These were the shouts of my brother that woke me up one morning at 7:30am one morning.
Come to find out, there was a GIANT "circle-thing", the size of my brother's hand that had run out of MY room and had gone into the middle bathroom. My dad and brother were not able to catch it.
My brother had just come home from a camp out where there were tarantulas. One could have easily come home with him in his bag......
We searched all through the bathroom for a big black thing but could not find it.
Then my brother said that he might have seen a tail on it. Okay. That's better than a tarantula.
The next morning I was laying in bed, half awake, when I heard a rattling noise DIRECTLY UNDER my bed! I had a feeling it was the mouse! I asked my brother to help me move my mattress away.
GUESS WHAT WE FOUND?
Rat droppings ALL OVER the stuff under my bed! So we cleaned everything up and threw away the contaminated stuff. Then we set up traps and waited.
One morning, I was notified that a brown mouse was found on one of them. I never saw the mouse- all I heard was that it was dead.
This commercial reminded me of this scenario and what it may have looked like....
Everyday, we are bombarded with tons of advertisements that grab for our attention. They can be in many forms, from video commercials, pictures, fliers, papers, posts on Facebook, and more! Although, each of these ads speaks a message and in order to reach viewers, it must be designed in a way to stand out. I am going to go through four different ads and the characteristics about each of them.
Mouse Ad
1. Surprisingly, this ad is marketing Nolan's Cheddar Cheese and it comes from YouTube.
2. This ad appeals to the affective since it plays on the audience's emotions and attitude of compassion for the mouse. This was an excellent way to draw the audience in!
3. There are two types of routes to persuasion- one that uses thoughtful consideration and arguments to persuade (central route processing) and another one that uses irrelevant or extraneous factors to persuade (peripheral route processing). I believe that this ad uses peripheral routing, since it never mentions the cheese until the end, but uses the mouse and his strength to signify the strength of the cheese. Instead of saying "our cheese has strong flavor", the company uses a story of a mouse's life to send their message. First, the viewer sees a nice mouse traveling along, with happy music playing. Then he eats the cheese and the audience has compassion on the mouse and hopes he does not get hurt by the trap. Next, the screen goes black in abrupt silence as the trap snaps and then re-opens to a view of what looks like a dead mouse. Sad music is playing, and the audience mourns the death of the cute mouse. Suddenly, we see him still breathing and the music changes to "Eye of the Tiger" from Rocky and the mouse starts acting like he is working out. This ad rides on a roller coaster of emotions of the viewer and their attachment to the mouse to make their point in the end. This is a great technique since the message will stay longer with the audience and will be more effective than just telling them about the cheese since it becomes attached to emotions. Also, this ad does not display its message in a systematic way but I believe in a heuristic way. The message presented is meant to look real and draw a real conclusion (mouse made strong-then strong cheese), although to actually believe the ad's claim, based on the mouse's results, would lead to false results in the real world.
4. This ad uses the mouse as their advocate. Because it is from his point of view, and it is a common fact that mice like cheese, the ad comes off more credible.
5. The argument of this ad is very strong and effective, since the viewer invests emotion into following the story and the plot twists that it takes so that it becomes apart of the person so they will not easily forget it. It is also mostly implied although being that it is two-sided (mouse and company) it is very effective.
6. The audience targeted in this ad is teens to adults (since they buy the food). Although, it is not intended for small children since they would be horrified and not understand fully. Although people from an interdependent culture (more community focused than individualized) may think that there should have been more mice to be with him to help him.
7. We know that cheese cannot make mice strong suddenly and mice do not workout (dissonance). Although, by used an emotional, empathizing journey, the ad makes us think that what we see is true.
Denny's Ad
1. This ad that I received in the mail attempts to market Denny's new special of "build your own omelette".
2. This ad appeals to the behavioral- make people come in more to eat at Denny's, cognitive- get people to start thinking how they can eat healthier, and afferent- popping pictures and colors. Great job!
3. I believe that this ad uses a little of the central route and the peripheral route to advance their message. Denny's compares us to Michelangelo and says we can make a work of art with our food. So on one hand, the ad is trying to get us to thoughtfully think. Although, the ad also features on the right hand column, two dishes of prepared omelets. These are not build-it-your own, but are inspiration. By adding pictures of "live" food (compared to the cartoon on the upper left corner) the conditioned response to salivate at these pictures has a great impact on the influence the ad exerts. Suddenly, the viewer gets hungry and starts thinking of food and then desires to go to Denny's-which is the ultimate plan!
This ad also presents its message in a systematic way by telling its customers straight out what it is advertising although it is heuristic by not listing prices as well (which can be a very different price than you expected once you come inside).
4. Everyone knows how amazing Michelangelo's work is as a sculptor and the power he had to create masterpieces out of simple materials. Denny's plays on his reputation and tells their customers they can be like him by "sculpt your own masterpiece" too (building their own omelette). This perception of given power to the customers appears very attractive and pleasing.
5. This ad makes a strong argument even if it is one-sided and overt. For food, I think that this ad makes a good choice.
