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Major advertisement strategies
Literature review of advertisement strategy
Techniques of advertising
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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 is a basketball player Feifei Sui, a soccer player Zi Zheng, and a diver Jia Hu, who is playing sports with respect to their professions in each of the advertisements. All three of them are supported by the
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For example, the slogan emphasizes that people can pursue their dreams as long as they stay together. Xu in the first ad has difficulty putting the basketball into the basket, but the people underneath her are helping push her up. Simultaneously, those people behind the basket are pressing the basket toward her. That is, they are helping her reach the height that she cannot attain by herself. In the second ad, with those people who support him, Zheng twists his body to an angle that he cannot stand still by himself, so he can score the ball. Similarly, those people in the third ad support Hu as he stands on the high platform. In order to be involved in the community, people may need to go to the same event, the Olympics, and wear the same costumes, the Adidas clothes. These ads show how Adidas market the Olympics and their products by appealing to the need for …show more content…
The athletes in the advertisements are not only successful but also respected. These athletes, who are the representatives of the Olympic games, are famous in the world, which means that if other people join them, they can also be recognizable by others. Furthermore, the athletes are all standing on top of other people, which can also indicate their social status. All three athletes wear the Adidas clothes imply that these are the costumes for people with social status like them. That is, if people watch them compete in the Olympics and wear these Adidas clothes, they can also raise their status to a higher
Adidas uses pathos to convince their audience to buy their product. In the ad they use a message to draw in their attention by trying to use the message or something that the audience can connect to. Then the audience has an emotional connection to the message and starts to pay attention to the ad and is convenienced that they want the product. Adidas uses an emotional approach in the ad because they
Advertisements are constructed to be compelling; nonetheless, not all of them reach their objective and are efficient. It is not always easy to sway your audience unless your ad has a reliable appeal. Ads often use rhetoric to form an appeal, but the appeals can be either strong or weak. When you say an ad has a strong rhetorical appeal, it consists of ethos, pathos, logos, and Kairos. Advertisers use these appeals to cohere with their audience. Nike is known to be one of the leading brands of the sports shoes and apparel. It holds a very wide sector of followers around the world. In the Nike ad, Nike uses a little boy watching other basketball players play, and as the kid keeps growing, his love for basketball keeps growing. Eventually, he
n today's world it`s practically normal to see every kind of ad, and they are everywhere! In the article “Advertising's Fifteen Basic Appeals” By author and professor Jib Fowles. Who claims that advertisers give “form” to people’s deep-lying desires, and picturing state of being that individuals yearn for…” stated by Professor Fowls. I will describe the fifteen apples that advertisers use when trying to sway to the public to buy their product. These apples are the following… sex, affiliation, nurture, guidance, aggress, achieve, dominate, dominate, prominence, attention, autonomy, escape, feeling safe,aesthetic sensation, curiosity, and Physiological needs. By observing some magazines which are frequently bought, I will examine three full page advertisements to to see what of the fifteen appeals are working in each ad to convey that desire.
This commercial appeals to are Ethos the way the author creates points that prove what is presented is something worth seeing and listening to the viewer since it comes from a quality source. Victoria’s Secret is a very well-known brand that has a good following because of their intricate designs and quality material of the products that has been present for many years. The brands name is shown at the beginning and the end of the ad. This leads to ethos since they are already worldly recognized they create credibility with highlighting the name of the brand multiple
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.
The specific emotions that are exemplified in this advertisement from music are determination, focus, sympathy, and contentment. In the first three scenes there are two people running and another is doing sit ups. They each are showing determination to get through the exercise without renouncing. The next segment involves a boy on a school bus. He illustrates focus no matter the occurrences proceeding. Following, is a girl on the train dancing, showing pleasure; then, there is guy waiting for a ride, illustrating delight. Upcoming, is a party scene where all people is showing enjoyment and further is about girl crying, constructing the audience to feel sympathetic. Succeeding, is people dancing on the subway modelling contentedness, proceeding with men having their jobs at focal point. Towards the end, there are scenes involving motorcyclists, a boxer, kids at a park, a pilot, bus driver, and people having a joy ride and carrying out the emotions listed above. Because of the song playing throughout the advertisement, various emotional responses were created; it also gave conflicting meanings to each individual person because of contrastive experiences each person has had. The additional use of logos promotes consumers to invest in
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 Jordan Brand attempts to communicate to its audience that to become legendary they need to understand that it is not about the shoes, but what it is you do in them. They do this by showing a number of star athletes performing when they were in college and high school to the narrator’s (Michael Jordan) words. This paper hypothesizes how it is the Jordan Brand attempts to bring their audience to the shared rhetorical vision of becoming legendary, through fantasy themes in their ad "It’s Not About the Shoes".
