Category: Advertisement

Does Advertising and Media Impact Self Esteem, Self Image, Self Worth of the Women?

Advertising and media have always been there, in commercials, tarpaulines, brochures and other means of advertisement. We cannot deny that these tools of promoting any products and services have always impact and effects to the audience. According to “Ryte Wiki dictionary” the advertising media is used for communicating a promotional message which include billboards, television, print media, newspapers, online banners, radio advertisement and any advertising meduim.

Because it is a platoform to promote a product and to catch the eye of a target market or buyer, advertisements in any medium aim to affect the perspective , decisions and self image of the their target customers. Now we will forcus on the self image , self worth and self esteem of the women and how it will be affected by the advertising media. Nowadays, the most popular or trending product that women are using are the beuty products included the slimming products and make ups. According to the wikipedia article with the the title of “ Effects of advertsising on teen body image”, explained that the way beauty is portrayed in the media tends to cause dissatisfaction and negative thoughts about oneself when those results are not achieved. T

hey show unrealistic images of a a woman with a sexy body and flawless skin that bombarding women and putting in their mind and considered all those images are the “ideal body and faces”that they need to target. These kind of advertisement are providing and sending message to all women that beauty is only base on how good , thin and sexy their body is. It is also stated in one article or study that was published on October 2010, with the title of “ How do beauty product ads affect consumer self esteem and purchasing?” that those advertisements affected how consumers thought abouth themselves. According to Debra Trampe, one of the journal author of “The Self-Activation Effect of Advertisements”, stated that after viewing an advertisemnet featuring an enhancing product consumers evaluated themselves less positively . So sad to say that , most of the beauty enhancing products always seems to make the target buyer or consumers feel that their attractiveness are diferrent from what they would ideally be.Because of those advertsements with enhancing images , consumers tend to compare themselves to the ideal images seen in the advertisements.

Advertisements never showed the standard beauty that all women should have, but they emphasize the new ideal body or image the woman should have to be called beautiful. For example , in advertisements the new ideal body of the woman should be thin and atypical of normal. According to the article from Healthy Place .com , the young woman between the ages of 18-34 has a 7% chance of being as slim as a cat walk model and a 1% chance of being as thin as a supermodel. However, 69% of girls in magazines influence their idea of the perfect body shape. Some researchers believe that advertisers purposely normaize unrealistically thin bodies, in order to create an unattainable desire that can drive product.

There is one article from “womenandadvertising” , shared that the brand DOVE conducted a research in which they questioned women about their thought on advertising. There was a total of 96% of women who said they felt models used in beauty ads were not realistics interpretation of women today. There were over 40% who said they felt less confident in their daily lives as a result of such unrealistic images. This study shows that advertisement can send a message of disappointments, less self worth, and not helping all women to be confident and show their beauty by their own. Changing the truth of being beautiful are ruined becase of many unrealistic images has beem presented from the advertisments.

In the article “Flattery wil get an Ad Nowhere” by Pamela Paul, explained that beauty products advertisement make women feel ugly. Because of what we say unrealistic beauty products images seen in the advertisements , women feel worse about themselves. This article stated that there is one study looked a how women responsded to an image of something depicted in an advertisement and as simple pictures with no advertising context. Advertisement is so pleasing to the eye of any consumers but it also make the consumers eyes change in terms of looking at their selves. Beauty is not all about how sexy you are or how flawless your skin is, beauty is always based on how you will look at yourself with confident and accept who you are.

Everyday we are all bomabarded with images from the advertisements, asking us or forcing us to buy their product. Even the products are so good to see in the televisions or in magazine, creating the unrealistic output or result they’ve given for the use of their product but when you use it already the effects or result after are different that what the advertisement is presenting. Because of the new perspective on how their body get more beautiful, advertisement pushing all women to have comparison with each other.Beleive it or not, the insecurity and jealousy that they put on the heart of all women are the result of comparing their selves to other woman. According to the article of Genevieve Morse entitled “Women and Advertising – Low Self- Esteem is Good for Profits”, stated that many corporation in the diet and beauty industry have no interest in changing their marketing or advertisement of their products but they should make women feel insecure to continue making profits. How selfish it is , right? They are using the insecurity of all women for them to earn money. Their main goal is to present their product in the market and earn but in humanity speaking they are lool like no respect in the humanity of the women. They earn money and have a lot of profit, while on the other hand women or consumers suffer into something. Before the basic needs of the people are food, house and clothes, but now wants are also their needs and becomes a commodity to be bought. Beauty products and slimming tea are not needed before but today, beauty products are become their basic needs.

REFERENCES

1. RYTE WIKI: ADVERTISING MEDIA Retrieved from: https://en.ryte.com/wiki/Advertising_Media#:~:text=Definition%5Bedit%5D,connection%20to%20the%20advertising%20medium.
2. Wiki pedia: Effects of advertising on teen body image Retrieved from: https://en.wikipedia.org/wiki/Effects_of_advertising_on_teen_body_image
3. Science Daily: How do beauty products ads affect consumer seld esteem and purchasing?(October 2010) Retrieved from: https://www.sciencedaily.com/releases/2010/10/101018163112.htm
4. Journal of Consumer Research 2011: The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self. Author: Debra Trampe, Diederick A. Stapel, Frans W. Siero Retrieved from: https://academic.oup.com/jcr/article/39/2/444/1799173
5. Healthyplace.com: Eating Disorders: Body image and Advertising Retrived from: https://www.healthyplace.com/eating-disorders/articles/eating-disorders-body-image-and-advertising
6. Womenandadvertising: How does advertising affect women’s self esteem? (June,2011) Retrieved from: https://womenandadvertising.wordpress.com/2011/06/10/how-does-advertising-affect-womens-self-esteem/
7. The NewYork Times: Flattery Will Get an Ad Nowhere (Dec, 2010), author: Pamela Paul Retrieved from: https://www.nytimes.com/2010/12/12/fashion/12Studied.html
8. Socialist Alternative: Women and Advertising – Low Sel-esteem is Good for profits.

The Language Used In Advertisements Of Male’s And Female’s Products

The word ‘advertisements’ would not sound unfamiliar to us anymore. They have been a part of our daily life since the 18th century (Wikipedia). Now we could find them literally everywhere in various media mass such as on the billboard, television, social media, magazines and radio. Advertising is the most powerful way in today’s industry to introduce or promote companies’ products by using different techniques in order to attract their target audiences. One of the most involved techniques is related to language. The focus of this research is to evaluate the language that is used in advertisements directed to women and men. It appears that both advertisements have differences in their choice of words.

