Archive for Week 5 Concepts

Identifying, analyzing and targeting publics/ shakeholders

Kristin Marquardt

Advertising can be anything from a billboard to a magazine ad to a commercial. All that advertisements are, are pictures, songs, and slogans to help you remember a product and want to buy it. Sometimes, companies will have a celebrity promote their product. If people see that their favorite singer approves, they want to have it too. Most advertisements are targeting specific people. Children are targeted with their favorite tv shows. Children fall in love with characters on tv and when they see them at the store, they want them.

This is an article about how the design of the grocery store messes with you. In this article, it talks about how the highly advertised food is out and easily found, and the staple foods are usually in the back so you need to walk passed everything to get there. This article also shows how children are targeted. Stores put the sugary cereals (the ones they see on tv; Trix, Cocoa Puffs, etc.) in eye level of the kids.


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Bandwagon effect

By Katherine Woods

Bandwagon effect is a very simple concept that means exactly what it sounds like, it goes by the approach that everyone is doing it so why aren’t you? They try to make the consumer feel left out by not using their product, they use phrases like “America’s Favorite” or “Everyone Agrees” this invisible demographic pull in the potential buyers attention and money. This commercial for Call of Duty, while drastic and visually appealing also shows how everyday people play this game. From a Kobe and Kimmel to a business woman, a fighter fighter or just a college student, and everyone in between this advertisement appeal shows that everyone is doing it and you should to.

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Famous Person Testimonial

I see famous person testimonial as companies or products using famous people and celebrities to advertise their product. People in the world today look up to celebrities. Celebrities have gotten somewhere in their lives; acting, singing, athletics. They’re stars in our eyes and a lot of kids and teens, when asked what they want to be when they get older, usually answer “I want to be a football player just like Aaron Rodgers” or “I want to rap like Eminem.” They want to be like famous people because they, too, want to be a star. So companies nowadays use big stars to endorse their products so we are more apt to watching them and want their product.

Pantene uses Eva Mendes as their spokesperson in their line of hair products. A lot of women enjoy having beautiful hair that looks healthy. In these ads and commercials, Eva’s hair looks so smooth, healthy, and shiny. We must think that just if she’s got beautiful hair like that, Pantene will get us that also. So we use Pantene.

Companies do this all the time though. McDonald’s uses Donald Driver, a fit and athletic football player. State Farm has Aaron Rodger’s Discount Double Check. People watch these celebrities, they’re going to watch the commercials then too.

Sarah S.

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Plain-folk pitch compared to snob-appeal approach

By Katherine Woods

Plain-folk pitch and snob-appeal are both strategies used by advertisers to try to persuade the consumer into wanting, needing, and eventually buying their product. Plain-folk pitch simplifies the product and focus’ on its performance and durability. They include slogans of simplicity and minimal change that will easily fit into the lives of ordinary people. Here T-mobile shows how easy their product is to use in day-to-day life.

In contrast, Snob-appeal approach attempts to persuade the consumer that with their product the owners life and social status will be elevated to something better. This type of persuasion is usually used on more expensive and luxurious things such as jewelry, perfume, and clothing. In this commercial Burlington uses the word “dork” to make you feel like if you don’t buy clothing from their store you wont fit in at school, but with their clothing line you will be popular and thus “raise your social status.”

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