Kinds_of_Advertismenst

Kinds of Advertisments In the past, the idea was that for a company to gain a great profit or make a good wealth, all what it has to do is to produce their goods and commodities with a high quality and a good class. So that they can enter the market and they are able to rival other products. As time passes marketing studies started to spread here and there, getting a high priority places in most businesses. Advertising was one of the major branches of marketing. But due to its importance and effectiveness in many domains it was separated to become a unique study. And since that time many theories and analysis were presented in this domain. Advertising is a way to communicate with people in the purpose of informing them about products and services. They are used to increase consumption of those goods and service. For this aim they may use factual information and persuasive messages. George Santayana claims that “Advertising is the modern substitute for argument; its function is to make worse appear the better.” This is one of the most common theories in the world of advertising. But experts in this domain had more than one way to achieve this theory. Some believes that through fascinating the audience by the advertisements of their goods, they can dominate people’s mind. Especially when they make unreal things appear to be real, or by showing the advantages of the product and obviously hide every single negative side it may hold. This kind of advertisements surrounds the commodity with some of magic. Psychologists believe that in a way or another you can use a normal product and add to it external effects, such as sounds, videos pictures, words….So that the audience will be dazzled, and his mind will create the image of this ware in a perfect way or at least in the way you have presented it. Galaxy chocolate for an example follows in its ads this kind, where they show a woman taking one bar of this chocolate exaggerating in the extreme happiness she felt with. Axe perfume is another example, where the man will be too sexy just after spraying it. Amana care is a firm that sells herbal creams and drugs, and the ads of this company are found everywhere in almost all Lebanese TV channels where they display their products with evidences of their effectiveness just to attract the large number of people towards their products. So many companies of different domains follow this system of advertising from cars to cosmetics, alcohols, cigarettes, clothes….. Some people have another aspect towards the role of advertising. They consider that exaggerating the truth won’t affect the customer in a high rate. Since if the customer is not so convenient with a product, he won’t buy it for any reason, and whatever was your way in displaying it, especially if he had tried it before. This kind of people claims that the major role of advertising is just to make people notice your brand or the product itself in a way they can’t forget it. This kind of advertisement is called “Subliminal message”. And subliminal message is “a signal or message embedded in another medium, designed to pass below the normal limits of perception. These messages are unrecognizable by the conscious mind, but in certain situations can affect the subconscious or deeper mind and later actions or attitudes.”(1) Even though many debate the effectiveness of this technique, it has been used in many ads in most regions. A study was done on this technique in advertising and “The main conclusions from the analysis of their responses to the questionnaire were that: Higher brand awareness results in a greater recall rate, more positive attitudes and a stronger intention of buying-the advertised product.” (2) This technique in advertising uses many strange and weird clips or pictures to gain the audience attention. Some may use comic animations or even dramatic ones. These ads will stick in people’s memories. Another effective way of advertising is by creating a watchword beside the logo to make it definite that whenever you hear or see this emblem, the first thing will come to your mind is this mark or this product. This technique has been used in many large firms and its spreading in different places. Nike with its famous watchword “just do it”, “Don’t stop” for Snickers, “The real Thing” for Coca Cola, “Reach out and touch someone” for Bell telephones….all of these are clear examples in this kind of advertising. Another way to catch the audience attention is using celebrities. This technique is obviously spreading in many companies where we see a reel rival between companies for the quality of celebrities they can deal with. Pepsi is a good example, where they use a lot of great celebrities in all domains in its ads. Coca Cola too and so on… Also some advertisements uses the humanity subject in their ads to market their products. “United colors of Benetton” is a one of those firms. Whether we believe in this technique or another, it’s obvious that advertising is making its goals from increasing consumption to increasing of the brands popularity. And firms have the complete freedom to either market their products by changing their truth or by using any other modern way in this domain. References: 1. Wikipedia 2. Ming-tiem Tsai,  Wen-ko Liang,  Mei-Ling Liu. (2007). The Effects of Subliminal Advertising on Consumer Attitudes and Buying Intentions. International Journal of Management, 24(1), 3-14.  Retrieved May 22, 2008, from ABI/INFORM Global database. (Document ID: 1278577341).