The British University in Egypt
Nowadays, there is no means of escaping from all of the advertising messages and techniques. Almost every year, huge amounts of money are paid on commercials in hope of attracting the consumer’s consideration, and to drive them into shopping for the product which was marketed. CITATION Jan10 l 1033 (Jansson-Boyd, 2010) One of probably the most used methods is psychological methods. For instances, perception, feelings, consideration, arousal, etc. This essay consists of the evaluation of two commercial advertisements from the attitude of psychological results.
Don’t waste time Get a verified expert to help you with Essay
The first one is an commercial for batteries referred to as “Duracell” and the other one is for selling jewelry referred to as “I’m the money man”.
The ad is a couple of lady whose father is in the navy. He sends her a bear with a voice recorder that works with a button saying “I love child girl” together with his personal voice using Duracell batteries. So the aim of this ad is that the batteries are as trusting because the people close to us; furthermore, the slogan is “the ones you belief are at all times there” which refers again to the batteries.
One of the primary psychological results which was used is the emotional effect. Advertisers use the feelings to seize the consumer’s consideration; as an example, the music on this advert is appropriate to it as a end result of it’s mild and delicate, which helps so much in making the ad extra emotional than it already is and this is also because of the content; The use of a relationship between a father and a daughter and the long distance between them which makes it relatable to most people who get separated from their families.
A theory referred to as Maslow’s hierarchy of wants was developed to measure basic need satisfaction CITATION Sha15 l 1033 (Shaun Saunders, 2015); Maslow arranged the wants into 5 stages. First, physiological needs, after that’s security needs then belongings and love needs, then esteem wants, and, self actualization. The Duracell advert fits in the safety wants as the batteries are basic wants. Moving on to another factor which is how persuasive the ad is, persuasion has some elements that affect the individuals; the source, and the message and the audience. Starting with the supply, the source is just like lots of families as talked about above which one factor that will make the advert persuasive. Another factor is the period of the ad itself; the ad is nearly 2 minutes which is ready to make the consumer end the ad until the tip and see the message or the product behind it.
The audience is nearly everybody as all of the folks use batteries; from teenagers and their video games to old individuals and radios and TVs; lastly, the message which is that these batteries are as trusting because the close individuals to us as mentioned above as well. Another thing related to persuasion is the elaboration likelihood mannequin (ELM), it’s a theory that was developed to understand extra about persuasion literature CITATION Fat17 l 1033 (Moghaddam, 2017), it suggested that there are two routes to be taken; the primary is the central route and the second is the peripheral route. This ad encourages the audience to make use of the central route, because is that higher perceived DS tools quality will positively affect consumer’s perspective in the path of buying products. CITATION Mar15 l 1033 (Hassanein, 2015). Something else is that there are two persuasive emotional theories; one is Mandler’s concept of emotion which means that positive emotions can be produced by way of divergences between an expectation of a stimulus and one other stimulus. CITATION Sab11 l 1033 (Chowdhry, 2011) The different one is Zillman’s principle of emotion which predicts an enhancement of emotional reactions to immediately present emotion?arousing conditions by portions of excitation which are left over from previous associated or unrelated emotion?arousing situations. CITATION Zil08 l 1033 (Zillmann, 2008) This advert satisfies the primary theory which is Mandler’s concept of emotion as a result of the prior knowledge of this product plays an necessary function in producing optimistic feelings about it. Moving on to attention, consideration is the contents of the short-term reminiscence and the short-term reminiscence is a system that has a limited capacity for data obtainable for brief durations of time CITATION Sid13 l 1033 (Simon, 2013) which means that something that might seize a consumers consideration must be a vivid stimuli this implies it should stand out from different ads by being emotionally involved, stable and image-provoking and regarding time, house and emotions. There are some elements that help in grabbing the consumer’s consideration; for example, top quality content material as it supplies vital information, stunning the audience; for instance, on the finish of this advert the father surprises his daughter by returning house to her which was a surprise, the ad must have a story in order that it grabs the consumers attention of desirous to know what goes to happen and this was applied on this advertisement, physique language plays a role on this advert as it was visible the facial expressions of the three of them, and so forth. All the earlier factors prove that the advertisement grabbed the consumer’s attention. By understanding how to grab a consumer’s consideration and to influence them as well, the only factor left is how to inspire consumer.
Motivation is the reason individuals behave in a particular conduct, motivation has plenty of components; the most typical factor is the want to reduce the unlikable situation of sure feelings, this motivates any human being in doing what is going to fill this void, spreading positive vibes helps in motivating a consumer, something else that helps is model loyalty; a recent study proved that Duracell is the very best selling batteries in the US which signifies that a lot of people are loyal to Duracell batteries. There are lots of theories that specify why persons are motivated however the one that fits this advert is the drive discount concept, the drive discount theory explains why people are motivated to employ in particular conduct CITATION Ken18 l 1033 (Cherry, 2018) which is because of the technology of unpleasant states of arousal which makes folks motivated to reduce these emotions this leads to goal-oriented conduct. CITATION Jan10 l 1033 (Jansson-Boyd, 2010) A lot of things help in influencing the consumer’s behavior; for illustration, repetition as when the patron will get exposed constantly to advertising stimuli it can enhance the chance of evoking the advert, one other thing is specializing in tendencies, trends helps a lot in motivating a consumer to purchase one thing. The advert would have been better if there was a celeb in it as a result of they’re perceived as being reliable. Keeping in mind people’s financial conditions goes a good distance and along with the tradition as in alternative the culture of the target market as well.