To begin with, they are using different slogans in order to make their products stand out more. Men’s products tend to use muscular catchy slogans that would make men who use or consume the products feel tougher and be more attractive to the opposite sex. Some of the slogans are ‘Love at first sniff’ used by a deodorant company, ‘The best a man can get’ in a razor advertisement, and ‘The breakfast of champions’ in a whole wheat flakes cereal box. While in women’s, the slogans would sound more empowering and classy. The slogans are ‘Because every color suits the glowing skin’, ‘Reveal the goddess in you’, and ‘Skin first. Makeup second. Smile always.’

In addition, we are going to look further to the part of speech used in advertisements which will be the nouns, gender nouns to be more precise. Gender nouns are divided into four groups, masculine, feminine, common, and neuter. According to a research done by a Kristianstad University English Department’s student towards 18 advertisements in male and females magazines. It is shown that more non-neutral nouns are being used in male advertisements compared to females’ with the percentage difference of 11.4%. While on the other hand, the female advertisements have bigger percentage in the usage of neutral nouns by 79.8% (Jie Yang et al., 2010). Neutral nouns that refer to non-living objects and not to any particular gender are much more used in females advertisements to give more detailed information about the products in terms of their ingredients and effects. However, in accordance to the result shown (Jie Yang et al., 2010), there are more neutral nouns associated with the products in male magazines than in females’. It is found that 3 different watch advertisements contain 16 neutral nouns wherein only 12 nouns found in females magazines. There is a potential factor which cause this to happen that the usage of the neutral nouns depend on the products. Watch advertisements would require more nouns to describe the products’ components.

Furthermore, the advertisers are more likely to assume the interests of their audiences and influence, therefore they tend to provide more detailed description in females’ products than males’. Nowadays it is not only found in the description but also the name of the products. Skin care products that are spreading for the past few years are mostly named after the ingredients contained. Giving the examples of a one Korean skincare brand called COSRX AHA/BHA Clarifying Treatment Toner, Good Genes All-in-One Lactic Acid Treatment by Sunday Riley, and Glycolic Acid 7% Toning Solution by The Ordinary. Females would want to know what is going into their skin and are more tempted to buy products which contain safe ingredients. Through this, females, despite of not being professionals, are being more educated with chemical ingredients and the side effects over the years. Hence it is not a rare thing anymore to hear a same-sex conversation between females talking about chemical products contained in their cosmetics or skin care products.

The Language Used For Food Advertisement Then And Now

As we all know, advertisements help producers to raise the demand or consumers’ desire of their products by helping to raise people’s awareness of their product or even service. Many producers, including food producers, rely on advertisements to accelerate the growth of their company, specifically the company’s influence, reputation and spread in the market. Techniques used to advertise changed as time goes by. Some time ago, we used newspapers to advertise our products but now it is replaced by social media. Another example is the use of radio which is now substituted by television. Consequently, the language used also changed. This research will enrich our knowledge about language in advertisement as well as how the language used in today’s food advertisements are not the same as before-as in the late 19th century. In the end, we will notice that the language used in food advertisements nowadays is shorter and more effective than before.

Firstly, today’s food advertisements, particularly the ones that use television as their media, provide lesser verbal explanation of an advertisement’s message than in the late 19th century’s by using ellipsis. Ellipsis is the term used for the deletion or reduction of word(s) in a sentence. This makes a sentence more efficient and compact which allure readers to spare just a few seconds to read them. For example, in Heineken’s advertisement (today’s), the subject of the sentence is omitted which produce the sentence “Mates coming around?”. Unlike Heineken’s advertisement, “Nestle’s is made from milk of cows that are carefully inspected.” from Nestle’s advertisement (late 19th century’s) is a complete sentence. It is obvious that using ellipsis is the easiest way to reduce words usage in a sentence.

Moreover, advertisements nowadays tend to exaggerate their products to ensure the readers of the quality of their product. This is obviously simpler than before where food advertisements persuade people to buy their products by giving thorough explanations of how theirs are better than their competitors’. For instance, Cadbury‘s exaggeration; claiming itself as “The Nation’s Favorite”. This is done in order to convince the readers that their product is made with the best ingredients which allow them to deserve the title. Contrarily, Beverly-who put out their advertisement in the 1960s-explains their peanut butter’s benefit by saying “But Beverly goes further by restoring the 3 important vitamins naturally found in fresh peanuts: Thiamin, Riboflavin, Niacin – which are lost in the roasting”. With this, Beverly states that their product is better than any other because of the addition of vitamins in their peanut butter. If we compare both of them, it is obvious that the exaggeration used by food advertisements nowadays is an easy way to attract readers to be rest assured with the quality of the product which lead them to purchase their product.

Nonetheless, rhetorical question can be found in today’s food advertisements as the highlight of the advertisements which can also act as a hook to readers’ attention. Rhetorical question is a question that is asked without expecting answers. Meanwhile, food advertisements in the late 19th century frequently use imperative as the beginning of their advertisements. As an example, Snickers’ “Extra hungry?” which was the only sentence in the advertisement allured readers to look on the picture of their product. “Give your coffee a break” is an imperative sentence used by Kraft in their advertisement which was published in the 1970s. Noticeably, using a rhetorical question to begin an advertisement is an effective way to draw people’s attention to their advertisement which could also tempt the readers to buy the product advertised.

IT Governance and Ethics

Introduction

Cow Wow is cereal-flavored milk, an item that plans to bring out the fluid left over after a morning meal eater completes all the grains, however milk stays in the bowl. Focusing on small kids, somewhere in the range of 5 and 12 years old, Cow Wow started by presenting flavors like Chocolate Chip Cathy and Fruity Trudy. Since offering to these youthful shoppers implies speaking to their folks, the organization chose to utilize natural, 1 percent milk and cocoa powder, just as maintain a strategic distance from any fake hues or flavors. The little, 8.5-ounce bundles didn’t require refrigeration, and they highlighted charming characters and straws for tasting.

In any case, sales were not exactly what the founder anticipated. While attempting to get the kid’s parents to buy, the organization got a surprising endorsement by Jimmy Kimmel, the late-night show person, who portrayed appreciating the flashback to his adolescence when he used to enjoy the cereal-flavored milk. Out of nowhere, twenty to thirty year olds were searching out Cow Wow, prepared to buy a pleasant treat that helped them to remember slurping milk from their cereal bowls after they completed their Froot Loops as children. Yet, promoting to recent college grads who may drink the milk late around evening time as a nostalgic treat is altogether different from advertising to parents and little youngsters who may drink it for breakfast. So, the author has to try out a different approach to attract the kid’s parents to buy this product. (Grossmann, 2014).

