How the Constitutive Elements Combine to Try to Sell the Product - Essay Example

Expository essay on Advertising Introduction Advertising is a communicative approach to reaching an audienceor a market used to encourage a targeted audience to take up a new activity or continue doing the same. Mostly, the reason for advertising is making it known to the consumer of the presence of a product or service in a competitive market then encouraging them to buy it. In excess, advertising helps in the branding of a product in that it identifies the distinct traits of the manufacturer of the product from the other manufacturers. In effect, it helps to emphasize the brand to which a consumer associates with the product (Trehan 67). It also serves as an informational tool as the price of the product may sometimes reflect in the advertisement. In other instances, an advertisement also serves as an assurance to employees and the company shareholders that the company is still operational. Usually, sponsors pay adverts to run on various media tools, which may be either audio or visual depending with the sponsor preference. They are mainly for commercial purposes as they seek to brand products and services through repetitive showing of an image or product name in their showing. Through the repetition, the consumer is able to familiarize him or herself with the qualities of a product or service through the advert. In contrast, some advertisements may be non-commercial in that their intention is not make any profit but just passing information. Mainly, political parties, faith based and non-governmental organizations explore these commercials by spending money to air them as a public service announcement. In essence, this paper will examine an advertisement placed on a popular magazine to bring out its effectiveness in achieving an anticipated wider market base. How the advertisement functions This product is new to the market. Therefore, this advertisement serves as an introductory approach to the consumer. It gives the product name and an appealing design that instantly attracts the eye. The colors used also reflect the sophistication in that the product is of high quality. Essential, an advertisement can appeal to a consumer in two ways. For one, the information given may have a rational appeal in that it reflects the quality of the product (Trehan 226). This may be in terms of its durability, great performance, and affordability of the product and its location. On the other hand, the product information given in the advert may have an emotional appeal in that it gives a sense of assurance, pride, customer satisfaction levels, and its recognizable ability in the market (Trehan 118). For instance, this advertisement gives the emotional appeal to the market as it portrays all the above-mentioned qualities. In addition, this advertisement has the fear appeal in that it portrays the consequences of not using this product, which would be to go to a dentist (Trehan133). This evokes fear to the readers, thus, they have no option but to buy the product. How the constitutive elements combine to try to sell the product There has been effective color use to try to draw the attention of the reader into taking notice of the advert. Essentially, when dull colors take centre stage the chances of the advert making impact are very low. In addition, the advert portrays the image of the product that is available for retail. Therefore, the reader is able to relate to the product’s appearance. This will be helpful when they go to buy the product, as they will be able to spot it in a store’s shelf. Additionally, the wording involved is one that cannot escape one’s eye, as they are readable and clear. They are visible enough from a distance thus a reader needs not strain to capture what the advert is trying to sell. Moreover, it is the giving of the location where the product is available at makes it easy for the intended consumer to know where to get it. As an additional element, the advert gives all the good attributes associated with the use of their product, which draws a sense of pride to the reader. It becomes a selling point as the reader becomes aware of the traits possessed by this product. What the advertisement is selling. Primarily, the advert is attempting to introduce a mouthwash product into the market. A mouthwash is an alternative way of cleaning the mouth without using a toothbrush. Essentially, it is an innovative and modernized way of mouth cleaning that it is less strenuous to the user. Additionally, it is a convenient way of staying with a clean mouth as it involves the spending of little time. Listerine is the mouthwash product advertised here which combines the achievement of strong teeth, healthy breath, and freshness. Its target is the upper and the middle class societies as the average person may not see the need of buying this product. The product is a human consumption kind of product hence it has to capture all the aspects involved in attention grabbing. The product is a sophisticated way of The techniques, images, and information used to promote it One of the major techniques applied in this advert is stacking of the reasons why the product is good. The advert mentions that it enables one to have fresh breath for longer, kills bacteria as it serves the purpose of an antiseptic, and prevents gum diseases. Ideally, these are traits that would attract any individual in to buying a product for the reason that will offer all the mentioned. Moreover, the repetition of the product name twice within the advert familiarizes the consumer to the product is a technique that has worked out for the marketing of the product. Within the advert, the recommendation aspect of it plays a role in making the product stand out, as the Dentistry Association has endorsed it. To the consumer, it gives the reassuring feeling that the product is safe to use as it has been tested and proven thus they are able to buy it. Lastly, in this advert there has been the use of the glittering generality technique where the reader gets the general idea of how it feels to use the product. This gives the feeling of confidence and a boost to the consumer’s morale. The subconscious ploys in the advertisement The subconscious ploys in an advertisement have a connection to subliminal messages. These are messages given or aired while the receptor is engaging in another activity hence they are not consciously aware of it. In reference to the advert, the ploy used is the utmost exploration of the human images within the advert. They are symbolic to the mind that the product is for human use thus it triggers a subconscious idea that the reader has to see what it is a bout. The word size is also a ploy to trigger the mind to pay attention as they reflect that the product is of importance. The difference in the word size also draws the reader’s attention in capturing what is most important about the advert. The key aspects are the product qualities and attributes. In addition, the color combination is relatively cool finally making it worth looking at. In essence, the use of these messages evokes positivity towards the product, which translates to relative acceptance by the market. Conclusion The overall appearance of the advert is a clear indication that all the elements, components, and techniques have complemented each other to give effective output. The effectiveness of advertisements solely depends on the application and use of the various aspects involved. On the other hand, an advertisement should also give relevant adequate information but it should not give too much as to confuse the readership. The imagery and wording should also intermarry in order to give the advertisement the desired effect. In the case of this advert, the aspects were proportional to each other except the fact that the wording was too much. A readership may not have the time to go through all the details of the advert thus minimal use of use should have applied. In addition, the size of an advert also influences the desired output as the use of minimal space makes it be shallow and shoddy. In reference to the Listerine Mouthwash advertisement, the size of it makes it more appealing to the readership. Work Cited Trehan Mukesh and Trehan, Ranju. Advertising and Sales Management. New Delhi: FK Publications, 2006. Print. Read More