Category: Advertisement

Brain’s Ability To Acknowledge Different Advertisements

This article introduces a study on using EEGs to assess the brain’s ability to acknowledge different advertisements. Electroencephalography, or EEG, has been used to examine the effects of advertisement and placement marketing on the brain. It is important to process the users’ awareness when they view a branded product during a movie, show, or video. Studies have found many things, including, that the alpha band located in the posterior parietal cortex (PPC) is connected to the spatial attentional shift of altered sensory modes. However, the alpha and beta bands located in the occipital region are linked to preparatory attention.

When viewing advertisements, the activation level of the theta band is how the liking of the advertisement is judged. The brain processes music and speech in the temporal lobe. The left hemisphere examines speech and the right examines music. This study wants to know that if brand placement is everywhere if it is a popular form of advertising. In 2011, 71 brands were in the movie Transformers: Dark of the Moon and the audience did not like it. One study found that when brand placement is featured in the background of something that is unrelated to whatever the viewer was watching, there was a negative evaluation. In the present study in this article, it examined the classification of branded products based on they benefited and how significant they were to a program, which they stated as, when the non-integrated brand placement contains the inclusion of the brand’s logo and the products before, during, or after the program, but when the subjects of the program are not in any way related to the benefits of the branded products.

The article gives an example of this when an alcoholic beverage manufacturer sponsors a singing program, which is not related to the logo or the product, it can still be included in the program. This study also looked at the cognitive processes for representation and sound by means of the consumer’s awareness, preferences, and what they like to purchase towards brand placement. The researchers separated the representation of brand placement into representable brand placement (REBPL) and non-representable brand placement (NREBPL). This study also described speech sound brand placement (SSBPL) as the demonstration of the brand logo and product information in the program with speech sounds saying the brand name. The study also said that musical sound brand placement (MSBPL) was the exhibition of the brand logo and product information alongside music. In this study, to test the effects of brand placement on what the viewers’ preferred, in which brain activity indicators were used, they used the representation or sound of brand placement as the independent variables. They hypothesized that representable brand placement will show higher outcomes on the temporal and spectral EEG dynamics on what the viewers liked and disliked when there is more music in brand placement, there will be higher effects on the temporal and spectral EEG dynamics of what the viewers liked and disliked, and more representable brand placement with more music will have more interaction results on temporal and spectral EEG dynamics of what the viewers liked and disliked. The results of the study found that in the behavioral data, the viewers’ attentiveness for NREBPL was higher than the REBPL and SSBPL was higher than MSBPL. This suggests that auditory information establishes the content of the video and allows the viewers to evade difficult steps in visual processing. The study found that representable brand placement had more effects on the viewers’ temporal and spectral EEG dynamics. The study also found that when brand placement had music, it was more probable to affect the brain activity in the viewer. The study concluded that the N1 breadth of SSBPL was greater than MSBPL. The study found that when the brand placement was with music, it has a bigger effect on the viewers’ brain EEG activity and that more representable brand placement had a higher effect on the viewers’ brain EEG activity in the right occipital region. When the viewer saw a 3D scene, there was more stimulation of the BA 30 than viewing scenes that were up close, objects, and pictures of faces.

All in all, the study used EEGs to look at the electrical activity in the brain and they used multiple stimuli. The study in this article says that the researchers proved all of their hypotheses’, which I mentioned earlier. I think that the takeaway message from this article is that various types of advertisements can have many different effects on our brain, which most of the time we are not aware of.

Advertisement: A Dynamic Tool For Behavior Change

Abstract

An individual sees approximately 3000 ads per day and the number is not likely to reduce anytime soon. Hence we explore the various effects of advertising strategies employed on the individual. It addresses the various forms of advertisements that an individual is exposed to in their day-to-day lives as well as the effects of the various persuasive psychological techniques on the psyche of the individual. These include the use of color, heuristics, emotional conditioning, and personalization in advertisements. It also illustrates the positive as well as negative effects these strategies can have on the thoughts and behavior of an individual. The positive benefits of the advertisement include societal, social, economic, cross-cultural, and National benefits. They can challenge social norms, raise awareness on thought-provoking issues and create positive role models as well as give the opportunity to human creativity in the fields of comedy, drama, and music. However, it can also induce FOMO (Fear of Missing Out) and lead to the promotion of stereotypes, development of negative body image and unhealthy habits, as well as create unrealistic expectations. All these negative effects can lead to severe environmental, behavioral, mental, and economic problems. To counter these negative effects the paper proposes several techniques like increasing the representation of racial minorities and the LGBTQ community in advertisements, promoting body-positive campaigns, showcasing anti-stereotypical scenes and stories in advertisements, and using conditioning to propagate healthier lifestyle choices among the population.

Introduction

Whether we are watching television, listening to the radio, browsing the internet, traveling, or reading, we are exposed to advertisements that are made with the sole purpose to attract and persuade us. Advertising is a means of communication used by sellers to inform and influence the users about various products. Advertisements influence our emotions, perception, thinking, desires and our decision making by making psychological as well as biological impressions on our mind.

Every new experience develops new connections in the brain and these connections get stronger with repeated exposures. Markets make use of this fact to lure customers. Many of us may ignore the fact of being persuaded by the 20 second commercial or being influenced by the models on glossy pages of newspapers and magazines but Changizi in his research indicates how repeated advertisements increase consumer preferences for those products whereas overexposure passes on the signal of the product being overabundant hence common, which decreases the preference (Changizi, 2008).

Mediums of advertisements

The conventional mediums of advertisements include Print advertisements, Television advertisements, and Radio Advertisements. Digital advertising a new platform for marketers to promote their product comes in the form of a dynamic media called the social network. Facebook, one of the fastest-growing social media, helps in quick and uninhibited analysis of anything among its network members for developing an opinion (Akar & Topcu, 2011), (Kim & Ko, 2012). This powerful social media platform provides an opportunity for any brand to advertise its product and develop opinions to create values (Kim & Ko, 2010). With more than 1.6 billion Facebook users, nearly 60% of them use the social network to view product advertisements (Hampton, Sessions-Goulet, Rainie, & Purcell, 2011) and 70% of active users use social media to gain knowledge about the product before buying it (Kim & Ko, 2012).

Strategies in advertising

1. Use of color: Colors can influence the emotional behavior of consumers by attracting attention to advertisements or highlighting certain elements of advertisements. In advertising use of color is beneficial in eliciting emotional responses from potential consumers. For example, restaurants and food outlets usually use primary colors especially red and yellow.
2. Heuristics: Heuristics are rules of thumb or mental shortcuts that facilitate decision making by reducing time and cognitive effort and the quantity of information to be processed (Shah & Oppenheimer, 2008). A type of heuristic quite prominently used is the availability heuristic, whereby people make judgments about the likelihood of an event on how easily an example or case comes to mind. For example, a consumer buys Tide detergent simply because when thinking of detergents, Tide was the best example he could recall. Another example is Fogg deodorant advertisement which is immensely popular in youth. Fogg advertisements are very different, unique and are repeatedly shown which make the product name come to the mind very readily. This technique has tremendously increased Fogg’s sale in the market.
3. Personalization of advertisements: The use of personal data posted on various social networking sites can be used to customize the advertisements that an individual is exposed to on their social network feed. Research suggests that highest personalization condition generated the most positive response and that privacy concerns did not moderate the effects of personalization.
4. Conditioning: Pairing a product with primal emotions such as fear or love can be a robust motivator for consumers to purchase a product. Another way is to use social learning theory and pair authority or influential figures with the product. Examples of conditioning may include Ads of Diarymilk Silk and Johnson Baby products etc. Emotional conditioning is another strategy wherein positive feelings about a product are created by surrounding it with things that public likes. Example: No sugar, Zero Calorie, more fibre. Products like Pepper sprays and gadgets for the safety of women too have an emotional component in their advertisements.

