Typography plays a huge role in how audiences take in information and make decisions. In the article, “How Typefaces Influence Perception and Persuasion” Cyrus Highsmith, a typeface designer, stated that “Typography is the detail and the presentation of a story. It represents the voice of an atmosphere, or historical setting of some kind. It can do a lot of things” (“How Typefaces” 1). Highsmith is describing how typography sets a theme to the message being conveyed (1).
The goal of working strategically with brand image is to ensure that consumers hold strong and favorable associations of the brand in their minds the brand image typically consists of multiple concepts, perception, because the brand is perceived cognition, because that brand is cognitively evaluated; and finally attitude, because consumers after perceiving and evaluating what they perceive form attitudes about the brand. 3.2.8 Brand Loyalty Achieving a high degree of loyalty is an important goal in the branding process. Loyal consumers are valuable consumers because it is much more expensive to recruit new customers than nursing and keeping existing ones. Brands are important vehicles when building consumer loyalty as they provide recognizable fix points in the shopping
Moriarty, Mitchell et.al (2003) Advertising is paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the near future. Lavidge and Steiner (1961) have emphasized that advertising has three main functions namely- creating awareness about the product, develop positive attitude towards brand, and result in action in form of purchase. 2.2 What does advertising do for the brand? • Lamb, Hair & McDaniel (2009) have highlighted that advertising has an information effect, whereby the consumer gets information about various products and services. They also talk about the transformational effect of advertisements, where the consumer’s unfavourable attitude can be transformed in
Each media conglomerate presses upon its viewer a certain message, powered by advertisers working with these conglomerates. Is this fair? Shouldn’t audiences be given the freedom of choice to hear the good and bad about before making a decision? This essay will further elaborate on these points. Theories and how its used in Mass Media Many theories are heavily used in mass media and two of them stand out prominently - Agenda setting Theory and Spiral of Silence.
Therefore, in order to trigger persuasive effects a lot of methods are used; in this particular study there are three broad bodies that this research is based on. First we introduce an overview of fear appeal and how it influences the attitudes of the public then the role of humour in advertising and lastly visual incongruities. Visual incongruities are traditionally linked with humour (Alden, Mukherjee , & Hoyer, 2000) in advertising so we will endeavor to explain how and why these two terms function together to produce the desirable effect. This chapter’s purpose is to dispose of any vagueness there might be with regards to humour, fear appeal and visual incongruities. It provides the definition of the terms and the summary of the relevant
And the debate of whether subliminal advertising is ethical can be said as the most controversial one. From the findings, there are yes and no for the answer of this issue. The research done by Fatima and Kumar (2011) has concluded to have most of the people agree that marketers are right in the way of targeting their products to the audience; 30% of the group agrees that it is ethical for them to send subliminal messages; 10% of the respondents that thinks that they are doing unethical things; and 10% have the same perception for all the advertisements (p. 3). Whereas the other study found that subliminal advertising is unethical. Butt, Ahmed and Ali (2009) found that subliminal advertising is unethical, as it has something to do with the unconscious receptor cells of consumer 's mind (p. 18).
Language is a powerful tool to attract and affect consumers’ behaviour. This is extensively used in the fields of promotion and advertising. It is significant that the use of language is most influential effect on the minds of consumers. Design of an ad and Visual substance in advertising have a very great .impact on the consumer, but it is language that plays an important role to identify a particular product and retain the information. Extensive vocabulary is the positive feature of English language.
Then, static consists of three other variables which are picture size, exposure duration and the number of exposures. An increase in any of the three variables will effect to increase in the individuals recognition, encoding of details and the development of denotative images among viewers. Even though the variables of static stimuli do not fit perfectly in measuring dynamic stimuli, but this has resulted in high viewer response. Besides, a “picture-superiority effect” has been established in the literature. This stated that images in an advertisement facilitate the memory of the content, influences beliefs, attitudes, and behavioural intent, and increases individuals involvement with the product.
The advertising industry has become a notable staple of marketing in the modern era. From oversized billboards to television commercial sessions, advertising has taken up a strongly dominant role in contemporary life, through which information is repeatedly broadcast and eventually embedded into the minds of potential consumers. Under the influence of such advertisements, consumers become more susceptible to emotional appeal and more receptive to the views expressed by these commercials, thus leading to a possible shift in their personal values and opinions. Therefore, although the main focus of these advertisements primarily falls upon the products themselves, it is the warped portrayals of the sexes and the concept of gendered marketing that lead to a less well-developed sense of personal identity among consumers, especially younger children who have yet to fully develop their senses of judgement, thus affecting their views in a way that would hinder their personal and intellectual growth in the long run. The myriad divisions and segregations within modern advertising can be traced back to the most basic human differentiation of gender.
Advertising Medias: Internet and online media, Newspapers, periodicals, cinema slides, wall hoardings, banners, radio and television are the various mediums of advertising. These methods compete with each other in the field of modern advertisement. Art of Advertising: Advertising is not an easy art. The technicians in this field have so developed the laws of psychology that they are able to determine the degree of receptiveness of sense organs, particularly vision and hearing and the intensity of external action on such organs to produce the particular effect desired. Disadvantages: Advertisement, however, is not without demerits.