Illustrate and critically evaluate t－－英国传媒专业论文

　　Illustrate and critically evaluate t－－英国传媒专业论文

　　MC 31120 Advertising
　　Illustrate and critically evaluate the psychological strategies typically used by advertisers to 'appeal' to consumers.
　　Xinyue Li（xyl7）
　　I. Introduction
　　This essay examined and analyzed several selected strategies used in advertisement appeals: fear appeals, guilt appeals, repetition, involvement theories. By used one or combination of these approaches, advertisers could easily deliver desired messages to target audience and further achieve the aim of advertising campaign.
　　Advertising is an important form in daily media communication. The primary aim of advertising is to persuade target audience in order to change their attitudes or motivate their action by influencing beliefs and desires (O’Shaughnessy & O’Shaughnessy, 2004: 25). In general, the goal of advertisement is to deliver desired message to target consumers via several communication approaches. In general, advertisements can be seen from television, outdoor poster, newspapers and magazines, internet and online labels, or heard from radio and other broadcast patterns. Advertisements are normally launched where audience can frequently and easily access and notice. The impact of advertising has become a significant matter in modern life, and the evaluation and sustain of advertised effective is always an integral part of marketing strategy. In this case, to examine and analyze the appeal strategies in advertisement could have great value in media studies.
　　The aim of this study is to illustrate and critically evaluate the psychological strategies employed for appeal ads to consumers. This essay examined and analyzed the psychological approaches used by advertisers, especially the uses of fear and guilt, to appeal rationally and emotionally to consumers. The next chapter reviewed related theories raised by scholars and linked to this topic. A followed discussion section analyzed the strategies by illustrated ad samples. Finally, it was conclusion summarized all the issues in the essay.
　　II. Content
　　Literature Review
　　A definition of advertising is “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Bovee & Thill, 2004: 45). It should be persuasive, informative, and designed to influence purchasing behavior or thought patterns (Brierley, 2002: 6). The vvariations of advertising approaches include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion, and advertisements are usually placed anywhere an audience can easily and/or frequently access visuals and/or audio (Wernick, 1991: 116). In practice, advertising can be divided into two basic types: product orientated or institutional advertisements (Berkowitz, 1992):
　　Table 2.1 Categories of Advertising
　　Product Orientated Pioneering - Introduce a new produce;Competitive - Emphasizes unique benefits;
　　- Compare with competition;
　　Remind/Reinforce - Remind product;
　　- Reinforce benefits;
　　- Encourage repeat purchase;
　　Institutional Pioneer - Information on new development;
　　Image Building - Reinforce image;
　　- Create/maintain characters;
　　Institutional Advocacy - Communicate a view on an issue.
　　A, the advertising message in extremely important that it has to be informative, persuasive and attention grabbing, thus advertisement must be relevant to target consumers hitting a impact by deliver desired message properly and have the audience to react on it (Brassington & Pettitt, 2003: 91). In such case, conduction an advertising campaign should choose the appropriate advertising message, determine how the message will be generated, evaluate alternative messages for desirability, exclusiveness and believability; and execute the message with the most appropriate format and in a socially responsible manner (Kotler, 2003: 225).
　　To examine approaches used by advertisers, it is essential to understand the desires of consumers. Maslow’ hierarchy of needs showed as follow, could be a classic tool for analyzing this issue.
　　Figure 2.1 Maslow’ Hierarchy
　　Sources: Maslow, A. H. (1943)
　　This hierarchy suggests that people are motivated to fulfill basic needs before moving on to higher level of needs. Maslow's hierarchy of needs is predetermined in order of importance (Clark, 1999). Each individual is capable and has the desire to move up the hierarchy toward a level of self-actualization (Maslow, 1943). However, consumer action progress is often disrupted by failure to meet lower level needs. Life experiences including divorce and loss of income may lead an individual to fluctuate between levels of he hierarchy. Maslow (1943) noted only one in ten individuals become fully self-actualized because our society rewards motivation primarily based on esteem, love and other social needs. Moreover, Solomon (2004) indicated that, through this model, products and service can satisfy a number of different needs at once. However, while Maslow's theory was regarded as an improvement over previous theories of personality and motivation, it had its detractors (Wahba & Bridgewell, 1976).
　　In general, advertisements could be delivered in both rational and英国留学生媒体论文代写 emotional appeals in order to persuade consumers. Rationalists contend that a precise presentation of clear sales arguments creates the foundation for great marketing communication. They believe that a logical progression of cogent sales points leads the prospect by the hand to wherever the advertiser wants him. (Graydon, 2003) On the other hand, advocates of emotional appeals argue that effective communication connects at a visceral level. They make the case that the very writing and graphic elements of the message itself speak to consumers through a subconscious language. They believe that only by flying in below the radar screen of consciousness, can a marketing message reach its target. (Graydon, 2003) In some instances, the rationalists are indisputably correct. In other cases, the proponents of emotion-based advertising are right. In most marketing communication, a blend of both produces the best results.
　　Bovee, L. C. & Thill, J. (2004) Business Communication Today 8th Edition. London: Prentice Hall.
　　Brassington, F. & Pettitt, S. (2003) Principles of Marketing 3rd Edition. London: Prentice Hall.
　　Brierley, S. (2002) The Advertising Handbook 2nd Edition. London: Routledge.
　　Clark, T. J. (1999) Through Quality. Milwaukee: ASQ.
　　Coulter, R. H. & Pinto, M. B. (1995). “Guilt Appeals in Advertising: What Are Their Effects?” Journal of Applied Psychology,Vol.80-6: 697-705.
　　Graydon, S. (2003) Made You Look - How Advertising Works and Why You Should Know. Toronto: Annick Press.
　　Kotler, P. (2003) Marketing Management 11th Edition. New Jersey: Pearson.
　　Maslow, A. H. (1943) “A Theory of Human Motivation” Psychological Review Vol.50-4: 370-396.
　　O’Shaughnessy, J. & O’Shaughnessy, N. (2004) Persuasion in Advertising. London: Routledge.
　　Severin, W. J. & Tankard, J. W. (2001) Communication Theories: Origins, Methods and Uses in the Mass Media. NY: AWL inc.
　　Solomon, M. R. (2004) Consumer Behavior: Buying, Having and Being 6th Edition. NJ: Pearson Education International.
　　Wahba, A. & Bridgewell, L (1976). "Maslow reconsidered: A review of research on the need hierarchy theory". Organizational Behavior and Human Performance Vol.15: 212–240
　　Wernick, A. (1991) Promotional Culture: Advertising, Ideology and Symbolic Expression (Theory, Culture & Society S.). London: Sage Publications Ltd.
　　Wheatley, John J. & Oshikawa, Sadaomi (1970) “The Relationship between Anxiety and Positive and Negative Advertising Appeals”, Journal of Marketing Research Vol.7: 85-87.
　　Witte, K. (1992). “Putting the Fear back into Fear Appeals: The Extended Parallel Process Model.” Communication Monographs Vol.59: 329-349.