6. The target for this ad is anyone who can read and likes food. Although, even those that cannot read well, will be moved by the message or by the pictures. Also, this ad is geared toward the Tex-Mex food lovers and healthy eaters by providing two different options in food choice. Denny's wants to reach as many people as they can, and since everyone has to eat, I think they did a marvelous job on the ad. For interdependent cultures, perhaps a picture of a couple of people holding up dishes would be more effective. Or, even a couple of dishes grouped together.
7. Denny's new specials allow anyone to make peace with their dissonance (two conflicting ideas-example: "I know that I need to eat healthy, but I really want to have some fries!") inside by providing a hearty, delicious bacon avocado omelette or a healthy alternative. People are able to come in and choose whatever they are feeling that day. The two main colors: orange and yellow create the emotions of cheer and happiness as it related to the morning and start of a new day. Also, the reference to Michelangelo gives rise to the emotion of feeling special and important. The dissonance and emotions in this ad make it appealing to anyone.
Kohls Ad
1. In this ad, Kohls is advertising their shoes, clothing and bedding collections which I received in the mail.
2. This appeals to the behavioral, in that it makes the people look happy, so it makes the reader want to change their clothing style to ft the ad's. Also,it appeals to the cognitive in how it uses big language to make the customer think that there is a big sale, and thus greater benefit to the customer- all of the terms "sale", "all", "100" in large font, while the rest is significantly smaller. Then, the ad also uses affective in how it uses contrasting colors to pop out at the customer. I think this ad did a good job, as your eyes are immediately drawn to the people and giant words of "sale".
3. In this ad I see lots of central route persuasion as the words listed are all about sale, low prices, and cash back which is about half of the page. Although the other lower half of the page consists of several people who show peripheral route persuasion. They are wearing the clothing and advertise it by giving the appearance of how happy they are wearing it. So the top half gives a straight out advertisement of all the sales (systematic), but the bottom half gives a heuristic approach as it says that "if you wear these clothes from Kohl's, you will be happy like me" which is not necessarily true.
4. The ad does not specifically mention experts, but instead the people characters come across as "experts" since they are marketing the clothes. These people are good looking, so they come across as attractive and credible- "if a good looking person like that is wearing it, then it must be good for me too."
5. I believe that their argument comes across as strong and is mostly one-sided and comes out openly in what they are advertising (overt). I think that these were good choices, although it could be stronger if they displayed a sale on a specific collection (Candie's) that's popular and featured a picture, than just their own brand (Somoma) which is not so popular. Brands that people like and want will draw people into the store.
6. The audience is aimed at teens and adults, since that is the main crowd that goes shopping. This can be seen by having teenagers on the front, and since mom usually shops for the whole family-having a family presented promotes her remembering someone needs something or wanting to go shopping. I think that if this ad was given to a interdependent culture, they would really like it as it has many people together and gives off a community feel.
7. Even though someone may know that they may not need something, they see that there is a great sale and may want to go anyway-just because there is a sale (dissonance). This is a common tactic by many stores, specially around Black Friday, as they want people to be draw in for the sales and it has also possibly become a conditioned response so that when people see a sale, they are immediately drawn to it, even if it may not be a good deal overall.
Radio Green Tea Ad
1. This ad markets Lipton's green tea which I found off of YouTube.
2. I believe that this ad appeals to cognitive attitude as many different steryotypes presented (Texas, China, Germany, North Pole, Mars, Mimes, Jaws wired shut, Barbershop quartet, race car drivers, and high school Glee club) and thus plays into also affective attitudes as well in how they are presented. I think it was a good strategy as it all came together and makes the Glee club song now associated with Lipton's green tea.
3. This ad uses peripheral route persuasion as most of the presentation does not talk a lot about tea but about different people. Although, its message is delivered in a systematic way as in the end the facts are presented and made plain- "with its protective antioxidants, its not only good for you, its hmm to you"
4. The ad uses interviews from multiple people to be the "experts" and evidence of the fact that Lipton tea is the best, allowing the narrator to say,"Well, there you have it. It sounds like everyone loves the taste of Lipton green tea." These sources do not come off as credible, since you know that they are acting, but do come off attractive as it is enjoying to listen to all the diversity.
5. The argument is essentially weak, but tried to be presented strong with its many sources as witnesses. It is also a two-sided argument and implies its message with a "hmmm" meaning that the tea is really good. Surprisingly, these are good choices, as the person listening is very entertained and starts singing the Glee song, which now makes them think of Lipton green tea.
6. The entire family is can listen to this commercial and like it. Although, it is aimed at adults, as children do not usually drink tea (or ask for it), but adults do for the caffeine and taste. Since their main customers are adults, then these choices were a good decision. An interdependent culture, I think, would love this commercial, since there is a wide diverse population represented and in the end a whole group of singers.
7. This commercial takes away any dissonance a person may have about drinking Lipton's green tea- "with its protective antioxidants from real tea, its not just good for you its hmmm too." So a person does not have to feel bad about drinking the tea, as it is healthy and tastes great. Also, emotions comes into play with all of the different sounds and happiness and satisfaction being expressed in the interviewee's answers and song, that the listening audience comes away feeling happy and joyful.
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