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Pathos used in advertising
Origin and development of advertising
Advertising history, conclusion
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Advertising has been an essential facet of marketing for as long as there have been human civilization and interaction. It is human nature to “advertise” oneself or to expose certain aspects of ones life that create an image or facade of how that person would prefer to be perceived by their community and peers. Advertising generally involves the promotion – and many times an exaggeration – of the positive aspects and the cloaking of negative attributes related to the particular item in question.
The very first form of advertising that took place in humans was the propaganda, otherwise known as intentionally skewed or misleading advertisements to fit an agenda or dogma, that rulers used to promote their image. Rulers, whether it be the ruler of a small tribe an isolated forest in Papua New Guinea or the emperor of the Roman Empire, generally promoted a self image of generosity, fairness, kindness; while simultaneously appearing stern, powerful and uncompromising. However, a public figure's true image and public image are almost never one in the same. This was a result of an attempt to gain public acceptance. The medium by which this advertising propagated during this period was almost ubiquitously by word of mouth. In the past, especially before the printing press, dissemination of information was especially slow and was susceptible to the spread of misinformation. This phenomena can be witnessed when watching the childhood game of telephone; a game in which children in a row choose either end to start by saying a random message to be passed along the entire row of children. When the game is played correctly with enough people, the message is generally skewed in some way – either from mishearing or misinterpreting the person ...
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...g, which is not necessarily bad because they are good at what they do.
It is clear that all three mediums used for promotion hold their place in the advertising world. All three used Pathos in their commercials predominately. The first being comfort, the next being lustful, and the last being irritated. This is also a representation of how humans generally make decisions based on their emotions, often times called a “gut feeling”. This makes one wonder how many extraordinarily things have vanished as a result of poor marketing. Probably many.
Works Cited
Sweney, Mark. " Women under-represented in senior advertising jobs, says IPA report | Media | guardian.co.uk ." Latest US and world news, sport and comment from the Guardian | guardiannews.com | The Guardian . N.p., n.d. Web. 16 Oct. 2011. .
This film dealt with advertising and the techniques used today as a way to sell products and services while raising the question as to whether there are more brands in need of a real purpose. Furthermore, it worked to explain some the difficulties found within advertising such as reaching the consumer as well as the evolution of marketing.
Postman states, advertisements were created to “appeal to understanding, and not to passion” (60). It is also stated that producers would make the assumption “that potential buyers were illiterate, rational, and analytical.”(58) Though Neil Postman makes it apparent that advertisers are not always truthful about what they say. Advertisers also tried to appeal to the masses by coming up with catchy slogans to lure people in.
Communication is an essential and vital aspects of a person’s life, and something they will encounter on a regular basis. It comes in many different forms, and quite possibly the broadest and most powerful form is advertisements. Human beings are types of individuals that are hard to fully grasp their attention to make them focus on something, but advertisements have the extraordinary ability to do that. They are anywhere and everywhere; wither being shown on television, the internet, or being played on radio, they are impossible to escape. They are an extremely powerful marketing tool for brands and companies for a variety of things. From trying to sell a certain type of product, proving a point, or spreading awareness towards an issue, advertisements
Imagine yourself sitting in front of the television during the super bowl and you see a commercial. This commercial starts off with an American soldier coming home to his wife and kids after a long day on the job. He says that "my job is at home protecting his family and that no one can tell me how to do that". At the end it shows what the commercial is for and it is for a gun company for Daniel defense (defense). This is a commercial for pro gun laws that has been banned from the super bowl this year. This is just one of the ads that are being banned from the commercials of the super bowl this year, yet there will be other more offensive ads being played. Why is this ad being denied and an ad for beer with half naked ladies being permitted?
