Abstract
This work examines the effectiveness of disgust appeal in advertising hygiene products. Drawing upon research on disgust appeal for non-hygiene products, we present the behavior of consumers when embedding disgust appeal in promoting hygiene products. We show that the “Yuck Factor” may create a change in attitude and purchase behavior for hygiene product while increasing consumers’ remembrance of the product. However, for other product categories, the use of disgust appeal achieves the marketing objective in changing consumers’ behavior but doesn’t necessarily enhance consumers’ memorability of the product.
Introduction
Everyday consumers’ are bombarded with advertisements in the attempt to stimulate demand for the products being
…show more content…
The second experiment includes the “Yuck Factor” in an advertisement for a hygiene product. On the other hand, the third experiment features a Yuck free non-hygiene product, and the fourth experiment is based on a “Yuck Factor” inclusive advertisement for a non-hygiene product category.
The Experiment:
To start with, the first question that was given in the first experiment is the age of respondents; the age group who answered the first and third experiments is from18-20, second and fourth experiment is from 21-24. Based on their answers, all of them use hygiene products such as hand soap, hand sanitizers and many more on an average of 0-7 times per day. Individuals use different kinds of hygiene products such as Dettol, lifebuoy, Kleenex etc.
First Group
For the first experiment, all of our respondents based their purchase decision on advertisements and preferred advertisements with more visuals than texts. The majority of our respondents believe that hygiene product’s advertisement that uses frightening and repulsive imagery is more memorable than an advertisement that does not and they also agree that a hygiene product advertisements that instigate positive feelings are relatively less
…show more content…
It contained an image, which reflects the effects of smoking in a disturbing way. It shows cut-off hands on the table; however, they are still smoking. After they observed the advertisement, they were asked to continue answering a couple of more questions. From their results, it has shown that they were positively influenced from viewing the advertisement and it can affect their buying behavior in a positive way. From the results collected, a disgusting appeal centered advertisement can positively affect consumer’s choice. This can be an advantage to help consumers stay away from the products classified as unhealthy products such as cigarettes, drugs and
Old Spice Marketing is a vital component for making sales in the business industry, which dictates a company’s success. Old Spice, an American brand that sells male grooming products, has been around for multiple generations and manages to advertise their products splendidly. Throughout Old Spice’s presence, advertisements have evolved, altering persuasive techniques and fallacious reasoning. Changes in Old Spice’s advertisements makes it more effective, producing more sales.
This creates a sense of uneasiness with the audiences who have viewed this advertisement. By creating this discomfort, spectators are more likely to not only remember this commercial, but to veer away from these types of
Advertising companies use many different techniques in persuading an audience. It is important for advertising companies to use the three main strategies--ethos, pathos, and logos--to effectively deliver a message which informs a targeted audience. The Centers for Disease Control (CDC) has an advertising campaign that effectively promotes the influenza (flu) vaccine. One of these campaigns, "Make It Your Business to Fight the Flu" effectively targets the audience of business people and employers by discussing how it is important to fight the flu when working in the business industry. Ethos, or the use of credibility, is a very important component of a persuading advertisement.
Sean Mukherji Professor Cameron Young English 103 September 29, 2015 Rhetorical Analysis Smoking has caused the largest epidemic in diseases such as, lung , mouth, liver, and heart cancers and can abnormally deteriorate precious bodily functions. Cigarettes and tobacco related products have addictive chemicals ,” for instance Nicotine, which make it unquestionably difficult creating a roadblock to depart from ones addiction and dependence. Through deductive reasoning we can conclude that if smoking causes numerous cancerous diseases, people who smoke have will have cancer. Through antismoking advertisements we can also examine how alluring many surface parameters can be for example, facial expressions, focal point, items, and juxtaposition.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
With the alarming number of smokers, agencies spend billions of dollars every year on anti-smoking advertisements. Anti-smoking agencies enlighten audiences of the negative consequences of smoking and try to persuade them to stop. The visual I chose to analyze is a commercial engendered by an anti-smoking agency called Quit. The advertisement, “quit smoking commercial” shows a mother and a son walking in a busy airport terminal. Suddenly, the mother abandons the child, and after he realizes he is alone, he commences to cry.
