Approaches Of Light Advertising

With the emerging technological innovation, several companies have adopted different marketing techniques to make themselves popular and gain ground in the competitive market space. The use of television commercials has been one of the most utilized technique to disseminate information about products and services that are branded by particular company or organization (Gass and Seiter 23). When one watches television, he or she is always bombarded by several commercials with many marketing messages which are repeated over and over during television commercial breaks. Most of these television commercials utilize several similar persuasive or rhetoric techniques aimed at luring one either to buy, vote, or to otherwise influence him

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.

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

Over the years, it is apparent that adverts in general have adapted their advertising language by employing extensive methods of persuasion, instead of focusing on their actual product or purpose.

Nowadays, commercial is becoming a major part of mass media. It does not only try to inform people about the availability and attractiveness of industrial good productions but also contribute to build an awareness of resources and alternatives for customer in daily life. There are thousands of commercials, so to attract customer, advertisers use various kinds on their commercial to make people aware of the firm's products, services or brands. Though they use various kinds on the commercial, the main goal of advertising tries to convince customer to buy their products, or do what they want. An excellent commercial will create a deep impression on their customers, or who want to become their customers by using three classical appeals:

Advertisement is a form of communication intended to persuade consumers to purchase or to accept the ideas, products or services. Advertising persuasion strategy not only has logic, but also has a unique artistry that advertisers use to find many effective persuasions for various kinds of target markets. Different ways to persuade customers for the same product could have distinct effects by analyzing targets, appeal methods, and angles of vision. Two different image advertisements for watches are analyzed with rhetorical strategies thereinafter, which have entirely distinct groups of the target audiences.

If a consumer likes a celebrity and the celebrity is in the commercial telling them to buy a certain product the consumer is more likely buy the product. The evidence above shows that if you like the product it's more effective than seeing a stranger telling you to buy the product. Advertisers think using celebrities is a more effect method of advertising. Buyers purchasing the product are more likely to buy an item if they know the celebrity in the commercial. Consumers like things they know not things they don't do advertising with a celebrity is more effective than without.

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

Different strategies are used in all advertisements. Every aspect of the advertisement is strategically planned to appeal to the audience. For example, an advertisement that does a great job of using sex appeal to reach its audience is “Carl’s Jr all natural burger”. This ad appeared during the super bowl forty-nine, and it was a big hit. The ad features ,22-year-old model buxom, Charlotte McKinney. Throughout the video it shows her walking through the town and appearing as if she is nude. She gets all the attention from the guys in the town as she saunters past. in one scene there’s a man reaching for a tomato as she walks by, she turns around and gives him a flirty look and it emerges as if he is grasping her gluteus. At the end she appears in a bikini nearly nude “I love going all natural,” she purrs, opening wide to take a bite out of a big, juicy, “all natural” hamburger. Advertising appeals aim to influence the way consumers view themselves and how buying certain products can prove to be beneficial for them.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

“The craft of advertising itself is hundreds of years old, but it has certainly become more of a science in the last 50-60 years, with creativity and methodology working hand in hand to sell you hard.”(Suggett,Paul) In my research I found 10 creative ways that advertisers use in order to persuade their audience to purchase their products. The techniques are as follows using “scare tactics, promising happiness, attacking your social standing, limiting availability, trying to become your friend, creating positive associations, making you laugh, humanizing things and animals, using reverse psychology, and lastly using sex and proactive imagery.”(Suggett, Paul) My person experiences with advertisers has resulted in them using limited availability on a widely sought for product, and by them promising satisfaction and or happiness through the use of their products. Ways that my counterparts and advertisers persuasive techniques differ are almost

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.