Power of Advertising is modern society be without advertising? Individual advertisers might think they are just trying to sell a particular product but advertising as a whole sells us an entire lifestyle. If it weren’t for advertising the whole of society would be quite different. The economy, for instance, would be plunged into a crisis without the adverts and all the publicity that fuel our desire for limitless consumption.
As John Berger observed in his book “Ways of Seeing”, all advertising conveys the same simple message: my life will be richer, more fulfilling once I make the next crucial purchase. Adverts persuade us with their images of others who have apparently been transformed and are, as a result, enviable. The purpose is to make me marginally dissatisfied with my life – not with the life of society, just with my individual life. I am supposed to imagine myself transformed after the purchase into an object of envy for others – an envy which will then give me back my love of myself.
The prevalence of this social envy is a necessary condition if advertising is to have any hold on us whatsoever in vadodara.
Only if we have got into the habit of comparing ourselves with others and finding ourselves lacking, will we fall prey to the power of advertising. While fanning the flames of our envy advertising keeps us preoccupied with ourselves, our houses, our cars, our holidays and the endless line of new electronic gadgets that suddenly seem indispensable. Tensions in society and problems in the rest of the world, if attended to at all, quickly fade into the background. They are certainly nothing to get particularly worked up about. After all, there can’t be any winners without losers. That’s life.
Bottom Line: Commercials that appeal to people’s optimism make consumers far more likely to fall in love with the brand, regardless of the type of product being advertised.
During this year’s Super Bowl, decidedly positive themes—like puppies, heartwarming families, and nostalgia for cherished celebrities—dominated the commercials that struck a chord with consumers. Companies spent US$4 million per 30-second spot, and early reports suggest they got the most bang for their considerable buck if their ads connected emotionally with consumers. “Maybe it’s the uptick in the economy,” one critic wrote, “but a lot of the ads seem to play to a less cynical mindset.”
According to a new study, the shift away from snarky or downbeat campaigns is a smart move. Ads that evoke pleasant feelings consistently resonate with consumers more than negative, neutral, or information-based commercials do. After people watch a positive TV spot, the authors write, their attitude toward the advertised brand improves—regardless of the product category or its relevance in a consumer’s day-to-day life. Most previous analyses of how commercials affect consumer opinion have suffered from some obvious shortcomings. They’ve relied on a small sample size, a demographic restricted to college students, or dummy ads that were created for the purpose of the experiment.
The strength of this study, however, lies in its sweeping, real-world setting. The authors surveyed more than 1,500 Belgian consumers whose demographics were representative of the country’s overall population. The participants collectively weighed in on more than 1,000 commercials for actual products that were shown on national TV networks during a recent three-year time span. The ads covered more than 150 product categories, allowing the authors to test whether people’s emotional response varied depending on the type of product or service being advertised in line with the previous research.