The advertising industry is a multi-billion dollar industry in the United States. Companies compete against each other and allocate billion of dollars to improve and promote advertisements that will influence consumer’s preferences toward their brand or product. Advertising constructs a sense of synonymy to brands and products, along with impairing our attitudes and preferences of our needs. It changes our settled way of thinking or feeling about the brand or product, typically one that is reflected in a person's behavior. The purpose of advertising itself is to persuade audience (viewers, readers or listeners) to take some action with respect to products, ideas, or services (Curtis, 2012). ...view middle of the document...
The most common type of appeal includes social, fear, humor, sex, statistics and youth appeal.
In order for the advertisement to be effective and receptive, advertisers use several persuasion strategies to entice consumers. Research on the psychology influence identifies six major factors that help determine consumer to decide:
Consumers arrive at many decisions by observing what those around them do in similar situations. When a lot of people select one option, they interpret the popularity as social proof that the choice is the right one. Identifying brands as the #1 choice, market leader, and so on, all point to evidence of social proof. Although in every age there certainly are those who “march to their own drummers,” most consumer tend to follow society’s expectations regarding how they should act and look. This leads to conformity, a change in beliefs or actions as a reaction to real or imagined group pressure. Consumer also relies heavily on testimonials as a source of social proof that the product is the right on to choose.
Authority persuades with the opinion or recommendation of an expert in the field. Whenever someone has expertise, whether that expertise comes from specialist knowledge and/or personal experience with the product or problem, consumer will tend to follow the expert’s recommendation. Consumer will also consider the authority of people who has experience with choosing a product for a specific functional need; they will listen to elite athletes about energy drink because they ought to know which beverage that can rehydrate them efficiently. In other words, one’s experience with the product serves as the source of authority.
Also called ‘liking’, means that people tend to follow and emulate those people whom they find attractive or otherwise desirable. If people like someone in particular, they are more likely to say yes to their requests or to internalize their beliefs and actions as their own. Advertisers often use endorsers as a source of authority. They can also be used as a...