Positive effects of Advertisements

Advertisements serve to carve a niche in the minds of people in relation to a product or service. They have wide-ranging implications on human behavior, social relationships, cultural and economic dynamics. Advertisement jingles are widely remembered and give opportunities for creativity, drama, and music to be expressed. At times advertisements can challenge social norms, raise thought-provoking issues common to people and even serve to create role models.

1. Societal benefits: Advertisements are the fastest means to reach the mass. They help in generating knowledge and information about various schemes, effective use of environmental resources, their uses and importance.
2. Health benefits: Advertisements on toiletries, sanitary ware focus on health and hygiene. The best example is the slogan “Darwaja band toh bimari band” which is an initiative by Government of India towards eradicating open defecation. Advertisements on timely vaccination benefit the mother and child, and the ones with protected drinking water and food etc. promotes healthy lifestyle.
3. Economic Benefits: Advertisements help in creating jobs and increases the GDP of the country and also provide financial support to media. Public health advertising saves money by encouraging behaviors that prevent disease (Rice & Atkin, 2012).
4. Cross-cultural benefitі: Advertisement can override cultural differences by putting us all on the same level. Cross cultural advertising minimizes the negative effects of cross cultural differences by creating common frameworks for people from different cultures.

Negative effects of Advertisements

1. Negative body image

Body image refers to a person’s emotional attitudes, beliefs, and perceptions of their own body. Body acceptance and love are not narcissism or vanity but love for and comfort with the body even if one is not satisfied with all aspects of it (Tylka & Wood-Barcalow, 2015). Body image is the result of social and cultural construction and it has a huge impact on people’s self-esteem. There have been recent studies and discoveries that the women that are shown in social media are on an average ten times smaller and slimmer than that of the average woman today. Models weigh more than 20% less than a typical woman. Due to the unrealistic portrayal of woman’s image, problems with eating disorders have increased over 400% since 1970. Advertisements have become the center of attention for stereotyping the image of women, an image that has been haunting them for the past 30 years. Negative body image can lead to individuals feeling uncomfortable and awkward in their bodies. Negative body image also contributes to severe mental health problems like depression and unsafe weight loss habits as well as inappropriate use of steroids or hormones, body dissatisfaction, and weight-related disorders, like obesity and disordered eating (Borzekowski & Bayer, 2005)

2. Fear of Missing Out (FOMO)

There are several reasons for individuals’ increased use of social media, one of which is the desire to become involved in a social group, which can be explained through Maslow’s hierarchy of needs. Today, individuals have a greater tendency towards FoMo as they wish to be constantly involved in social settings, share and view content on social networking sites. Businesses seek to stimulate the tendency of FOMO and to influence consumers’ purchasing decisions by creating a perception that products and services are in short supply through various campaigns, thus leading consumers to experience the fear of missing out (Hodkinson, 2019). Many customers who do online shopping experience FoMo while looking for products. Purchasing behavior could be significantly influenced by FOMO, reporting that 68% of the study participants made purchases within 24 hours after they had seen somebody else’s actual experience, as a result of their FoMo. Certain objects or opportunities become more valuable as they become less accessible, which is called the scarcity principle. The theoretical support to scarcity principle states that ‘any commodity will be valued to the extent that it is unavailable’ (Brock, 1968).

3. Promote unhealthy habits

Evidence suggests that children, adolescents, and young adults are exposed to and influenced by the marketing of unhealthy products (Anderson, de Bruijn, Angus, Gordon, & Hastings, 2009). Internet and social media provide marketers with a new platform to spread their messages. More than any other foods/beverages, children are exposed to marketing messages for unhealthy foods such as chips, desserts, candies, sugar-sweetened beverages, etc. The results of a US market research reveal that 63% of 13–32-year olds posted a photo of food or drinks they or someone else was consuming on social media and 57% posted about what they’re eating (FoodPorn: The growing influence of Social Food, 2015).

The models and the advertisements directly affect the imagination of youngsters. Adolescents get fascinated with the images and models and try to imitate them. Alcohol advertising is associated with drinking initiation (Anderson, de Bruijn, Angus, Gordon, & Hastings, 2009) and the evidence shows that alcohol initiation during childhood or adolescence is associated with problematic drinking in adulthood. Major steps should be taken to regulate alcohol marketing in traditional as well as digital media.

4. Create unrealistic expectations

Women have a tendency to compare themselves with other women either in person or on media. This tendency creates feelings of vacuum and inferiority. The current standards of beauty set by the media and models working for the industry are almost unattainable in terms of thinness and scar-free bodies. Women accept these ideals as their own and internalize the disappointment they feel with their own bodies (Tiggeman & McGill, 2004). A larger discrepancy between real and ideal selves may lead to a lack of self-acceptance and psychological issues

The frequent presence of ideal portrayals in the media could be damaging to women’s views of self, especially if they inspire automatic social comparisons. The results of one of the studies revealed that participants expose to idealized images of beauty ate significantly less junk food than did control participants. This pattern supports the assumption that food consumption may indeed be affected by exposure to idealized images of beauty. (Gurari, Hetts, & Strube, 2006).

5. Stereotyping

The stereotype is a widely held but fixed and oversimplified image or idea of a particular type of person or thing (Fung & Ma, 2000). When fixated on gender, it differentiates men and women based on certain attributes that are specific to that gender (Afolabi, 2013). The consumers are presented with a set of familiar images that set a recognizable context for that pitch. The problem though is that stereotypes are by definition incomplete, and repeated viewings to these stereotypes can lead the consumers to assume a truth that may not be true. As differences in people are reduced to simple categorizations, sometimes negative, and then are served up as reality. According to expectance theory, if an individual is exposed to the stereotype over and over, they will likely expect that the people who are being stereotyped will behave that way in real life. If the individual is a part of the group being stereotyped then they may even begin to believe that they should be that way.

Proposed Strategies

1. Body positive advertisements

Promotion of body-positive advertisements which showcases models of all shapes and sizes and broadcasting messages of appreciating one’s body and having a healthy body image should be done on regular basis. A prominent example of this is the Dove campaign titled The Dove Campaign for Real Beauty.

2. Increasing representation in advertisements

People who identify more with their ethnic group tend to identify more with advertisements that feature a member of their ethnic group. The higher the identification with the advertisement, the higher is the positive attitude towards the brand as well as the purchase intent (DeBenedictis, 2018). So, including people from LGBTQ communities, different religious backgrounds, communities, and cultures will help in developing a better society.