I’m the money man ad
This ad is a few man whose name is Russell Oliver who folks sell their jewelry to. In the advert, Russell says to the digicam “if you might have diamonds bring them to me” then he sings about it as well. So the goal of this ad is to let people come to his store and promote their jewelry to him so he can buy them. A good advert ought to have psychological effects in order that it grabs the consumer’s attention, and on this ad, there were no psychological effects; this made the advert not enticing or persuasive to the patron because of also the background music which was irritating as for the content itself; really, psychological affects help in grabbing the consumer’s consideration or typically it’d trigger an emotion which additionally helps. This ad failed in these because of the absence of psychological results. Another factor is that advertisements that grab the consumer’s consideration, and that is shown in a recent analysis exhibits entertainment presented after the first coverage of the model all the time improves purchases while leisure introduced earlier than the model at all times weaken it. CITATION Tei15 l 1033 (Teixeira, 2015) This advert failed in doing was stated earlier. Moving on to the persuasive emotional theories which are Mandler’s and Zillman’s, the ad doesn’t apply to both of those 0theories but when one has to be chosen, it goes to be Zillman’s emotional principle. Zillman’s emotional concept which advised that emotional stimulation may be reworked to another stimulus.
For instance a shopper would possibly hear very pleasant information which is in a position to make them excited and after they watch the video, this might lead to them liking the commercial due to the switch of feelings. One of the few things that this advert succeeded is capturing the eye of the buyer however in an irritating which ends up in adverse emotions, there are some elements within the function of consideration which are the vivid stimuli and the silent stimuli. This ad is an example of silent stimuli as it captures the consumer’s attention unwillingly this is shown the video because of the use of quantity and the music, the use of brilliant shapes which are asymmetrical and it shifts the brightness between two scenes. CITATION Jan10 l 1033 (Jansson-Boyd, 2010) This brings us to the central route and the peripheral route. It encourages utilizing the peripheral route as a outcome of it is an indirect method of shaping notion and outlooks. CITATION Nug13 l 1033 (Nugent, 2013) In different phrases, people use this route when they are not inspired to involve in the lead message. Getting back to Maslow, Maslow has categorized the needs into 5 phases and this advert satisfies the safety needs as the opposite advertisement. It is listed beneath the security needs as a end result of safety wants embrace monetary safety as jewelry is counted as cash. Most of our selections and actions are based mostly on sustaining or improving our circumstances that are driven by the necessity for safety for us and our loved ones. CITATION And17 l 1033 (Komninos, 2017)The advert doesn’t apply to any motivation theories as it does not inspire customers at all; it grabs the consumer’s attention however doesn’t motivate them in taking what the presenter “Russell” is providing. Lot of techniques should have been used for a greater influence, for example bringing a celebrity in the ad as this helps sometimes as a end result of folks take celebrities as trustworthy or bringing a gorgeous person because it was found that individuals are inclined to please the enticing. Another factor that would have helped the advertisement slightly bit more was the use of humor because it was foolish enough to make consumers change of the commercial. “Humorous promoting is extra more doubtless to safe audience consideration, improve reminiscence, overcome sales resistance, and improve message persuasiveness”. CITATION Dan18 l 1033 (Karell, 2018) Something else uncommon but generally works which the sleeper impact, the sleeper effect is convincing messages that are not originally alleged to be believed can alter people’s opinions in a while. CITATION Jan10 l 1033 (Jansson-Boyd, 2010)
Music should have been better and extra soothing than what was within the commercial ass music helps in boosting the facility of persuasion and motivation. Creating a narrative may have labored as nicely as it grabs the consumer’s attention and makes them need to complete the story of the advertisement. Another idea is that the presenter has a store called “Loans”, he could have shared the placement of his shop and used some atmospheric stimuli; for illustration, in the exterior of the store sighs, colors, smell and music may have been used with some of the layout design. The pervious content material was examples of issues that may have made the ad a lot higher. To sum up, this advert is infective ad as proven as shown, it failed to attract shoppers within the perspective of emotionally and also in being motivational and persuasive. It failed to include theories that might assist in bettering it and it was not skilled as well. The other advertisement may be very efficient as it used so much psychological theories and results which helped in capturing the consumer’s curiosity.
BIBLIOGRAPHY Cherry, K. (2018, October 10). Drive-Reduction Theory and Human Behavior . Retrieved December 02, 2018, from Verywell Mind:
Chowdhry, S. (2011). Critique Of Mandler’s Thoery Of Perceptual Anaylsis . Cleveland: Indiana University Undergraduate Journal of Cognitive Science .
Hassanein, M. G. (2015). Impact of Persuasion Processes on Consumer Attitude. Puerto Rico: Twenty-first Americas Conference on Infromation systems.
Jansson-Boyd, C. V. (2010). Consumer Psychology . New York: Maidenhead .
Karell, D. (2018, April 09). Is Humor in Advertising Effective? Retrieved December 03, 2018, from Point Park University :
Komninos, A. (2017, December 03). Safety: Maslow’s Hierarchy of Needs. Retrieved December 03, 2018, from Interaction Design Foundations :
Moghaddam, F. M. (2017). The SAGE Encyclopedia of Political Behavior. Thousand Oaks: SAGE Publications, Inc.
Nugent, P. M. (2013, April 7). PERIPHERAL ROUTE TO PERSUASION. Retrieved December 03, 2018, from Psychology Dictionary:
Shaun Saunders, D. M. (2015, May 01). Maslow’s hierarchy of wants and its relationship with psychological health and materialism. Retrieved December 01, 2018, from cambridge.org:
Simon, S. A. (2013, April 16). Holding Multiple Items in Short Term Memory: A Neural Mechanism. Retrieved December 02, 2018, from Plos One:
Teixeira, T. S. (2015, October 14). When People Pay Attention to Video Ads and Why. Retrieved December 03, 2018, from HBR:
Zillmann, D. (2008, June 05). Wiley Online Library. Retrieved December 02, 2018, from onlinelibrary.wiley: