How the Use of Nostalgia, Utopia and Therapeutic in Advertising Affect Mass Audience - Report Example

How the Use of Nostalgia, Utopia and Therapeutic in Advertising Affect Mass Audience How the Use of Nostalgia, Utopia and Therapeutic in Advertising Affect Mass Audience The prime objective of this research is to scrutinize carefully a few commonly used methods of advertising that individuals are familiar with. The reason they are most popular, and why they are so effective is because they are appealing to the audience, and they can relate to them in a personal way. Through this investigation, it seeks to establish advertising as the primary aim of winning over the heart of the audience, and most of these adverts do that in a unique way. This paper seeks to explore these avenues of advertisement as it looks deeper at how these advertising methods are used and how they can be best maximized for effective marketing. Thus, providing an understanding of the concept of using these methodologies of advertisement to bring out maximum audience participation. An effective advertisement is one, which captures the undivided attention of the target audience. It explores the methods that advertisements maximize on to realize their targets. Additionally, it will help familiarize the reader with the concepts of advertising and how to influence the target audience to be more proactive. This essay also seeks to investigate individual examples of how the advertising methods were used, and whether or not they were indeed successful. The paper attempts to offers both negative and positive sides of using each method and suggests areas that need improvement. It pays attention to why the target audience was receptive to the advertisement or not. The main concern of the paper is finding out how the audience connects with these methods of advertising, and whether they influence them in a positive way or a negative way. Nostalgia This refers to a vivid remembrance of the past and remembering how things were in the past days. This method of advertisement deals with using the emotional attachments from the past and helps invoke feelings of familiarity in the target audience (Bishara & Nöth, 2007). Through this, they can captivate the audience and influence them to have an interest in the product being advertised. This method of advertising is usually very popular with many organizations because it brings back memories of the past as it captivates the audience (Chou, H. & Lien, 2014). Additionally, it makes the viewers relate more with the brand and develop a liking for it. It involves the use of items and places that trigger the nostalgic feeling like clothes, music, cars, particular locations and much more. They have the advantage of cost productiveness in production, as well as bringing the feeling of familiarity with the clients. The shortcomings of this method of advertising are that they leave out certain target audience while focusing on one side only. Sometimes these adverts also tend to focus more on the themes being advertised and leave out the primary target that is to build client interest in the product. The case study is an account showing a particular advertisement and the effect it had on the audience that had been targeted by it. This will form a basis for the reader to know whether the method should be used more as a medium for product promotion and advertising. Kiwi Advertisement Case Study: Nostalgic Method of Advertising. Introduction Kiwi is a worldwide shoe product brand that has dominated the industry for decades. They are known to manufacture an array of shoe maintenance products including polish, creams, suede, shoe fresheners and cleaners and insoles among other products. Kiwi Company was formed in 1906 and developed a remarkably effective shoe polish, which they called Kiwi. By 1920, it was being sold in over 50 countries, and the brand has never looked back ever since. Today kiwi is the dominant shoe polish brand on the market and sells in over 200 countries worldwide. It is necessary to explore how the kiwi brand advertises its products and more extensively how the brand uses the nostalgia method of advertisement to reach its target audience. Over the years, Kiwi has put up an aggressive bid to consolidate its position in the market amidst the emergence of new competitors, who want to stake a claim in the business. They have employed various strategies of doing so, and advertisement has been a major avenue through which they have put their agenda into practice. Another aspect that needs consideration is the specifications of using the nostalgic method of advertising and whether it can apply to this particular organization and its needs. While investing how Kiwi uses this method of advertisement, it is crucial to know if it has the wanted control of the target audience. Using the case study, it is imperative to scrutinize carefully this way of advertisement and then validate whether or not it is effective in attaining the desired effect from the target audience. (Adapted from wickedworldly.wordpress.com) Implementation This advertisement had a particular theme around it, which was the classic jazz era theme. The advert setup was in the sixties and seventies era. It focused on a group of men who were