The ad campaign run by Wonderful Pistachios is a perfect example of the persuasion techniques; Bandwagon, timing, and association. The Bandwagon effect is explained as showing many people using a product, implying that everyone is using it. Timing is related to the success of a message because it is not always what the message conveys but rather it depends on the time it’s delivered. The association technique aims to connect a service, product, or idea with something already desired by the target audience, such as, security, fun, beauty, success, or wealth. The media message does not make it explicit that the viewer will receive these things but the association is implied. The campaign utilizes controversial and comedic celebrities to draw the attention of the younger generation. This is an example bandwagon effect at work. These celebrities include people from shows like Keeping Up With the Kardashians and Jersey Shore, which intrigue the younger target market because they feel they can relate to these people. The target market of this campaign is women raging from ages of 18 to 34. This includes both women in the workforce and women attending college. The average consumer in this target market strives to be one step ahead of celebrity gossip and social media. The viewers feel excellent about providing a healthy alternative snack for their children while still providing the salty snack that most children crave. It has been concluded through studies conducted on a national
Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.
We see advertisement everywhere from left right. Ads are seen on devices and while just driving around. Advertisements are used to get people to purchase a product. Got milk “was an American campaign encouraging the consumption of cow’s milk, which was created by the advertising agency Goodby Silverstein & Partners.” Got milk ads have many inspirational celebrities to model their company. Such as famous singers, dancers, athletes, actors, talk show host, and models. I’m analyzing a got milk ad of Hayden Panettiere from 2007. The ad’s strategy is to show how each celebrity drinks milk. The ad plays an audience towards teens, both boys and girls by offering them to choose a healthy lifestyle. By choosing a healthy lifestyle, teens
When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.
Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done
“Family matters,” a Cheerios commercial released in 2013, caused a lot of controversy with an interracial couple. In the ad a biracial girl is curious about Cheerios’ nutritional facts. So out of curiosity she asks her Caucasian mother about the benefits of Cheerios for the heart. Her mother explains to her that it helps lower cholesterol. The child’s sleeping African American father wakes up surprised with a chest full of Cheerios. “Family Matters” has an open appeal to families, progressing families, people who like diversity. Cheerios’ target audience, however, is women ages ranging from eighteen to sixty, mainly women in households with children. Women typically go grocery shopping, and women have the final say so
Goode quotes nutritional policy director, Margo Wootan, as proclaiming the efficiency of marketing in increasing the sales and profits of the food industry (427). Many fast-food chains value marketing and often use media trends as a basis for their advertising. For example, when an innovate video game called “Skylanders” was released during “a time when the market was craving something new” in 2011, McDonalds immediately began producing happy meal toys based off of the video game characters (Brett). McDonalds even created ads displaying collectable sets to encourage kids to purchase several meals in order to compile all of the attainable toys. While targeting the children with toys, McDonalds is also known for advertising the “quality” of their foods to parents by brandishing the healthy components of its contents, like milk and apple slices. McDonalds and its advertising that draws in both children and parent alike is only one of many possible marketing methods. With rich fast-food chains investing in marketing to attract customers make them even richer, advertisements serve as the ammunition for the food industry to present their fattening product in an entrancing
The health market is a growing movement, using strategies such as: “creating, communication, and delivering health information and interventions”, to promote the health of their intended audiences with social marketing by creating “multimedia consumer products” (Barragan). Health communication was found to be very effective in influencing the audience’s opinions, according to the New York City Department of Health and Mental Hygiene, their campaign in 2009 also used mass media advertisements to inform the public about excess calories from sugary beverages (Chan). It was only a few weeks of the “kickoff event”, with an audience of nearly five hundred thousand. Additionally, the campaign was on four local radio stations, ten print and online news articles, two Spanish newspapers, and thirteen Asian print media channels. There were “1.5 million Twitter impressions, and 63,000 interactions on Facebook, alongside 535,000 website hits”, including a “sugar calculator” that received about 60,000 hits. Many elements of the campaign were reused in a way that successful parts of previous campaigns such as “Rethink Your Drink” and “Pouring on the Pounds”, to attract a general adult audience. Children were the “second audience” that would be informed of the campaign by parents (Barragan, ChicagoTribune, NY
Households are the basic consumption unit for consumer goods (Hawkins et al, p. 186). Although there are different types of families, women could play potentially any one of the purchase decisions within a household. For example, a woman looking to purchase healthy tasty snacks for themselves and their family could be the initiator, the information gatherer, influencer, decision maker, and purchaser. Therefore, it is important for Jack Link’s to target this market by clearly demonstrating how their beef jerky could provide benefits, rewards, and solutions towards the need to purchase healthy snacks.