3. Challenging stereotypes

As a result of the ‘touch the pickle’ campaign, the share of voice grew from 21% to 91% and also increased the emotional equity of Whisper. Mainline actors, who traditionally never endorsed sanitary pads, became the face of these products. The campaign was so well-structured on all fronts that it won the Glass Lion Grand Prix at Cannes International Festival of Creativity, which recognizes work that implicitly or explicitly addresses issues of gender inequality or prejudice (Haque & Kumar, 2018).

4. Use of Conditioning

Conditioning can be used to increase healthy lifestyle choices among consumers. A study found that putting animal cartoons on children’s fruit and vegetable snack selections had a positive impact, and also suggested the potential for using animal cartoons to encourage fruit and vegetable selection for children (Karpyn, et al., 2016). An example of this finding is the ‘eat brighter’ campaign that put the characters from Sesame Street onto fruit and vegetable packaging so as to increase the consumption of fresh produce by children.

5. Use of Celebrities

Celebrities command attention and play an important role in the lives of people. Some act as role models and a few are ideals for many. The endorsement of celebrities in advertisements has always been a high-impact tool in marketing. Many celebrities have been able to create an impact and make people realize their true physique and color by sharing unedited without makeup photographs.

Conclusion

With the increase in the number of products and competition among marketers, advertisements act as one of the fastest and effective modes of attracting customers. The intent of this study was to analyze the previous researches conducted in the area of advertisements and their impact on human behavior and society at large. In doing so, we also came up with strategies to nullify the negative effects of advertisements and enhance the positive ones. More awareness regarding the strategies used by the marketers to lure customers is needed so that the youth doesn’t get trapped in the illusion created by promoters.

Effectiveness Of Advertising To A Target Audience

Advertisements are everywhere. You see them on a magazine, billboard, television, radio stations, etc. They are found almost anywhere you look even though you do not realize it. Advertisements are meant to catch your attention and to appeal to your specific audience. There are many advertisements that are targeted at certain audiences and I have compared and saw how different an ad can be based on the age range a magazine is targeting. In this research I am using Southern Living magazine; Jan 2020 edition and comparing the different advertisements that it contains. Southern Living magazine is a lifestyle magazine that consists of recipes, house plans, garden plans, and information about Southern culture and travel. This magazine had a variety of advertisements. It had ads that I know someone that reads this magazine would be intrigued by. I compared them by using Fowle’s fifteen basic appeals and Aristotle’s three artistic appeals.

In this advertisement from the Southern Living Magazine, Estee Lauder focuses on Fowles’s appeal to have the need for aesthetic sensation. The need to be beautiful comes from seeing a makeup advertisement and having a woman there that seems like she does not even need makeup. This advertisement shows an example of how beauty attracts a woman to want to buy that foundation because then they will think that will make them look beautiful as well. The woman reflects the need for that aesthetic sensation by the caption this ad has… ‘Wear confidence.’ Estee Lauder proves by putting beautiful women for a foundation advertisement will have other people focus on their need for aesthetic sensation. Another appeal from Fowles is the need for attention. Need for attention means that you want to have people’s attention and you want to be noticed. This appeal is usually in cosmetic advertisements because it just comes naturally. When wearing makeup people usually want to stand out and have makeup that everyone wants to compliment. On Aristotle’s artistic appeals this advertisement would be more directed to pathos appeal which is known as emotional appeal. This appeal activates emotions by what the advertisement says, for example, vivid descriptions. This advertisement appeals to pathos by the way they portray the women in the ad. This puts a woman that is beautiful and looks like she does not need makeup. This affects me emotionally because when I see that it makes me think that I want to look like that as well. This ad will appeal to any person that wants to look “beautiful.” By this being a Southern magazine it could appeal to souther women This advertisement does a good job at appealing to the audience because it has already caught my attention and made me think, well maybe I should buy this foundation as well. After identifying all of the appeals this advertisement has given I have realized this is more targeted to one primary appeal, emotional appeal. This is because in both Fowle’s in Aristotle’s appeals they both capture the meaning of this advertisement is by emotionally appealing to the viewers and wanting to be beautiful by what they see. I could relate to this appeal because I can see how this advertisement can attract a person’s attention by wanting to be confident like the women and by wanting that attention to be noticed.

Moreover, I discovered that this magazine included two different advertisements based on similar products.. pedigree and temptations. These products are both dog food. One thing noticed in this magazine is that it included multiple advertisements for dog food but I will only talk about two. The first advertisement is a bunch puppy around the bag but the visual is to make it seem like the puppies are drinking milk from the mom, hence the caption “like mother’s milk.” This advertisement, according to Fowles appeals, appeals to the need for nurture. This is because seeing a puppy and having the caption will bring out maternal or paternal instincts. This is why this is also considered by Aristotle’s appeals; pathos is the emotional appeal. Comparing the bag of food to mothers’ milk gives me the idea that puppies enjoy this food as much as their own mother’s milk. Since this is a family magazine this advertisement goes perfect because it will appeal to families that have dogs. The context of the graphics really did help achieve the appeal of the audience they are trying to target.

Now on to the next dog product… temptations. In this advertisement, I thought it was simple but clever. This advertisement showed the bag of temptation treat all torn up with the caption, “All It Takes Is A Shake.” This advertisement was difficult for me to identify Fowle’s appeal. I have concluded that is also the sense of nurturing. This is because of the sense of having to feed the dog. Even though there is no picture of an animal is still brings out the maternal or paternal instincts to feed your dog or a dog these temptation treats. In this ad, they use a sense of humor by showing that the dog will tear up the whole bag just by moving it around since they know what they are about to get treated with. It provides a good visual to me of how an excited do would try to tear into the bag to get their favorite treat. According to Aristotle’s appeal, this would also be considered a pathos appeal because it is trying to appeal to us emotionally. Instead of these provided of us with a sad emotion, it gives a sense of humor by the emotional tone. As compared to the other dog food advertisement they both appeal to people who own dogs. By the graphics of the torn-up bag really helped me see what audience they are trying to target.

In conclusion, these advertisements in Southern Living Magazine do a good job targeting their audiences. I do notice they are all mostly appealing with an emotional state. These advertisements and the ones saw all were towards the pathos appeals.

Influence Of Advertisement On Brand Awareness

Advertising is a paid type of correspondence that comprises of an uncommon message sent by the particular individual (publicist/organization ) coordinated towards a particular gathering of individuals which may comprise audience members, perusers of watchers for a particular timeframe in a particular way to accomplish a particular objective. According to American Marketing Association (AMA). Advertising means any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.

