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Effect of Advertisement on Consumer Behavior
Effect of advertising on consumer behaviour
Effect of advertising on consumer behaviour
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The art of hype pervades advertising of all kinds. You can see it everywhere you go. It's characterized by its extensive use of exclamation points, big words, powerful colors, and giant pictures. You're sure to see several trademark symbols and percentages that they claim you will save. What they hide are the details which are quite often exceptions to their claims and end up rendering their savings miniscule.
These details are usually confined to "fine print" which they expect no one to read.No where is hype more prevalent, and indeed necessary, than in junk mail. The very fact that hype is so prevalent says a lot about the reader of junk mail. It implies that they have a short attention span and are unconcerned and unconvinced by details: they are emotionally driven. However, much of it can probably be attributed to the desensitization against the effects of junk mail. Even the pictures they show have a lot to say about what they imply their audience is like.Perhaps the single most distinguishing quality of hype in junk mail is the typesetting. It's designed to catch the eye.
The words are usually big, huge in fact, telling you who they are and what they're selling. Anything that can be grasped at a quick glance, that will catch the eye, and that will present the product in an attractive light, will be displayed in big, bold letters. These aren't designed to inform you of their product, as such information can more easily and efficiently be presented in plain, normal-sized fonts. Such dry and boring information, though in fact more informative, is confined to "fine print."The typesetting is almost always rampant with exclamation points, since they are probably the single most effective symbol to represent excitement, and is therefore eye-catching. Similarly, large fonts, boldface print, and capital letters also seem to imply excitement, so they're also used. Since every idea and name is considered property in America, you're bound to see several trademark (tm) symbols in the average piece of junk mail.
A good example of all of these facets of hype can be found on the GE BonusBack(tm) Loan Program:It's TIME To GET OUT OF DEBT!!What's the catch? Absolutely nothing!!You are pre-approved for GE BonusBack(tm) Loan.It takes only a few minutes to save so much.As this example shows, two exclamation points are better than one!! Of course,...
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...en they tell you that you can have that kind of fun, be that kind of family, and save money at the same time. Then, acting under the assumption that they've inspired you, they go on to tell you that all you need to do to save money is use more gas, which is absurd if you think about it, but it makes sense because you're not thinking about the details but instead thinking about the summer and your family. That was the point of the pictures and the hype. They were even nice enough to provide you with ideas for how to enjoy your gas usage!From all of the things you can pick out from a piece of junk mail, all the pictures, all the underlying assumptions that went into crafting the ad, one thing you usually won't find is valuable, detailed information. Although they present it in such a way as to seem informative, the ads are based more on hype than on information. Hype is the basis for all emotionally-driven advertising, and it can be found in the slew of junk mail you receive at your home each day.
Works CitedHine, Thomas. "What's in a Package." Signs of Life in the USA: Readings on Popular Culture for Writers. 2nd ed. Sonia Maasik and Jack Solomon. Boston: Bedford, 1997.
Without the words in the GEICO auto insurance advertisement, all that would be on the ad would be two popcorn cups, which does not explain why GEICO is the better insurance. They have the company 's name in big bold letters along with the saying, "The choice is yours, and it 's simple". This statement screams to the audience that if they chose any other insurance policy, they are making it difficult on themselves. The advertisement also uses deductive reasoning by using the want for more popcorn to wanting more out of one 's auto insurance. When it comes to insurance, people always want to have more benefits to help them out with auto situations. For an example, if someone gets in a car accident, that person would want to make sure that they are getting something out of their insurance to help them get back on their feet. Underneath the bigger popcorn cup, there are brackets with all of the qualities that GEICO auto insurance possess, while the other guy has nothing, showing that GEICO offers more than the competition. The paragraph on the advertisement gives more in depth information about the qualities listed underneath the bigger popcorn cup. The advertisement also has the company 's website and phone number so people can get more information about GEICO 's
Visual advertisements are straight and to the point for some people. People do not take into account the visual messaging going on throughout the ad. It takes companies a considerable amount of time to create advertisements that are somewhat appealing to the human eye. By adding bright colors and large letters the ad will grab anyone’s attention. In fact, people will be able to see it and read it from a distance better. To show that there are many of small details in a visual advertisement, look at the Old Spice Matterhorn shower gel advertisement.
