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This paper seeks to discuss the effects of different types of advertising on the American people. It seeks to give a detailed outlook on the different types of advertising plus the advantages and disadvantages of the different advertising methods.
Advertising is a mode which businesses, companies or individuals use in order to influence and change the way consumers view certain products and convince them that these products are beneficial to them. This attracts the consumers to keep reading about the types of products available. Advertising creates special needs apart from the basic human needs such as food, shelter and clothing. Advertising also aims at generating demand and appeal for products which are not only effective, but also provide comfort in life. Advertisement is driven by appeal. Appeal is a way or mode that is used to convince, influence and persuade consumers to buy these products. In this regard, the companies, businesses and other organizations must come up with different types of appeal in order to influence, convince and change the purchasing decision of people (Robert 544).
It is important to note that there are many types of appeals. These include rational appeal and emotional appeal. The diverse types of appeals work differently among different types, groups, or persons. Rational appeal can be more successful among the older generation while emotional appeal can work better with the youth and younger generation. Emotional appeal is not only related to the consumer’s social needs, but is also related to the consumer’s psychology in relation to the purchase of these products and services. In this way, the consumer is motivated to make the purchases of these products and services. This simply means that the companies will ensure that they show differences between different products and brands in order to appeal to the social and personal aspects of consumer’s emotional aspect. Emotional appeal can either be personal, social or fear appeal (Meerman 320). Personal appeal helps to personally drive the consumers to purchase products and services. It includes humor, joy, comfort, pleasure, self appeal and many other personal appeals. Social appeal focuses on affiliation, status, acceptance, recognition and involvement aspects.
This means that advertising is a means of communication that persuades and encourages an audience to change or undertake a new action. This form of communication focuses on the customer behavior. This form of communication also reassures stakeholders and employees on the success or future of the company or business. Advertising can help to increase consumption and create a new branding for the image of the company. However, advertisement must always be based on the principal of the same. In this way, the company is able to design a mode of communication that is clear, precise, appealing, accurate, and persuasive. This is because it is a form of mass audience that is responsible for creating a professional image and appeal for the company’s products.
Effects of Advertising
Many people have argued that advertising cannot unconsciously influence the consumer’s mind or manipulate the consumer’s decision on choosing the best product or service. However, this is not entirely true. Advertising can have diverse effects on the consumer’s decision to choose and on the unconscious mind of the consumer. All if not every effective advertising has an effect on the person seeing it. The person is able to see and be aware of the advantages and disadvantages of the products and services offered by the company. People react differently to these advertisements. Some people may end up being unhappy or dissatisfied with the products while others may end up being happy with the products. Young people such as children and adolescents are the most affected by these advertisements (Cockrum 327).
Advertising is a form of communication that tries to convince the customer to behave differently or in a certain way or manner which will benefit the advertiser. Every person who views the advertisement is affected and influenced to behave in the particular manner. This is because advertisements are very persuasive and creative. Politicians also use this mode of communication to sell their ideas to the voters. This simply means that every form of advertising has its effects on the consumer or the person that is viewing it. However, this is only possible if the advertising is in line with the products being advertised and if the advertisement is effective.
It is important to note that certain group of persons is more affected than others. Young people and children can be very vulnerable to certain messages that could be found in the advertisements. They may become pressurized by the messages and images in the screens in an attempt to measure up to their peers. This would have an adverse effect on their social and personal lives. In this case, parents should help to guide their children to understand that these advertisements are simply an attempt to get them to act in a certain manner that is beneficial to the advertiser.
Adverting is only a way or mode of attracting the attention of the consumers. It does not in any way make the consumer to purchase these products and services. Honest, straightforward and ethical advertisements have a greater effect on the consumers. This is because such an advertisement focuses on reaching perfection in every individual and perfecting this perfection. Commercial advertising has always been part of the American culture. In some aspects, the American advertisers do not take commercial rules seriously. On the other hand, political advertising in America is very important for every campaign’s strategy. However, there are no rules that govern political advertising (Neumeier 208). This simply means that political advertisers are not in any way answerable to any regulatory bodies as opposed to commercial advertisers in America. One of the most distinctive and noticeable feature of the political advertising is the fact that there is a lot of negativity around the tone and content of such advertisement. These advertisements have adverse effects on the American populace, especially on the young adults.
Advertising has effect on almost everything people buy and influences why they choose a certain product instead of other products. This is because advertising follows fashion and trend. It goes with the market trends. In this way, it influences the young generation as well and the older generation to adapt to and choose to purchase these products.
Types of Advertising
From the beginning of this essay it is clear that advertising is carried out to promote the products and services of a company. This simply means that some of the reasons why companies advertise is because they intend to increase the sales of their products and services, to maintain and create the brand image and identity of their products, to communicate changes of the product line to the consumers and public at large, to introduce new products and serves into the market, and to increase the value of their products , brand and company to the public and consumers.
There are many types of advertising, namely: visual advertising, online advertising, paper advertising and advertising with people.