Various sources for media advertising

• Communicate media-TV and radio are two of the most significant publicizing media known as communicate media. Televisions have become a significant instrument to publicize for organizations. Organizations can targets serials, unscripted TV dramas, games, live occasions and so forth which are displayed on TV’s and comprehend the socioeconomics of the individuals viewing the TV. Stations are in any case named news, sports, information, amusement, motion pictures, kids and so forth. This causes publicists to single out the channel. Along these lines TV is one of the most broadly utilized promoting media on the planet. Publicizing spaces are sold by communicating organizations and directs situated in prevalence of TV appears, TRPs and so on.
• Radio-As an apparatus for promoting and publicizing, radio is the most savvy instrument which a client can have. Since radios have are high entrance and are simple for clients to purchase, they are a decent apparatus for publicizing. Radios empower organizations to connect with a wide scope of clients. Since radio take into account the necessities of a specific city or district, it is a decent method to promote dependent on clients chose from geographic division. Along these lines, radio is one of the best instruments as publicizing media.
• Print Media: Advertising media like papers, magazines, pamphlets, handouts, bulletins, signages, regular postal mail and other print productions go under print media. With the gigantic reach of print media, it turned into a mainstream apparatus for publicizing. Print media takes into account a provincial crowd and is distributed in various dialects. Henceforth, print media can take into account a specialty crowd when contrasted with communicate publicizing media instruments like TV or radio.
• Online Media: With the steady development in web infiltration, organizations have begun utilizing on the web media for advancement through promoting. Individuals are associated with the web through online networking, site perusing and so forth. This offers a chance to organizations to utilize this publicizing media and take into account clients utilizing web based promoting. Online promotions, web journals, content publicizing, partner showcasing and so on are completely done utilizing on the web as a promoting media.
• Outdoor Media: Another well known type of promoting is utilizing outside hoardings, boards, OOH (out of home) media and so on. Open air promoting it fundamentally valuable in catching those clients who are making a trip starting with one spot then onto the next. This offers a chance to organizations to utilize open air publicizing media to make brand mindfulness by putting enormous bulletins and hoardings above structures, close to roads and so forth to give most extreme deceivability.
• Mobile Phones: With the expanding entrance and utilization of cell phones, portable publicizing has become a basic angle for each business. Versatile as a publicizing media assists with connecting with client by advancing messages through SMS, online networking talk bunches and so on. On the web and versatile media are likewise covering now and again as sites can be open both through work area, PC and cell phones.
• Specialty Media: These comprise of things that are offered away to the shopper on which the name of the organization or brand is printed with the goal that more individuals become more acquainted with about it. For instance convey sacks, enrollment cards, free product like tops or packs, and so on. These sort of promoting media are more specialty and have a restricted reach when contrasted with the previously mentioned media.
• Different structures: Apart from the ones talked about above, promoting should be possible through travel signs for example the little banners that we see on trains or transports, electronic bulletins, and so forth. A few promotions can be publicized before the motion pictures in film corridors also, where it can connect with an enormous gathering of comparative crowd as far as demography or topography.

Relationship customer conduct is impacted by different components, extending from individual inspiration needs mentality and qualities, character attributes, financial and social foundation, age, sex, proficient status to the social impact of different sorts applied by family, companions partners, and society as an entirety. Every individual has his/her own guidelines of decisions and unmistakable conduct in each part of his/her job as a shopper. However, simultaneously, basic the individual contrasts there are likenesses which make it conceivable to clarify conduct of explicit sorts or gatherings of individuals. A cautious investigation of shopper conduct gives the sponsor further knowledge of his objective sections, which thus ends up being very important in key publicizing choices, particularly in characterizing the objective markets and making the promoting claim and message.

Significance of Advertising media

Promoting assumes a significant job in clients’ life. Clients are the individuals who purchase the item simply after they are made mindful of the items accessible in the market. In the event that the item isn’t publicized, no client will come to comprehend what items are accessible and won’t purchase the item regardless of whether the item was for their advantage. One more thing is that promoting assists individuals with finding the best items for themselves, their children, and their family.

It has three essential goals: to educate, to convince, and to remind:

• Informative Advertising -makes the consciousness of brands, items, administrations, and thoughts. It reports new items and programs and can instruct individuals about the characteristics and advantages of new or built-up items.
• Influential Advertising- attempts to persuade clients that an organization’s administrations or items are the best, and it attempts to adjust discernments and improve the picture of an organization or item. It will likely impact purchasers to make a move and switch brands, attempt another item, or stay faithful to a present brand.
• Reminder Advertising – reminds individuals about the requirement for an item or administration, or the highlights and advantages it will give when they buy speedily.

For a commercial to be powerful, its creation and arrangement must be founded on information on general society and a talented utilization of the media. Publicizing offices serve to coordinate complex crusades whose systems of media use depend on examination into buyer conduct and segment investigation of the market territory. A technique will consolidate inventiveness in the creation of the promoting messages with shrewd booking and arrangement, so the messages are seen by, and will affect, the individuals the publicist most needs to address. Given a fixed spending plan, promoters face a fundamental decision: they can have their message seen or heard by numerous individuals on fewer occasions, or by fewer individuals commonly. This and other key choices are made considering the trial of the viability of promoting efforts.

How does brand awareness benefit the sponsor:

• It builds a sense of dedication/commitment in the minds of consumers towards the brand/label.
• It gives a serious competitive advantage to sponsors. Displayed products become more catchy to clients as they are already aware of the advertised product in the market. Influencing them to give it a try.
• It is also one of the significant brand resources that increases the value of the goods, management, or organization.
• Clients are 60% bound to buy from a brand they’ve known about than from one they’re new to – brand loyalty.
• It gives a feeling of solace and recognition to purchasers.

Influence of Media Advertising on consumer products and brand awareness

• The utilization of visual display media platforms for advertisement increases brand awareness. Concentrate on visual exhibit . It is basically additionally captivating to the normal web based life customers . Make your own designs or pictures and post them via web-based networking media. Individuals are bound to share something on their interpersonal social platforms that is outwardly engaging than a post with content as it were.
• Adding emotional value to your advertisement increases sales and also brand loyalty . This is way in which psycology join hands with advertising to persude consumer . Feeling approaches use feeling to catch buyer conduct. Regardless of whether it’s enjoyment, dream, or dread, convinces buyers feeling to make a purchase , that in turn leads to sale .
• Increasingly modern with computerized media, it is an integral asset for following buyer practices, interests, and inclinations, permitting promoters to all the more likely tailor substance and offers to singular buyers. Through the intensity of computerized media, important or engaging promoting can be shared among companions and turn into a web sensation—and watcher impressions soar.

The Influence Of False Advertisement

In America, false advertisement has been going on for a while now. Whenever we see something “cool” or “useful” we want to have that object, our kids are the ones that get affected by false advertisements easily. The parents can easily be fooled by these adds as well because they’re the one that buys the objects for themselves and their kids.

One of the popular false advertisements is food, these food owners use celebrities or people that are famous and make us buy or taste their food. We as passive consumers are not aware of what’s in that food product or where it came from nor do we know the process of the food. All we “care” about is the taste. We don’t know what kind of ingredients are in the food. Unhealthy food can get us sick or can cause any type of disease.