Recommendations for Business

Cow Wow Cereal milk is one of the recognized organizations which is attempting to draw in children old enough 5 to 12 years with their stunning results of milk which is utilized in the breakfast cereals. The main principle followed by the organization is to use natural milk and to avoid artificial flavors in all of their items. In any case, some way or another his item is arriving at a different area of individuals. Rather than kids, grown-ups for the most part recent college grads are being pulled in to his items which is totally off-base. So, in order to assist him with focusing on the right crowd and help with the business expansion, the use of technology is needed. Here are some of the recommendations that might actually help Mr.Pouy achieve his goals of reaching out to the right crowd and business expansion.

• a) It is very crucial to have an Online & social media presence, the availability of the products online proves to be really helpful as clients can order stuff easily and it’s also good for the business. The social media is a platform where the business can gain a recognition.
• b) Supply chain management which handles the inventory operations plays a crucial role too as it helps us determine the increase in sales and the distribution of stock.
• c) Digital marketing and advertisements also help the company with increased sales. Ads which pop up in between kids TV show attract kids and will Mr.Pouy reach the right set of customers that he was expecting.

Online & Social Media

Cow Wow Milk Company is trying to spread awareness about their product by distributing them to minor departmental stores and gas stations, but just by doing that the company won’t get the expected reputation. To improve the current situation, the owner can start online services and spread the awareness about their product on social media platforms like Facebook, Instagram by paying some money to these platforms. The online services will definitely boost the business and will get recognition to the cereal milk brand as most of the people these days are on the internet. Customers can place orders for the product, an 18-pack box costs $36 which is a reasonable price and people can get this product delivered to their door step without any hassle. All this can achieved through the launch of online services.

Square space, a website builder application which allows us to build our own website and further customize it with many options can be used for creating an online base. There are also many free website builders which can be used for the same purpose (“A real Life case study”, 2015).

Supply Chain Management

A supply chain is a network of individuals, organizations and resources involved to produce an item. A supply chain plays a major role in handling the inventory stock and the logistics of the company. A supply chain helps to improve the strategic plan of the organization and in the case of cow wow Milk Company, the supply chain can be really helpful as they have different flavors and the supply chain can easily differentiate between the flavors during the distribution and also keep track of the inventory stock. As the product gets recognition, a lot of orders might be placed which increases the sales and the company has to increase the manufacturing rate of products based on the sales. All of this is possible if the organization has a well-organized supply chain management in place which seamlessly handles the business operations like sales, logistics and inventory stock.

The organization can easily setup a supply chain management system in place by surfing online, there are many top of the line supply chain management software’s that are available on a subscription basis. Some of them are Cin7 inventory management, Odoo etc. (Hayes, 2019)

Digital Marketing & Advertisements

In this evolving world of technology, people get to know everything through the digital platform. The Cow Wow Milk company can use the digital marketing and advertisements to endorse their products to attract the right group of customers i.e., parents with kids aged 5 to 12. The main marketing strategy for the company to attract the kid’s parents is through digital marketing. With the use of digital marketing, regular advertisements can placed in between the cartoons which attract the kids and also seem appealing to their parents because of the naturalist quality of the product. The most prominent rule of the digital marketing is to make the right offer at the right time and right place, if any organization can stick to this particular rule they can achieve successful results. The marketing strategies have also been evolving and there are many services available which can increase the company’s brand recognition.

Buffer is one of the marketing tools available online which can be used for the advertising purposes. With the marketing strategies, Mr.Pouy can observe a substantial growth in the sales and profits.

Conclusion

Cow Wow Cereal Milk Company which was founded by Mr.Pouy with the motive to make the children consume this healthy drink. Mr.Pouy anticipated that his product would attract the kids aged 5-12 but a lot of the millennial group were attracted to the product as it reminded of their childhood. Now, the challenge Mr.Pouy is dealing with is how to make his product more appealing to the kids. In this case, the recommendations I’ve provided can bring great results by increase the sales of the product and also help Mr.Pouy reach the right set of audience.

References

1. Andrus, A. (2020). What is Digital Marketing and how do I get started? Disruptive Advertising. https://www.disruptiveadvertising.com/marketing/digital-marketing/
2. A Real life case study: Detailing the Marketing process of Cow Wow Milk. (2015). Grewal Levy Marketing. https://grewallevymarketing.com/2015/01/20/a-real-life-case-study-in-real-time-detailing-the-marketing-process-for-cow-wow-milk/
3. Grossmann, J. (2014). A sweet breakfast memory that connects with the wrong market. The New York Times. https://www.nytimes.com/2014/11/13/business/smallbusiness/cow-wow-cereal-milk-connects-with-wrong-market.html
4. Hayes, A. (2019). Supply Chain Management. Business Essentials. https://www.investopedia.com/terms/s/scm.asp#:~:text=Supply%20chain%20management%20is%20the,competitive%20advantage%20in%20the%20marketplace

Discrimination And Vilification In Advertising

If society doesn’t change, how can the media change society? Although change is inevitable, media practitioners can exert significant influence on changing gender roles in society for the better. Stereotypical character roles women have portrayed in advertisements can uphold unethical advertising practices, such as discrimination and vilification based on gender. Discrimination is the “unfair, unfavorable or less favourable treatment to one person or a group” and vilification “humiliates, intimidates, and incites hatred towards, contempt for, or ridicule of one person or a group of people” (Giles, Whelan, 2009, p.5). In 2019, online booking company Sportsbet pulled an advertisement titled ‘Foolproof’, for contravening the Australian Association of National Advertisers Code of Ethics (AANA) Section 2.1. This section of the code states “advertising or marketing communications shall not portray people or depict material in a way which discriminates against or vilifies a person or section of the community on account of gender”. The Ad Standards panel ruled the Sportsbet advertisement “conveys the overall impression that women who enter beauty pageants are unintelligent, which is a negative stereotype, and in the panel’s view this incites ridicule of these women” (Wilkinson, 2019). The stereotype of blonde women and women who participate in beauty pageants as being incompetent, perpetuates an inaccurate representation, a stereotypical ideology and a limited perception of women that fall into this category. Discrimination and vilification results in harm in a wider context, with negative ramifications such as gender inequality in the workforce, as well as physical, mental and social suffering.

