The companies show advertisements of their products to influence consumers towards a brand. Consumer perception of a brand can be in positive or in negative that depends upon the type of advertising appeal used. Most companies choose an emotional appeal in their ad to aim the emotional aspects of consumers like some occasions, family lifestyle, relationships, social gathering etc. Advertisements agencies are more mature and responsible towards society. They now create quality and practical ads and that shows the brand maturity and status.
This is used to convince the audience that they can actually achieve this higher level in society. Pathos, or the evoking of emotion, is used less so than the other rhetorical appeals. The ad can evoke adoration for the lifestyle of the upper class, through the visual of the man driving the car, as well as the description, giving them reason to buy the product. Ethos is seen the most out of the three appeals, making the company itself appear reliable, trustworthy, fancy, and simple. The simplicity of the ad doesn’t allow the audience to make any negative connotations with the company.
What makes an advertisement stand out the most? There are many ways that advertisements can catch the audience’s attention. To create the most effective advertisement, the author or company may use an emotional appeal in the image, use a credible source to gain the audience’s trust and create a more believable ad, or by simply creating an advertisement that uses logic and makes sense. The advertisement that has been chosen, is focused on the popular issue of drinking and driving. “Absolute Stupidity” is written in bold words across the bottom of the image, mocking the alcoholic beverage Absolut Vodka.
Over the years, the advertising industry has consistently been a target of criticism. One criticism especially prevalent among activists and audience members alike involves advertising 's ability to offend (Fam et al, 2004). Offensive advertising is an act and/or a practice that violates the norm (Dahl, 2003). Offensive advertising includes messages that transgress laws and customs (e.g. anti-human rights), breach a moral or social code (e.g., profanity, vulgarity) or outrage the moral or physical senses (e.g., gratuitous use of violence, use of disgusting images).
Advertising is a means of mass communication methods that provides information about a specific product or service to convince a targeted audience. Advertisements are persuasion techniques that help in introducing new products in order to increase the product consumption. Also, commercials help in educating people around a particular service or product, which widens their knowledge and helps them embrace new life habits. Advertisements are crucial for both merchants and buyers, but they are more important for sellers than buyers, since sellers need to push up their product consumption, which is quite achievable by item promotion. At the beginning of the twentieth century, the father of modern advertising, Albert Lasker described advertisements
(Arrington, p. 610) Considering that, it can be concluded that although an ad might incentivize us to buy a product for the first time, the reason we continue to buy them is an autonomous decision. Moreover, Arrington argues that in most cases, advertisements do not invoke a completely diverse desire, but instead, they appeal to independent desires we already have. (Arrington, 613) So, an ad that maintains that whoever consume such product will turn irresistible to the opposite sex, is only appealing to the consumer’s already existing desire for sex. Arrington ultimately concludes that by playing only with our pre-existing desires, advertisements do not, in fact, “brainwash” us as some would
Due to such towering saturation, it's not uncommon for most of these promotions to get lost in the clutter. That is why effective communication to a specific target audience is the key to making advertisements stand out and get results. The role of advertising in an organisations communication strategy is to overall be successful by sending out a message to the public persuading them to purchase your product. This is done through successful communication tactics in an advertisement which involves focusing on a specific target audience with information that meets their needs. Firstly an advertising communication strategy has to provoke an emotion in the possible consumer when sending out a message about the product.
In today’s world, advertising is a commonly discussed type of communication and perhaps the one from which most things are expected. Advertising has become an indispensable phenomenon not only for producers but also, in a sense, for consumers (www.danismend.com.tr/13.02.2007). The primary objectives of the institutions and establishments, which endeavor to survive in this information age, are to achieve their goals through the most efficient utilization of their physical and human resources; to produce and to market their goods and services; and to derive greater profits. Advertising is one of the most effective applications of marketing communication for enterprises which wish to achieve these objectives, to survive within this competitive environment and to establish a competitive advantage (Yaylacı, 1998, p.43). Intense competition exists within all market sectors for attracting the interest of consumers to different or similar goods and for influencing their purchasing decisions.
In a book "Advertising and promotion" it is described "Because of the role advertising and promotions are inquire to assume, the message and media strategies design to accomplish the sales support objectives are again different from those in the consumers products market. Messages tend to be more information loaded to the point and design to draw out inquiries or a question. Illustration, humor or sex appeals are much less commonly employed (George & Michael, 1998). In a research paper, Jean Masquit explains that we are being exposed to the media from very early ages. The images shown through media surround us and teach us lesson about how the world should be viewed.
Introduction Advertisements are easy to find because there are so many advertisements nowadays. They can be found in newspaper, magazine, brochure, pamphlet, or in television and radio. Producers of products or services are competing to make a good advertisement to their products or services because if the advertisement is interesting, it will be good impact toward the product or service. According to Oxford Dictionaries (2014), advertisement is a notice or announcement in a public medium promoting a product, service, and event or publicizing a job vacancy. Meanwhile, the word ‘advertisement’ comes from the Latin verb ‘advertere’ meaning ‘to turn toward (Hasanah, 2013).