The Attitude and Emotional Appeal of Services and Products Advertisements - Essay Example

Outline This paper explores the enticing aspect of ads to s, and how the ads create emotions and attitudes regarding the service or product in question and most probably the intended connection of feelings towards the product advertised. This paper will assume the following outline: 1.1 Introduction 1.2 Language and rationale of ads i. Need for Affiliation ii. Need for Sex iii. Strive to Achievement iv. Urge of Autonomy v. The Call for Security 1.3 Conclusion Surname Lecturer Course Date The attitude and emotional appeal of services and products’ advertisements 1.1 Introduction The rationale of advertisement is basically to create an appeal towards consumption and use of a given product or service. The notion is developed on the principle that institution, companies and organizations are steered towards capture the competitive market. Products branding, packaging and diversification makes the market very vulnerable and a very appropriate mechanism to be at the realm of market fair share is challenging obligation to most firms. Different impressions are created technically by advertisements; Shrank in his work, “The Language of Advertising Claims,” calls the advertising techniques “pseudo-information.” He claims that there is thin line between falsehood and truth in the advertisement message (p. 543). The ever outstanding supremacy claim of a product or a service by the ads leaves ultimate users and consumers to be very critical in decision making and instigate an informed judgment. A number of people claim immunity to ads, saying that they base their purchases on solely on the fact of value and desire, but still ads are designed in such a manner that they operate beyond the level of mind awareness and it influences even those claiming immunity to such messages. Therefore there is dire call of a higher degree of awareness on the persuasive techniques ads use (Shrank 544). This essay navigates in depth the enticing aspect of ads to customers, how the ads create emotions and attitudes towards the service or product in question and most likely the intended connection of feelings towards the product advertised. 1.2 Language and rationale of ads Creation of awareness and urge to capture a fair market share becomes the basis on which ads are aimed at. The wit and authoritativeness in bringing out the superiority factor of the product or service and the bare reason to lure customers to use the same turn out to be the much intended target of ads. The designated use of words in the ads ensures that there bridging link on how ads agencies work versus how the savvy personalities work solely to achieve the ads objective (David 119). Ads create positive influence, both economically and socially. It is further stressed that there is built of expectations, emotions, and false needs through ads. This essay paper analyses the few elementary appeals derived from ads as highlighted herein: i. Need for Affiliation Ads try to create an impression of belonging to a social cadre in the society. The urge to associate with a class of individual or just a personality makes an ad very appealing to customers (Fowles 44). For instance, when it is advertised that, “Unless we apply Ultra-Brite or Close-up to our teeth, its good-bye to romance.” This denotes we affiliate to the one we love only after using Close-up. Affiliation banks on mere fact that we to a greater extent want to emulate ones way of doing things or be tagged to a brand ones passion and intimacy ii. Need for Sex One thing that has been fascinating shouldn’t be how much sex is there in ads, but how little. There is total undisputed sexual appeal in ads. This draws attention of target audience by invoking an intimate feeling towards a product or service. On the highlight, the Jordache ads showing a blouse-less female insinuate sexual drive. On the other hand sexual appeals should be handled with total precaution as extreme nudity can reduce brand recall (Fowles 20). iii. Strive to Achievement Human nature love success. When an ad associates one with achievement, we tend to ready and receptive to be part of the product (Fowles 22). A promise of being successful or outstanding drives individual’s consciousness to raise the bar at par always. Sports personalities have taken lead in creating the appeal for excellence. For instance, the Kenyan ad of Tusker Beer uses Humphrey Kayange the great sevens aside rugby player, to create the call on winning. iv. Urge of Autonomy The epitome of pride and solidarity is another aspect of ads appeal that can never be under-rated in different scenarios. Americans convey the need for prominence, thereby knocking out the use of Visa to Master-card. The aspect of taking the lead articulates a sense of association to a number of individuals. The desire to duck out of one’s social obligation creates a room of freedom. This desire results to acknowledgement of relieve from oppressiveness but one attains a sense of relaxation free from bondage. This is vividly captured in the ad, “You deserve a break today,” says McDonald’s. v. The Call for Security No one, I mean no one ever wanted to feel insecure in anything be it relationship, work, power, money or even life. A sense of feeling safe is anyone’s priority (David 172). We do anything to eradicate threats to our well-being, together with our families. Responsiveness to certain ads is only achieved when an assuring instinct of self-preservation is upheld. 1.3 Conclusion The game of ads have been of dynamic trends in ensuring that the current change in invention and life-style trends are kept into consideration. This is because the reception of an ad amounts so much on its target group, environment and the roll-out of current issues. According to Shrank, the necessary illusion of ads resort to several basic techniques, including; the weasel claim, we are different claim, so what claim among many other factors (p. 546-50).There should be definition of the advertising business in a more aspirational sense to ensure that the targeted audience is not only reached but also influenced accordingly. Work Cited Direct Essays. "The Language of Advertising Claims, By Jeffrey Schrank." DirectEssays.com. DirectEssays.com, (December 31, 1969). Web. 29 Mar. 2014. Ogilvy, David. Confessions of an Advertising Man. London: Southbank Publishing, 2011. Print. Fowles, Jib. Advertising and Popular Culture. Thousand Oaks [u.a.: Sage Publ, 1996. Print. Read More