There is currently no government legislation in place to regulate sexist advertising, only ethical codes to ensure advertisements are decent, honest and truthful. The socio-ethical implications advertising practitioners need to consider are to assist in preventing the serious repercussions discrimination and vilification in advertising can have on blonde females and beauty pageant contestants.

Portraying blonde females and beauty pageant contestants as unintelligent reflects the gender inequalities entrenched in the workforce today. “Around one-third of employers have no female key management personnel (KMPs) or general managers at all” (McKenna, 2017). Unconsciously categorising groups based on aspects such as gender and hair colour alone are a result of the preconceived notions individuals have developed overtime, from places such as mass media. The common stereotype of beauty pageant girls is “a focus on

physical beauty, and the expectation of unintelligent answers when interview time comes” (Myler, 2012). This is a distorted view as “most of them are incredibly sharp, intelligent, confident, and poised” (Cobert, 2020). Move ad description up towards top of essay The Sports bet ad depicted a blonde female in a beauty pageant struggling to answer a question about why the Sports bet iPhone app is so easy to use and the male host awkwardly stood by raising his eyebrows. The word ‘Foolproof’ was stamped over the woman’s neck suggesting she was incapable of using a simple app. A male voice over was used to say ‘foolproof, which “reinforces the cultural view that men are authorities and women depend on men to tell them what to do” (Wood, 1994).

Furthermore, Beddow (2011) found blondes have been featured in magazines at a much higher rate than images of models with other hair colours particularly in the magazine Playboy, which uses models purely for sexual appeal. In advertising “the odds of women being depicted at home are approximately 3.5 times higher than for men” and one study found women were shown in “non-working roles in 92.3 per cent of the US adverts, 90.7 per cent of the Swedish adverts, and 91.5 percent of the Dutch adverts” (Patterson, O’Malley & Story 2009). Although blonde females may be overrepresented in men’s lifestyle magazines, they are underrepresented in working roles in comparison to male counterparts. “Only 5% of CEOS of the London Financial Times Stock Exchange are blondes” (Beddow, 2011) and this study also found the participants “typically considered blondes as less intelligent and competent than people with other hair colours” and therefore blondes might have been seen as not successful in a situation that favours those traits” (Beddow, 2011). If blonde beauty pageant women are portrayed in the media as poor decision makers and incapable of taking on responsibility, this is reciprocated in the workforce. Being evaluated purely based on hair colour furthers the struggle to gain particular job positions in comparison to men. The underrepresentation and vilification of blondes reflected in mainstream media causes negative repercussions, contributing to the gender inequalities they experience in the workforce

Pervasive media and advertising messages of females represent false ideologies that can contribute to a myriad of health issues. “Advertising reflects society in a distorted fashion, calling attention to and exaggerating some aspects of our lives and hiding others” (Patterson, O’Malley, Story, 2009). Idealising or underrepresenting images of females may cause consumers to compare themselves to this and result in negative body image and insecurities. Although the Sportsbet ad was not deemed as using sexual appeal, the sexist and degrading representation of the female has consequences on its own. Poor body image, low self-worth, depression, anxiety and the violent treatment of women can be a result of sexist advertisements. The negative stereotypes associated with blondes can affect their self-efficiency and blonde women have even gone to the extent of dying their hair just to be taken seriously by people. If advertising is teaching women to be passive whereas boys are encouraged to be authoritative and autonomous, it is not encouraging women to be independent and make choices of their own. Whilst women continue to be shown “as sex objects who are usually young, thin, beautiful, passive, dependent and often incompetent and dumb” (Wood, 1994), it will continue to play a profound role in shaping society’s attitudes and expectations of gender roles. In some cases, women are stuck in physically or emotionally abusive relationships and feel unable to defend themselves due to the power men hold over them. Stereotypical representations of women in advertising distorts what society perceives as normal. Advertising has information embedded in it and “women are likely to attend to and use media as guides for their attitudes and behaviours” (Patterson, O’Malley, Story, 2009). It is paramount that advertising represents women in a fair and ethical manner to improve their health and wellbeing.

Discrimination and vilification against gender presents practical implications for media practitioners. Aside from the severe influence advertisements have on societal expectations, advertisements found to be in breach of the code of ethics will result in the advertiser having to modify or withdraw a project that they have invested a lot of time and money in to create. Advertising practitioners can “potentially play a transformative role in promoting gender equality through the use of diverse, realistic and respectful gender portrayals” (Barr, McKenzie, 2019). Eradicating limited perceptions and unrealistic representations of minority groups in society will help to reduce gender-based discrimination. Women in creative and leadership positions in the advertising industry is currently lacking. Having male dominated positions is an inequality in itself, however having more diversity in both genders working in this field may reduce the sexist stereotypes conveyed through advertising. Being proactive rather than reactive to issues will help to create the change in society that is needed to improve the inequalities in gender. Advertisements are often being driven by profitability which results in lack of social responsibility. For society to shift their negative perceptions of blonde women and beauty pageants, the media needs to reflect this change. “The Code of Ethics and complaints process should both recognise the power of advertising to shape culture, not just reflect it” (Barr, McKenzie 2019). Advertising can be a platform for social change if companies persistently communicate positive messages to consumers in which do not discriminate or vilify.

Advertising practitioners have a responsibility to be ethical in their creative choices. More positive gender portrayals that accurately align with people in society, will reduce the impact on women subjected to the ridicule. Consequentially, “adverts which portray women equally, where the presentation is respectful, appropriate, and delivers a positive role model, improves purchase intention by 26% among all consumers and 45% among women” (Middleton, 2017). Acknowledging the ethical complexity of gender stereotypes is a consideration that should be taken at the beginning of planning any advertising campaign. Abiding by the AANA code of ethics ensures more vigilance towards valued consumers and prevents future advertisements from discriminating and vilifying specific groups in society.

E-commerce Advertising Strategy Ideas

Every significant internet search engine is now additional cautious using what websites they are ranking large, because actually the consumers have become way savvier with the type of data they expect to be accessible online. The customers in these days are verifying the data that can be obtained more often than before and have reached instances very suspicious with things appearing also great to be true.Image result for ecommerce marketing services

Thus, if you’re a small business operator and thinking about the success of one’s on line advertising, then everything you should ensure plus a ton other things is the caliber of marketing strategy revision they have in their arsenal. A company can never succeed without good quality advertising. Just by making a web site and sitting back by having an expectation of gains moving in doesn’t help. There is of function that is required to be done. For succeeding in your organization whether online or offline, if you should be planning to provide it an excellent on the web recognition, you’d involve focusing on it. Thus, devoting some quality amount of time in your company online, at the time of their inception of it proves to be really important and profitable. The key matter confronted by numerous web marketers is they set up their business without the obvious photograph of the requirements.

