Analysis of Advertisement Content
In the 21st century, businesses must develop catching advertisements for them to be business leaders. Fundamentally, advertisements are aimed at attracting new customers while urging the existing ones to increase the frequency of the consumption of business goods or services (Davis, 2011). Therefore, advertisements form a basis through which the success or failure of a business is highly dependent on.
Cadbury chocolate company which is an internationally acclaimed brand has effectively utilised advertisements to attract and retain their customers. Mostly, the advertisement is carried out as a television commercial running for about 30 seconds. Effectively, the company has been able to utilise the emotion theory of advertising (Drewniany & Jewler 2013). Notably, the theorem observes that companies use advertisements to stir up some emotions within the consumers about their products or those of their competitors. Cadbury chocolate advertisements advance the joyous emotion because they are associated with celebration. Overly, the company’s advertisements depict a happy state.
Similarly, Coca-Cola, another multinational beverage manufacturer has implemented the emotion theory excellently. In effect, consumers have learnt to associate happy moments with consumption of Coca-Cola products. Coca-Cola advertisements mostly run in television and radio media for periods of between 30 and 45 seconds.
Often, advertisements are aimed at changing customers’ perceptions and behavioural patterns. Commonly, this is known as the advertising effect theory. For instance, Pepsodent, which is a toothpaste brand, has effectively campaigned that for consumers to fully appreciate their product, they must brush their teeth frequently. In retrospect, this form of advertisement alters the behavioural patterns of consumers. For an individual brushing his or her teeth twice a day, the advert may prompt them to brush thrice or four times a day. Importantly, the net effect is that this behaviour change will increase the company’s sales substantially. Generally, the company uses television advertising medium which runs for about 30 seconds.
Interestingly, some advertisers may strike some negative emotions which may make consumers purchase their products. For example, the mosquitoes repellent manufacturer, Repel 100, combines the anger which consumers feel towards the mosquitoes to effectively advance the company’s sales. By invoking the feeling of anger, consumers conduct the qualitative analysis of the advantages of the repellent and opt to buy it. Repel 100 advertisement runs on television and radio for 30 seconds.
Occasionally, advertisers may wish to strike a feeling of acceptance which is important for individuals. For example, Fair & Lovely utilises the emotion theory in advertising of their beauty creams. Basically, by casting their products as being able to help facilitate acceptance of an individual into the society or a portion of it, the company promotes the sale of its products beauty products. In particular, this method of advertisement is effective to individuals who strive to look more attractive.
Given that consumers always want commodities which solve their immediate problems, some companies advertise their products with the message of value addition. In light of this, any product that customers decide to buy should be able to add some value to them. Kurlon Mattresses has tapped into this market niche by assuring the clients that their mattresses facilitate sound sleep. Principally, this is the value addition theory of advertisements. Evidently, sleep is the main value that the consumer will be leveraging for their money.
On a similar breath, Parle biscuits whose adverts run on television for a period of roughly 30 minutes have embraced the value addition theory. Primarily, this company advances cleverness as the value it adds to its customers. Notably, this company focuses on children of school going age as their main market. Naturally, parents and guardians may wish to provide to their children any commodity that will make them more knowledgeable.
Some companies advertise their products by stating that they are superior and unique when compared to those of their competitors (Rodgers & Thorson, 2012). Essentially, these companies tell customers that they go an extra mile in making their products have a superior quality to those of their competitor. Noteworthy, this is method is called the persuasive theory. For example, Toyota is one company which has continually used this method. To enumerate, Toyota has continued to present to its consumers with a wide range of options to choose. Basically, these varieties range from fuel-efficient hybrid cars to strong four-wheel drive vehicles. Effectively, this persuades their customer that they are the best car makers. Toyota company uses television infomercials for visual clarity as well as print media for longevity.
On the same accord, Samsung has successfully implemented the persuasive theory of advertisement by showcasing its smartphones as fashionable and sleek. By incorporating catch phrases like ‘designed for humans,’ they make sure that the consumer understands that the company had them in mind when they were designing the product. Consequently, the consumers feel more in touch with the smartphones. In turn, this leads to more sales for the company. Mostly, the company uses television commercial running for one minute.
Apple Inc. has a one-minute television commercial running for their iPhone 6S. Cleverly, the advert has a monster caricature using the phone to perform various tasks. Markedly, Apple’s advertisement incorporates various advertising models. For instance, by the company depicting a caricature using a smartphone, it advances the value addition theory. Moreover, the caricature also brings out the happy feeling, which is the emotion theory. Finally, one aspect of the iPhone 6S used by the caricature is the Siri application. Consequently, if a consumer had this phone but was not constantly using it, he/she may be prompted to start using it following this advertisement.
To sum up, advertisements are a main component of every business today. Evidently, most reputable businesses use advertisements to lure customers to buy their products. Effectively, this has led these businesses to continuously increase their sales. In light of this, all businesses should adopt advertisements as a primary aspect of their business.
Davis, J. (2011). Advertising research: Theory and practice (2nd Ed). New York, NY: Pearson Publishers.
Drewniany B., & Jewler, J. (2013). Creative strategy in advertising (11th Edition). Boston, MA: Cengage Learning.
Rodgers, S., & Thorson, S. (2012). Advertising theory (1st Ed.) New York, NY: Routledge.