Did you know that in the course of an average day you are bombarded by over three thousand advertisements? (Faigley 93) From bus stations and newspapers, to e-mails, television, and music videos, today's marketers are finding innovative ways to make their advertisements sophisticated and appealing so that they can lure consumers to their products. How has this phenomena occurred? This “strategic advertising” is not as complicated as it sounds. In fact, businesses use a formula-like approach when creating such advertisements. In order to be a savvy consumer, I recommend that you be aware of these techniques.
To create an ad, businesses research consumer trends. One steadily growing trend in America is the “on-the-go” fast food industry . . . and it seems as if Americans can not get enough of those juicy cheeseburgers and greasy fries! In order to encourage healthier habits, marketers focus on weight loss and fitness, using strategic advertising to sell their product. An excellent example of strategic advertising is found in the January 2004 issue of People Magazine . This ad, sponsored by Life Time Fitness, promotes Lean Source weight supplement pills. The ad pictures a beautiful, healthy model standing on the beach during a cloudy day. Her arms are wide open, directing us to read the words written below. In the corner of the ad sits a bright bottle of Lean Source weight loss pills and a “stamp” of approval for the product. This advertisement illustrates how a company uses strategic advertising to sell its product to consumers like us by displaying its supposed credibility, emotional and sexual appeal, and effective visual design.
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...Life Time Fitness's ad utilizes marketing strategies by making the ad believable, emotionally and sexually attractive, and visually pleasing. Congratulations! You are now an official savvy consumer, so the next time you see an ad that “catches your eye”, be sure to take a second glance at it. You will be thankful that you did.
Faigley , Lester, and Jack Selzer . Good Reasons with Contemporary Arguments . 2nd ed . New York : Pearson bbbbbbLongman, 2004.
Meadows, Michelle. “Public Health Officials Caution Against Ephedra Use”
FDA Consumer Magazine June 2003:1-3. 2003. U.S . Food and Drug
Administration. 26 Jan. 2004 <http://www.fda.gov/fdac/features/2003/
Zarefsky , David. Public Speaking: Strategies for Success, Penn State Version .
2003-2004 ed . New York : Pearson Printing, 2003.
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