Unhealthy fast food is also commonly believed to cause obesity, diabetes, and other chronic health conditions. “ The problem of obesity is so staggering, so out of control, that we have to do something” (Barboza 9). These foods are consumed in huge quantities due to their widespread availability and sometimes because no healthy food is within reach. Most fast food gets you sick due to the unhealthy use of ingredients and products. When this food comes from farms, it goes through a long process, and chemicals are put into these products to make it stay fresh like meat, vegetables, and fruits too. “ When food, in the minds of an eater, is no longer associated with farming and with the land, then the eaters are suffering a kind of cultural amnesia that is misleading and dangerous” (Berry 1). We need to be careful with what type of food we put into our bodies it could cause some serious problems, some of these problems or diseases don’t even have a solution to them so there’s a possibility of you dying.

Many companies were sued for fraud because when they try to sell their product, they usually end up putting false information for us so we believe it’s “safe” when really it isn’t. Farmworkers and owners face a myriad of health risks, including chronic and high risk of injury, and limited access to health care. Routine antibiotic use in animal agriculture contributes to antibiotic resistance, diminishing the effectiveness of these drugs for human use. “Commodity prices lurching upwards and the United Nations Food and Agriculture Organization preparing for an emergency meeting to discuss the crisis, that position looks hopelessly naive” (Rayner 14).

These false advertisements can ruin your life or make you extremely sick. From eating unhealthy/ junk food these teenagers are getting really sick and having problems at a young age. However we can prevent this from happening if we pay attention to what kind of food we put in our body or do research on healthy and unhealthy foods, so we can further educate ourselves about the choices we make when it comes to false claims and advertisements we as consumers need to be aware of the types of food we buy and also we need to realize that companies use to persuade us to buy their products and that they don’t care about our health and they’re spreading false information to raise gain more money and publicity. This could cause some serious issues in the future or for our future kids knowing that these kinds of things actually occur in the world.

Advertisement As An Indicator Of The Brand Image

Advertisements can be termed as a form of the media message. It tends or aims to have a huge influence over its target audience in order to sell the various products and services of the business organization that is being promoted. In addition, Advertising can be termed as a hard and complicated business that aims to promote the main message of the business organizations. It usually takes a long period of time in order to make one good advertisement. In recent times, advertisements are available everywhere such as television, radio, public transport, billboards, and social media. However, while making the advisement, the advertisers and the advertising agencies had to keep in mind lots of things such as “Who are the target audience for the company? What type of advertising to be used?” Say, for example, if the target audience for a particular brand like a beauty cosmetic product is teenage girls, then the advertiser would go for celebrity endorsements as the product brand would probably want the young teenage girls to believe that by using that particular beauty product of that particular brand or company, they would look nicer and more beautiful. Another example that can be stated is the cologne or a male perfume advertisement whose main target audience is the male members of the community. The majority of the time in cologne or a perfume advertisement, sex appeal is being used with the help of pretty women. In those advertisements, it is generally portrayed that since the cologne smelled so nice and the pretty girl liked it so much, she is attracted to the man who had applied it. Hence, it could be stated that advertisements are the true indicators of the brand image for all of its target audiences (Hackley, Chris, and Rungpaka, 2014, p: 35-40).

Audi AG is a German automobile manufacturer that mainly designs, engineers, produces, and sells luxury vehicles. Audi AG is a member of the Volkswagen Group and has its headquarters at Ingolstadt, Bavaria, Germany. Audi has a huge market all around the world. Audi is has branded itself to be a luxury car. With the advancement of technology, the Audi Company offers a wide range of beautiful cars with exceptional power. Audi craters to a wide range of premium cars such as sedan, SUV, and sports with A8 being the benchmark for technology and design. Through it, advertisement, especially print advertisements, Audi has an appeal to niche high-class society people who are living in a posh area. Audi advertisements are primarily available with a rich glossy black color Audi car in the background, which indicates the class and elegance. Since the main target audiences for the Audi cars are rich wealthy people, the prices of the car are generally not mentioned in the advertisement. This suggests that those people who like the car and want to buy it would not care about the high price. Through the advertisement, the Audi Company portrays a rich elegant high-class lifestyle. People may aspire or wish to have that same lifestyle as shown in the advertisement, and by having that one Audi car, the audiences could feel the same satisfaction and a sense of accomplishment (Myers, Jun Rong, and Sela Sar, 2013, p: 168-181).

In addition, it can also be said that the Audi advertisements also craters to the male members of the patriarchal society with a sex and niche appeal. It is a common belief in the male dominant society that it is the male member, who runs the house. They are the sole bread earner of the family. Hence, it can be said that Advertisements are the true representation of the brand image (Zotos, Yorgos, and Eirini, 2014, p: 35-58).

However, it could also be stated that in modern time’s women have also become quite independent and strong. They have the stability and ability to earn their own livelihood. As a result, in recent times, women should also be considered as the target audience. They are financially strong and independent to be able to buy the premium Audi car. They are well capable to buy a high-cost product on the self-merit. In addition, the Audi Company has also started targeting another group of audiences who may not belong to the niche high-class influential society. This can be seen in the “Escapade” advertisement of the Audi, which shows the latest escapade technology of the premium car. It should also be stated that in recent time people who may not be rich but has a fetish for the cars might also buy the premium car after doing a huge amount of savings. In spite of the above-mentioned advertisements of the Audi, their cars still have a class and a style appeal.

The next advertisement analyzed is of the famous fast food restaurant chain, Mac Donald’s. The main target audiences of Mac Donald’s advertisements are small kids and young adults. They are the ones who mostly love having fried food like burgers and French fries. As a result, their advertisements have an emotional appeal to them. The various advertisements of the Mac Donald’s, especially the print advertisements, have fun and cheeky quotient to it. They take into account the various festivals and religious occasions keeping in mind their patent logo and the distinct yellow and red color in order to attract the small kids and young adults, which may include both males and females (Kim and Jay Yu, 2013, p: 133-138)

Since the main target audiences for the Mac Donald’s advertisements are the small kids and young adults who do not have a huge income, the price ranges for all the different products of Mac Donald’s are nominal and marginal. This could be well understood by all the various advertisements of the Mac Donald’s, which has a homely, humble, and family appeal (Hoang, 2013, p: 20-25)

Through its various advertisements, Mac Donald’s promotes togetherness, happiness, and celebrations within friends or family. Hence, it could be stated that Advertisements are the true representation of the brand image.

However, it should also be stated that Mac Donald’s are also loved and consumed not only by the little kids and young adults but also by many senior citizens all around the world who love having fried food. They are also consumed by rich people on their cheat days.

In spite of the above-mentioned fact, Mac Donald’s advertisement promotes togetherness and happiness with a fun and cheeky appeal which mainly attracts the little kids and young adults and represents the brand`s unique selling proposition.

Racial And Ethnic Stereotyping In Advertising

The marketing communication that employs an openly sponsored and non-sponsored message to promote or sell a product or service has created a platform for the proliferation of racial stereotypes. Racial stereotypes are automatic and exaggerated mental pictures that we hold about all members of a particular racial group (University of Notre Dame 2019). This widely held but fixed and oversimplified image or idea of a particular type of person or actions plays a significant role in the manner in which people relate, view situations and people of certain social or racial classes. The race is a group of people that descended from a common individual or persons within a population having distinct features but sharing common attachments such as language, culture, or history. The media, as a broadcasting and narrowcasting channel that is used in passing information and expressing the self, has created a wider platform for different advertising information to be passed. Racial stereotyping in advertising is widely evident and attributed to many factors such as the scope of operation, intended market, celebrity figure, and advancement of particular cultural and social beliefs.

