Initial Ideas on the Major project

I am going to change my continuation root to the 'Media Communication'. For this reason I chose for myself a project related to the effect of advertising(ad) on female audience. I started thinking about the ideas that would make my project happen. Since customer behavior is formed during the advirtisement viewing, I want to know more about the different techniques and strategies that are used to achieve high sales.
 
When I started studying how behavior is formed when people watch ads, I came across AIDA. This is the dominant model of advertising: Attention, Interest, Desire and Action. 

The AIDA Model
Made by E St Elmo Lewis 1903


Lewis 1903
From book 'The Advertising Effect'
by Adam Ferrier and Jennifer Fleming

Since ads are most often flipped through magazines and switched on TV there are two strategies that help avoid this. To attract the attention of consumers marketers use such strategies as humor and sexual imagery. 

            Pilates With Gerda: Carrying Too Much Weight?

In the advertisement shown above, humor was used as a weapon to attract the attention of the buyer. Due to the use of humor, this advertising is likely to be visible, which is one of the main factors for attracting the audience.  The weight in the picture is depicted as a large unwanted bag, which will help to remove 'Pilates with Gerda'. Thus, it is clearly shown how the audience is attracted by the strategy of using humorous potdexter.

Ambi Pur

In advertising 'Ambi Pur' marketers used both humor and sexual overtones. I would like to consider the second. The object of advertising is a detergent that has a pleasant smell of perfume. The advertisement depicts a woman who is hugged by a half-naked handsome (by standards of beauty) man. This is a sexual implication. Thus, advertising attracts the attention of as many people as possible. Although this advertisement is not attractive to me, it is possible to note that it manages to attract the audience.

The strategies I have described above are ideas for me to write about in my future project. They affect the female audience by attracting their attention and forcing them to buy a product or service.

References: Book 'The Advertising Effect. How to change behavior' by Adam Ferrier and Jennifer Fleming
'The Psychology of Advertising' by Bob M. Fennis and Wolfgang Stroebe  

Comments

  1. Milan Multimedia Marvel19 February 2023 at 07:20

    Good that you have posted these ideas. How do you aim to use these ideas in your project?

    ReplyDelete

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