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Analysis of an Ad
Advertisements are a thing that has been popular for centuries. Many people, companies, and different foundations use ads to get people’s attention. Now, what are they other than something that catches my attention from time to time. Advertisements are videos or pictures using some appeal to draw attention to either getting people to buy or engage with something. Now there’s a lot behind an Ad. It’s not just anything they are just showing us. They break down and see what people enjoy or take something that everyone enjoys watching or looking at and place a little spice on it to get you engaged.
We should learn about the different things they do to get us to bite on their ads. It’s almost like being hypnotized in a way, and we don’t even know it. It’s called emotional appeals that Jib Fowles takes about a lot. Now I’ll be talking about Snickers Advertisements. You’re not you when you’re hungry. Their Ads are pretty simple, usually a brown background with some white letters that state a prompt and the red, white, and blue logo.
However, it is essential to note that, even though some ads may not be ethical, most studies are conducted to investigate how they work. How exactly do they appeal to you? It has more to do with psychology than we would care to admit (Mogaji et al.). Researchers break down advertisements to see what people like most, enjoy watching, spice it up slightly to increase our interest, and boost our urge to engage the particular product. They dissect our deepest desires and bring ads that will be intimately relatable by the majority. It is like enticing a child with candy or being hypnotized were, at times, we purchase products we do not need without even realizing it. This state is an emotional appeal that Jib Fowles talks about in “Advertising’s Fifteen Basic Appeals.” It is vital to learn and understand ways that advertising companies use to get us to bite on their pie (Teichert et al. 360).
The entire Snicker’s advertisement page has a bold logo written in blue. The logo is on a white background, which acts as the ad’s prompt, and a red frame covering the entire logo. The word Snickers is in italicized, bold, blue capital letters. Below this logo is a subhead written in regular font and still in upper case letters reading, “you’re not you when you’re hungry’. These words are written in white over the brown background with the snicker’s logo being centered above.
This ad has an appealing look for a general population, which Jib Fowles defines as the need for food and drink. The subhead below the logo appeals to individuals by emphasizing that when hungry, we lose ourselves, or rather, we are not ourselves. It is an implication that it is more than a snack but a savior. A person would reason out that instead of losing oneself, why not purchase the snicker bar and chew. It is a quick fix and a snack as well. A parent who is out with their kids would opt to buy the snicker when her kids start becoming grumpy.
The ad equally appeals to a person’s need to escape. After a long exhausting day, we all yearn for relaxation. The brown colored background of the snicker bar wrapper is warm and inviting. It implies a relaxed state and what better way to rest than on a full stomach. An individual who has heard a rough day is most likely to purchase it, go somewhere, and relax while enjoying their snack.
A blue logo on a white background is cool and would enhance the name, attracting customers from afar. Moreover, the logo is bold, which would ensure its visibility and ease of reading. It would not be easy to pass it on a shelf. It would suggest control even on days when one feels they are at their lowest. If a snicker could be so bold, what reason would someone have for being in a bad mood? It is a strategy that ensures even the people with poor eyesight can see the product name, and hence no other writings are present (Ramish et al.).
The frame covering the blue written logo is red. Naturally, the red color is a symbol of danger and boldness. It is intimidating to people, and in situations like sports, individuals wearing red in a boxing match are more likely to win a game against their counterparts in blue (Cheong et al. 289). The frame color makes the logo pop and spell out hot or an excellent product. Scientifically, we are attracted to things with colors that capture our attention at first sight, and the color red is one of them. This approach would mostly attract children who are quickly captivated by things in bold colors. Their parents purchase the product for them.
Conclusion.
It is not about ethics, even though it should be. A successful advert has a team working day and night, carrying out research and observing the targeted audience. More resources are allocated towards the research period to come up with an appealing advert. Americans value their peace and, most of all, love taking junk food. Fowles research showed that you could get people to purchase products through emotional appeals since product advertisement focuses on their impact at first sight.
Works cited
Cheong, Cherie, et al. “Sponsorship and Advertising in Sport: A Study of Consumers’ Attitude.” European Sport Management Quarterly, vol. 19, no. 3, Taylor & Francis, 2019, pp. 287–311.
Mogaji, Emmanuel, et al. “Emotional Appeals in UK Business-to-Business Financial Services Advertisements.” International Journal of Bank Marketing, Emerald Publishing Limited, 2018.
Ramish, Muhammad Sufyan, et al. Visual Appeal Of Stock Photographs Affecting The Consumers’ Attitude Towards Advertising.
Teichert, Thorsten, et al. “How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers’ Objectives and Targeted Demographics.” Journal of Advertising Research, vol. 58, no. 3, Journal of Advertising Research, 2018, pp. 363–79.