2017-01-03 来源: 51Due教员组 类别: Essay范文
This essay examined and analyzed several selected strategies used in advertisement appeals: fear appeals, guilt appeals, repetition, involvement theories. By used one or combination of these approaches, advertisers could easily deliver desired messages to target audience and further achieve the aim of advertising campaign.Advertising is an important form in daily media communication. The primary aim of advertising is to persuade target audience in order to change their attitudes or motivate their action by influencing beliefs and desires (O’Shaughnessy & O’Shaughnessy, 2004: 25 ). In general, the goal of advertisement is to deliver desired message to target consumers via several communication approaches. In general, advertisements can be seen from television, outdoor poster, newspapers and magazines, internet and online labels, or heard from radio and other broadcast patterns. Advertisements are normally launched where audience can frequently and easily access and notice. The impact of advertising has become a significant matter in modern life, and the evaluation and sustain of advertised effective is always an integral part of marketing strategy. In this case, to examine and analyze the appeal strategies in advertisement could have great value in media studies.
The aim of this study is to illustrate and critically evaluate the psychological strategies employed for appeal ads to consumers. This essay examined and analyzed the psychological approaches used by advertisers, especially the uses of fear and guilt, to appeal rationally and emotionally to consumers. The next chapter reviewed related theories raised by scholars and linked to this topic. A followed discussion section analyzed the strategies by illustrated ad samples. Finally, it was conclusion summarized all the issues in the essay.
A definition of advertising is “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Bovee & Thill, 2004: 45). It should be persuasive, informative, and designed to influence purchasing behavior or thought patterns (Brierley, 2002: 6). The vvariations of advertising approaches include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion, and advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio (Wernick, 1991: 116). In practice, advertising can be divided into two basic types: product orientated or institutional advertisements (Berkowitz, 1992).