Advertisement and its Impact on Clients’ Choice and Preference

Influencing or fooling? How do you think these advertisements impact the way the consumers think? When you ask these questions from people, you get to hear varied thoughts. People are divided between the influencing and fooling debate. I recently asked the same question from a friend and she replied by quoting the example of Cox TV packages. According to her, the advertisement was the perfect example of how companies should clearly state about the features they are not offering. So, where some people think that advertisements influence people, others believe they fool people into purchasing stuff they don’t want.
Let’s see how advertisements impact people’s choices.

They Convince

Well, if they did not, alcohol consumption would decline. People are well aware of the harmful effects that consuming alcohol or smoking cigarettes can cause. But fancy advertisements that promote these things catch the attention of the consumers and the sales continue to increase. There is no ban on these ads. It is quite normal for a beer or a cigar advertisement to pop up. And despite knowing the dangers these things can put your health in, the advertiser convinces you to invest in these products in the future as well. So next time someone tells you that advertisements do not have the convincing power, give them some food for thought.

They Play with Your Brain

While you might consider it a normal thing that advertisements convince you into buying products, it is not all that normal. You should know how the advertisers play with human psychology to convince them to prefer their product over the competitors. So, what advertisers or marketing agencies do is that they would make things that normally make a person feel pleasant a part of the ads. For example, if you ever notice, a detergent ad will almost every time feature flowers or babies. These are things that generally all people feel positive or happy about. So, seeing the same things on the screen with a product gives you a good feeling about that product as well. This is the transfer of feelings that the advertisers tend to transmit from the ad to you. They make you feel good about the product automatically. Hence, you end up purchasing a particular brand of detergent.

They Make an Appeal

There are several ways by which the advertisers can do this. Most of the times, an advertiser would compare his product with that of the competitor. In this way, he will be telling the audience that there are things that the competitor’s product lacks. And my product fills in all those gaps. Because the consumers’ brains can be easily molded, they would think about it. People, who believe that advertisements cannot impact the way they think, what do you think about you wanting to purchase the lip color shade Kylie Jenner last wore? Or the lingerie that was showcased at Victoria’s Secret fashion show. Fashion shows, too, are a form of advertisement. Not everything that an advertisement state is a truth. Often times the ad will promise something that isn’t even possible. But then again our brains are conditioned to believe whatever we watch.
Here are the different types of appeals that advertisers make use of, to impact your preferences.

Rational Appeal

These advertisements revolve around logic and facts. No emotions make it to these advertisements. Example of such an ad would be a shoe company offering pain solution through its products. There is no room for exaggerations in these advertisements. Some of the themes that these advertisements revolve around include:

  • Scarcity
  • Statistics
  • Contrasting
  • Testimonial
  • Status

Emotional Appeal

Advertisers make use of strong imagery to appeal to the audience’s emotions. These advertisements focus more on feelings and perceptions. They have less to do with logic and reasoning. Hence, the word emotional. The many emotions that advertisers target and are often the theme of an advertisement include:

  • Popularity
  • Fear
  • Social
  • Humor
  • Sexual
  • Romantic
  • Adventure
  • Empathy

Summing Up

To sum up, let me tell you a little story. I was working on a university project where I had to come up with an advertisement involving emotional appeal. I had to do so for a telecommunication company. I had to convince the audience to use the ‘Cox near Me’ feature. It was a new feature back then. I shot a mini ad where a mother loses her child in a road accident. The ad ended on a sad note stating the importance of always having access to the Internet on your mobile. And checking if a particular company serves in a certain area or not. This can save lives. Pretty emotional and guess what? It worked.

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