hanging out in a bar, and as they were busy with their chat, another man joins them. He seems to have been rained on the outside, and his shoes look a little dull. He then gets out a piece of cloth and wipes his shoes, which were previously polished with kiwi. The glow then returns to the shoes, and he confidently goes on to join his friends. The advertisement then comes to a halt after a brief kiwi-themed song. This advertisement has the nostalgic “back in the day” feel, which many people can relate to. The advertisement is quite captivating to watch, it is like a short clip taking one back through time. The theme is very captivating, and it has an urban close community setting that many people can relate to (Muehling, & Pascal, 2012). The main characteristic, which engages the audience is the whole context of the video. The video involves a close-knit community with a marketplace, kids playing in the drizzling rain, women catching up to talk at the grocery store. The advertisement successfully touches across all divides and reaches a wide target audience including the young, middle aged and the elderly as well. This publication has apparently captured the minds and hearts of the viewers as well, and whenever they see the ad, they can relate to it. It also reminds them about kiwi. Such an advertisement does well to portray exactly how the nostalgic effect will determine how the audience will interpret the ad, and if it will influence them enough to buy the product (Merchant & Rose, 2013). The aim of nostalgic advertising is to get into the mind of the audience, captivate them and make them want to identify with the product and eventually to buy it. It should make the audience accustomed to the brand. (Adapted from www.blancoandbull.com) Feedback After the successful advertising campaign, it was necessary to go back to the ground and get the appropriate feedback from the viewers and users of the product. This feedback is indeed imperative in analysing the market to know whether the advertisement was a success. The process of attaining feedback would require the surveyors to go on the ground and get the necessary information to know how the advertisement affected the community. A survey is carried out in a particular community. A targeted number of people are questioned concerning the advertisements (Sugimori, Matsuda & Kusumi, 2011). A group of young people is interviewed, and they like the advertisement although they claim most of the themes are more oriented for the elderly. However, they receive the advertisement well and insist that they will purchase kiwi. The women are interviewed, and they like the advertisement. They assert that they will buy kiwi often, Perhaps the most connected to the advertisement are the middle-aged and elderly men who say that they will indeed buy the kiwi. This survey reveals that such advertisements based on nostalgia are received well and often bring an exquisite response. The advertisement campaign for kiwi was a success because it was able to penetrate the intended market. The success of this advertisement is hugely credited by the use of nostalgia as an advertisement method. This was carefully implemented and planned with the aim of appealing to the viewers. The innovation and creativity of this advertisement were also partly due to this advertisement campaign to be able to touch a wide customer base. This would only be possible if the facts from the ground would be taken practically and implemented in real life situations. The final analysis that was collected should be put into use. Conclusion The use of nostalgia as a method of advertising and marketing has indeed been very successful to the point of boosting sales of Kiwi. The advertisement carefully analysed its target market and was able to utilize an effective marketing strategy and bring out an advertisement of quality. This ad was full of imagination and was able to captivate the target market through effective use of the nostalgia theme in the advertisements. This was very effective in luring the customer base to try out the Kiwi product. The characters assigned to their respective roles in the advertisements managed to play their parts to the best of their capabilities. This was seen through the fieldwork procedure where the locals approved of the advertisement and found it to be appealing to them. Thus, this is an illustration of the applicability of nostalgia can be used very well in the marketing and advertising concept to captivate the minds of people. It is very effective when used creatively because it quickly captivates the mind of viewers, who are watching the advertisement. It has to be able to captivate the thoughts and emotions of those watching to bring in the desired effect and give the viewers a sense of belonging. The success of the advertisement should be based on the ability of the advertisement to reach the core base and captivate the audience through its advertisements. The ability of ads to be able to penetrate the viewership and expand their markets will depend on several things. These include creativity of the advertisements, the ability of the advertisement to properly bring out the product being advertised, as well as the overall packaging of the advertisement. This will indeed