Nowadays there is a plenty of airlines competing with each other. They choose different strategies in advertising their services in order to attract as many clients as possible. Some companies in their ads make an accent on exceptional features of an airline and its luxury. Such advertisements are more focused on keeping the attention of wealthy and prudent people who value their time and comfort. American Airlines is a great example of a company using this strategy: it proclaimed its exceptionalism in ads with themes like “Something special in the air” and “We’re American Airlines. Doing what we do best” (nytimes.com). Their advertisements have always been promoting an incredible quality of the services and a great respect for its high-valued customers. There are also some other companies which are ready to use provocative and sometimes scandalous slogans and images, in order to attract even more attention and cause a wide resonance among the people and in mass media. However, these advertisement campaigns are aimed toward young population which is more likely to understand such fun and defiant statements. Ryanair, an Irish low-cost airline, decided to take a risk and has published several provocative advertisements with extremely controversial slogans. According to analyst Vuk Bojović, they were looking at a powerful and sharp message that would have two purposeful effects. First of all, to get the attention of those who only care for low prices but not
about the luxury of the flights, and to define a brand not necessarily as insulting or aggressive, but rather honest with their customers (brandingmagazine.com).
In the first ad, we can see two famous actors, G...
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... carefully and respectfully. Overall, this advertisement is excessively honest, that makes it somewhat unpleasant.
To sum up, there is a great competition between companies in today’s world. They are literally fighting for customers, trying to get the most of their attention and then make as much profit as possible. Both of the advertisements reflect airline companies’ goals to attract more clients, however, they use totally diverse appeals to do that, as they are distinctly geared to different groups of the population. It is extremely important to understand that all of these advertisements are made to make money out of people, so they should not chase after a luxurious or to be caught by deliberately cheeky ads. People should pay more attention to safety of jets and convenience of flights. That will definitely help them to choose the best possible flight.
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