The reason? To make you feel insecure so that they can then emotionally manipulate you. Another serious ill effect of advertising is that it feeds us with the wrong impression that everything we need can be bought, and hence that money should be our measure of success and prime goal in life. Thus, advertisements are fueling your desire to work like a slave , just so you can spend your hard-earned money on things that will ultimately leave you disappointed and dissatisfied.
In other words, advertisements create a problem and then offer us a solution to it. What is it? You guessed right: Shopping.
Once they achieve to make you feel ugly, they sell you beauty products so you can improve on your ugliness. Once they manage to make you believe that you are not important, they sell you expensive clothes so you can attract the attention of others.
And so on and so forth. In short, advertisements promise you happiness, provided that you spend money in return. The result? Privacy is a very sensitive domain as it is the top concern of the internet generation. If you are doing some marketing via social media, make sure you do not violate privacy rules. Some companies extract Facebook and LinkedIn data to build their email campaigns. It may be as low-key as a bathroom-tissue advertisement starring soft, fluffy critters rather than, say, hedgehogs or porcupines, but affective conditioning aims to create a friendly emotional connection between the viewer and the brand or product in question.
Another way that companies play on emotions is through nostalgia. To reach a certain demographic, say, the device savvy millennial crowd, marketers might create a social media ad in the style of a late 20th-century video game. At least, some consumers in the targeted age group would recognize, relate to and ponder the company's advertisement, and then ideally, would share it.
It's wise to note that many millennials and shoppers of all sorts, today aren't allowing themselves to be easily affected by advertisements, unless they see more from the venture involved: more earnest concern about the environment, more authenticity, more of your mission-statement's story or other positive influences, regarding the world beyond business.
Lorna Hordos is a home-flipping business owner and freelance writer. She has written hundreds of conversational business articles for WordPress. Check out her latest home-flipping project and several of her business and home-improvement articles on her blog, Born to Reno at modernfloorsblog.
Another effect of advertising is educating consumers about specific products and services. This can be part of the persuasion written into an ad. A consumer cannot know that buying a product is in his best interest if he does not understand the product. In an advertisement, a company can influence prospective buyers by demonstrating how the product works and how it can solve the problems they face or at least provide some relief for those problems.
At its core, the influence of advertising in everyday life is the power to alter what consumers think and feel. A successful ad cultivates desire within the viewer and makes her want to buy a product while minimizing any doubts she has about the product.
Beyond how advertising influences consumer behavior, advertising can make shopping easier. At the simplest level, advertising a specific product lets consumers know that a retailer carries that product and that they can go there to purchase it.
Advertisements can also state exactly what a product does and which needs it fulfills so consumers can determine whether they need the product. When shopping for hair care products, a buyer might be confused by the sheer number of products he encounters.
The two elements of an advertisement that have the potential to impact a consumer's mood are the mood inherent to the ad and the non-attribute and attribute-based information contained within the ad Mitchell Both elements interact with the consumer's current mood to influence his or her resulting affective state.
Diagrammatically, this relationship might take the form shown in Figure 1. These ad components may work similarly to the hedonic and utilitarian affective attitude elements suggested by Batra Through the process of empathy, the mood inherent to the ad may act to reduce, maintain, or improve the mood of the receiver Hill This could be characterized as the hedonic affective response of the consumer. Further, the information contained in the ad may act to reinforce this mood non-attribute information or may be used by the receiver to evaluate the advertised brand's potential to impact current and future mood states attribute-based information.
This could be characterized as the utilitarian affective response of the consumer. Gardner provides additional support for the dichotomous nature of advertisements by suggesting that ads designed to impact mood states contain two elements - cognitive mood inducers such as positive or negative statements information and non-cognitive mood inducers such as scary or happy music inherent mood.
According to the mood management perspective, consumers should prefer advertisements that have the desired impact on their current moods Mitchell Specifically, consumers in positive moods whose moods are extended after exposure to an advertisement will have more positive ad and brand attitudes than individuals whose moods are not extended.
On the other hand, consumers in negative moods whose moods are transformed after exposure to an advertisement will have more positive ad and brand attitudes than individuals whose moods are not transformed.
A diagrammatic representation of this relationship might take the form portrayed in Figure 2. The mood management approach provides some insight into the relationship between resulting mood and ad and brand attitudes. What is not clear is how the mood and informational components of an advertisement interact with a consumer's current mood to produce his or her resulting mood state.
The following subsections provide a general discussion of this relationship for both positive and negative pre-processing mood conditions. With regard to mood inherent to the ad, it can be characterized as consistent i. Since consumers may empathically acquire the ad's mood, they should prefer ads with consistent moods.
Another issue involves the intensity of mood. Although the consumer behavior literature suggests that individuals have a limited tolerance for arousal Hill , Ray and Wilkie , this principle has been applied solely to negative mood conditions. Therefore, it will be discussed only in the negative pre-processing mood subsection.
In terms of the informational content of an ad, the non-attribute information also can be characterized as consistent i. However, the attribute-based information may be positioned somewhat differently. Mizerski, White, and Hunt suggest that "emotion as a benefit" is a viable and widely used product positioning strategy in advertisements. However, including attempts to de-market products such as tobacco and liquor, "emotion as a cost" should be included as a potential advertising positioning strategy.
Therefore, consumers in a positive pre-processing mood should prefer the blend of ad characteristics shown in Figure 3 to all other possible combinations since it should be perceived to have the highest probability of extending their current mood states. These are also the ad characteristics that Advertisers should utilize if they anticipate that consumers will be receiving their advertisements in positive pre-processing moods due to vehicle source effects.
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