The Role of Advertising Appeals, Role of Celebrity & Expert in T.V Advertising Attitude

Some of the most important ways of attracting a consumer with an advertisement is to establish ethos and credibility. If a business creates and advertisement for a product and supports their product with research to back up their claims, the consumer will more than likely get the product and spread the word of it with their friends and family. According to Shintaro Okazaki, Barbara Mueller, and Sandra Diehl, “Although researchers have explored the prevalence of GCCP and examined the content of such advertisements, limited attention has been paid to the consumer perspective” (Okazaki, S., Mueller, B., and Diehl, S., 259). Some businesses may develop surveys to get an idea of the consumer’s interests and to help shape the product the business is trying to push forward. According to Shintaro Okazaki, Barbara Mueller, and Sandra Diehl, “A structured research design is described, including hypotheses, the creation of fictitious advertising, pre-survey examination,

We’re each exposed to fifteen hundred advertisements every single day. Therefore the average Indian spends almost a year and half of his or her life watching these television commercials. It is one of the most powerful educational forces in our society today and it determines as well as shapes our behavior in real world scenarios. It’s interesting to observe how the advertising industry acts as the main driving force of mass media. The primary purpose of most television programs is to assemble an audience in order to watch these commercials. This way, the audiences get delivered to advertisers and in turn advertisers can sell their products.

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.

Both of these authors would seem to agree in the sense that the underlying messages and emotional and rational appeals present in commercial advertisements are the key to what make them memorable to the viewers. Although both authors focus on different aspects of the psychological perspective they both make it clear that there are various factors to take into consideration when analyzing the influence that advertisements can have on consumers. In order to influence the public the way that they do, advertisements use emotional appeals along with various arousal tactics in order to make the commercial as persuasive as possible. They attempt to stimulate not only our 5 main senses but they also appeal to our minds, moods, and feelings by making their situations either hilarious, sad, or informative in some way so that we, as the viewers, can relate on a deeper

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.

To conclude, after watching ads for over two hours I have learned that advertising is an effective method of persuasion. I noticed that several ads applied multiple appeals to persuade viewers to buy their products. I also noticed that several techniques were applied to make the viewer more interested in products. Before this exercise, I did not realize that I subconsciously paid attention to advertising on television. In the future, I will try to be more conscious of my buying

The emotional ads are used to influence the consumer’s behavior through humor or anything that shows positive affect towards the brand’s attributes (Murray, 2013). In image ad, the advertisers are more focused on creating a mental picture of a product that consumer can associate themselves with certain lifestyles or values. And in endorsement ads, the advertisers introduced their brand by aligning it with someone famous or an expert in their field. Such as, celebrities, athletics or doctors. By applying or attaching endorsement, it can enhanced the brand’s recognition, appeal and credibility (Iacobucci, 2013).

Firms spend large amounts on advertising, estimated to reach $600b in 2015 , this spending represents sunk costs . Increases in spending will not necessarily prove successful; moreover an effective campaign will engage consumers and provide positive brand attitudes. For this reason this area of research is important and should be noted. Increasing the effectiveness of one’s advertising campaign is not an easy task; there are many issues that have to be acknowledged and, more importantly, understood. A plethora of research has been undertaken regarding consumer behaviour; one only needs to look at the sheer volume of academic articles and books on the topic. There are however several categories within consumer behaviour that a firm can target dependant on their product offering. Exposure, memory and attitude pose these issues. Foremost exposure refers to the process by which the consumer comes in to physical contact with a marketing stimulus and they can be exposed to this stimulus during any stage of their decision making process. Exposure is mostly affected by three factors; the position of the advert in mediums (e.g. TV or print); product distribution; and shelf placement. Furthermore consumer memory refers to the persistence of learning over time ; information is retrieved both consciously and unconsciously. Such memories can be retained for any given period of time and stem from experiences and evaluations. Finally attitude is an evaluation a consumer expresses

Some of the observations that have been made based on the various articles studied and also information gathered by us by studying and analyzing various print and television advertisements of different brands. The following findings were inferred from this exercise;

A company’s main goal when advertising their product, is to capture the targeted audience’s attention in hopes of increasing

The research in consumer behavior and psychology shows that the brand related information determines the probability if the customer will select a particular brand (Mitchell 100). Companies have learned to play with the psychology and emotions of consumers and have succeeded in attracting even those consumers that were not motivated by the traditional advertisements. Companies these days are focusing on the basic psychological principles to understand how to plan and execute the advertisement.

Consumers deal with advertisement every single day and it reflects every aspect of life, needs, and desires. According to Statista Inc. an internet statistic company, United States was the world’s largest advertising market in 2016, with more than 190 billion U.S. dollars were spent in advertising followed by China and Japan. The presence and influence of advertising is inevitable. It spread through thousands of channels like internet, television, radio, magazines, newspaper, and etc. Statistics from MarketingSherpa a research firm shows printed advertisement like newspaper and magazines are most trusted channel of all following by television and catalogs advertising. Regardless of these advertising channels, ones might not realize that these ads are actually affecting their self-esteem. On the contrary, self-esteem reflects the confidence of a person and its worth in every aspect of their life. A good advertisement and a person self-esteem seems not relates to one another, however as it go deeper, it certainly influence an individual psychologically or even the society at large. Depending on what type of ads viewed, it might affect the person thinking or even the subsequent actions. It can reflect their motivations and lead to a certain actions towards achieving specific desire. Often, a good advertising will have a positive impact on person self-esteem and the society. From the side of the business, good advertisement shows the company good reputation and business ethical

This case was written by P. Indu, under the direction of Vivek Gupta, IBS Center for Management Research. It was compiled

Research carried out in this way provides sufficiently reliable information for the development of a promotional campaign. However, no market research results are ever completely perfect, and it is always to assume that there is some degree or unreliability in the information used. Find out more about how market research is carried out in different markets. Try to find out specific details about market research carried out for the tourism industry. Can you comment on the reliability of such information?

In the partial fulfillment of the requirement of Master of Business Administration (M.B.A.) Program (2002-2004) Hemchandracharya North Gujarat University, Patan.