You will need to simply help in Ecommerce Marketing of your on line company by setting up distinct goals and knowledge of what products and services you will need to offer and so what can function as income that you will be focusing on or visualizing and what’ll be your target market. Somebody offering services and products for young adults wouldn’t be doing themselves a bit of good, by getting the older crowd to their website. Thus, narrowing down your ad focus becomes very important in order to save plenty of expense that will usually go waste. This also where advertising with Ecommerce measures in also better.

When contemplating advertising for on line businesses-for almost any website-search motor advertising rules. But before delving in to se advertising and its advantages for ecommerce, it is important to understand the key concepts of the industry. Research Engine Marketing (SEM), also known as Internet Advertising or Research Marketing, is used to describe works associated with exploring, publishing and placing a website within research engines to attain maximum exposure and prime rankings, specially when a user works a keyword search using terms and words that are connected with the business. SEM is definitely an umbrella expression that features perform such as for example se optimization, content writing and refining, paid results and different research connected services and functions that will increase publicity and traffic to websites.

Research Advertising has become an significantly aggressive organization part in the Internet market and especially among ecommerce vendors. Though SEM may serve as a key advertising driver for almost any on the web business, it is a particularly strong software for ecommerce internet sites since they generally have decrease traffic and larger revenue per visitor than a material site. This means that even a small upsurge in traffic can result in a big escalation in revenues. Thus, when creating an ecommerce marketing technique, purchasing SEM would be very economical to include in marketing initiatives.

One crucial distinction when optimizing an ecommerce site versus a content website is that the ecommerce site should really be setup to utilize se friendly URLs and meaningful identifiers. Many ecommerce web sites are repository driven and most shopping cart software alternatives aren’t search engine friendly. This might allow it to be problematic for search motors to understand through item pages, and if a research motor indexes your property site rather than your product pages, you might eliminate out on important traffic because most guests search for correct item titles or brand names.

Impact of Youtube Advertisement on Buying Behaviour of Customer

Global Meaning of Advertising

Advertising is the greatest art of the 20th century (Herbert Marshall McLuhan) Advertising is any paid form of presentation and promotion of ideas by identified sponsor; it is the major component of promotion mix. Advertising is to make consumers / people aware regarding new or existing product or services. It is a part of marketing which helps to convince and increase the sales of products.

According to American Marketing Association any paid form of non personal presentation of ideas, goods or services by an identified sponsor. (Principles of marketing, 153) in other words paid sponsor is responsible for the sales message to masses.

In our day today life we are surrounded by commercial messages like TV, news paper, magazines all this is part of global advertising. A study suggests that with the passage of time adults daily media consumption has increased from 5.2 hrs to 9.8 hrs (Sheree J 2014).

Advertising technology is rapidly.

Social media

Find me on Face book, follow me on twitter, and check out my vlog. Ten years ago, these phrases ment nothing, yet now they are part of every day speak (Ian D.2016, 153).These days social media platforms help people to share relationship bonds, news and content however there choice of media can be distinct.

Social media gives you the power to direct your businesss online life. Whether that life is long and happy depends on what channel you post and to and how you manage your profiles. (Ian D.2016, 155). The main consideration you should take into account:

YouTube

Our mission is to give every one a voice and show them the world/youtube2017. Founder of you tube is Chad Hurley with this former Pay Pal colleagues Steve Chin and Jawed Karim founded youtube in 2005. Time magazine has given you tube title of best invention of 2006 .it gives equal opportunities to every one. Google acquired youtube to become most visited online video site on the web by far. Google bought the site in November 2006 for USD$1.65Billion.

YouTube allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Most of the content on YouTube is uploaded by individuals, but media corporations including CBS, the BBC, Vevo, and Hulu offer some of their material via YouTube as part of the YouTube partnership program. Unregistered users can only watch videos on the site, while registered users are permitted to upload an unlimited number of videos and add comments to videos. Videos deemed potentially inappropriate are available only to registered users affirming themselves to be at least 18 years old. (Wikipedia)

YouTube earns advertising revenue from Google AdSense, a program which targets ads according to site content and audience. The vast majority of its videos are free to view, but there are exceptions, including subscription-based premium channels, film rentals, as well as YouTube Premium, a subscription service offering ad-free access to the website and access to exclusive content made in partnership with existing users.

As of February 2017, there were more than 400 hours of content uploaded to YouTube each minute, and one billion hours of content being watched on YouTube every day. As of August 2018, the website is ranked as the second-most popular site in the world, according to Alexa Internet. (Wikipedia)

Facts about YouTube:

• Youtube users/1,300,000,000.
• 300hours of videos are uploaded to you tube every minute.
• Almost 5 billion videos are watched on youtube every single day.
• 30 Million Visitors per day. (Youtube 2017).
• 2nd most popular site in the world, according to Alexa Internet in 2018.
• Some of the types of Videos Watched on YouTube are:

1. Product Reviews:

This form of video content helps to understand the features, catch useful information and check out the reaction on try on , for example , clothes from online shops . Watching product reviews is a new version of shopping today you dont have to leave your room. During a product review, content creators, usually YouTubers who have qualified their channel as unpacking, feature a newly released product. Towards the end of the video, they can put it to the test and share their insights with their viewers. (Buy Views Review, 2016).

2. How-to Videos

Video with the main idea of showing how -to use or implement the product. For example, it can be starting on how to clean coffee machine to applying face mask . More and more people are using YouTube to answer some on how do you do it moments. According to Google, searches for how-to videos grow 70% each year. (2017).

3. Vlogs

Video blogs or vlogs give us a sneak peek at what goes on and how live our favorite YouTubers.Vlogs usually include snippets of their day and put them all together in one video episode. It also can include a review on products, collaboration with Brenda and other Vloggers, events, trips etc. Vlogs usually last anywhere from 7 minutes up to 40 minutes depending on whether its a daily or weekly vlog. The general time for video is 10 min as with that video format it is possible to put more additional skippable advertisement. YouTube .com gives an example of Joey Dynamo is a known gaming-turned-lifestyle YouTubers who makes daily and weekly vlogs. His vlogs receive thousands of views per episode, commonly reached mark is over 2.8 million views making him one of the most-watched Guys on YouTube. (YouTube, 2017).