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.
How is it that the advertisers take our mind from the image on the page to the thoughts that progress in our head? To figure this out let us more closely examine the images, or signs, that have been presented to us. Let us first examine the image of the man in the ad. He is dressed casually "preppie", wearing khakis and a blue, collared shirt. Tucked under his left...
...pathos is used as the most persuasive form to support the text of the advertisement.
The opposing side believes that people would be better prepared for life if they either went directly to the working field after high school or to a trade school instead of a college or university. One reason they disagree with college is because college does not ensure job readiness. As a result of this they state that a great deal of students who enroll in college do not actually graduate. According to a study done by Complete College America in Texas, of every 100 students who enrolled in a public college, 79 started at a community college, and only 2 of them earned a two-year degree on time; even after four years, only 7 of them graduated. Of the 21 of those 100 who enrolled at a four-year college, 5 graduated on time; after eight years, only 13 had earned a degree.” Another main reason that they oppose college is because tuition rates have risen quicker than income and so it is even more difficult for students to graduate debt free. In addition to these arguments they also state the obvious point that with the more students who attend college and actually receive degrees the more diluted the original value of the bachelor’s degree will become. Lastly, they say that there are people who succeed without college degrees. Some of these people including Charles Culpepper, owner and CEO of Coca Cola; Michael Dell, founder of Dell, Inc.; Walt Disney, Disney Corporation founder; Bill Gates, Microsoft founder; Steve Jobs, co-founder of Apple; and Steve Wozniak, co-founder of
One technique used by most corporations is a technique usually described as using “buzz words”, this is found more in print than is used on television or radio. If we are scrolling through a newspaper and we see an exciting flashy word, our eyes tend to draw towards it. Companies are entirely aware of this, so they flash words on us like, “Free,” ”New.” ”Hurry”. Something about these words makes us want to see what all the fuss is about, and to read the company’s ad. Now when you do read the ad, there will be “buzz words” embedded into he ad that do not even look flashy. It is always words that do not actually have a significant meaning what so ever, but they are added in anyway. For example, words like, Homemade, Improved, 100%, tasty, and the list continues.
...al questions, an extended metaphor, and allusion, she persuades her audience to try and break down their insecurities in order to create a rich lifestyle for them. However, gender stereotypes have been and always will be prevalent in society. As she states in the essay, “Indeed it will be a long time still, I think, before a woman can sit down to write a book without finding a phantom to be slain, a rock to be dashed against.” It has been shown that she was correct, seeing as women are still discriminated against in a number of professions. If a woman states, for example, that she wishes to be a mechanic, or possibly even an electrician, many men and other women will likely snort at the idea and think of it as a ridiculous joke. Even though society has come a long way over the years, it will still be an even longer amount of time before women can finally feel equal.
BIBLIOGRAPHY Bell Hooks; Feminist Theory: From Margin to Center. c.1984 by bell hooks; South End Press 2) Freud, Sigmund; "Femininity" from Juanita H. Williams, ed. Psychology of Women. NY: W.W. Norton, 1979 3) Hunter College Women's Studies Collective; Women's Realities, Women's Choices NY: Oxford University Press, 1983 4) Smithsonian World; Gender: The Enduring Paradox NYC: UNAPIX Entertainment Inc., 1996 5) Williams, Juanita H.; Psychology of Women NY: W.W. Norton & Company, 1987
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Discrimination for women in the workforce in the 1900’s were fewer than 25% of those who participated in the labor market. But in today’s time the percent has risen to around 75% and is still growing. As many women were affected in the workforce by prejudice. One in four women go though discrimination during the workforce process at least once during her life. Unlike men women are more likely to accept a lower income job because they have a house to clean, and also a husband and family to take care of. A fact is known that all women will make less over their lifetime then men will. More women are encouraged to follow the stereotypical career path such as nursing and teaching then doing construction work or even being a truck
Hooks, Bell. Feminist Theory: From Margin to Center. Cambridge, MA: South End Press, 2000. Print.