increase the chances of the advertisement to penetrate the market. The use of nostalgia as a tool of marketing and advertising is justified. Utopia Utopia is a state of imaginary bliss where everything seems beautiful, perfect, and mellow (Hatt and Otto, 2011). It is a state of poor bliss and inner peace. It is used in marketing and advertising quite regularly. It is a very effective method of capturing the minds of people through advertisements. There are many ways in which utopia can be used in advertising. Utopia is used in advertisements when advertisers use scenes filled with fantasy and themes that are full of fiction with lots of imagination (Manca et al., 2012). Their advertisements are then used to lure the target audience into unrealistic fantasies that they use to make the advertisement more appealing. Many of these advertisements usually have a target audience, for example, cartoon or any animation-based advertisements often target children and the youth. These have simple themes that are easy to follow and which keep them captivated. For adults, utopia can be used in advertisements that have fantasy clips or are more fiction based. These fascinate people with their very entertaining scenes and are usually filled with creativity. Corporations use these ads with themes that are based on unrealistic situations that only exist in fantasy. The use of this method of advertising is most effective where the item being advertised has a wide customer range that varies from children or youth to the elderly. The use of utopia in advertisements can be a very useful tool if well utilized and if correctly set up. This will be seen in the case study in which the paper analyses the ability of utopia to influence an advertisement and help improve the marketability of the product (Henry, 2010). Effective marketing is key to the products ability to penetrate the market. Red Bull Advertisement Case Study: Utopia Method of Advertisement Introduction Red Bull is an energy drink packed with lots of sugar. It is meant to revitalize one who is running low on power. RedBull was first produced in the 1980s. In 1987, Redbull was sold for the first time in 1987 in Austria. It is now used in more than 165 countries all around the world. Red Bull has a target consumer base that mainly consists of young adults and adults as well. It is a common brand that has penetrated the local and international markets through aggressive advertising and relentless market campaigns (Tong, 2015). Most people who use it are often active members of society. This could probably be the reason Red Bull uses sports as one of its major advertising platforms. Red Bull is indeed the leading energy drink in the country. It has recently embarked on a worldwide advertising campaign to consolidate its place in the energy drinks market. This advertisement campaign has seen it use many strategies to advertise its products. These are strategic methods of advertisements. They target at solidifying the customer base and attracting new ones. They have a very creative ad team that focuses on bringing new concepts into use. They incorporated the use of utopia into their marketing strategy with an aim of creating innovative ideas that would attract new customers into buying their products. They came together and were able to create an entertaining new concept that could lure more customers with its catchy animations and creative storyline. The maximum use of creativity is indeed paramount in advertising the product. (Adapted from piximggif.com) Implementation The advertisement was set up with high levels of creativity. The actual advertisement was based on the use of animation. The creativity team came up with the central character that uses Red Bull to "fly without wings ". He drinks the red bull and grows wings and flies. Indeed, this hilarious piece uses humour and animation to capture the attention of the target audience. He also manages to use effectively humorous background music, sound effects, and character very effectively (Claeys, 2013). The advertisement uses utopia very well to keep the viewer glued to it. The cartoons theme has done well to lighten up the tone of the ad and make it easier to appeal more to the target audience, who are the youth. The perception that Red Bull manages to give its viewers has a lasting impression. The main point of note is when the main character drinks Red Bull and immediately grows wings and starts to fly. This is an animation projection meant to imply that Red Bull gives a sudden surge of energy. Indeed the main focus of the advertisement, seeks to help in understanding the fact that Red Bull gives immediate energy. The primary aim of Red Bull is to pass the message across to the target audience that it will provide energy when someone needs a little more power. Therefore, the use of animation is indeed successful as per the message of the advertisement is well placed because it helps the viewer in understanding the primary function of the product being advertised. The carefully phrased catchphrase of the advertisement states that Red Bull "gives you wings". This becomes every popular with the target audience as they learn to identify the product as an energy giving beverage. (Adapted from piximggif.com) Feedback After