4. Gaming Videos

YouTube statistics shows that almost 95% of gamers turn to online videos for educational and entertainment purposes. With such a wide gaming community, its no wonder gaming videos are one of the most highly searched and viewed types of content on YouTube. (YouTube 2017)

As an example of gaming industry on YouTube, DiePie is a YouTuber that needs no introduction at gaming world; just see how he manages to ring in 33 million views just by playing the mobile game Flappy Bird. (Google Statistics, 2017).

Types of advertising on you tube

Youtube provides learning, entertainment and employment to is viewers. You tubers can make a lot of money by posting different videos, on youtube we can see different types of advertisement from laptops to latest mobile phone and are sponsored. Ads are matched to specific audiences according to there taste and preferences.

Non skippable videos Ads

Skippables Ads.

1. Non skippable videos Ads:

Non-skippable video ads can be inserted before, during, or after the main video and must be watched before the video selected can be viewed. When just starting to build your audience, you may want to consider skipping this option and making your video easily accessible. (YouTube, 2019)

2. Skippables Ads:

Skippable ads can be inserted before, during or after the main video. After a few seconds, users can click on the skip ad button to start watching your video. (YouTube, 2019)

Motivation of the project

The internet has quickly grown to be the fastest growing medium in history. More and more businesses are using different social media sites as marketing tools since that is where the consumers are talking, sharing and creating content. (Strauss & Frost 2012, 192, 345.)

The importance of social media and its influence on customers is increasing rapidly. Brands are using various techniques to attract customers on to there sites and YouTube has become a new medium for the attraction of customers.YouTubers are sponsored by the bands to make people aware and influence there target audience.YouTube is now a new trend which is used to advertise new product and it is providing equal opportunities to every one.

Marketing Mix

Marketing mix is the blend of all the marketing efforts revolving around the four ingredients which are product, price, promotion and place and these all are revolve round potential consumer satisfaction.

According to Martin P. Davis effective advertising becomes easier to achieve since attention focuses on the essential elements which under lying all successful campaigns. (1997,1).

A successful advertising will ensure about the services it provides regarding the product and also helps in creating brand image. Advertising should be able to intimate customers about the product and its goal.

Deciding your advertising objectives makes advertising successful

• Right products – which people would buy if they knew about them.
• Right people – to whom your product is of interest.
• Right media – which reach these people effectively.
• Right message – which conveys your products benefits.
• Right timing – when potential customers are likely to buy.
• Right budget – so you do not spend too much or too little.
• Right distribution- with your goods available for purchase. (Martin P. Davis. 1997, 23)

The Concept of Internet Advertising

Internet advertising is a form of promotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brands website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial.

Consumer can gather information about products and services, communicate with other consumers and firms for related products and services, and sometimes complete transactions. As the Internet session is a self selected environment of the consumer, the promotion message will be more effective. Internet advertising is also capable of providing an experiential environment to the consumer through virtual reality interfaces thus allowing the consumer to experience some of the features of products before making the purchase decision. Consumer can provide feedback content about the product, to the firm and to other consumers. A positive feedback becomes a good promotion for the marketer. A marketer can even exploit a negative feedback by solving the consumers problem and showing the commitment of the organization to satisfying consumer needs. Consumer can also add collective content to the medium through discussion forums like the virtual communities (Ducoffe, 1996). In India, online advertising has gained increased popularity with more people spending time online.

Analysis of the Advertisement against Drunk Driving: Special Campaign of BMW

The advert is against driving under the influence of alcohol, produced by BMW a well-recognized automotive brand. This technique of using a known brand will surely be more effective as the brand has influence to the relevant public. The features of the advert is a picture of an individual missing a leg passing a pictorial image of an accident. This message is most probably under the assumption that the accident was as a result of an accident correlated to drunk driving.

The image shows a mechanical leg with the message “Spare parts for humans are not as original as those for cars.” The message tries to appeal to the side that many humans prefer to be whole as opposed to being fitted with mechanical parts which might result to a change of personality. “Don’t drink and Drive,” follows the message which comes out as a warning and makes it clear that the advert is about the effects of drunk driving. There is also a brand Logo of the automotive BMW this helps add on to the factor of influence on the intended audience. This logo forms creates a connection with individuals who love the brand and respect it.

The ad tries to target an audience with the habit of drunk driving. The advertisement uses fear as a tone with the audience. There is a picture of an individual who is currently disabled and considering the fact that there is use of the words “spare parts” which is meant to bring to the audience’s attention that the individual had undergone some form of treatment and used to be whole. This shows that the individual with drunk driving could potentially end up with this disability which strikes fear.

The advert uses comparative language – “no as original as those of cars.” This language enables bring the perspective that unlike cars individuals lack spare parts and though one may be able to find a replacement for the functionality there is a loss of personality.

The advert uses the logos technique through the picture of a mechanical leg. Which logically indicates not only the loss of personality but also may financially affect the victim. It is relatively expensive to replace a leg and the fact that it shows that there had to be an accident there is a possibility of loss of property and even life. The advert also uses the ethos technique to create influence on the users. The use of the BMW a well-established organization helps make the advert more appealing and attracts attention. Lastly, the pathos technique is used by the advert, when the statement inflicts fear on the reader. This emotion of fear can be anticipated to influence the user against drunk driving whenever the user is tempted to commit the act knowing there is a potential chance of disability.

Credibility of the advert is with no doubt considering that it is tagged with a BMW logo where else its trustworthiness is unquestionable, because if the target believes it or not it sensible that there is a probable chance that an accident could happen. The ad is well informed as drunk driving usually leads to accidents. With no doubt the accident could lead to permanent casualties and damage which is what the ad is trying to show.

In conclusion the ad is very well put. The pictorial representation is appropriate for any form of age and to those who understand it is very clear that what is shown is only the tipoff the iceberg of the issue that is drunk driving. Drunk Driving has rather adverse effects to many not only drunk drivers but also the people who are at a risk of permanent disabilities or even loss of lives. The advert is both a preventive and control measures as it speaks not only to drunk drivers but also normal drivers and everyone else who can prevent a drunk driver from performing the act.

Ryanair’s Unethical Conduct in Advertising Practices

Ryanair’s has brought many great success throughout the past years by growing their profitability, returns for shareholders increased and increased strong financial performance due to their low cost strategy. However, with this low cost strategy they has been accused of concealing ancillary revenues and offering customer service only for fees. Based on the questionable practices that are discussed in the case, there are stated some of unethical behaviour of Ryanair in advertising practices.

