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The Effectiveness of Advertisement
Transcript of The Effectiveness of Advertisement
Intended Audience: Magazine Readers & Product Consumers When creating an ad it is important to appeal to your audience. Steps to take when considering your audience are asking general questions such as demographics. Evaluating your audiences age, gender, ethnic background, and social status can give you a better idea of who you are writing to and if your message is effectively getting out to your intended audience. In a survey I gave I asked which kind of media are you most likely to view and the choices were newspaper, TV commercials, magazine and Internet? Gathered from the survey 60 percent answered they are most likely to view TV ads (Appendix I). To use this information to my advantage if I were to create an ad I would broadcast it on TV because I know most of my audience watches TV. There is one problem to consider when creating TV ads in order for them to be successful I must consider ages and what age group is most likely to watch which channel. How to capture your audiences attention? What is an advertisements purpose? To define advertisements they are designed to educate the public and help persuade the possible consumers to buy products or believe in an idea. Defined by Stuart Hirschberg "ads appear as mini arguments whose strategies and techniques of persuasion can be analyzed just like a written argument" (pg. 227). Lets take a moment and compare two ads selling the same brand.... Ad 1 Ad 2 When flipping through a magazine a women is most likely going to stop to look at an ad with a female product rather than a male product. That is just how society works, we are always looking for what will suite our best interest and meet our needs. Therefor a female-targeted shampoo will get a positive response from a female-targeted audience rather than a males. Now what does this mean for a creator of a magazine ad? If you are selling a female product to effectively target a female audience your best option is to place the ad in a female orientated magazine, TV channel, or Internet site. You wouldn't get a great response to your ad if you place a female shampoo in a sports based magazine for men. This is also taking a look at contexts. Contexts are the background information of your audience. Background information is useful to know from your audience because you can use it in your ad and relate the product to your audience effectively. Ad 1 Analysis Ad 2 Analysis
Would men use a shampoo made for men made by a company who usually makes products for females? The answer to that question is no because men have a reputation to hold. Men have to show that they’re manly so by using a shampoo made by a female company isn't manly. Putting this ad in the "Peoples" magazine was a terrible advertisement decision because the men audience usually doesn't buy that magazine or even bother looking in it. So this audience analysis wasn't very effective. In this case this ad has more of an unintended audience. That being the wives, girlfriends, sisters, etc. of men who use shampoo. Visual Rhetoric
One thing both ads do effectively is grab the audiences attention. First impression is everything when selling a product the message has to be effectively delivered in a stunning way. "According to Laura Carroll first impressions are important because " you have to decide whether or not you will choose to buy the product and how you will choose to respond to the message"(pg. 47).
Each advertisement displays different eye catching techniques through the color schemes used, language, layout, and arrangement of information. Since both these products are made by the same brand they follow just about the same arrangement and color scheme. The company has probably figured out what has worked best for them in the past and from my previous knowledge has used the technique of imitation to continue to use what has been most effective for there sales in the past. Further Analyzing Visual Rhetoric in Ad 1 & Ad 2 The ads effectively catch the reader’s eye because the words are legible and the colors are soft on your eyes. When ads use aggressive colors such as intense reds or oranges it tends to push their audience away because it’s hard focus on the message rather than the intense color or aggressiveness. The previous ads also arrange their information so that they are straight to the point and display the product very clearly some ads you have to search or read more before you even know what the ad is really trying to advertise, that method is not very effective. There is more to an advertisements than just looks. It is true that the first impression of the ad will grab your attention but what keeps you reading are the other appeals otherwise known as logos, ethos, and pathos. Logos is the logical appeal. Does the ad display statistics or phrases that persuade you by reasoning? From a survey I gave I asked the question do you find an ad more believable when it displays statistics? 70 percent answered yes to that question (Appendix I). So if I were to create an ad I would most likely incorporate a statistic because I know 70 percent of my probable audience will be persuade to buy the product. Ethos is the credibility of the ad or the trustworthiness of the celebrity endorsement. Finally pathos is refers to the emotional appeal An example that every one is all to familiar with are the animal adoption commercials those use pathos as there advertisement appeal because in response we feel sad after seeing the hurt animals on TV in a shelter. Logos Jargon Ethos
Is he or she credible?