For every business that wishes to do advertising, there is always a need to reach out to the specific audience in society as their intended market. They would go to larger extents to ensure that they use the language the market is conversant with, to channel the people that would make them comply with the understanding of the product or services that is being offered. According to Chiu (2019), brands should continue to consider ways to effectively target diverse groups to ensure their benefits. The major process involved in the making of racial stereotypes in advertising is the evaluation of the language of the intended market, their cultural and social beliefs, and the scope of the brand. On the contrary, the use of racial stereotypes in marketing is majorly based on the cultural and social beliefs that largely affect the economic lives of the intended market. The language barrier or pitching content into the native language does a little in affecting the economic value or need for products of service. These factors are however all centered on the scope of the brand, many customers, and more sales. There may be many companies offering a certain service or product hence they may need to compete for a similar market, this leads to the use of English as the conventional language and culture to reach out to the people to expand their markets. Due to the need for diversity and strain in the market, the companies may resort to other measures to pass information to their intended market. This creates an avenue for segregation and racial discrimination which in the marketing world is the less profound sense it is brought positively and compellingly. The brands will evaluate the market, and this is where consideration on language, culture, and social beliefs of the market come in, upon realizing the need to bring the content home, to the people and the best way they can do it is to create advertisements based while trying to figure out a stereotypic belief of a particular race and positively highlight combining its relativity to their product or service.

Besides, racial discrimination is still a factor affecting many businesses and brands on the use of their products. This has led to the use of other media such as cinemas and music in advertising. The selection is always precisely and carefully done considering the genre in which the persona is operating. Prominent sportspersons from different racial backgrounds are being used to do advertisements intended for particular minority groups, musicians from different minority groups are also being used to advertise products that the brands would consider beneficial to them but lacks proper knowledge(examples). Other prominently used racial stereotypes in advertising are evident in the fashion and beauty industry where most adverts on body gels and creams are decoded with black women who show off their skin transformation from being dark to chocolate and then light, this is intended for most black people due to the notion of stereotypic beliefs evident among most black people that light skin color is more likable and accepted. One such example as noted by Carr (2019) is the Dove lotion advertisement that showed a dark-skinned lady transforming into white by applying the lotion, it received backlash and was later removed.

Considerably, the intended market plays a significant role in the advertising field. Everyone would be drawn to take a second look at a product if it is portrayed in a means that best suits them, a language and visuals that they are more conversant with. In different fields, advertising is done by persons who are considered highly held in society and this brings in the factor of other media being integrated into advertising. The United States is one such country that has very diverse cultures, brands would be willing to make take a particular race of people to use in marketing their product intending to reach a particular market such as Espanyol, Russians, or African Americans. The advertisements are always done through means or channels that these groups conform with such as the Italian Football advertisement on Supersport is spoken in English but with an Italian accent. As affirmed by the University of Notre Dame (2019), it is human nature to categorize people into certain groups and this is majorly seen as racism in instances when people want to access services or use facilities. However, in the field of marketing and advertising, brands tend to be manipulative in portraying their products to the markets, they discriminate using statistical analyses to put their intended market into different purchase scepters and by determining their purchases among the different groups, they are able to come up with models for knowing their popularity among the groups and how to best reach to them to increase sales.

Cultural models and social beliefs by a great extent shape the way particular groups respond to purchases and this puts the advertising fields at a stake of carefully determining their market and the best way to make their purchases increase. For instance, the vegetarian communities of India would need COFCO Meat, a Chinese beef company to use an Indian in advertising the benefits of eating meat if in case they intend to expand their scope of operation into India. Even in dire situations, racial stereotyping in the advertisement would be necessary for the production of pork to increase in Islamic countries; it is not meant to harm but to pass out a message that the product or service is not harmful or does not only belong to other groups but we too can use them. This is the main reason for using racial stereotypes in advertisements, to reach out to the minutely segregated or neglected groups that are a potential market for a product or service. International companies face this major challenge in reaching out to the world to market their products and this correlates to an issue highlighted by Maheshwari (2017) of the New York Times on Different Ads, Different Ethnicities, Same car. This was an advertisement done by Toyota unveiling their new car brand and shows the adjustments they are making on their tactics for marketing. Relative to past experiences and racial claims, several companies have been taunted for using racist information in their advertisements such as the H&M company which was ridiculed for using a black boy in a monkey hood written ‘Coolest Monkey in the Jungle, the company was eventually forced to apologize (The Guardian, 2018).

The language barrier also plays a very important role in shaping the way a product is advertised leading to the making of racial stereotypes in advertising. Maheshwari (2017) notes that if a person of any group is looking for communication that is like them, that looks like them specifically, race-based advertising provides the best avenue. According to Arno (2011), localizing duplicate content is one way in which advertising is done through racial stereotyping. There is a need to translate the content into a language that the target group is conversant with while editing it to ensure that all cultural and linguistic differences are considered. Another way in which the content of advertisements is made up to date and plausible to the minority groups is the hiring of in-country pitchers and translators which is essential in evaluating the output, enhancing the flow of feedback, and also in the dissemination and publication of the content. When an advert is pitched into a native language, the brands are able to concentrate on greater opportunities which may be strategizing content and expansion into other markets. The electronic industry of China faces the challenge of presentation since their main market is in Africa, but Africans believe Chinese products are at some point not of quality, to contravene this, the companies, to make the African markets understand that they only produce for them what they can afford, they use black people in advertising their products and translates all the information into English, which is not manipulative but business-oriented strategy.

The National Academic Press (2019) notes that low socioeconomic status is one of the factors that lead to racial discrimination. Racial stereotyping in advertisements is also based on the social and economic status of the intended groups. Segregation due to social status may be evaluated by the statistical evidence from the different groups based on their education levels and economic abilities. A brand wishing to improve its sales in a region of generally low educational status will need to use a language that the people are conversant with and eliminate the notion of conventional English as the acceptable language, they may also need to do pitching and localize their marketers to use the dialect of the people. Racial stereotyping in advertising based on the economic status of the intended market also influences the type of product that the people are brought for, a brand may produce similar but cheaper products with different naming and present it to the particular ethnic group since they would be able to afford it in that state rather than present to them the high quality which would see the brand make fewer sales.

Concurrent with socio-economic, language, cultural and social factors that influence racial stereotyping in advertisements, companies and brands also face a major challenge in accommodating the diversity of their markets, hence based on the factors, they will tend to narrow down to the ideologies and possible reasons as to why their products are not properly marketed and advanced in sales. Based on these factors, the brands will evaluate the possible ways in which to turn the stereotypic beliefs into their benefits considering that the beliefs do not harm and are a fair way of targeting the specific groups. Stereotyping activation that is more automatic and application that is more deliberate are some of the most commonly used means of making racial stereotypes in advertising. As noted by systematic racism is related to a designated group composition of the advertising agencies as opposed to the targeted racism which relates to the intended market placed by the media. The most contented and challenging factor with racial stereotyping in advertising is attributed to the transformation of the content of advertising.

