Advertising theory
- Hierarchy of effects mode
- It clarifies the objectives of an advertising campaign and for each individual advertisement. The model suggests that there are six steps a consumer or a business buyer moves through when making a purchase. The steps are:
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
- Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state.
- Leverage Points
It is designed to move the consumer from understanding a product's benefits to linking those benefits with personal values.
- Verbal and Visual Images
Advertising has numerous objectives which includes communicating with potential customers as well as pursuading them to adopt a particular product or develop a preference towards the product for repeat purchase which ultimately results in brand loyalty. Advertising Theory or theories therefore try to explain how and why advertising is effective in influencing behaviors and accomplishing its objectives.
There are numerous theories on advertising. Most theories of advertising generally propose that the effectiveness of advertising is dependent on the main practices being carried out including more exposure towards the brand or repetitive advertising. In other words, most theories sugest that if you want a consumer to like a product or a brand continously then simply expost the consumer to a product or brands advertising such that there are certain feelings and expectations attached towards the rand itself. Advertising theories also make use of content specification, Specific message and media characteristics, consumer characteristics, product/service characteristics, and competitive actions.
As it is often said that ‘half of all advertising doesn’t work,’ aiming to understand and apply the many general and specific principles forming advertising theory may potentially do much to increase the likelihood that any particular advertising campaign or advertising strategy will be effective and accomplish its intended objectives.
Marketers must therefore seek to understand the factors that influence advertising’s effectiveness and ineffectiveness relative to intended objectives and particular contexts to be able to judiciously apply such knowledge. Even experi-enced firms can make advertising missteps, such as allowing the firm’s ad agency to create an advertisement that is memorable and consistent with some elements of advertising theory (e.g. persuading with emotion for a low-involvement purchase) but not fully realizing until after it has aired that the ad runs counter to other principles associated with advertising theory (e.g. emphasizing those emotions that are desired to be positively associated with the brand).
Advertising Language Theory
Abstract
language is the soul of advertising. In this paper, efficient control of discourse theory to look at advertising language of discourse rhetorical effect and to achieve communicative effects.
Keywords
advertising language communicative effect of discourse control efficiency
Advertising is the advertiser in a planned manner through the media of goods or services Information in order to promote sales of an important means of mass communication. Language is the soul of advertising, advertising language is to use language to widely advertised, a good advertising language to facilitate understanding and recognition of consumers, resulting in the desire to purchase; while the ‘alternative’ advertising is self-defeating, counterproductive, or even people to cast aside . This paper from the controlling effect of discourse theory, a cursory analysis of some ads, look at these ads from the positive and negative effects of the rhetoric, and their access to the discourse communicative effects.
A discourse theory of control effect
Control effect of discourse theory is that the use of the field of rhetoric is the language of discourse control efficiency of science, that is based on the specific communicative purposes, using the most targeted discourse strategies, effective regulation and control of discourse activities to promote the successful realization of discourse effects. Discourse effect is to reflect the effect of a center to express effects, communication and social effect three kinds of effects of the combined effect of the harmonization of the system. Icons are as follows:
Expressive effect is that a speaker of words and inability to express one-way effect, aimed at the pursuit of ideological content words to express the full and fitness of their criteria for judging good or bad words and ideas between the content of the appropriateness of the degree; response effect of the receiver were made according to the intention of calling party response to a particular communicative act is good or bad, it embodies the discourse of interpersonal communication activities, the essence and nature of the act.
Second, analysis of advertising language
(A) the classic advertising
Such advertisements in-depth understanding of their products and consumers on the basis of psychological or demand, so that consumers and generate interest in the ad buying motivation, from manufacturer to achieve the communicative intention of the kinds of activities in a successful communicative discourse.
1. Doubt the temptation to type
Determined according to the psychological characteristics of people seeking strange, or directly to induce consumers to use a particular product will then bring about their happiness, beauty, excitement and experience, to stimulate desire to buy.
(1) an apple a day, you make a doctor of unemployment. (Fuji apple ads)
After the consumer’s mind will understand: As long as an apple every day, people will rarely sick, so that a doctor does it mean that unemployed? That being so, it is also the choice of Red Fuji apple can imagine.
