The Impact Of Advertising On Society 's Image Based Culture

What captures the attention of people when they view an advertisement, commercial or poster? Is it the colors, a captivating phrase or the people pictured? While these are some of the elements often employed in advertising, we can look deeper and analyze the types of appeals that are utilized to draw attention to certain advertisements. The persuasive methods used can be classified into three modes. These modes are pathos, logos, and ethos. Pathos makes an appeal to emotions, logos appeals to logic or reason and ethos makes an appeal of character or credibility. Each appeal can give support to the message that is being promoted.

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

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.

Advertisements come in various shapes, sizes, and mediums, and as humans, we are constantly surrounded by them. Whether they are on TV, radio, or in a magazine, there is no way that we can escape them. They all have their target audience for whom the advertisers have specifically designed the ad. When a company produces a commercial, their main objective is to get their product to sell. This is a multibillion-dollar industry and the advertisers study all the ways that they can attract their audience’s attention. The producers of advertisements have many tactics and strategies they use when producing an ad to get consumers to buy their product. These include things such as rhetorical

In the article, “Advertising’s Fifteen Basic Appeals”(1982), Jim Fowls, a professor at the University Of Houston, discusses the different ways advertisers are reaching people on a daily basis. He claims that advertisers main goal is to appeal to the audience’s motives and desires, aiming to make the ad as memorable as possible. Every person has a need that he wishes to satisfy, if the advertisement successfully calls this need “then the persons can be hooked”(Fowls, p. 275). Fowls introduces a list created by the psychologist Henry Murray from Harvard University of 15 human needs that advertisement can appeal to. Murray’s classification of needs is a useful tool to understand the effectiveness of an advertisement.

The average person will watch approximately 2 million commercials throughout their lifetime. In this technologically driven environment, it’s the most effective method of appealing to an intended audience. However, there is a lot more to an advertisement than meets the eye. There are numerous methods being used in order to appeal to the audience. Corporations and businesses focus on rhetorical appeal when it comes to creating a successful advertisement.

Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;

Consumer insight: The underlying consumer motivation is temporarily escaping from stress and communication overload. The ad is appealing and effective to the target.

The message conveyed through the advertising appeals influences the purchasing decisions of consumers. In this case, the advertisement was aired by Carl’s Jr fast food restaurant to advertise their new “all natural burger”. It was aired during the Super bowl because majority of the audience, men and woman, are watching the game. And it makes it easy for them to put their product out because most people that watch the Super bowl just watch the commercials.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

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.

The main purpose of commercials and advertisements is to persuade the viewer to purchase the product that is advertised, but not all commercials are successful in this endeavor. Companies, such as Budweiser and Kleenex, appeal to the viewers’ ethos, logos, and pathos in order to influence them to buy the advertised product(s). In order to appeal to each of the categories, companies use different tactics to catch viewers’ attention. The use of ethos, logos, and pathos can make or break an advertisement based on how it is being used.

In the present competitive era, all company communicators seek to put some information in their contacts or customers ' mind that affect their decision to purchase. Companies’ efforts to create attention to their messages on the one hand and the increasing advertising messages, on the other hand, have created a significant paradox in the field of advertising. In such circumstances, the advertiser may spend many costs without reaching the target without the necessary ensuring of their ads ' effectiveness. Therefore, the importance of this research is what all have believed today. The purpose of this research is to evaluate and explain the relationship between the logical advertising appeals, consumer cognitive information processing styles, and advertising effectiveness. The present study is applied in terms of the purpose, and descriptive and correlational in terms of data collection. The required data were collected using inventory and distributing it among 133 students. SPSS and LISREL software are used to analyze the data. The results showed that advertising appeal has a direct and positive impact on the logical process style and the effectiveness of advertising. The hypothesis of the effectiveness of logical processing style on advertising effectiveness is rejected. Thus, advertising companies should conduct their marketing

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

Advertising and promotion, ethical pitfall: Issues over truth and honesty. Issues with violence, sex and profanity. Taste and controversy and negative advertising