Advertising Appeals Within Cultures Based On Consumers Values Essay

In his 1982 article, “Advertising’s Fifteen Basic Appeals,” Jib Fowles informs readers of various psychological human needs, defined as appeals. These appeals are used in advertising, to persuade consumers to purchase a product. Due to the prevalence of advertisements in today’s society, consumers have learned to block out advertisements. By using any of the fifteen appeals such as the need for sex, or the need for affiliation, companies can get into consumers’ minds, with hopes of selling their products. In other words, by appealing to consumers desires, the chance of marketing success

Advertisements are structured in a way to appeal to consumers in one of four aspects: biological, emotional, rational, or social. We are going to use a biological appeal, as well as a rational appeal in our advertisements.

Cultural differences between nations often require a company to have multiple marketing strategies. What may be acceptable in on country may not be acceptable in another country. The cultural differences require companies to develop marketing plans that are suitable for each individual culture. Not being aware of and understanding the cultural differences can create costly and embarrassing errors that may actually offend those in other countries. Cultural differences can affect the colors of products, the graphics used on packaging, and how the product is communicated to the foreign target market.

Newspapers, Magazines, Television, Online… advertising is everywhere. Within the myriad of advertisements displayed in front of viewers every day, there are appeals. Society neglects and overlooks these marketing strategies that toy with their minds, resulting in skyrocketing purchases after the release of an advertisement. In “Advertising’s Fifteen Basic Appeals,” Jib Fowles identifies the appeals he believes are implemented in advertisements. These appeals include sexual innuendos, powerful images, or comforting displays which draw the audience into the desired product. After analyzing the ads within the Vogue January 2018 edition, an extremely popular fashion and lifestyle magazine, the demographics can be determined as a market with expensive taste. The graphics are extremely feminine and contain Fowles’s previously mentioned appeals, like the “need for prominence.” Although not all of the fifteen appeals apply to these advertisements, Fowles’s list is still valid and does not need revisions as the readership of Vogue magazine is just a small sample of the population. Through the appeals of each advertisement, this clear readership is developed, rather than using all of the Fowles’s appeals and not addressing the correct audience.

I will include in my analyses the possible components such as material as culture and non material culture, values, and norms the commercial is trying to transmit

The impact of national cultures on marketing practices has been such that it brought about the creation of an academic field, with as a lead-researcher, Geert. Hofstede, on whose writings I have based my analysis.

The aim of advertising commercials is to win the interest of different groups in the society. Art Markman who has a PhD and is a professor of Psychology and Marketing at the University of Texas writes in his publication “What Does Advertising Do” that the most powerful effect of advertising is to create a good feeling about a product by surrounding it with other things that consumers like (1). The commercial tries to convince the people that its consumption has been embraced

Each country is a different market, with its own language, buying habits, ways of living, mores, business methods, marketing traditions, and laws. So instead of trying to organize new agencies with American personnel, most U.S. agencies purchase a majority. However, U.S agencies are not locked into the differences, because through global marketing, all of people’s needs around the world will be same toward U.S products sold abroad. Global consumer culture also depends upon global media to create a sense of global identify and memory without which any cultural identity is incomplete (Smith 1991).

According to Jib Fowles, author of “Advertising’s Fifteen Basic Appeals” explains the different kind of

In recent years, a number of studies have been done on cultural factors and cross culture comparisons in different areas by great researchers (such as Kim, Forsythe and Gu 2002; Sokling, S, 2004; Monika and Morven 2005). Moreover times in the previous studies have been discussed and compared cultural differences between two, or more than two nations and regions and in some cases it explains the effects of cultural factors in customer values, needs and behaviour. The research investigate the customer’s needs, beliefs and buying nature and to gain customer loyalty in two different countries. The research concluded that consumers in different cultural environments will be affected by their cultural values, needs and behaviours when choosing some brand and so retain their brand loyalty (Kim et al, 2002)

Advertising is one of the channels of social communication. The system of social communication provides not only the preservation and rebroadcast achievements of culture and cultural norms and everyday practices, but it is also a crucial part of the process of inculturation personality which is essential to the processes of social development as a whole. An important event in the evolution of modern mass culture was the so-called “visual turn” resulting from the multimedia revolution of XX-XXI centuries.This revolution led to the dominance of visual cultural forms, including outdoor advertising as a mass phenomenon culture.

Journal of Advertising, vol. 37, no. 2 (Summer 2008), pp. 99–117. © 2008 American Academy of Advertising. All rights reserved. ISSN 0091-3367 / 2008 $9.50 + 0.00. DOI 10.2753/JOA0091-3367370208

ADVERTISEMENT AS A CULTURAL PRODUCT VALUES, PRACTISES AND CULTURAL SYMBOLS REPRODUCED IN THE JAPANESE COMMERCIALS

In the modern society, businesses tend to adopt persuasive marketing communication in consideration of various components, including behavioural economics, sociology and psychology. Most conspicuously, all of these essential elements to successful marketing influence one broad concept: consumer behaviours. Businesses that design their advertising strategies based on consumer behaviours often observe, examine and analyze the psychology of spending in an attempt to stimulate consumers’ interests and facilitate sales growth. In this paper, I will discuss two typical examples of advertisements which represent the power of cultural influences, more specifically, how cultures potentially affect and manipulate consumers’ understanding, beliefs, and spending.

Talking about advertising, on the one hand, it is good for its functions, displays, etc.; on the other hand, sometimes it is too good to be true, the way they bring the messages to the consumers which state “the number one …”. What truly are the miscommunications and how do the viewers react to different types of stimulation among those, are there negative or positive results? This review of literature scope was led by the following question: When it comes to communication and advertising are there positive results, negative results and what are the traits that effect these results? To conduct this research, Scholarly Journal Articles were used. Six articles to be exact, as well as a dictionary definition from Webster Online. The findings show that advertisement is effective because advertising has positive as well as negative, social impacts on society. The implications are that advertising is the most debated topic now. Like every other thing it also has some positive and negative points. If it has some positive aspects of social impacts on society then it would have some negative impacts additionally.