How Does Advertising Work?
INTRODUCTION
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Definition
· The original definition of advertising was “to draw attention to
something” or to notify or inform someone of something (Branston
1996).
· A modern definition is the publication (in various forms) of facts
or opinions concerning goods or services, to awaken the public’s
interest and persuade them to purchase.
· Advertising is now big business – an industry with extraordinary
cultural and economic impact.
· This is funded through the cost of the goods that consumers buy.
· Advertising is now the media form most often encountered, and is
perhaps the most powerful and pervasive form of propaganda in
history.
· It is found in various forms including on billboards, websites,
“junk mail”, and commercially funds most television, newspapers and
magazines.
· Advertising has the power to create brand awareness and loyalty as
well as stimulating demand.
Advertising is not a science
· It is important to realise that advertising is not a science.
· An individual will interpret an advertisement using their own social
networks, their own backgrounds and their own motivations.
· The way an advertisement is interpreted cannot be controlled or
monitored by an advertiser, therefore it is important to realise that
they do not contain a single meaning for all audience members.
· Advertising is much more effective when an advertiser understands
their audience’s background and social networks as well as their
ability to select media and advertisements that appear in those
media.
· Therefore the challenge for advertising is to create a message that
ultimately connects with a select group of people.
WHAT DOES ADVERTISING DO?
· It has already been stated that advertising is created to help sell
something.
· Therefore the ultimate goal of advertising is to increase the
advertiser’s sales no matter who the advertiser is or the target
audience, what the product is, or how the ad is delivered.
Advertising Goals
· The ultimate goal of advertising is to increase sales.
· However, in terms of functional aspects a more specific advertising
goal is required.
· There are various advertising objectives, which can largely be
generalised into the following eight areas:
. To provide ...
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...nt methods and models.
· Consumers go through a complicated mental process when they make a
decision about even simple purchasing which helps explain why
advertising can be such a complicated subject and difficult to
perfect.
· Consumers learn from advertising by acquiring knowledge about
products that are available and figuring out which products can
satisfy their needs.
· Consumers base their decisions on rational, informational aspects of
advertising based on logic, as well as emotional aspects based on
feelings and attitudes.
· All adverts stimulate these responses to some extent.
· It is the job of the advertiser to create an advert which will make
the best use of these possible responses to affect an increase in
sales.
· All brands have functional attributes, personality and salience as
underlying brand dynamics.
· However, any given piece of advertising will only stimulate one
primary response and one driving brand dynamic.
· Methods of and responses to advertising have changed much over the
last 100 years and will continue to do so in the future as society
continues to change, and new technologies are developed.
Plato defines Athens as a democratic society that “treats all men as equal, whether they are equal or not.” Therefore, believes that there are those that are born to rule and others that are born to be ruled. Plato presents the argument that democracy does not achieve the greatest good, giving four main objections to democracy. Firstly, he identifies that most of us are ruled by passions, pleasure, sentiment and impulse. Hence, th...
Are advertising companies out of control now a days? Do they play on the average Americans fears about certain events in life to sell their products? Do they try to attack events that are one and a million to sell us useless things? Advertising companies use all of those tactics to sell things to the average everyday concerned American. This is especially evident in security systems, new cars, and also in equipment. This aspect of advertising is also apparent in commercials trying to stop Americans from buying things such as cigarettes and drugs. These advertising companies have been very successful in using this tactic to sell their goods.
