Use of Propaganda in Advertising

Propaganda is a “systematic, widespread dissemination or promotion of particular ideas, doctrines, practices, etc. Some use it to cause or to damage an opposing one.” While it is true that many of the techniques associated with propaganda are also used in the practice of advertising or public relations, the term propaganda is usually applied to efforts to promote a particular political viewpoint. Additionally, propaganda can be used to promote specific religious views. Furthermore, companies use propaganda to persuade consumers into buying their product, and, sadly, misinformation is found all around people in magazines, on television, on billboards, and in movies. Subconsciously, people let the use of propaganda influence their decision to purchase items that they often would not buy.

Advertisers lean heavily on propaganda to sell products, whether the “products” are a brand of toothpaste, a candidate for office, or a particular political viewpoint. Although propaganda may seem relevant only in the political arena, the concept can be applied fruitfully to the way products and ideas are sold in advertising. All around us, we can see a lot of propaganda ads on television, magazine, newspaper, and etc. Propaganda is a systematic effort to influence people’s opinions, to win them over to a certain view or side. People have been influenced by the propaganda advertisements. Some psychologists’ point of view considers that propaganda is in fact changing our mind and heart, because they make our spirits full of material desires. For instance, sometimes we purchase something that we don’t even need because of our desire.… Read the rest

Need for Creative Advertising

Most brands in the same category deliver more or less the same functional benefits and answer the same needs of the consumers. With so many products on the market having the same function, the only way to position a product, service, or company differently from anything else in the same category is through creative development in advertising.

Today traditional advertising is losing its sheen. The biggest problem with traditional media is that consumers today have lots of choice for ad avoidance. The fragmentation is very high and there is very less scope of customized message for all. The Indian consumer has changed if we focus on this issue there is a lot more on the menu to choose from. Now the message unlike the past is no longer a one way process. But public opinion is far more mobilized, they have immediate platform for expression.

The expert believes that the creativity in advertising could never exist in isolation without a context. The success of final product completely depends on empathy and the relevance of message it intends to deliver. The trigger for ideas and insights must necessarily come from the environment.

The new millennium is just decade old, advertising, which is about creating demand, also has undergone a complete transformation. Many things have changed and many things have stayed exactly the same in this industry. The media agencies have witnessed the tremendous growth in skills set. If one critically analyze, “advertising reflects the mood of the times. The simplistic inform-persuade-sell mode worked beautifully for a long time but once communication became sophisticated, technology entered, there was a paradigm shift.… Read the rest

Changing Scenario of Advertising Strategies

In recent years, advertisement has grown dramatically. Many people are exposed to several ads every day. Some people can think that advertisements don’t mean anything, but usually ads sell more than they offer. Sometimes, ads can sell values, norms, lifestyles, love, popularity, and happiness. Ads have an important role in society because sometimes those ads tell people who they are or who are they going to be. Advertising has a profound effect on everyone, and sometimes we don’t know that. In fact, marketers spend billions trying to reach audience. Advertising is everywhere from the clothes we use until the food we eat. Marketers use many ways to approach to audience, but some of these methods are unethical. One of these methods is called “divide and conquer”, and its purpose is to increase sales through market segmentation. Marketers use strategies based on social diversification, audience packaging, and product targeting. Even though it doesn’t seem hazardous, those types of strategies can raise ethical problems.

One of the techniques that advertisers use is social diversification. Many businesses spend large quantities of money trying to approach different audiences based on their social status. In society, consumption depends on terms of class. Market segmentation is a common tactic for many marketers. The main purpose is to separate people in various homogeneous groups. Target particular markets based on demographic groups can raise differentiation among people. Advertisers seek for information that indentifies possible consumers. They usually target people who are in a good economic situation. They have databases on hundreds of people who might be approached as possible consumers.… Read the rest

