Advertising is a massive industry. Companies pay billions of dollars annually to promote themselves or their products. Advertisements can come in abstract forms, like billboards, park benches and public transit, or they can be more traditional, like print ads, online ads, or television commercials. Despite the fact many people think TV commercials are annoying and often opt to avoid to them, I found in my exploratory essay that advertisers purposely craft commercials in a manner that helps reduce avoidance and increase memorability. As such, I plan to argue that TV commercials are the best form of advertising because they a further reach, have an audio component, and are more memorable. The sources that I have found will help me assemble a …show more content…
These audio components allow the advertisers to extract certain moods and feelings solely based on what sounds they include in their commercials. While doing research for my exploratory essay, I found two sources that will help support this point. The first source is a study by Professors Steve Oakes and Adrian North in which they tested how different music genres changed how people viewed a commercial by playing the same commercial with different background music to two separate test groups. Oakes and North found that at the end of the study each group used different adjectives to describe the commercial (Oakes). This source will help my argumentative essay because it shows that advertisers can change the music in their commercials, and the audience can have a completely different reaction to the same commercial. This source will also help my essay because Oakes and North are respectively professors at the University of Liverpool and Curtain University, so this adds ethos to my argument. The second source I have is also a study. It was done by Park et. al. In their study, Park et. al figured out how music in commercials affected the audiences’ attitudes. Parks et. al had five different groups listen to various commercials and fill out a questionnaire. They concluded background music in commercials form “highly involved consumers’ attitudes towards advertising, …show more content…
The first source to support this claim is an article from Forbes Magazine titled “To Keep a Consumer Brand Top of Mind, Consider Old-School Advertising.” In this article by Guy Brusselmans, Kenji Govaers and Matthew Meacham, compare four different types of advertisements. They analyzed online banner ads, online video ads, TV commercials and storefronts, and compared the cost of each advertising medium to the rate at which customers remembered the advertisements. Brusselmans et. al concluded that recollected reach, the percentage of total population reached who recall a campaign, of commercials are higher than the recollected reach of the other three advertisement types (Brusselmans). This source helps my argument because it provides quantitative data that reveals how ads seen on TV are the remembered better than others. This means companies have a better chance of their product being remembered if it appears in a commercial. My second source I will use for this point is an article titled “13 Ways Advertisers Persuade you to Buy” by Paul Suggett. In his article, Suggett reveals thirteen things that advertisers include in their commercials to get consumers to buy the product being advertised. Two of the items on his list that consists of memory are making the audience laugh and humanizing things and animals (Suggett). This
What makes a T.V. commercial memorable? Is it the product you remember or just the commercial itself? Many times it could be both, depending on the person that’s watching the commercial. Sitting down to watch the television is more than just enjoying your favorite TV show; it’s about seeing the different types of commercial that comes with it. Commercials will play a huge role in today’s society.
However, extensive research has been conducted to test the effectiveness of nostalgic and non-nostalgic commercials. The results of one particular study revealed that advertisements with nostalgic themes are actually quite likely to produce greater recall and preference for the product being advertised (Muehling, 26). Furthermore, a separate investigation “examined individuals’ responses to nostalgic print ads, and observed a positive relationship between ad-evoked nostalgia (measured by a 10-item Likert scale) and attitudes toward the ad and purchase intentions” (Muehling,
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
Most advertisements as the ones I mentioned above use at least two or more appeals to persuade their intended audience to buy the product donate money, go see a movie, go to a restaurant, or switch brands. The use of logos seems to be the most effective way to promote something, by giving the facts and logical reasoning people are more likely to want what is being offered. Commercials have a short amount of time to engage the audience in their product. The use of rhetorical appeal helps to keep the audience’s attention to the details of the commercial and to make them think about what is being shown or heard. The presentation of the commercial needs to leave a memory with the audience to make them want to learn more about the product or try it
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
Whether recognized or not, advertisements play a significant role on the way in which consumers make choices. Though society as a whole may not recognize the impact of advertising, commercials and good billboards are still noticed and enjoyed. Even colors are used a way in which to catch the eye of the consumer.