Brand mascots or characters contribute to brand identity, making the brand more memorable. Brand identity and its overall effect on memorability make consumers more likely to purchase these products (Kanungo 1969; Brown 2010). Advertisements with animal characters have shown to lead to a more positive opinion of a brand, thus affecting purchasing behavior (Aaker and Day 1974). Advertisements using animals have shown to produce feelings of affection in viewers (Upshaw 1995). Such affections towards the mascot could translate to similar affections to the brand (Gundlach, Achrol and Mentzer 1995)….It
Advertisements have been used throughout generations to persuade the viewer to purchase the product that the company is trying to sell. However, some companies appeal to the emotions instead of trying to sell the product itself. Companies have the ability to persuade the opinions of the reader and make an advertisement that can be mesmerizing. Advertisements have helped the awareness of what a products good for or how it is better than the other retailers product. As Jeremy Bradley states “Advertising can help your business to increase its value and build its reputation” (Bradley, Jeremy.
Advertisement plays a big role in our society and it’s a way of attracting people ‘s attention. For instance, McDonald’s website illustrates a vision of focus, perspectives and colors to approach the audience in a way of selling products only using three methods. These methods are logos, pathos, and ethos. Logos is an argument or form based on a logic, pathos make appeals based on emotions and ethos is the form or appeal of character or credibility. Using these three methods is a way to analysis how McDonalds persuade, inform, and reminder in advertisement.
Imagine being able to magically cure the temptation of overindulging in food. That's exactly what this Lucky Strike advertisement is for. Lucky Strike was the most popular cigarette in the 1950s; this is made quite obvious due to the television show “Madmen”. In the 50’s, no one knew about the dangers of smoking. As a result, the mainstream media focused on the positive effects of smoking tobacco.
Advertising has been around for decades and has been the center point for buyers by different subjects peaking different audience’s interests. Advertisers make attempts to strengthen the implied and unequivocal messages in trying to manipulate consumers’ decisions. Jib Fowles wrote an article called “Advertising’s Fifteen Basic Appeals,” explaining where he got his ideas about the appeals, from studying interviews by Henry A. Murray. Fowles gives details and examples on how each appeal is used and how advertisements can “form people’s deep-lying desires, and picturing states of being that individuals privately yearn for” (552). The minds of human beings can be influenced by many basic needs for example, the need for sex, affiliation, nurture,
That is because these brands are likely to receive greater ‘interest and attention. Thus, repeated exposure to the brand name, enhances ethos by creating familiarity, which in turn persuades us into buying the product out of common preference. As mentioned previously, contrast is used to draw the attention of the viewer towards the imagery of the
It is believed that emotional appeal can be the most common and effective rhetorical appeal used in advertising. Authors, Tapan K. Panda and Kamalesh Mishra, elaborated on this in an article titled “Does Emotional Appeal Work in Advertising? the Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”. They both noted that, “ad-evoked feelings have direct influence on attitudes towards the advertised brand and purchase intention”. By this, the authors are saying that with the help of emotional appeals the ad can directly elicit a certain perception that the audience may now have of the ad.
Through subliminal advertising, advertisers can influence consumers´ decisions by introducing new ideas or concepts to the implicit memory (Verwijmeren, Karremans, Bernritter, Stroebe, & Wigboldus, 2013). Mere exposure effect and priming effect are both psychological techniques used in subliminal advertising. One study conducted by Braun (1999) confirms that post-experience subliminal advertising can influence the memory for a product. 150 participants (66 female, 88 male) were asked to describe in their own words the taste of a new brand of orange juice, called Orange Groove. It was found that participants who were shown the positive advertisements after the tasting experience used more positive and vivid words to describe their tasting experience, whereas the participants who were not shown any advertisements gave neutral
1.16 Impact of Shock on the audience The most important benefit of shock advertisements is the fact that it enhances brand recall. When people look at a shock advertisement they are immediately caught off guard and their attention is diverted to the advertisement. These advertisement also make use of different shock appeals such as fear, shame, violence, guilt and other negative affects meant to astonish audiences. This type of advertising can have a significant impact on the consumer’s mind if the message is appropriate and suits the target audience.