During the period 1880-1940, as argued by Roland Marchand, advertisements began to take a different form in many ways. Automobile ads in the earlier years of this period attempted to appeal to rational decision-making with wordy and technical descriptions of the car’s features. However, as the era progressed advertisers attempted to target the emotional and impulsive nature of consumers by utilizing relatable pictures and vocabulary that appealed to the senses. Advertisers used these techniques in order to get potential customers to act of their impulses instead of their logic. The shift in advertising is clear after a careful comparison of the ads used in the early period versus the ads from 1915 and on.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
The Ad and the Ego traces advertising's development from its largely descriptive 19th century origins
It will not be exaggerated if we conclude that we are 'soaked in this cultural rain of marketing communications' through TV, press, cinema, Internet, etc. (Hackley and Kitchen, 1999). But if thirty years ago the marketing communication tools were used mainly as a product-centered tactical means, now the promotional mix, and in particular the advertising is focused on signs and semiotics. Some argue that the marketers' efforts eventually are "turning the economy into symbol so that it means something to the consumer" (Williamson, cited in Anonymous, Marketing Communications, 2006: 569). One critical consequence is that many of the contemporary advertisements "are selling us ourselves" (ibid.)
As society shifted so did its wants and needs. The advertising industry took advantage of all this and more. Starting in the mid-1920’s advertisements began to shift from objective information that helped to inform the consumer about their products, and to advertisements providing subjective information about the hopes and anxieties of the consumers. Many of these new types of advertisements
According to Karl Marx Capitalism depends on the sale of commodities. If enough commodities are not sold companies can not grow or survive. This means that they must find a way to sell their products or they will perish. This problem gave way to advertising- a way for companies to present their product in a way that makes potential consumers desire them. The Propaganda campaign grew extremely fast, as a staggering one hundred seventy five billion dollars a year is spent on advertising. Advertisements of which could exist for anything, from pencils, laptops, plates, food and sports. Advertisements can be found anywhere - beneath your feet, on a building, on TV, on the internet, in a magazine and more.
Advertising is the most profitable market that thrives with aggressive manipulation. Radio, magazines and TV are dangerous past-times that wash away our good intentions with subliminal messages spread thick like peanut butter. Suddenly we question the healthier approach to living we have been striving for. Why? Advertising. How is it that we are so easily influenced? Maslow’s Hierarchy of Needs teaches advertisers the weaknesses in all of us, making it very easy to grab our attention and influence our buying behavior. As Stuart Hirschberg wrote in The Rhetoric of Advertising, “ads can be effective if they appeal to the needs, values, and beliefs of the audience” (Hirschberg 102). Advertisements promise a more fulfilling life (Hirschberg 104), but in actuality they create an ominous void that no product can fill. We become self-absorbed, materialistic, never satisfied, pretentions and ironically insecure individuals. It is too bad that our vain tendencies trumps our desire to become positive, self-assured, and healthy individuals.
How possible is it for one person in the present world not to see an advertisement in one day? In the twenty first century, advertising is omnipresent from television advertisement to print advertisement on magazines, posters or even billboards. According to Yankelovich’s 2007/2008 Monitor Multicultural Marketing Study, a marketing firm, it is estimated that thirty years ago, an adult exposed to two thousand advertising messages a day comparing to five thousand messages a day in 2007 (Story, 2007). In fact, advertising has become popular in consumers’ lives for centuries.
Ads (or advertisements) are everywhere. These messages come from different platforms, and they are aimed at convincing people to purchase goods, services, and ideas. From its simple beginnings in ancient Greece and Rome, advertising is now multimillion-dollar industry. Companies make huge investments, utilize sophisticated technologies, and make use of very persuasive language to market existing products (Green, 2012). The automobile industry made excellent use of advertisements. According to Georgano (2013) “the advertising industry and the automobile grew up side by side and each was a major stimulus to the other” (para 1).
Advertising has influenced teenagers in a profound way. The influence of advertising has affected teenagers in a way they are persistently exposed by means of television programs, articles in magazines, product endorsement ads, and through the internet. Although teenagers are excessively exposed, how they perceive and process advertisements ultimately determines how they are influenced. With that said, the perception towards advertisements can be amalgamated between reality and fantasy, which evidently has both negative and positive impacts. Advertisers strategically capitalize on what is trending in youth culture which makes teenagers most pervasive to wanting to fit in. The societal culture in advertising plays a crucial role in the way teenagers
Advertising is an information source to inform people about the products and prices of the company, which can help them to make informed choices. More recently, a huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive and negative effects of the advertisement on consumer behavior. According to Shimp (2007), there are five important factors which determine the purpose of an advertisement in terms of marketers’ communication with consumers.