In conclusion, there is a need to look into the effect of racial stereotyping in advertising if it is negatively affecting the market which in turn affects the scope of the brand since some brands are ignorant of how they present their products and services to the intended market considering the potential harm attached with the presented information. Agencies should also team up to check on the advertising media to ensure they present their products in a socially acceptable way that meets the intended market without negatively affecting the scope of operation of the brands.

References:

1. Arno. C. (2011). Content Marketing Institute. Crossing the Content Marketing Foreign Language Barrier. Retrieved from https://contentmarketinginstitute.com/2011/08/content-marketing-language-barrier/;
2. Carr. S. (2019). PPC Project. The Top 8 Recent Controversial Ads. Retrieved from https://ppcprotect.com/top-controversial-ads/;
3. Chiu. B. (2019). Forbes. Addressing The Ad Industry’s Sticky Problem With Race. Retrieved from https://www.forbes.com/sites/bonniechiu/2019/07/16/addressing-the-ad-industrys-sticky-problem-with-race/#196c9c2b28d0;
4. Maheshwari. S. (2017). The New York Times. Different Ads, Different Ethnicities, Same Car. Retrieved from https://www.nytimes.com/interactive/2017/10/12/business/media/toyota-camry-ads-different-ethnicities.html;
5. National Academic Press (2019). Prejudice and Discrimination. Retrieved from https://www.nap.edu/read/11036/chapter/9;
6. The Guardian. (2018). H&M apologizes over the image of a black child in ‘monkey hoodie’. Retrieved from https://www.theguardian.com/fashion/2018/jan/08/h-and-m-apologises-over-image-of-black-child-in-monkey-hoodie;
7. University of Notre Dame (2019). Overcoming Racial Stereotypes. Retrieved from https://ucc.nd.edu/self-help/multicultural-awareness/overcoming-stereotypes/.

The Role Of English Language In The Field Of Advertisement And Business

An advertisement is a bridge that connects the two worlds between manufacturers and customers. According to Cambridge Advanced Learner’s Dictionary, an advertisement is a picture, short film, song, etc. which tries to persuade people to buy a product or service (3rd ed). According to the Advertising Association of the UK, advertising is any communication, usually paid-for, specifically intended to inform and/or influence one or more people. (Advertising Association of the UK). Advertisement can be political, business, or personal through different modes such as mass media, multimedia, live showcasing, direct sales, etc. The origin of advertisement can be traced back as early as 2000 BC, sometimes four thousand years ago when Ancient Egyptians invented advertising by carving public notices in steel (Fox, 2011). The evolution from steel to a digital advertisement has taken many turns along its way up to the present day. Advertising is for everybody including kids, young and old. It is done using various media types, with different techniques and methods most suited. Advertisements in mass media are fascinating, exciting, and creative in this world of globalization. They are an integral part of our day-to-day life. It plays a vital role for a company to promote its sales and increases revenues (Kannan & Tyag, 2013). However, this paper attempts to examine only the fundamental objectives of an advertisement. Furthermore, it examines the use of the English language as a vehicle in the promotion of the brand manufactured by companies around the world. There are three main objectives of advertisement and they are discussed in the following paragraphs.

The foremost objective of advertisement is to inform the intended marketplace. It is all about new product information reaching the targeted customers. The product must be publicized for a better market both within and outside the country. This is the very first phase towards fulfilling the business goal (Pahwa, 2019). If the consumer is not informed of the products then it is quite sure that the company will face doom. The company must regularly inform the consumers from where they can get the products. Different forms of multimedia could be used to reach the information of the brand near and far markets. It may be done through the internet, Facebook, we-chat, messenger, Twitter, television, newspaper radio, etc. The local market alone is not at all possible to fulfill the goals of the companies whether it is small, medium, or large scale. The producers should go beyond the local markets for better trade. With the invention of the different Media, they have made the job of reaching information to every nook and corner of the world easier. One cannot reach the information to the consumer at one go as the demographic feature is not statics. This feature of demography helps to establish and sustain the goods-producing companies. Many a time producer turn out to be a failure in the business as they fail to reach the information to the consumers. Many societies may not be conscious of the availability of the item due to the absence of information.

The next prominent objective is to persuade the buyers irrespective of class, caste, creed, and social status to buy the products. The influence should be better enough to create and convince to form a brand image and stimulate a positive outlook towards the brand. If the advertisement is service-related then it should be clever enough to convince the employees about the service-related information. While persuading the consumers one must think of the choice of words that influence the consumers. One should have a passion to maintain interpersonal social skills while dealing directly with the consumers. Whenever the advertisement is made through the media, one should be clever enough to communicate in a fascinating manner revealing the truth while persuading consumers of the items. Today the consumers have become smarter than the producers that they can easily catch what they intend to say or do. The advertisers cannot simply deceive the customers which would mean one-time business only. If a business has to survive and flourish then one should not make dishonest announcements to deceive the customers. The advertisement and the brand quality must match so that customers’ circles can be increased in a rippling manner.

The third important objective of publicity is to remind and reinforce the brand message to reassure the customers about the brand vision. It helps the brand to keep the enthusiastic buyers within its proximity to avoid losing to other competitors in the periphery. Sometimes lip publicity also helps to gain the heart of the consumers. In this regard, advertisement through media alone is not enough. Direct lip marketing is equally important which can happen through the employees who can make a great difference in the deal of newly manufactured goods. Therefore, the proprietor and the manager must gain the trust of the employees working in the company. Every now and then the clients must be retold of the perfection of the existing and upcoming products too. At a certain interval, the company should float the bonus which would encourage and keep the customers within control. The institution must not forget to provide incentives to the staff of their service besides their monthly payment which would motivate them to work hard for the success of the organization. Similarly, it applies to service seekers as well. The employers too need to make a parallel kind of reminder in order the keep the candidates, interested in serving in the company.

A language is a powerful tool that can persuade people and their attitude in the field of advertisement and business. The selection of words to express explicit messages with the objective of inducing people is crucially essential. It is very crucial for the advertiser to use business language which creates a huge impact in the minds of the customers but should not use ambiguous terms. However, the language should be effective enough to communicate the message clearly to the customers (Panda, 2015). The graphic publicity has a great impact on the consumers. However, it is a language that helps people to recognize a product and remember it. A product company should make convenience for the customers’ decision-making process easier as they have to know what suits them and to make budget prioritizing. Advertising needs to educate the buyers on the features and accessibility of different products in the markets. It should help the purchasers to compare different products and choose the best product for them. All these can be done through language and communication. The English language is known for its great deal of vocabulary. Without rich vocabulary, advertisement becomes lame. It cannot make a way for a brand into consumer markets. Those vocabularies should be related to the brand which can easily attract consumers.