According to the American Heart Association, 1 in about 3 American kids and teens are overweight or obese. The amount of overweight children has more than tripled from 1971 to 2011. With a good reason, childhood obesity is now the number one health concern among parents in the United States, topping drug abuse and smoking. “Marketing to kids gets more savvy with technology”, says that this generation is expected to live a life expectancy less than their parents. This is because knowledgeable marketers, such as McDonalds, Burger King, and Arby's are advertising their products to a vast majority of children worldwide.Marketers advertising fast food encourage kids to eat fast food. However, too much fast food can cause obesity, heart disease,
“A recent examination of the nutritional content of food ads during children’s programming found that 72.5% were for high-calorie, low-nutrient products; 26.6% were for high-fat or high-sugar products: and just 0.9% were for low-calorie, nutrient-rich products” (Powell, Schermbeck). Even web sites promote unhealthy food products which create a bad perception for a healthy lifestyle for kids. Gaming web sites particularly, market poor-nutrient foods targeted for children. Research has shown that food advertising companies have strategized an effective selling plan towards children. Companies rely on features that appeal to children: happy, colorful, vibrant, exciting and fun. There are very little food product advertisements promoting fruits and vegetables. These influences shape children’s nutritional knowledge, eating practices and weight status. All in all television exposure is linked to diet misconceptions. The misconceptions have a domino effect on children’s food preference and choices which then poorly effects children’s unhealthy weight status.
Elaine Kolish, Vice President of the Council of Better Business Bureaus (BBB), discusses the Children’s Food and Beverage Advertising Initiative (CFBAI) that was launched between the bureau and ten leading food companies in the United States. The goal of the initiative is not to eliminate food advertising to children, primarily under the age of twelve, but to advertise products that are more nutrient dense and lower in calories, sugars, sodium, and fats. The CFBAI evaluates how and if such commercials are intended for children in addition to setting criteria as for how to limit these factors. The CFBAI is making efforts to promote and recruit more companies and agencies into exercising their ideas and changing nutrition regulation within the
Kraak and Story (2015) used three cartoon media characters to assess the recognition of popular characters and relationship to taste and snack preference for potato chips, crackers, and baby carrots. The media characters used in the study were Nickelodeon’s SpongeBob SquarePants©, Warner Brothers Entertainment’s Pink Panther©, and El Chavo©. The study found: 1) a high recognition of familiar media characters (92-98%) among the children, 2) the use of familiar licensed character on food packaging increased children’s taste and snack preferences, and 3) younger children (4-6 years) were more likely to prefer a food with a licensed media character compared with older children (7-11 years). Intervention students associated healthful behaviors for dietary intake and being physically active with the messaging and images of the university school mascot used in the social marketing
In today’s society, everyone is familiar with the enjoyable commercials of junk food products that can be seen anywhere on television, and on America’s most anticipated sporting event each year: the Superbowl. However, these advertisements are convincing people to buy into unhealthy food products, which can lead to many health challenges for many people. Many marketing gimmicks are used by companies to appeal to several different social groups, yet children are targeted with food advertisement far more than anyone else. Companies such as Coca Cola and McDonald’s are able to entice millions of people across the world, and all due to how they construct their advertisements. Because of these companies, many people are caused illness and obesity,
The world of advertising is full of many twists and turns. A reader of a magazine may find him or herself being presented with facts and figures on why a certain company has better car insurance than the next, just to turn the page to observe an emotional meth awareness advertisement where a son has lost control and hurt his mother. Despite the massive differences that can be seen in the approach and appearance of advertisements, most share a common goal: to persuade their viewers. Some advertisers find themselves successful in their goal, while others may fail miserably. One of the successes in persuasive advertising is the “Popchips” chip brand ad campaign featuring Katy Perry. Found in a Hollywoodreporter article from August 29, 2012, we see Katy Perry advertising the healthy barbeque potato flavor of Popchips. The pop-star is flexing, dressed in workout clothes, holding two bags of Popchips in each hand; the caption: “love. without the handles” is featured at the top along with underlying text (Popchips). Upon observation and analyzation, multiple strategies can be seen that build the persuasion this advertisement contains. The strategic use of contrasting colors, celebrity endorsement, and sex appeal successfully assembles the effectiveness and persuasion of this advertisement.
In the world of media there are various examples of bandwagon techniques, which are working efficiently. One of these examples is a commercial from the