(2) Yum! (Nescafe ads)
This ad popular concise, memorable, increased penetration of advertising messages and commodities information, familiarity, to meet the people’s pursuit of exotic psychology.
Are: Deborah Shilun, extremely comfortable! (Bausch & Lomb contact lenses advertising); thermal performance is like – a beacon for the winter (Hengyuanxiang wool underwear ads) and others.
Example: http://www.youtube.com/watch?v=ajW4221F2H4
2. Commitment to a promise-style
Commitments and promises, that is to give consumers a material benefit or physical Health or mental enjoyment of promise, and promise.
(1) prices have higher nutrition is much richer. (Lu wreath salad oil ad)
Starting from the high prices and high quality point of view, the ‘little’ and ‘more’ comparison, ignoring high prices of factors, concentrated in its commitment to the rich nutrition, very persuasive.
(2) you just click the shutter, and the remaining subject, I do. (Kodak automatic camera ads)
Emphasize the characteristics of automatic cameras to consumers in a very real feeling, language, humor funny, easy to understand.
Another: In order to guard your skin (Gillette shaving balm advertising); one in hand, Manshi are fragrant (Yi Zhixiang brand incense ads) and others. Reposted elsewhere in the paper for free download
Example: http://www.youtube.com/watch?v=d94F95h5kH4&feature=related
3. Metaphor humor
With a lively sense of humor, images of specific features, can move people’s feelings and trigger people’s attention and prompted action to promote their products, increase product market share.
(1) The eyes are the windows of the soul, in order to protect the eyes, the placement of glass in the windows. (Bright glasses ads)
Talk about the importance of eye, again the importance of eye protection, and finally gives way to protect hair, that ‘the placement of the glass in the windows’, in order to encourage people’s eye-consciousness, every step of the introduction of the goods to the top.
(2) In addition to money, we are printing everything! (France copier advertising)
Tone with a joke to say money can not be copied, inter alia, all available copies, thus highlighting the superior performance of the copier.
Include: MAXAM hand cream, like the mother’s hand, gentle and still (MAXAM Cream Advertising); smart do not have to utterly (Yi Fa Ling ads).
Example:
Such advertising language to family ties, friendship, love as a guide the content, rendering the atmosphere of a kind of intimate touching, triggering people’s inner feelings, to promote the desire to buy the products.
(1) In order to kiss each one more perfect. (Green Arrow chewing gum ads)
Kiss is an inevitable phenomenon in men and women love to love chewing gum and green arrows in the kiss to compare have a very strong temptation, but also can stimulate people’s desire to buy.
(2) The Confucian house wine and tells the people homesick. (Confucian family liquor advertising)
Is full of human relations, family ties in China, Confucian family to drink wine, can have the feeling of home, forming a beautiful image of the home, together with the hot movie scenes, people can not forget a long time.
Example:
(B) Alternative Advertising
Alternative advertising or for the pursuit of artistic quality and weaken its authenticity, or the psychological habit of ignoring your audience, or the name of an ethical Culture of ‘walking a fine line’, virtually to the consumer advertising and product left a bad impression, which is difficult to obtain effectiveness of the publicity business is expected to achieve the purpose of promoting sales.
Example: http://www.youtube.com/watch?v=T-xj_9Z2K34&feature=related
Types of advertising
Virtually any medium can be used for advertising. Commercial advertising media can include wall paintings, billboards, street furniture components, printed flyers and rack cards, radio, cinema and television adverts, web banners, mobile telephone screens, shopping carts, web popups, skywriting, bus stop benches, human billboards, magazines, newspapers, town criers, sides of buses, banners attached to or sides of airplanes ("logojets"), in-flight advertisements on seatback tray tables or overhead storage bins, taxicab doors, roof mounts and passenger screens, musical stage shows, subway platforms and trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers on apples in supermarkets, shopping cart handles (grabertising), the opening section of streaming audio and video, posters, and the backs of event tickets and supermarket receipts. Any place an "identified" sponsor pays to deliver their message through a medium is advertising.
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