Ryanair has been faced a controversial or misleading advertisement back in 2008 where BBC News reported that Ryanair did not stated the exact prices include taxes and fees on their advertisement. For instance, on Ryanair’s website the flights display the prices that exclude the fees and taxes and the prices become cheaper. The customer will obviously attracted with the cheaper prices without knowing the consequences afterwards. This led to angry and dissatisfaction among customers who are being treated mislead. Ryanair do acknowledge the misled by giving a statement on their website saying “punchy advertising sometimes gets us in troubles”, which means they indicates that aggressive advertisement with a strong message sometimes will gets you in problems also.

Advertising Standard Authority (ASA) argued again with Ryanair in 2011 for their another misleading advertisement. This time the advertisement was featuring a bikini-clad woman promoting trips to ‘place in the sun’. This advertisement was barred by ASA as the airlines do not comply with the rules and regulations of advertising. It is because the advertising were misled by having a bikini-clad woman promoting ‘sunny’ destinations was totally giving a wrong facts. This is because the bikini-clad woman has got only three hours of sunshine. Hence, the advertisement was at a wrong place and wrong time. People would have been fall for the trick from the advertisement and if this happens frequently. This shows the unethical side by Ryanair by not following the guidelines and policy that was provided by ASA.

Facing an unethical issue was hard especially in terms of to get back customer trust towards our brand. Thereby, I would suggest Ryanair to make some changes in terms of their advertising. It should be no more misleading advertisement, Ryanair need to be transparent regarding the details on the advertisement, it should be obvious and clear to avoid customer misunderstanding towards the advertising. The airline also should be based on facts and the airline also should know all the information in the advertisement to prevent misled. This changes should be taken into action to retain customer base with the brand itself.

As a conclusion, as a airline company they should know all the pros and cons if they want to use low-cost strategy despite to become the cheapest flights among others competitors. All the hidden fares and taxes should be included in the prices to prevent confusion and all the information in advertising should have be transparent without twisting the facts. Overall, the airline should comply all the rules and regulations that has been fixed and do research before take any action.

Advertisement Analysis Essay Sample

Thesis statement

This printed advertisement is about fast food, which mainly promoted the Prosperous Burger of McDonald’s. The thesis of this food advertisement is to inform the people that the prosperous burger came back again in a new size of meal which is double chicken and beef. It is represented by four types of burgers in the advertisement. They arranged the burgers from the double chicken prosperity burger and continue with double beef prosperity, normal chicken prosperity and at last the normal beef prosperity burger. There also put a picture of drinks and twister fries behind the picture of burgers. The advertisement is not fully covered with complex and long sentences. The words are written in white colour. The burgers are labeled with the names. Ang Pow packets which contains of 5 pieces in each will be given to the people who buy the Prosperity Meal. But, it will be given until the stock lasts. The advertisement also informed that the prosperous burger is available in every weekday mornings. This advertisement displays the picture of ice cream on the corner and it introduces the new flavor which is the new Orange Dream McFlurry.

Targeted Audience

This advertisement mainly targeted the customers who eagerly waited for the comeback of the prosperity burger. As it is only available during the Chinese New Year season, it would be the biggest treat for customers who miss the taste of prosperous burgers. The familiar taste is back for them. The introducing of new size of burger which is double the choice will become a special serve for them. The people who waited for prosperity burger will be surprised by the double treat where the size of burger is two times bigger than usual. This advertisement was designed perfectly according to the targeted consumers’ interest. The prosperity burger in the advertisement will trigger the customers to get their mouth-watering burger as soon as they can and taste it before the season end. This advertisement also targeted the multicultural society of Malaysia. It did not have stereotypes in advertising. Chicken and beef lovers are welcome to grab their favorites. They can choose their favorite among the burgers. The advertisement did not limit the choice. The consumers who could not eat beef still can have their prosperity treat by choosing a chicken prosperity burger. There also provided double choice for both, chicken and beef burger. The working men and women also will be the targeted consumers for this advertisement. The weekday breakfast special is suitable for them to have their early food before starting their daily routine. They can own their favourite prosperity burger not only for lunch and dinner, they also can treat themselves with it for their breakfast. It is sounds so good right ! So, do not miss your special season meal even in the morning.

Advertising Myths

Myth within the advertisement was conveyed through utilize of signs and colors. Myth is commonly utilized to refer to beliefs which are obviously wrong, but according to semiotics, myths can be seen as expanded representations. In this advertisement, we are able effectively to recognize how myth is employed. It attempts to tell do not miss the prosperity burger which came in double size. The advertisement emphasis the word ‘Double the choice, Double the happiness’. The word double the happiness clearly shows the myth of it. It triggers the customers to have a good feelings through read the words from the advertisement and they try to grab their prosperity burger from the nearest McDonald’s. Obviously, the happiness not going to be double when the customers had their prosperity burger but the advertisement seeks to attract them to believe that they get prosperous when they eat the prosperity burger. The targeted customers can choose their burger but the emotions and feelings are could not predictable by others. Therefore, the words they used become a myth of it. Other than that, the advertisement also tried to convey the message to the targeted audience that do not forget to grab the new size of burger, drink, the new flavor of ice-cream and the special breakfast before the season end. It also targeted the working men and women who can have their breakfast before they go to work. The advertisement addressed a weekday breakfast special for the working consumers which shows that the breakfast that is provided is not a usual meal, it is a special treat that is specially prepared for the targeted audience. The color red is thought to be the color that enflames feelings and sentiments. It may be a image of high energy. Red and its numerous shades of color are too utilized as a image of heart and cherish. Red has been found to have such a huge impact on people; it can indeed cause the heart to beat faster. It is an amazingly capable color. It is the blast that hits your eyes, and as a result, it symbolizes vitality, control, imperativeness and strength. Red is an appealing color to about everyone, and it can be utilized for anything energizing and able. In some cases, the control of items is portrayed by the utilization of red. The color red is used in this advertisement appeal to the targeted audiences as it were color that can truly depict any strong reaction. The dark background color of the advertisement enables the pictures appear as the central idea of it. The burgers look delicious and will attract the targeted audience to grab them. Therefore, red is an usual color that used for so many advertisement, especially for food. The red color has a incredible impact on a customer. It can persuade him to buy the item.