Have these two celebrities ever even used the product? Pathos will have more of an effect in the women's ad because the ad targets broken damages hair and hair to women is an important feature to our bodies because without it we loose self esteem and in society today it is needed to feel pretty. Finally if you can answer the questions below then you will know if the ad you have created or read is effective....
1) What is its exigence? In other terms what is the problem it is trying to resolve.
2) What is the purpose?
3) Who is the audience? (Unintended & Intended)
4) What is the context?
5) What are the constraints?
6) Was this ad appealing?
7) Did the intended message get across?
8)Does this ad work and is it placed in the proper publication?
It is important to be creative when creating ads because there is a lot of competition and the intent is to use the ad and target your audience. Advertisement is how products sell and the rhetoric of advertisement is important to understand because there are many concepts to consider to have an effective ad. It is also important to consider your ad a form of writing and read, reread, and revise. The ad has to be flawless because you are selling an idea to the public so reading it "once, twice, as many times as it takes to get it to be something you can bear to reread" is important so you know you can capture your audiences attention as well (Sontag Paragraph 2). What is the exigence?
Once you have targeted your audience your audience must look at your ad and determine what is the exigence. The exigence is the problem the ad is trying to target. For ad one and two shown before the product is made to help protect hair breakage. There solution to the problem is there product they are trying to sell you the product to prevent the hair from further damage. As the audience you must determine if the product may work for your hair and would you buy it? If you determine the product is suitable for your hair then the advertisement is effective because it persuaded you to buy the product. For ad one and two I believe the advertisement did a good job of showing the exigence they use words and image together to show the problem. They also use imagery to persuade men and women by showing a women with luscious hair and all women want nice hair it is what boosts our self-esteem and makes us feel pretty. What is the purpose?
Purpose is different than exigence because the purpose of an advertisement is to sell. An exigence of an advertisement is the problem the ad is trying to solve. Exigence is the ads way of making our lives easier by coming up with a solution or product.The purpose for ad one and two are similar. Although ad one is intended for women with hair breakage. Its purpose to sell a product that will improve your hair and make is look like the women's hair shown, that doesn't always happen that way. For example look at the Burger King ads I have never gotten a burger that looks exactly like the picture but that is the rhetoric of advertising. Ad two has the same concept ad one has but instead of women its purpose is to help men with damaged hair. Ad two does a fair job of targeting men by putting a picture of a man in the ad but is that enough to influence the male population? Lets look at what may hold back these two ads from being successful. The constraints for each ad are different because it all depends on where the ad is being displayed and to whom the ad is being targeted to. Constraints that may hold the two ads shown in this presentation may be the price of the product, other competition, media control, public preference and many more. The creators have to take all the constraints into consideration when creating the ad in order for the audience to choose their product versus another. Work Cited Carroll Laura. “Backpacks vs. Briefcases.” Writing About Writing.
Ed. Elizabeth Wardle and Doug Downs. New York: Bedford/St. Martins, 2011. 44-58. Print.
Hirschberg Stuart. “The Rhetoric of Advertising.” Writing About Writing.
Ed. Elizabeth Wardle and Doug Downs. New York: Bedford/St. Martins, 2011. 227-235. Print. Sontag, Susan. "WRITERS ON WRITING; Directions: Write, Read,
Rewrite.Repeat Steps 2 and 3 as Needed." The New York Times. The New York Times, 18 Dec. 2000. Web. 13 Oct. 2012. Images Used
Image1 Female and Hair Product: http://www.google.com/imgres?q=garnier+fructis+magazine+ads&um=1&hl=en&client=safari&rls=en&biw=1280&bih=719&tbm=isch&tbnid=onaUbF-JNVpdyM:&imgrefurl=http://gimmiefreebies.com/free-garnier-fructis-fall-fight-shampoo-conditioner-sample/&docid=s--pMOsN6soaGM&imgurl=http://gimmiefreebies.com/wp-content/uploads/garnier-fall-fight-sample-244x300.jpg&w=244&h=300&ei=e217UPjSKIr88gSC_oHYCw&zoom=1&iact=hc&vpx=828&vpy=186&dur=456&hovh=159&hovw=130&tx=118&ty=122&sig=107261060394209664520&page=1&tbnh=152&tbnw=124&start=0&ndsp=22&ved=1t:429,r:12,s:0,i:107
image 2: Man and Hair Product
Image 3: Female Reading Magazine