Figure 3. What types of advertising sound more to you? - Nielsen Global Survey of Advertising Trust in Q1 2013 Fugate (1998) lists the benefits of humor in advertising, which has also been proven and tested by many other studies • striking Humor • Humor encourages people to remember the ad and therefore the message • Humor shows we are human - we can laugh and smile with the rest of humanity • Humor makes people like us - and by extension enhances our brand image Weinberger and Guides (1992) claim that humor cannot ensure more successful in humorous advertising just stick an ad. Humor directly related to the product works more effectively than unrelated humor (Fatt, 2002) despite the growing number of humorous ad is important to understand that humor can be appropriate and effective in some situations. Humor varies in its effectiveness and perceived differently among demographic groups, cultures and even among individuals.
From colors, shapes, words said, to even race; any of these can create the perfect pitch for their target audience to buy. Profits are the determining factor when dealing with advertisements and the companies are trying to draw in an audience in with whatever they feel will connect their products to that specific audience. We can distinguish the type of advertisement through 3 appeals - ethos, pathos, and logos. Furthermore, examining a Heinz Ketchup ad from 2013, we’ll detail how this ad influences the purchasing power with a simple image focused on their bottled ketchup. The advertisement is an image of a Heinz
Would you consider “Friends Furever” to be an emotional or rational ad? Why? Accordingly, two common marketing technique a business may use in efforts to convince consumers to make a purchase are rational and emotional appeal. By all means, when the advertiser uses rational appeal, it is also appealing to the consumer 's logic, persuading the consumer to choose the result it desires. On the other hand, advertisers also appeal to fear, empathy, sympathy, happiness and other human emotions.
Effective advertising seeks to attract, hold and focus one’s attention and there is no better way to do this than with the use of humour. Humour is often applied in advertising because it elicits feelings of warmth and happiness, emotions that endear people to products and services being advertised. Advertisers may understand the effects of humour on consumers, but the use of humour in advertising is complex and only successful when used the right way. As highlighted by Gulas and Weinberger (48), factors such as race, gender, age, culture and other target audience differences influence the effect of humour. More so, differences in consumer responses and perceptions of humour have been observed across cultures.
(n.d.). Retrieved from: https://www.newdesigngroup.ca/blog/target-subconscious-mind-successful-advertising/ Magda, K. (2017, May 30). Does humor in advertising help sell more? Retrieved January 24, 2018, from http://psychologyformarketers.com/does-humor-in-advertising-help-sell-more/ Evry, M. (2017, September 12). AHS: Cult Ratings: 2nd Most Watched Basic Cable Shows of 2017.
They have to make their product appeal to consumers with specific wording and appealing illustrations. For example, fast-food companies’ commercial use thin models to advertise their fat filled food to trick the mind into thinking that even beautiful, thin people enjoy their product. Using a thin movie star eating the product may twist consumer perception of the brand and what they may look like after they are eating it. If they were to place a heavier person in their commercials that might scare off customers because they will believe that eating that would might result in them gaining weight (which is probably what will happen). This perception through advertising works to encourage more demand for the product resulting in more money for Company.
1 INTRODUCTION TO ADVERTISING Advertising messages were delivered across different media television, print, radio, Web and outdoor displays. Recently advertisements are delivered through smart mobiles, tablets, ATMs, and screen displays are made available in airports check in terminals, retail check out machines, information kiosks in stores and malls. Advertising is any kind of non personal presentation and promotion of a product by an identified sponsor using the mass media that is intended to inform, motivate and persuade the target audience. Advertising is the most important element in promotion mix it can create a distinct brand identity, motivate the customer and boost sales. Advertising must create a bond, positive attitude, build
Advertising might reduce economic well-being because it is costly, it manipulates people’s tastes and impedes competition by making products appear more different than they really are. For example, McDonald’s might advertise their products but it still depends on personal preferences whether to choose to buy the product or not. The products tend to come out differently from the advertisement compared to the reality. In this case, products that are used for illustration purposes. Advertising might increase economic well-being by providing useful information to consumers and fostering competition.
With the development of the society, the advertising industry has been thriving for decades. Advertisers utilize diversity ways to demonstrate their products, and to evoke the purchase desire of consumers. The certain technologies of advertise affected to us are: logos, pathos, and ethos. Advertisements are like hooks to grab customers’ eye balls, and to let them pay attention of the products that the advertisers are trying to sell. Each advertise has one thing in common which is to attract customers to buy the products, and to make money from them.
Humans are social creatures and have become increasingly susceptible to suggestion in the modern era of technology; free information. Their thoughts and opinions are strongly based on what they hear and see around them. For that very reason, advertisements have become an important tool for corporations to use in order to get their products and services across to their buyers. Advertisements attempt to manipulate their viewers mainly through three appeals. These are pathos; using emotions to get through to the viewers; logos; tying their claims to logic and statistics.