On which they would scratch the name of the person that represented a threat.”(Doc E)This demonstrates why Athens was a democratic society since not only did civilians get to decide on who is in office and who is not. Furthermore, because democracy means rule by the people, and male citizens of ancient Athens voted laws and officials into place.(doc c) This exemplifies how salient the majority's opinion was instead of opinions of just a few rich men .In addition, Athens “....constitution favors many instead of few.”(doc a) Also Athenians had the freedom to do whatever they desire a long as they did not disrupt any other citizen or violate a law. “The freedom which we enjoy in our governments also to our ordinary life…...we do not feel called upon to be angry with our neighbor for doing what he likes. But all this ease in our private life does not make us lawless as citizens.”(doc A) Therefore, this exhibits that this is a democratic government because this is a characteristic that can be seen in democratic governments today. To summarize why Athens was a democracy.Citizens were free to do what makes them jubilant as long as it did not interfere with the laws or fellow citizens. Male citizens could vote and elect the rulers and vote laws into place. These aspects all demonstrate why Athens
The origin of Athenian democracy can be followed back to Solon who “is one of the most revered figures in Greek history” because of his wisdom, integrity and political skills writes John Lewis (2008, p.1). Known as the lawgiver of Athens, he created the first constitution “when he was chosen as chief archon in 594 BC” explains William George Forrest (1996, p.30). In the same year, Solon initiated a series of laws and reforms that had a lasting impact on Athenian society. One particular law that Solon reformed, made him very favourable among the community. He let all enslaved Athenians free and relieved them from their debts.
On average, Americans are exposed to over 362 minutes of advertising per day as stated in the article “New Research Sheds Light on Daily Ad Exposures” by Sheree Johnson. Advertisements lasting one to two minutes, implies Americans are being exposed to more advertisements than anything else. Advertisements are not able to be escaped and are used to pursue consumers into buying products they might not even need. This can be a reliable technique by marketers because consumers fall into what the advertisements are saying. Increasing advertisement exposure to consumers per day allows marketers, such as Diet Coke a more valuable beverage company because their advertisements are simple, making them more effective.
According to Aristotle, a democracy is a failure. It is a majority rule where the majority is poor and non-virtuous. This means that whomever is in office, and all have equal access to office because of democracy’s concept of equality, may not act in the best interests of the city-state. When the city-state fails to reach its telos, providing the good life for its citizens, then the government of the city-state is non-virtuous, as are the people in the government. Since the city-state fails to achieve its telos under a democracy, Aristotle believes democracy to be a failure.
Many people believe that Plato, whose life span was 427-348 B.C., has exerted a greater influence over human thought than any other individual studied throughout history. He was a student of another tremendous contributor to human thought, Socrates. Plato had written a commentary on democracy called "The Republic." In this book he discusses the ill effects democracy has on the people, but also analyzes the inevitable need for political leaders. Plato argues that the inherent weakness of democracy exists and calls it the "extreme of popular liberty"(Plato's, The Republic). But, when we discuss Plato's views, we must take into account that his vision of democracy is much different than the modern system of democracy that we know today. Plato goes on to say…"this system is where slaves -male and female- have the same liberty as their owners," and where there is "complete equality and liberty in the relations between the sexes"(The Repub...
Curzan, Anne and Adams, Michael. How English Works: A Linguistic Introduction. New York: Pearson Longman, 2006
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.
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.
The prologue of this tale showed that the Wife of Bath was not seen as an upstanding woman, nor did she desire to be seen as one. She portrayed feminism, almost as soon as she began speaking in the prologue, she explained that she had gone through five husbands, and she was on the look out for a sixth. She also admitted that she married for money: "I’ll tell the truth. Those husbands I had, three of them were good and two of them bad. The three I call “good” were rich and old. They could indeed with difficulty hold the articles that bound them all to me” (Bath 263). She even went to the point of saying that she didn’t value her husbands’ love. Then again, why should she? She received what she wanted which was money, control, and anything that she desired, they provided. The Wife of Bath thought that all women needed to be the controlling factors in marriage. That is how she believed she would gain her husbands’ money. She claimed that if women can’t marry for money, they must marry for sex, for those are the only two things that really matter. Women must have control of their husbands, according to the Wife, and she is proud of the fact that she governed her husbands. If she had to put them in their place, she would make her husbands feel guilty, even if they had nothing to feel guilty about. The Wife exaggerated with her accusations, showin...
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
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.
Television advertisement takes an important part of everyday human's life. Everyday millions of people in America and the world watches Television and advertisements. Television advertisements are very common these days. They appear in public where a lot of people can hear and watch. For example, commercials tend to appear on the radio, foot ball game where a lot of people are watching, and in on television. Advertisement is seen many times especially on television. Television is the most efficient way for business industries to use to take advantage of showing advertisement.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.