Many languages across the globe have limited vocabularies, synonym, and homonyms but then English has comparably more, making the advertisers easier in terms of choice of words and meanings. Different advertisers can interpret brands using the English language in multiple ways. Media, when they have a new item for an advertisement, the marketing and advertising personal, have to consider the emotive power of the words they use. Before they advertise anything they have to make a choice about what to communicate and what to reserve. They need to choose the appropriate terms and play with those to gain the customers’ attention. The advertisers adapt compound words and use an adjective for the benefits of income generation. Later on, these compound adjectives come into regular use even in common circumstances. Examples of these compounds have become part of the English business language such as ‘top-quality, economy-size, chocolate-flavored, feather-light, long-lasting’ etc (Kannan & Tyag, 2013). The advertising language normally appears positive and gives emphasis on why one product stands out in comparison with another. The publicizing language may not always be accurate language in the usual sense. For example, comparatives are often used when no real judgment is made. An advertisement for a detergent may say “It makes clothes cleaner” but cleaner than what (Linguarama International, Alton UK, 1992 – 2000)?

To conclude this assignment, this paper dealt with the major objectives and the role of the English Language in the field of advertisement and business. Without these three core objectives, a company cannot withstand. They are the guiding principles for any goods-producing industry. The words like ‘inform’, ‘persuade’ and ‘remind’ may look like very ordinary words but then they are key elements to operate the manufacturing plants. If these words are not taken into consideration then it is very sure that one can see the fate of the company within a short period itself. Therefore, these three core objectives are inevitable without which a manufacturing industry cannot establish at any cost. Language is another important aspect that cannot be avoided. In the field of trade and commerce, language is equally important to be considered. English as a global language is more important than the local as it can make a greater impact in influencing bigger markets across the globe.

Advertising Is A Major Method For Promoting Products: Coca-Cola Case

Nowadays we see advertisements all around us without us noticing. They are all around us on phones, television, and even on newspapers. People do not realize that advertising influences their daily life and changes their way of thinking and buying a product. Advertisers use many different techniques to get the ad to function on different individuals depending on the product they are selling. One famous example of an advertisement is the Coca-Cola company, Coca-Cola is very well-known wide world due to the results of the large advertising they produce over so many decades that has change revolutionary over the world.

One of the most identified brands in the world; Coca-Cola has eminent the company as a huge symbol, a famous advertising that is very well known by everyone is the Coca-Cola Company’s Santa that has helped for many years to define the logo and the look of the brand. Coca-Cola has always kept the product in public eyes by creating a large amount o advertisements. The company promotes its product by marketing communication from print advertisements, promotions, coupons, media, and TV commercials.

Coca-Cola’s advertisements mostly target teenagers and young adults. Because Coca-cola aims their product represent with youth and high energy people. On the other hand, later, Coke’s advertising it’s changed their target market to ‘Coke for all’ or ‘Coke for everyone’ shows that not only the young generation are the target group of Coca-Cola but everyone also is its target.

Signification is about how meanings are produced and circulated and the Coca-Cola Company has taken the history of Santa Claus, to help promote Coca-Cola as a brand during the Christmas season. The Coca-cola advert and publicize the Santa Claus appearance to a larger audience, old and young all around the world. Coca-Cola used the character of Santa as a selling target in order to expand the market towards a younger public and to help to increase sales of the drink throughout the cold season in Christmas.

Advertising is a major method for promoting products to the target audience. It can stimulate and convince customers to make purchasing decisions. There are many ways in marketing communication; especially advertising is a powerful marketing tool that can spread the message to the audience. Coca-cola who was the market leader in carbonated soft drinks successfully introduces their product in commercials to attract all audience. Effective advertising helps the Coca-Cola brand remain in consumer’s minds. Therefore, advertising is the secret key behind the scene of Coca-Cola’s success.

In conclusion brands like coca-cola want to get the attention of customers so they can buy their products We are surrounded by advertising. Whether you’re watching television, reading a magazine, going to the movies, or even browsing social media, you’re bound to see ads. Coca-cola ads are used to persuade people to buy their products and get a sense of how the marketing strategies of their advertisers really work in society and how it has changed in every aspect of our daily day life.

Advertisements: Amazing Power To Influence Society And Business

The purpose of the advertisement – An instrument, idea, program, which is used for the promotion of the country, is called an advertisement. The purpose of advertising is to spread the related object or message far and wide.

Multiple types of ads – There are several types of ads. Social advertisements include dowry, intoxication, family planning etc. Various programs, rallies, and advertisements of movements also come under it. Some advertisements are related to the purchase and sale of marriages, jobs, property. The most popular and engaging ads are – Business Advertising | Traders and industrialists use extremely attractive advertisements to sell their goods far and wide.

Role of advertisements in influencing the decision – what goods the person buys – the biggest role of ads in it. Any person standing at the shop can choose famous items from different objects. Regardless of the best soap available in the market, but the customer buys them only those who have heard the advertisement from them. When a man is deceived in so many variations, advertisements are helpful in making decisions

Social Responsibility for Ads – Advertisements are effective. Therefore their social responsibility too is very big. Often misleading advertisements are given to sell goods. Charming stars are also used to sell wrong and contaminated goods. Shahrukh Khan was told that he should not advertise harmful drinks like Coca-Cola or Pepsi. But they put their responsibility on the government in the greed of money.

The world of advertising says that everything runs for free. Yeah, exactly! but they are not literal by the word free or I should say it even has some terms and conditions made so vividly inconspicuous using an asterisk, likely to make fool out of their beloved customers ( or can be regarded as soft and easy ‘targets’ )There is complete freedom to use all the price and penalty. By the way, these freedoms have not been given to them; they have produced them for themselves. Just by doing anything, these companies have to deliver their products among the people, and by creating a place in the public’s mind, they have to fight the mindset.

To all the people of this generation, I think you all or most of all must remember well, in the ’90s, an advertisement came from Savola. In it, when a young child is leaving home, he is stopped by giving greed to Jalebi. It was a long-time shadow among the people. In the streets and in schools, we used to listen to how many children did not know it. It did not disturb the viewers anywhere, and Savola probably had made room in the house for this reason.

Now if we look at today’s picture, our world of advertisements is changing every day. If you look carefully, these changes will make you look restless.

More recently, the bank HDFC launched its new ad, in which a small child has been shown to be non-negotiable. The child’s father builds an artificial leg for him, and the child carries the kathak with the help of her.

Now, if we look through a vigilance, this advertisement seems very simple and dear, but on the other hand, it also disturbs the audience mentally.

Another similar kind of advertising came in ‘Fortune Home Eater’ In this, an old mother brings food for her sick child. The son of this mother is in the hospital, but the nurse there, the mother would not eat the home, feed her sick son. He becomes so upset that you can see it yourself.

Now if an elderly mother sees this kind of ad, and unfortunately her mother is not there with her mother, then in such a situation she may not be able to feed her child, but how many mentalities it will be to him, it is estimated that you Think of yourself.

It is known that for the world of advertisements, some standards have been set and such things are also given to our audience mentally.

This type of writing and illustration, to what extent is right for our society, we have to determine ourselves and we must keep in mind the standards set out. In fact, every person related to the advertisement has the duty to not mislead misleading advertisements. This leads to wrong publicity and messages in society.

In conclusion, advertisements have amazing power to influence society. These are boards for government, business, and society. But in the wrong hands, it can be misused. This abuse should be avoided.