the very structured advertisement campaign, it is important to find out whether the campaign to advertise this product has indeed been a success. Indeed, this advertisement has been well packaged, and it seems that it has managed to captivate the minds of the audience. Through careful consideration, we carefully analyse this evidence. The analysts go to the ground and put together information from a section of residents. They manage to talk to a part of youth and ask them about their take on the Red Bull advertisement. They are very impressed with the advertisement and seem to be drawn in by the humour-filled ad (Kappelhoff, 2011). They also seem to be impressed by the notion of the advertisement where it is said to "give wings." They were also asked if they used Red Bull, and most of them said that they use it regularly. This is indeed was very encouraging to know that the advertisement has penetrated through to the youth. The middle-aged are also questioned on this advertisement. Though not as many people of this age range are aware of this advertisement, those who have seen it assert that it is very innovative and can captivate people by the use of humor and creativity. When asked whether they use it or not, a few confirm that they do, others say they have not but will try it soon. Others claim that they initially thought that Red Bull was an alcoholic drink. The analysis indicates that the advertisement was received well, and it was indeed a success among a huge section of people. It is possible to verify that this ad campaign was indeed a success with many people. Considering all this positive response received, it is clear that the product was well advertised, and the use of utopia was an excellent idea (Lucas, 2013). This product was well advertised, and the reception by the public has been very positive. This has gone well to improve the sales of this product in a huge way. Conclusion From the analysis done concerning the Red Bull advertisement, it is clear that this product was well advertised in the market. The target audience received the advertising very well and were able to relate to the product. The use of utopia proved to be vital to the success of this advertisement. Through the use of humour and animation, the viewers were able to embrace the product easier. It also has a catchphrase that everybody easily relates to. The very witty method through which the primary concept is relayed to the target audience is commendable. The advertisement has managed to captivate the target audience and win over an enormous consumer base. This analysis has led to illustrate the relevance of utopia in advertising (Hutchison, 2013). The use of highly imaginative scenes and animation has a theme that is easy for the target audience to grasp. The advertisement has a relaxing effect on the audience, and the concept is easy to understand. This is why this advertisement was easy to market. This advertisement has been a success among a diverse range of people, but mostly it has been accepted by the use that leave an active lifestyle. It is also possible among the active sportspeople, who usually need to replenish energy sources after burning many calories while engaging in sports activities. It is important to note that utopia has been used as an advertising and marketing method, together with animation. This is probably why this advertisement has been able to penetrate through such a diverse market. Through the use of utopia, the advertisers have successfully managed to win over the target audience. This has been a tremendous success because the target audience has indeed embraced the product. This goes to show that the use of utopia in advertising is efficient. Therapeutic The therapeutic method of advertising is where the advertiser markets the product by use of a soothing effect (Kronrod & Danziger, 2013). This is where the advertisement is put in such a way that it seems to ease all the problems, which the target audience is facing. The advertisement makes the product seem like the solution to all problems. The therapeutic method of advertisement is commonly used with household, medicinal, and a range of other products (Park & Ahn, 2013). It varies profoundly from the above two advertising methods and seeks to grab the attention of the viewer by capturing his attention with the solution giving approach. It is usually very useful to the elderly age range that is seeking the ultimate solution to various domestic inconveniences. This method of advertising requires thorough market analysis before being put into use. It is important that it seek to bring out solutions to many issues. Therapeutic advertising, as said earlier, has been used in advertising many household products. It has to be very appealing, and proper persuasion techniques have to come into play. After the particular product has been identified, an appropriate strategy has to be employed which can effectively lure the target audience (Chang et al., 2014). The audience must see the relevance of the product and realize that he indeed needs to buy it. Proper wordplay has to come into play so that the product will be more appealing. It has to be displayed well too, and the user has to be informed of all the advantages of buying the particular