Economics and Personal Finance/The Power of Advertising
The goal is to create a presentation using https://piktochart.com/ on the power of advertising and how it influences your consumer choices.
Strategy 1[edit | edit source]
The Empathy Appeal is when a company formats an advertisement in a way that invokes human emotions, such as empathy. Companies may use the empathy appeal as a way of advertising since "...when our [people] emotions are awakened, we can be tremendously caring." (Dan Ariely, Professor of psychology at Duke University). When people's emotions have been brought out, they may be more swayed to follow what the advertisers are asking for.
Strategy 2[edit | edit source]
The pain solution is where companies present their product as a solution to a problem/a painful situation. If watchers see that a product can help them in some time of pain that they're facing, this would trigger them to go out of there way and buy the product.
Strategy 3[edit | edit source]
The statistics appeal presents a product with statistics. This appeal can show "concrete proof" to people that are rational and need proof that a product is useful and really works like the advertisers are claiming it to work like.
Strategy 4[edit | edit source]
The endorsement appeal is when, usually, a popular celebrity supports a certain product. Although these celebrities have little to do with the product, their effect on the sales of the product is tremendous! Many people might feel motivated to buy a certain product just because their favorite celebrity is endorsing it!
Strategy 5[edit | edit source]
The youth appeal is when advertisers present a product as a way that can make people feel younger. It is natural for people to want to feel young, so advertisers take advantage of this desire and use it to the best of their ability. Usually, the product in question can enhance the looks of people to be younger or can make them feel more energetic and stronger (characteristics of being young).
This advertisement of Pepsi is showcasing that drinking Pepsi is an act that will make people feel younger---it also is throwing away the horrendous thought about aging ("Who needs tomorrow?")
This advertisement from Centrum is showcasing a product which contains minerals and vitamins that can keep a consumer "louder", which implements that they can feel younger (as being loud is a characteristic of a young person)