Unlocking the Power of Effective Advertising

Effective Advertising On average, Americans are exposed to over 362 minutes of advertising per day as stated in the article “New Research Sheds Light on Daily Ad Exposures” by Sheree Johnson. Advertisements lasting one to two minutes, implies Americans are being exposed to more advertisements than anything else. Advertisements are not able to be escaped and are used to pursue consumers into buying products they might not even need. This can be a reliable technique by marketers because consumers fall into what the advertisements are saying. Increasing advertisement exposure to consumers per day allows marketers, such as Diet Coke a more valuable beverage company because their advertisements are simple, making them more effective.

The Diet Coke

Diet Coke simply states “Great Taste is Timeless” making the consumer want to buy the soda. Aristotle’s rhetorical triangle ethos means credibility. In the article “Ethos, Pathos, and Logos” by Henning, she states the meaning of ethos as “the source’s credibility, the speaker’s/ author’s authority.” The advertisements, usually stated in small print on the bottom will have a website or a phone number to learn more information on the product. For the Coca-Cola website consumers can find out statistics for the company. Statistics found are daily servings, how many products are sold in over two-hundred countries and the company’s net income. Providing extra information on the company as well as on the product, encourages the consumer to purchase the merchandise. Advertisers create advertisements that appeal to the consumer’s emotions. Marketers use certain words and phrases to attract the viewers’ attention. Aristotle’s rhetorical appeal pathos, stated in the article “A General Summary of Aristotle’s Appeals” by Henning, pathos “the emotional or motivational appeals; vivid language, emotional language and numerous sensory details.” Such as in the advertisement for Diet Coke the word “timeless”, used to make the consumer think about what might be timeless for them including a

The advertisement can be for anyone that has a favorite beverage. The advertisement was found in People Magazine. The demographics for People Magazine found on the magazine’s website, are seventy percent middle aged women around thirty-eight years old as well as viewed by eighty percent of college students, and reaches more women than any other magazine, with over twelve million users each month. The advertisement was found in the magazine because readers are viewing the magazine to read articles, for gossip, or celebrities, the magazine has been centered on popularity and entertainment. The Diet Coke advertisement was put in People Magazine because, for being a popular beverage Coca-Cola wants to reach viewers for