Sick Just Got Real: The Pfizer Advertising

The final and the strongest appeal in the advertisement is pathos, the appeal to emotions. Throughout the ad sick children are being shown and getting treated by a doctor or nurse. Showing the family and children laying down on beds who are being diagnosed for cancer. By showing these images the audience feels a sense of loss, fear, pain and grief, even though they do not personally know the children. Also, by not helping these children the audience might feel

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.

One of the ways advertisements influence consumers is through visualization. Colors play a big role in attracting consumers. According to Danciu:

The text written on the front of the advertisement informs the observer that "shots aren't just for kids", targeting an audience of adults. This particular advertisement uses the persuasive technique called universal appeal in order to reach out to its intended audience. Universal appeal is a type of persuasive technique that appeals to a person's commonly held values surrounding ideas such as family and everyday life and involves experiences to which everyone can relate to. By using this type of persuasive technique, the advertisement appeals to the adult viewers' experiences and values regarding getting flu shots and encourages them to believe that getting a flu shot, even as an adult, can be beneficial to

The first advertisement being examined is the "Spread popcorn, not flu," one. This one is very effective in its purpose of promoting flu vaccinations. The image depicts children sharing popcorn with each other, hence the usage of "Spread popcorn" in the ad. This is demonstrating how the flu can be spread through such things as sharing food, and promotes the idea that getting vaccinated is necessary in order for such a possibility to be hindered. The usage of young children in this ad strategically pertains to young children, as well as parents of young children. This is done to hopefully spark interest in the viewer's mind to get their child vaccinated in order to stop the spreading of flu. Therefore, the "Spread popcorn, not flu," strategically

One primary goal of Pfizer is to deliver sustained, excellent product by outperforming Pfizer’s competitors and must differentiate itself adequately from its competitors. Competitive advantage is central to strategic management in that it will produce and sustain superior performance. To be competitive in a business environment, often it requires the company to have a product or service different and better than other organizations competing in the same marketplace. According to Wadman (2007) “Pfizer and the rest of the pharmaceutical industry need to develop more sophisticated drugs, targeted at a smaller number of people more quickly, efficiently and at a lower cost” (p. 1). Once Pfizer’s strengths, weaknesses, opportunities, and threats are assessed and analyzed, managers must decide a set of strategies to reduce or eliminate its weaknesses and capitalize on its strengths and maximize opportunities. An example is Porter’s three generic strategy approaches of differentiation, cost leadership, and focus strategy by using differentiation strategies to differentiate Pfizer from its competitors. Strategies are essential; however, it is useless unless they are effectively implemented levels of the company. Business-level strategies are typically developed and implemented by heads of business units and are first approved by top management. The functional level strategy is the last level that focuses on developing strategies for managing the various departments to

First of all, the colors in advertisement evoke emotion and ideation in the customer’s mind. The blue color represents cleanliness. The whole point of paper towel is to clean up messes. Also the color blue has an affect on the mind and body such as it invokes rest and makes people typically feel calm. When a spill happens people tend to get to anger or upset over it, with the blue in the advertisement it shows how the paper towel can reduce spills subconsciously. The green color represents freshness. Once the spill is cleaned people will feel as though their home is fresh and clean. The color green has affects on the body as well it also relaxes the body, calms, and reduces stress. Also

Throughout history, literature, pictures, and speeches have been laced with modes of persuasion. In modern society, thousands of advertisements are produced a day. Each one uses either ethos, pathos, or logos to convince viewers to shift and support a certain belief. One field of advertisements that relies heavily on pathos and ethos is the health field. The national anti-smoking campaign advertisement, below, uses blatant visuals and medical facts to make viewers understand how smoking negatively impacts people’s lives.

For example, in the Facebook Advertisement, a couple visuals were used along with some text to convince the reader to either buy the product or take further consideration into buying the product. One of the persuasive, visual techniques it used was color choice. The background is filled with a blue color, which is often a color associated with security and the sensation of being safe. This helps convey one of the messages of the messages of the advertisement: the Tase-let will keep you safe and secure when you’re in a possibly dangerous situation. This isn’t the only persuasive technique that involves color. One of the distinguishing colors of the colors shown in the visual representations of the Tase-let is red, which is used twice. Red usually conveys a feeling of power and strength. This helps make the advertisement effective because while giving the audience a feeling that the product will make them feel secure, it will also give them the feeling that the product will make them more powerful and in control of a situation that they might end up running into. The images of the Tase-lets and the example of a person wearing the Tase-let also follow the rule of thirds, where the first third displays the product and the second third displays an example of that product in use. The words written at the bottom of the Facebook ad also contribute to

Advertisers use a variety of appeals to convince the viewer’s to buy certain products or bring a topic to the awareness of the viewer. The anti-child abuse announcement that San Francisco Human Services Agency released is no different. A public service announcement is designed to publicize a problem the nation is facing. Advertisements can appeal to the audience through a variety of elements such as images and speech. In this advertisement pathos and ethos are represented through the sounds and visual content while logos is presented through the statistics given at the end of the advertisement. With this advertisement it is also important to consider the

First, our minds are manipulated by advertisements we see every day. The advertisements we see every day can manipulate our choices to buy their products, without us realizing it. First, many companies find ways to make the customer buy their products such as food companies like McDonald’s uses specific colors to attract customers to their food products. For example “red stimulates our appetite” to affect our emotions with “the perfect color to amplify it” (Distractify staff 10).

Moreover, there no “double speak” included in the ad, however, this child could be viewed as a form of propaganda due to the ad’s intention of helping children. The ad is also a form of propaganda because of the emblematic course of numerous children who get abused sexually each

Frontline documentary The Persuaders discusses the spiritual transcendence and emotional bonds brands can form with today’s consumers. A vast majority of brands use emotional branding as a way to attract consumers into purchasing their products. Emotional branding is an appeal to a consumer 's needs, desires and emotional state. Brands use emotional branding by presenting consumers with advertisements that will create meaning and identity. Emotional branding is not about what the product is, but what it means to consumers. Eyeshadow advertisements “The Blushed Nude” from Maybelline New York and “Colorstay” from Revlon present similar products that create distinct emotional bonds with consumers by presenting images of women with distinct emotional desires. Desires of love, independence, and strength give rise to consumers to find an identity and meaning within the advertisements.

Rhetorical appeals are crucial when it comes to advertisements. How is the company/foundation going to grab the viewer’s attention? How are they really going to hook the viewer and make them remember our message? Well, the CHF uses to rhetorical appeals, ethos and pathos. They use pathos in testing the viewer’s emotion. Using the quote “some children get to heaven earlier” really gets you thinking and feeling sorry for children who go through this every day. Emotion is one of the biggest, if not the most important rhetorical appeal. Using children really adds to it. I would like to think everybody feels bad for children around smoke after viewing this disturbing photo. Smokers may feel cautious now when around young ones. That is what the CHF is going after, parents reevaluating their choices with tobacco. Ethos and pathos were very effective in this advertisement.

Imagery and emphasis can create memorable commercials. Emotions inside of commercial viewers are used to sell products in modern day society. Commercials are careful of how they use symbolism inside of their advertisements. Vivid coloring can inspire powerful positive feelings in a viewer, but grim coloring could create a negative feeling. People could feel positive feelings when considering to buy a product such as the Apple iPad. Scenes within the Apple commercial help to inspire the thought through strategic marketing. The commercial makers were careful in their placement of imagery and product placement. They also had intelligent choices in who they chose to narrate their commercial.