Superposition Theory In Advertising

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Each day the average American is confronted with at least 5000 advertisements (Johnson 2014). Over time the diversity of advertising methods has drastically evolved for instance advertising started with the ancient Greek and them carving public notices into steel. Fast forward to the present day advertising methods now ranged as far as giant billboards to global network promotion. The procedure of advertising is to promote or call attention towards a certain product or important issue, hence it is favourable for advertisement to stand out among the cluttered advertising environment. Consequently, advertisers are seizing every opportunity to draw attention even boldly using shocking images since the average advertisement is not eye-catching…show more content…
A study indicates that the more negative the ads are perceived, the likelihood of rejecting the product as well as the brand is higher (Chan et al. 2007). Analogous to this study it could be said that the more positive the ads are perceived, the likelihood of buying the product increases as well. Although, it is uncertain whether the outcome will be on the positive or negative side. Erwin Schrödinger postulates a thought experiment, to explain the quantum superposition theory, in which a cat is being placed in a box with a vial filled with poison. From the outside it is not identifiable whether the cat is dead or alive, so at that moment where the box is still closed the cat is both alive and dead. The phenomena called Schrödinger’s cat can be related to the following uncertainty of using shocking advertisements because it is not foreseeable, whether a shocking advertisement will have either a positive or negative effect. The consumer’s response to shocking ads could be both negative and positive, however the outcome will only be known if the box is…show more content…
Shocking advertisements have the force of attraction due to their inappropriate display of images, thus making the advertisement stand out due to their uniqueness. However, they are only unique because shocking ads do not convert with the typical advertising method, trying to present the product in a positive light. In a shocking ad the product is consciously revealed in a negative light to emphasise e.g. health, environmental or political issues. Considering that, if shocking ads are overused, people will get used to it, ultimately the method of using shocking images will lose its effect as it cannot set itself apart from the other advertisements

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