Reflection Journal 3: Power Of Advertising
POWER OF ADVERTISING
Do you
know that in
1991 Sweeden prohibited
adevertisements during children’s
private time or “In
2001, U.S. advertising expenditures topped $230 billion”? Why are
governments banning advertisements or
why companies are
going through a lot of
money for advertising? These bring
us to one point. Advertising is
powerful in affecting
people and they
gain this power
by bombarding people
with advertising and by appealing
to people’s senses
and emotions to make people buy
things that people do not need or not want. Advertising affects
people’s buying choices
when they are
shopping. Advertisers appeal to
consumers’ senses and
emotions in order
to influence their
decisions. First of
all, advertisers can
use sences to
sell a product
to a customer
which does not
need that product. For
example, Lindstorm states
that supermarkets are
placing their bakeries
near of the exits so that people
can smell the
“fresh baked smell” and they
are willing to
buy the products. This
is not the only
usage of scent.
Advertisers have found
a new crucial
method which is
called “sensory branding”.
Before this method
advertiserts thought that the
most effective part
of an advertisement
is the visual
part. But the reality
is that when sight
is used together
with another sence,
the power of
effectiveness of advertisement
is remarkably increasing. So in sensory
branding, advertisers use at
least two sence, such
as smell and sight,
together and they
are making a
link betweeen these
sences and consumers’
emotions. Vanilla smell
is a good
example of this.
As Lindstorm stated,
there is vanilla
flavour in breast-milk.
This makes consumers
assossiate vanilla scent
with their childhood
memory, fedding from your
mother’s breast, and bring
them to happines.
That is why
“Johnson & Johnson’s Baby’s
smell” is always
memorable. Smell is more
effective than the
other sences. In a research
which is done in
Georgia State University , it is found
that “All of
our other senses, you
think before you
respond, but with
scent, your brain
responds before you
think.”. So when
you are affected
by a smell
you like, it
is too hard
to resist this
smell. Because you cnnot
think before you
take action. This makes
smell one of
the most powerful
weapons in advertisers’
hands. Advertisers use scent
and other senses to
change our buying decisions. In conclusion, advertising
can influence people’s
buying choices by
making people have
to see advertisement
everywhere and by using our
sences and emotions. People cannot get
rid of them
while they cannot find
a way to
escape them and influence of
them or while people
cannot be aware of
them. In this situation, it
is undeniable to
say that we
can buy the
same products without
advertisements through free will.
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