Positioning

The prosperity burgers of the advertisement are the central pictures that arranged orderly from double chicken prosperity, double beef prosperity, chicken prosperity and beef prosperity burger. The double chicken prosperity burger were placed at the front among the others in the advertisement to give importance for the society who consume both types, which are chicken and beef. Not everyone eat beef but there might be everyone who prefer eating chicken. The new size which is a double prosperity burger was placed mainly before the normal prosperity burger to show that a new type of prosperity burger has been introduced for the targeted audience. Besides, the explanation of the advertisement is placed on the top right of the picture of burgers. The customers not going to read the words at first, they will concentrate on the large pictures of the burgers. Then, they would like to know some information on the burgers if they are interested in them. Therefore, the explanation is placed on top of the picture. It will be easy for the reader to get information after being attracted to the delicious juicy prosperity burgers. The information about the weekday breakfast special, ice-cream picture, and free Ang Pow packets were arranged at the conner of the advertisement.

Semiotics

The picture of burger represents the iconic symbol of the advertisement. The picture plays an important role in the advertisement. the picture of prosperity burgers placed in large size which covered the half of the poster. The burger decorated with onions and the chicken and beef patty in between the bun will attract the focus of the targeted audience. Here, we have a denotative and connotative meaning of the sign. The denotative meaning for the picture could be the burger filled with onions which give extra taste and the patties. The connotative meaning of the picture can be anything such as the delicious, juicy, taste of the burger, hot and spicy, and the double happiness of the consumers when eating the burger.

Lexical features

This advertisement uses a simple structure and easy words to convey the message to the targeted audience. The reader can easily grasp the meaning of the advertisement without any doubt. The jargon and bombastic words are completely avoided in the advertisement so the readers never get confused with the new words. The use of the adjective, ‘double’ in the advertisement shows that comparison between the normal prosperity burger and the new prosperity burger that introduced. The targeted audience will easily differentiate the style of burger before they grab it. The use of the noun, ‘special’ indicate the uniqueness of the breakfast that is arranged for the customers. It shows that the breakfast that provided on prosperous season is not like usual. The targeted audience can have the prosperity burger in the morning of weekdays as well.

Syntactic features

Simple sentences are used in this advertisement. It helps the reader to understand the content and the messages that the advertisement try to transfer. A simple phrases are used to avoid any difficulties in reading and give a clear picture of the purpose of advertisement. The phrases, ‘Prosperous time is back !’, and ‘Double the choice Double the happiness’, consider the easiest phrases that clearly transferred the message to the targeted audience. The use of adjectives in this advertisement helps the nouns to modify and create a sentence that are relevant and easy to understand. The example of adjectives that used in this advertisement is tantalizing, double, favourite, and special. These words hold the purpose of this advertisement.

Language

The advertisement is a fast food advertisement, it mainly promotes prosperity burgers. It is one of McDonald’s burgers during Chinese New Year. The thesis of the product is not to miss the double prosperity burger during the season. It is represented by 4 types of burgers. First two are double beef and chicken prosperity burger, followed by another two single beef and chicken prosperity burger. The background of the advertisement is red. The word ‘double’ used in the advertisement is bold, and the words are written in white and yellow. It is presented in a delicious way, where the meat looks juicy. The meat looks rich with the paper sauce and decorated with fresh onions. It is a hot and spicy combination. The twister fries at the back of the burger looks crunchy and the iced coke in the picture looks very cold and irresistible during the hot weather.

Society

This advertisement triggers feelings of adults of both men and women and makes them drool over the picture of the double prosperity burger. It triggers to buy the double prosperity burger set and add on the new orange McFizz and Orange dream McFlurry . In addition, buy the prosperity sets to get free 5 and pau packets as Chinese New year approaches. Money can be saved from buying the 5 and pau packets. This advertisement targets the working adults. Before heading to workplace, we could grab the delicious double prosperity burger. One wouldn’t be enough as we will be working too long, double prosperity burger should ease the hunger for a longer period of time. The age group which is targeted by this advertisement ranges from 20s to 50s or above. McDonalds releases prosperity burger once a year during Chinese new year season. During this season, it triggers everyone to buy the prosperity burger before the season ends. As the name of the burger itself is prosperity, it says prosperous time is back and time to grab it and be happy. The targeted audience will not think deeply about it because they are inclined to believe it; they will just look at the delicious picture of the burger. Thus, the advertisement tries to convince them to grab the burger and try out the new drinks and ice cream during the season before it comes to the end. Eating the burger will not double the happiness but we believe it might be as prosperous as we eat the prosperity burger. This advertisement targets working adults as they mention weekday breakfast specials, adults usually go to work on the weekdays in the morning. Looking at this advertisement the audience feel we lets get a prosperous start to our morning. The color red is thought to be the color that enflames emotions and feelings. It is a symbol of high energy. Red and its many shades of colour are also used as a symbol of excitement. Red has been found to have such a huge impact on people, it can drag the attention. It is an extremely powerful color. With the red background, the picture of the prosperity burger attracts the audience with the juicy look of the meat to take a bite. In fact it is the use of myth thru colours. Thus, overall, red is a pretty useful advertising color, especially to attract attention and burn the desire in the audience. It convince the audience to take a look at the pretty burger with the sesame toping ton the bun, well decorated onions and the juicy prosperity burger meat and to buy them. The white color is used to write the letters to reflect safety and simplicity. The advertisement conveys a message by using white color in writing letters to show that this product is safe and simple. It emphasizes more the picture of the burgers.

Discourse

The picture of the prosperity burger represents the iconic sign. The picture is the signified. The picture of the double prosperity burger and single prosperity burger gives the choice to the audience. Here, we have a connotative meaning of the sign. The conative meaning invites the audience to grab the double prosperity burger set together with the twister fries. Another type of sign used in the advertisement is the index sign which is implied in the use of colors. The colour red in the advertisement refers to attention, temptation and attraction because it is the colour of desire which arouses the emotions and feelings. So the advertisement raises the audience desire to get the double prosperity burger no matter in online or in the shop itself. This advertisement uses simple words with simple structure so as to it is easy to read and grasp the intended message. The bolded word of double grabs our attention easily, and we get to know that double prosperity burger is now available. The conveyed message invites the prosperity lovers to grab the double burger on the go in the morning before going to work. To convey meaning clearly and simply, The double the choice, double the happiness and the prosperous times are back conveys the meaning that choosing double prosperity burger is the best choice to make as the season lasts for shorter period of time. We should hurry while the familiar taste is back during the season. Using of minor sentences leaves space for focusing on the picture. The picture of the double prosperity burger invites the audience. The picture of the burger is located from the left to right with the closer to far look of the burger. The burger on the left with the zooming effect makes the audience’s mouth watery and triggers their desire to taste it. Having a multicultural society in Malaysia, displaying both chicken and beef provokes all the audience’s feelings. This tempting picture of the burger also makes the audience hungry immediately. It makes the audience get the burgers no matter what.