Visual advertising involves advertising that uses digital platforms that give or allow sponsors and advertisers great opportunities. Visual advertisement gives the company and the brand more exposure and visibility at a particular time. The big question is how visual advertising boosts or allows the exposure of a company. Well, visual advertising displays the message by the company creatively in many unconventional spaces. These spaces include mobile advertisement, movie advertisement and mall kiosks. A mobile advertisement involves the use of trucks, vans and buses as spaces. In these spaces the brand name is seen and viewed by many people and potential customers. This very creative advertising displays the message and the company’s brand name to the audience and public at large.
Mobile advertising is a very cost effective mode of advertising. The company is able to cut on the advertising costs. This is because it involves constant exposure and not employing of a vehicle or space. A movie advertisement allows the advertisers to associate their companies and brands with interesting and enjoyable movie experiences. These advertisements are shown in places just before a movie begins. It involves the uses of a slideshow that displays the messages and brand of the company. Some companies use graphics and captivating photos to display these messages. These advertisements run for 30 to 60 seconds which is enough time to display the messages and brands of the company. These messages are very effective. This is because the advertisements related the company’s brand to the movie. Mall kiosks display company’s advertisements in very high traffic places, which create opportunities for consumers to purchase the products and services (Trout 224).
Online advertising is a mode of communication or promotion which involves worldwide web and the internet to deliver messages that appeal to and attract customers. Online advertisements include: advertisements on banner ads, search engine pages and blogs among many others. This type of advertising is expanding and growing rapidly in the U.S. and all over the world. It comprises of keywords, emails, Facebook platforms, My Space platforms among many others. As technology advances with globalization, online innovations have risen incredibly in the market. The big question is how the online advertising works. Well, online advertisement communicates directly to publishers to provide and create important content. Online advertising trends encourage markets to get into grip with the different attributions and bring in new options and incentives for the advertisers. It also helps the marketers to increase their investments and transparency.
Paper advertisements are a very common way of advertising which has been in the market for a long time. The main objective of advertising is to attract more customers. In this case, in order to ensure that the newspaper advertisements are effective, the advertising company needs to captivate the attention of the readers and be a step ahead of competitors. Paper advertisement includes newspapers, signs and billboards. Many people argue that the print media will not be around for a long time (Cockrum 327). This is because with the new technology, other innovations have overtaken this advertising mode or method. This may be true, but the fact remains that making a newspaper advertisement is relatively cheap as compared to other advertising mediums. The advertisers have many different options to choose form. However, the question is ‘’ will this type of advertising be worth the money? ‘’ Newspaper advertising would be more effective in a small town, where the advertiser is guaranteed that most if not all of the residents read the newspaper daily. The other disadvantage of this advertising mode is that the newspaper is only read for a few minutes a day and, thus, the advertisement only lasts for that period. The newspaper has a very important function, which is to bring the world’s news to people. In this regard, many people actually read the newspaper. This simply means that the newspaper can also be a very effective and powerful mode of advertising (Wheeler 320).
Billboards and signs, on the other hand, are very noticeable. They are easily visible and, thus, make a big impression regarding the products being advertised. It is very clear and evident that billboards affect the psychology of the person seeing many cheerful colors used in it. The cost of billboard advertisements is relatively high as compared to other modes of advertising.
Advertising with People
Advertisement using people involves word of mouth advertising of celebrity endorsement. Word of mouth is a very ineffective mode of communication. It only reaches a limited number of people. Word of mouth will often not convey the full information of the company’s brand (Lorrie 272). This simply means that it is not an effective mode of advertisement and the company or business should consider using another mode of communication or advertisement. However, word of mouth is very cost effective. This is because it does not cost any money.
Celebrity endorsement, on the other hand, is a very effective mode of advertisement. Celerity endorsement can enhance brand equity, change the attitude of a customer, give a company or its brand a new dimension, manipulate the brand by using a celebrity who is known all over the world, give the advertisement company an advantage over its competitors, make the consumers believe the advertisement, and influence the choice and purchasing power of the consumer. However, some of the celebrity endorsements may have negative effects on the audience, especially young adults (Brittany 315).
The market in the United States and all over the world is experiencing growth in technology every new day. The only way that the companies can attract the attention of consumers and make them feel the need to purchase their products is through effective advertising. In order for a company to effectively advertise, it needs to choose a mode of advertisement that will reach a larger audience. The advertising mode should have a system of communication that will help to spread the message, for example Facebook. The cost of the advertising mode is a very important aspect to consider. The advertising method should be cost effective in order to fit into the company’s budget. The other factors that the company should consider are: how fast the advertisement will reach the customers, which methods would help to build the reputation of a company and what the target market of the company is. Advertisements have to be creative, persuasive and very attractive in order to capture the thoughts of the clients and potential customers (Al Ries 274). An effective advertising method should target both the middle and the upper classes and people from all age brackets. This will ensure that the company gets the message across to a large audience and influences the audience to recognize and purchase their brand.
Advertising is a very effective way of reaching consumers and attracting many people to purchase products and services. Advertising methods may seem like a big investment to companies or businesses. However, advertising does not only help the company to build its reputation, but also to strengthen the presence of its products in the market. In this way, the company will be a step ahead of its competitors.