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? advertising more manipulation than information What would you say is the goal of commercial advertising? Most people would agree that advertising provides the consumer with information about a product, but is that all advertising accomplishes? No. Advertising is used to masterfully engage the mind of the consumer to motivate him or her to buy the advertised product. Advertising is about more than just selling products, but about branding.
Branding refers to the process of impressing a company name or a product name onto society’s collective brain. You want to get the product’s name firmly planted in people’s heads. The advertiser does not necessarily expect you to do anything today ??? the advertiser simply wants to impress itself on your consciousness. 1 Catchy Slogans. Do these slogans call to mind their product: Breakfast of champions, You’re in good hands, When you care enough to send the very best and Just do it!
These slogans appeal to our emotions and pride, they can make us feel like we need to use this particular product or drive that particular car when something of lesser value will suffice. Testimonials. Often times celebrities or sport stars are used to recommend a product advertisers want us to buy, as if some how we will become like that person. The power of persuasion. Direct Commands or Buzz Words. Buy Now. Limited Quantities. New and Improved. While Supplies Last.
Final Sale. A sense of urgency is created like we’re going to miss out on something if we don’t buy now. Try listening to QVC for an hour and then ask yourself why you thought purchasing a ceramic rooster for your kitchen was a good idea when you’re not a collector. Sense of Smell. It’s not by accident that most everything we buy today from shampoo to dryer sheets have a scent associated with it, even bug spray no longer stinks, but smells of flowers.
Advertisers want us to have a psychological experience when we use their product so we’ll keep buying it. It’s no surprise that millions of dollars are spent on advertising during the super bowl or that the typical American is exposed to over 3,000 commercial messages, online advertisements, magazine and billboard ads a day. Advertising can either be a great slave or a horrible master. How much does advertising influence your purchasing power? [Money Monday topics will now appear on any given Monday].