Advertisements are part of my everyday life I see them everywhere throughout my day. They are in magazines, television, billboards, and outside of businesses. Some of my favorite advertisements are during the super bowl. Hayakawa says: “The best advertising, however, is thought about, laughed over, and acted upon by multitudes” (p. 135). The super bowls commercial are usually funny, and they make me laugh, which also makes me think about them. I feel that is the general purpose of an advertisement is to get people's attention while making impressions that people can remember.
Cong, LI. (2010). Primacy effect or recency effect? A long-term memory test of Super Bowl Commercials. Journal of Consumer Behaviour, 9, 32-44.
"The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition." By Jon D. Morris and Mary Anne Boone. N.p., n.d. Web. 17 Dec. 2013.
“Many a small thing has been made large by the right kind of advertising” (Mark Twain). Advertising, the very business of claiming attention. Through many successes and twice as many failures, advertising has always been a competitive field to be a part of. New techniques are constantly being shouted out or thought of to try and get a head in the game. Propaganda, obnoxiously large print headlines, and lavish pictures are few of outrageous techniques to get the message out there. However the need to bluff, or over exaggerate products and brands is no longer needed, when you can simply emphasize with a simple tool. Sound, the very tool humans use to associate language, can be the tool used to associate advertising endorsements. With the emotional effects sound can create, it has been shown to create emotions to certain adverts and companies. Despite which emotion is trying to be perceived, sound proves to be more useful as an influencer than visuals in marketing. Either used as the main source of an advert, or the backdrop, sound creates an environment or advertising persona. Truly, sound is the key to successful advertising in society. With the rapid decline in print media and up rise of technology, sound is more of an important factor to advertising media masses today. While sound is found more intrusive than visuals, it has also found to have more impact on consumers. Due to its booming qualities, sound can create both positive and negative attitude towards advertisements and brands. However the echoic impact is still stronger than iconic, and shows in fact why sound should be more widely used.
This paper is a piece of research involving a new measure in the ability to understand the effectiveness of a commercial. The project was evaluated by the rate of work given to be able to watch or listen to commercials. Techniques like the ones used reach back to a familiar name, B. F. Skinner. Recently, his techniques have been refined in order to study the behavior of humans. Changes and additions have been made to increase the ability of the recording apparatus. These include the recording of both forms separately, the ability to control slide or sound stimuli to keep from repetition or delays, and variations in the required amount of reaction for each subject. D’Arcy Advertising Company asked Associates for Research in Behavior (ARBOR) to use four separate, 60 second commercials. The main reasons for selecting four different commercials was to measure the different focus level for each, the different amount of interest for different forms of commercials of the same commercials, and to develop rankings for the commercials (Nathan & Wallace, 1965).
Commercials works through the human emotions and vanity and it appeals toward the psychologically domain turning into a temptation for weak mind people. For instance, if a person is at home watching T.V., very comfortable and suddenly, a commercial promoting any kind of food and drink comes up, that person will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial induced him to do.
Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product. For instance, the method of using product placement and celebrity endorsement is common, and in spite of this, advertisements tend to be more memorable namely due to popularity. According to the traditional hierarchy-of-effects models of advertising state that advertising exposure leads to cognitions, such as memory about the advertisement, the brand; which in turn leads to attitudes, i.e. Product liking and attitude toward purchase; which in the end leads to behaviors, like buying the advertised product
The more important part of focus on how ads are affecting our lives is in regards to food and beverage consumption. The vast growth and production of commercial food has skyrocketed over the past 20 years. Restaurants have been able to produce at faster rates and more efficiently due to there being high levels of mass commercial production. The affect that technology has had on food production is intense to the extent that it can get you to start salivating just by looking at the ad (Behrens, Rosen 564). The companies have mastered the technique of playing on our emotional pull towards food, and this has been greatly a success because of the marketing tactics used. Ever ordered something on the 99 cents menu and it looks exactly as it did in