Advertising Appeals
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In the global era, retaining a competitive edge over the competition and trying to wrest market share away from competitors remains difficult for firms, especially ones in mature markets. Using television advertising is one method marketers use to try and achieve these goals, even though some question the ability of TV advertising to affect consumer brand choice. Nonetheless, corporate advertisers continue to spend heavily on television advertising, according to the Journal of Advertising, “Marketers continue to spend large amounts of money on advertising, which is one of the most important and visible marketing tools” (Tellis and Weiss 1). However, advertisers use different types of psychological appeals to hopefully persuade consumers to choose their products. Fear, guilt, humor and promises of self-enhancement or an enhanced life are all routinely used to prompt consumers to buy everything from deodorant to luxury automobiles. In this analysis we will compare two TV advertisements which use self-enhancement and the promise of an enhanced life to pitch their products. Both commercials were aired during my viewing of them during the T.N.T. original movie, Pirates of Silicon Valley. The first advertisement was marketed by Mercedes Benz, for their new convertible. The second advertisement was marketed by the company that manufactures Nizoral AD, a dandruff shampoo.
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at by buying the product featured a person will definitely improve their social life. The man is literally attacked as a social outcast with pain, isolation, embarrassment and a pitiful lack of self-esteem because he has a few flakes of dandruff. Not only does the ad promise he will instantly change this situation if he uses Nizoral AD twice a week, but it also promises that he will instantly be the life of the party, including being attractive to all types of beautiful women who now ostracize him because of his dandruff problem. Certainly, one can see how this kind of advertising is used to create a desire or perceived need for Nizoral AD because it suggest use of the shampoo will not only alleviate dandruff, but it will also make the user popular and highly appealing to the opposite sex. Of course, like many advertisements based on such appeals, the members of the opposite sex who will be instantly attracted to the Nizoral AD-using man are all beautiful, young and perfectly thin.
Many experts in the field suggest that these kinds of advertisements actually do psychological damage to consumers, especially young consumers, who turn to socializing forces like the media to develop their own identity and self-esteem. In ad af
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Some common words found in the essay are:
Kelsey Grammar, Peter Pan, Nizoral AD, Vidal Sassoon, Nizoral AD…Just, Mercedes Similarly, Michael Michael, Appeals INTRODUCTION, Tellis Weiss, Martin Gentry, peter pan, nizoral ad, brand choice, physical attractiveness, tv advertising, dandruff shampoo, enhanced life, journal advertising, buying mercedes, beautiful women, peter pan myth, typical dandruff sufferer, pitiful lack self-esteem, tv advertising affect,
Approximate Word count = 2044
Approximate Pages = 8 (250 words per page)
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