4 tricks of Advertisement

Submitted by Elle Hughes on Wed, 01/29/2020 - 11:16 - 0 Comments
TRICKS OF ADVERTISING - What Consumers Don’t Know 
Written & Designed by Ellie Hughes

We have all ordered a meal that looks like it’ll be good, and when the food rolls around it’s nothing like you expected. The common root to this problem is the tricks advertisers use to deceive consumers into buying their products. Especially in the last few decades advertisements have gone through the roof as technology has made the process much easier to sell you hard.

Advertisements skyrocketed when they were first introduced to the radio, with the first ad being broadcasted across WEAF New York in 1922. Manufacturers were not allowed to directly sell to the people through the radio so the host, H.M. Blackwell, decided to generate his own solution. He discussed for 10 minutes all about the luxury life of living in the Hawthorne Court Apartments in Jacksons Heights, a bonded neighborhood in New York suburbs. These short 10 minutes came out to a whopping 50 dollars.

 
There are a million tricks advertisers have up their sleeves and the consumers should make an effort to become more familiar with these things if they want to avoid being tricked. The following tactics used by advertisers have been in place for nearly a century. Advertisements have used the elements of pathos, ethos, and logos to build this success by attending to the customers’ emotions, an appeal to logic, and/or gaining trust through the credibility of characters.
 
BECOMING YOUR FRIEND:
Creating the impression that the group prefers this product, so you should
 
This technique was more commonly used in 1935 when George Gallup introduced market research: collecting information and facts about consumers to distinguish their needs and wants so they can better relate and advertise to them. Logos both play a big role in this approach of advertising as the process in building up to these types of ads, contain a lot of research and straight facts about the consumers. As well you can see the use of Ethos through the credibility of people, like you, to convince you that the company
or product is more reliable and honest.
 
LIMITED AVAIABILITY:
Establishing an unrealistic shortage of product is a way to increase the appeal
and demand from consumers.
 
There is commonly more media and effort to project these products to the world that aren’t at all that scarce but the disparity is. Manufacturers sometimes produce limited-edition versions of products to go along with popular movies or TV series to catch consumers’ eyes, implying that they need to buy it now or never. Advertisers like to use deals for ‘only a short period of time’ to scare consumers into buying products, broadcasting the limited time to get what you want for cheaper. Brands like Urban Outfitters will have extreme deals like 50% for a short period of time which floods in customers and sells merchandise rapidly, while the clothes likely aren’t even in season. Nike produces limited-edition shoes and sells for a marked up price in secondary markets such as Goat or Grailed. The use of Logos is huge with ads involving limited availability as it imprints the logic into consumers that it only makes sense to buy the product now. If the consumer knows they can buy the product whenever they want, then they will take their time and could eventually change their mind.
 
THE PROMISE OF HAPPINESS:
If you buy this, you will be happy.
 
In the 1930s, advertisements gained better personalization with their consumers when Rooser Reeves explored ideas of uncommon selling techniques known as the USP (unique value propositions). UVP describes how businesses will answer customers’ problems by being highly personalized when selling products to customers to differ from other brands. The goal here is to evoke an emotional response from the consumers by involving the persuasive strategy of pathos. Most of the time, it is a positive emotion such as stratification: an image of people enjoying a corona on the beach. Sometimes, inducing negative emotions from consumers by presenting pain: a person dealing with allergies in gloomy setting, until they take the advertised medicine and automatically feel better in a brighter setting; to exaggerate the how well the product works. Pathos can also include emotions like guilt or fear: videos of dogs and cats in the pound with no home persuade you to send money to these organizations.
 
HUMANIZING THINGS AND ANIMALS:
Known as anthropomorphism, this catches the consumer’s attention and reels them
in by creating a sense of the relationship between them and the brand’s “mascot”.
 
This technique came into effect during 1960-80, also referred to as the “Golden Age of Advertising”: a time where more personalized and broader ideas were presented. Building characters within brands to represent their products achieves a stronger connection between the brand and it’s viewers. When establishing a character for a brand, ethos comes into play as consumers look at these characters for credibility because they are the face of the brand. Some characters you might be familiar with are Tony the Tiger of Frosted Flakes, the Geico gecko, or Chester Cheetah of Cheetos.

 

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