business productivity and success. The goal of a business’ advertisement is to distinguish their product from the rest of the pack, but how can they do this with a multitude of other companies producing similar products? Advertisements today employ a variety of elements to lure in as much of the population as possible. The people responsible for creating these complex arrangements wield psychologically appealing colors and carefully chosen rhetoric devices to convey the message that their product is better than the rest. Old Spice, an immense producer of male hygiene products, is well known for many popular commercials and advertisements. In this advertisement,
Nowadays, the most efficient way to promote something is through the use of advertisements. Advertisements, as defined by the Merriam-Webster Dictionary, is “a public notice; especially: one published in the press or broadcast over the air.” The sole purpose of advertisements is to create awareness of a product or of a company and convince the audience to purchase their product or services. Often times, companies spend a great sum of money for advertisements because it can influence customers like us to buy things we don't need, to vote a way we might not normally vote, and to desire a lifestyle that we wouldn't necessarily agree with. Successful advertising creates positive memories and feelings that influence our behavior over time to encourage
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
Some forms of traditional advertising, like newspaper ads, have been around for over a hundred years. Advertising on other traditional media, like radio and television, became common in the 1960s. In the last 50+ years, tradition advertising has become the standard tactic by which most businesses engage with their audiences.
By the age of 65, the average person has seen approximately 2 million television commercials. (Herr, 2001). This is an incredible number of attempts to persuade potential consumers therefore how do companies make their commercials stand out amongst each other. Recalling my personal favorite commercials, billboards, and radio ads, I assumed would be hard, but truly wasn’t. Out of the many funny and interesting commercials I have seen, Budweiser has had the most long-lasting impressions on my memory.
Today, people are constantly being exposed to an endless amount of useless advertisements. However, there are quite a few amazing ones that really expose a meaning towards a certain subject matter; it is hard to find an ad that depicts real emotion, but doesn’t try to sell their product through it.
One simple way the ad emotionally appeals to readers is through its color selection. The ad begins with a dark background which sparks the imaginative creation of a cozy atmosphere. Additionally, the dark background keeps the reader focused on the coffee related items in the foreground. The ad displays a couple of large sized, severely crinkled-up wrappers that once contained one of Starbucks delicious bakery treats. The crinkled-up wrappers are brown in color which serve to make the audience feel warm and invited. The Starbucks Bench ad uses a mixture of brown, black, and contrasting white to create the “coffee-like” atmosphere that is warm and welcoming for readers. Many studies have shown that choosing the right color scheme is vitally important for advertising, “Researchers found that up to 90% of snap judgements made about products can be based on color alone, depending on the product” (Ciotti 2). Color selection has an extraordinary influence on the persuasive power of advertising. The Bench ad also employs other technics that add to the aesthetically pleasing visuals. The physiological need for food and drink can affect us emotionally. The food stain on the bakery wrapper reminds the reader of what it used to contain and appeals to the physiological need for food. The presence of the coffee cup appeals to the physiological and emotional need for drink and energy. An ad with something as simple as a few crinkled bakery wrappers, when combined with the right placement, lighting, words and color scheme, can prove to be a truly emotional experience for a
Advertisements are everywhere in people’s lives, and they take a wide variety of forms, but their purposes are simple: make the ads unforgettable so that people will buy the products. In “ADVERTISING’S FIFTEEN BASIC APPEALS” (1982), professor of communications Jib Fowles explains that ads usually employ emotional appeals to initiate customers’ desires to the products. As a sport shoe and clothing producer, Adidas adopted these kinds of appeals in their 2008 Beijing Olympics advertising campaign to attract clients from China (2008).
There are some adverts in the web or that are usually aired by out televisions that prompts people to take action by invoking particular emotions. For instance some marketers can make you feel cheated by the fact that you have been using other products and not their products. Apple’s IPad has been presented as a gadget for the rich or the upper middle to say the least. This therefore makes it very hard for Apple to evoke emotions that could prompt the bulk of the market to consider this IPad. The IPad would have aroused excitement if it was meant for the common man as it would have presented something that is affordable to those who might not have had access to such gadgets (Joyce,
In this age and change, the human society is progressing rapidly. People now are situating in an informative society. Because of the staggering advancement of technology, people are falling into the consumerism without consciousness. From these, advertising is one of the mediums that influenced people significantly. The authenticity in advertisements blurred the reality and imaginary, which persuade people to appreciate the items as personal favor that made them to pursuit the commodities constantly. Therefore, the purpose of this paper is to demonstrate that authenticity in advertisement is not real, it is just produced by a set of codes. My analysis will mainly focus on three examples of advertising. Through analyze these advertisements to
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
“Many a small thing has been made large by the right kind of advertising” (Mark Twain). Advertising, the very business of claiming attention. Through many successes and twice as many failures, advertising has always been a competitive field to be a part of. New techniques are constantly being shouted out or thought of to try and get a head in the game. Propaganda, obnoxiously large print headlines, and lavish pictures are few of outrageous techniques to get the message out there. However the need to bluff, or over exaggerate products and brands is no longer needed, when you can simply emphasize with a simple tool. Sound, the very tool humans use to associate language, can be the tool used to associate advertising endorsements. With the emotional effects sound can create, it has been shown to create emotions to certain adverts and companies. Despite which emotion is trying to be perceived, sound proves to be more useful as an influencer than visuals in marketing. Either used as the main source of an advert, or the backdrop, sound creates an environment or advertising persona. Truly, sound is the key to successful advertising in society. With the rapid decline in print media and up rise of technology, sound is more of an important factor to advertising media masses today. While sound is found more intrusive than visuals, it has also found to have more impact on consumers. Due to its booming qualities, sound can create both positive and negative attitude towards advertisements and brands. However the echoic impact is still stronger than iconic, and shows in fact why sound should be more widely used.