Case Study: Doritos Chips “The Loudest Taste on Earth” Ad Campaign

The Frito Company began operations in San Antonio, Texas, in 1932 and merged with H. W. Lay & Company to form Frito-Lay in 1961. Four years later, Frito-Lay merged with the Pepsi-Cola Company to form PepsiCo, and during the 1990s the snack food division became known as the Frito-Lay Company. In 1997 Frito-Lay expanded its product lines in Europe, Australia, and South America by purchasing salty snack brands in countries there, and in the United States it acquired the Cracker Jack brand of candy-coated popcorn and peanuts. Frito-Lay made nine of the 10 top-selling brands of snack chips in the United States, including Lay’s and Ruffles potato chips, Cheetos cheese puffs, Rold Gold pretzels, and Tostitos and Doritos tortilla chips. The company’s first product had been Fritos corn chips, which were promoted for years by a character called the Frito Kid and later with the tag line ‘‘Munch a Bunch! of Fritos Brand Corn Chips.’’ Humor had worked well in marketing for various Frito-Lay brands. A 1996 ad campaign for Baked Lay’s potato crisps featured a popular puppet character named Miss Piggy and three fashion models devouring the low-fat snack without worrying about gaining weight. The ads produced a rush to buy the product, and Baked Lay’s went on to become the most successful new product in Frito-Lay’s history, generating more than $250 million in sales in its first year. Another campaign that began in 1994 and ran for several years featured comedian Chris Elliott as a good-natured man who could liven up any occasion by producing a bag of Tostitos tortilla chips.… Read the rest

Case Study: Seinfeld Ad Campaign by Amex

American Express is a global, diversified financial services company headquartered in New York. The company is over 150 years old, founded in 1850. It is best known for its credit card, charge card, and travelers check business, but has numerous ancillary operations that are profit centers. On of the key factors in the improvement of American Express in the market is the continual thrust of its brand. Beginning in the 1960s American Express distinguished itself for two decades with several highly acclaimed campaigns. Advertising Age included two 1970s American Express campaigns (‘‘Do You Know Me?’’ and ‘‘Don’t Leave Home without It’’ featuring Karl Malden) on its list of the ‘‘50 Best Commercials.’’ The 1988 print campaign featuring photos of famous card members by Annie Leibovitz was a finalist for the book Advertising’s Ten Best of the Decade 1980–1990.

But in 1990 AT&T Corp. disrupted the general purpose credit card market by introducing its Universal Card with no annual fees. The move adversely affected American Express, which relied on annual fees for much of its revenue, for two reasons. First, American Express was not a credit card but rather a charge card that had to be paid in full monthly, and so it did not earn interest by extending credit. Second, American Express collected on average 3.22 percent of the transaction, making Visa a much more attractive card for merchants to honor, since it charged about half of this percentage. CEO James Robinson III attempted to salvage American Express by turning it into what Time magazine called ‘‘an unwieldy financial supermarket.’’ In 1993 the board of directors replaced Robinson with Harvey Golub, who streamlined the company by severing the brokerage, investment-banking, and life-insurance divisions.… Read the rest

Characteristics of a Good Advertisement Copy

The success of advertisement depends very much upon the copy of advertisement. The main aim of the advertisement is to attract the customer and create an urge to possess that product. If the advertisement does not fulfill this objective, the expensive advertisements are useless. Hence, the advertisement copy should be drafted very carefully.

The person who drafts the advertisement copy must be thoroughly acquainted with the mental process. He should be imaginative enough to think of words and patterns which would produce the desired effect on the prospective customer. An effective copy of advertisement should posses the following characteristics, qualities or values:

  1. Attention Value: An Advertisement copy must attract the attention of the potential consumers. If it fails in this mission, the money and efforts go waste, for everything else follows this. The copy should be drafted, planned and displayed so ingeniously that it may compel even the most casual reader to notice it and read it with interest. It should be designed in such an attractive manner that it catches the eye. Following devices can be used to make the copy attractive.
    • Use of pictures, photographs or sketches to reveal a great deal about the product;
    • Use of display types, i.e,.appropriate heading in attracting types;
    • Attractive borders etc., can also be used to separate an advertisement copy from the rest of the setting and to compel the reader to focus his attention on it.
  2. Suggestive Value: The next quality of an advertisement should be to offer suggestion about the use and the utility of the product.
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