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Analysis of Advertisement Content
Advertisements are a channel through which organisations can drum up sales. Fundamentally, they are aimed at attracting new customers while urging the existing ones to increase the frequency of the business’ products usage in order retaining them. Therefore, they form a basis through which the success or failure of a business is highly dependent on.
Individual Case
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 television commercial running for about 30 seconds. Effectively, they have utilised the emotion theory of advertising. Notably, the theorem observes companies use of advertisements to stir up some emotions within the consumers about their products or those of their competitors. Cadbury chocolates advance the joyous emotion because they are associated with celebration generally depicting a happy state.
Similarly, Coca-Cola another multinational beverage manufacturer has implemented the emotion theory excellently. In effect, consumers have thus learnt to associate happy moments with consumption of Coca-Cola products. Advertisements run mostly in television and radio media for periods 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, what this does is alter the behavioural patterns. For an individual brushing twice daily, they may be prompted 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. Mosquitoes repellent Repel 100, combines the anger which consumers feel towards the mosquitoes to effectively advance 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 because consumers pursue this promise.
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 have tapped into this understanding 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 as superior to those of their competitors. 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, the automotive industry has continued to present consumers with a wide range of options to choose. In effect, Toyota highlights their core competitive advantages over their competitors. 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.
Samsung has remarkably implemented this theory of advertisement by showcasing its smartphones as fashionable and sleek. By incorporating catch phrases like ‘designed for humans’, they make sure that consumer understand that the company had them in mind when they were designing the product. Consequently, the consumers feel more in touch with the smartphones and this leads to more sales. Mostly, the company uses television commercial running for one minute.
Summing up, Apple has a one-minute television commercial running for their iPhone 6S phone. Cleverly, there has been the effectual usage of a monster caricature using the phone to help in performing the tasks. Apples advertisement incorporates various advertising models. For instance, by depicting a caricature using a smartphone, it advances the value addition theory by showing what value a consumer will derive from the phone. Moreover, the caricature also brings out the happy feeling in the emotion theory. Finally, one aspect of the iPhone 6S used by the caricature is the Siri application. If consumer A had this phone but was not constantly using it, they may be prompted to start using it following this advertisement.
Emerald Insight (2008). Integrating advertising theories with conceptual models of services advertising.
Media Education Foundation. (2015). Films that inspire critical reflection on the social, political, & cultural impact of American mass media.
Tandfonline (2015). The Journal of Advertising and the Development of Advertising Theory: Reflections and Directions for Future Research.