In Solomon’s words, “American dream encourages the desire to ‘arrive,’ to vault above the mass, it also fosters a desire to be popular, to ‘belong’.” (169) Advertiser whose “ads are aimed at a broader market” (169) are utilizing such kind of human mentality. For instance, Nike is a famous clothes brand to almost everybody. In its advertisement, there are always people in different genders, races and ages wearing Nike’s products running on streets, on riversides or in parks. Through its advertisement, Nike is trying to convey consumers that everyone is using Nike’s products, and you should be one of them. People want to fit in as part of most people, so they buy Nike’s products. Nike’s advertised products make people belong to it. If I were going to buy a new pair of shorts for running, I would consider of buying a pair of Nike shorts because it seems that so many people wear Nike shorts and I want to keep the same with them. People buy those advertised products to increase their senses of belonging, but they are losing their individuality at the same time. Despite many advertised products could decrease the individuality, some of them indeed make people more of
emotions. Sut Jhally describes ads as "the dream life of our culture" and explains the persuasive
This technique is commonly broken into three categories: pathos, ethos, and logos. The multi-billion-dollar company, Nike, is one of many companies that utilizes these techniques to not only sell their products, but present their values and morals as an athletic company. Nike’s, “If you let me play,” ad is a perfect example of a print advertisement that encompasses all three persuasion techniques. The ad has emotional appeal, using pathos to evoke feelings of strength and positivity in young girls and their parents urging them to embrace sports and physical activities. Ethos is a fairly simple persuasive technique for Nike to utilize due to their overwhelming success and popularity. With such a large company, it is easy to establish unspoken credibility. In order to establish further credibility, there are statistics and claims based on logical reasoning that exemplify an advertisement using logos to help the target audience understand exactly what Nike is striving to communicate. Through capitalizing on these persuasive techniques, Nike not only successfully promoted their female athletic apparel, but also educated the public on the importance of empowering young girls and encouraging them to participate in sports and physical activities for the overall betterment of their lives mentally, physically, and
In this century, there are too many new technologies such as cars, televisions, computers, video games; and many more are coming before we can catch up. As you can see, advertisers have their way to announce and present their advertising to make you want to tryout and want to own one of their products.
The bold eye-catching copy that pops out gives the athletic reader the immediate energy to get fit. This ad shows its dominance by occupying two full pages. Covering the entire side of the right page, the words "MAKE YOURSELF FIT" are capitalized in a white font that pops out on the dark city street background. The copy is presented in this way to show the female reader that she is the only one who can make herself fit. The word fit is in a sketchy, italic, white font, that is underlined to show importance. "Fit" is presented in a way that looks as if it is moving forward, showing dominance in a healthy lifestyle. The bold copy talks directly to the audience. "MAKE YOURSELF FIT" shows the audience that they are in control, and the smaller worded message in the lower corner suggests a Nike shoe that makes the wearers stand out. In smaller print at the bottom right corner of the ad, the worded message excites the female reader. "GET FIT" is in a bigger, bolder white font than the rest of the following statement, that matches "MAKE YOURSELF FIT." Next, pops out, "NIKE FREE XT." It is in a hot pink font with varying styles. "NIKE" is in a...
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
Advertisements are located everywhere. No one can go anywhere without seeing at least one advertisement. These ads, as they are called, are an essential part of every type of media. They are placed in television, radio, magazines, and can even be seen on billboards by the roadside. Advertisements allow media to be sold at a cheaper price, and sometimes even free, to the consumer. Advertisers pay media companies to place their ads into the media. Therefore, the media companies make their money off of ads, and the consumer can view this material for a significantly less price than the material would be without the ads. Advertisers’ main purpose is to influence the consumer to purchase their product. This particular ad, located in Sport magazine, attracts the outer-directed emulators. The people that typically fit into this category of consumers are people that buy items to fit in or to impress people. Sometimes ads can be misleading in ways that confuse the consumer to purchase the product for reasons other than the actual product was designed for. Advertisers influence consumers by alluding the consumer into buying this product over a generic product that could perform the same task, directing the advertisement towards a certain audience, and developing the ad where it is visually attractive.