product. It is also important that proper identification be done so that the viewer is accustomed to the particular brand. The aim is to make the audience believe that the particular product being advertised is indeed the solution to all his problems. This will make the viewer identify the product and develop an interest to buy it. Sensodyne Tooth Paste Advertisement Case Study: Therapeutic Method of Advertisement Introduction Sensodyne toothpaste is medicinal toothpaste that is known to help soothe common tooth ailments. It is known to reduce toothaches and tooth sensitivity. A pharmacist known as Alexander Block first sold Sensodyne toothpaste. The product was marketed in1967 and was then introduced into the market. It was immediately popular with many who had various tooth ailments. Indeed, it has never looked back and has come to be one of the leading brands of toothpaste. The main reason for its market stability has a large part to play in its marketing strategy that focuses on therapeutic advertising (Mello, 2012). Many dentists have indeed recommended Sensodyne for those who are facing dental discomfort. However, many people at home too are in need of this product and are unaware of the advantages of this particular brand of toothpaste. The brand recently decided to boost its advertising campaigns and focus more on those who have no knowledge of this product and its many capabilities and advantages. This product put down a group of market analysts who came up with suggestions as to which would be the ideal method of reaching these masses. The target market was analyzed, and the advert decided to focus on the general population with a little more emphasis on the middle aged and elderly members of the community (Bagchi, 2014). This is probably because these people are the ones who have many dental issues due to advancing years. It is indeed critical to do a background check before embarking on a marketing campaign. Market analysis is important because it helps the advertiser get to know the particular needs of a particular community before embarking on advertising. (Adapted from toughlovefitness.co.uk) Implementation The Sensodyne campaign embarks on a therapeutic advertisement strategy because it wants to offer a solution to a problem. The target of this ad is to ensure that Sensodyne is the preferred brand. The main theme is very direct and straight to the point. It shows two different scenarios where involving a middle-aged man and an elderly woman. Both have general teeth ailments consisting off stubborn toothache. The advertisement features a narrator who asks rhetorical questions like,"Do you have persistent pain?" and "Do your gums bleed?” To which the two affected characters nod their heads in affirmation. Here is where the solution of Sensodyne is offered, and both of them open their tub off toothpaste, fill their toothbrushes and go on to brush their teeth. After some time, it is apparent that they have had a relief. This is where the end narration carefully describes how this toothpaste relieves toothache and pain. As this advertisement ends, a tube of Sensodyne is nicely illustrated and shown so that the customer can easily identify it when he goes to buy it. This advertisement has targeted to show carefully just how the product works to relieve tooth pain. The target audience has been shown the solution to their constant toothache, and will not hesitate to buy the product, which is an immediate solution to the problem. The product has evidently managed to touch the intended market, especially since it proves to be a genuine product and is endorsed by dentists. Such is the intended impact of therapeutic advertising, and it cannot be a success unless it manages to woo the audience with a solution to the problem that they are facing (Cook et al., 2011). The implementation of this method of advertising is indeed a success and has helped to increase the market base of the product. (Adapted from www.brauliocarollo.com) Feedback From the reaction on the ground, this product has proven to be a success, and it is important to go to the grassroots and get an opinion from the individuals. The market analysts make a trip to the field to ascertain if this advertisement campaign was a success. The target for the interrogation is encountering of diverse middle-aged people with various tooth problems. Most of them reveal that they saw the Sensodyne advert and decided to try it out. Many gave a positive response after confirming that it offered relief to their condition. All of them also revealed that they are regular users of the product. The analysis and ground research shows that the advertisement campaign was a success. Conclusion The advertisement campaign has managed to convince that therapeutic advertising is very effective. By targeting a particular group of individuals, the advert was able to offer a practical and immediate solution to the problem that they were facing. It was used as a marketing tool, and it easily managed to captivate the target audience. The strategic implementation of the therapeutic advertising was effective in making the project more appealing. Moreover, many who saw the advertisement felt an urgent need to go buy it. 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