Advertisement has existed in human history long before the development of present day mass media or any academic documentation and study of advertisement as topic. The common ancient forms included outdoor displays in the market areas and later on loud calling of sellers took on. The sellers of most commodities of trade and services became cognizant of the power of advertisement along time ago. Since then there has been no turning back, and now advertisement and merchandising have become a business in the commercial industry. It is now not shocking any more to see companies spend millions of dollars on making advertisements. This is because they recognize the inherent power of advertising.
Internet proliferation and the simplicity of sharing information have improved the power of advertising and media (Biagi 46). Peoples perceptions, behaviors, attitudes and values can now be easily shaped. Everyday Americans get exposed to ideal lifestyles portrayed by the media and advertisements, particularly through television shows, movies, radio commercials, bill boards, e-mails and short text messages, all of which bombard our minds with an infinite number of advertisement. In turn, the advertisements gradually engrain their content into our minds and they manifest in peopleâ€™s dress codes, eating habits, shopping habits and a lot more. At this point the advertisements have achieved their goal, when they manifest their image into society then society takes up the image and we perceive that to be the norm (Biagi 71).
Advertisements generally rely on common human and societal trends and desires. Trends such materialism and fashion contribute to the fostering of consumerism which increases the desire for consumption of more and goods and services in society (Kasser 31). This work reviews a sampled advertisement post which advertises provision of television channels by DIRECTV. The advertisement targets a market niche consisting mainly of people with family members as well as young single people that have homes. This is generally a class that is able to buy electronics such as the television. However, this advertisement specifically targets a class that is a little more than just able to buy electronics-they should be a class of a people with a little more discretionary income to spare for the luxury of acquiring extra television channels apart from the normally free national and local channels.
The language of the advertisement offers an appealing enticement that may pull in any gullible American or a spend thrift to make a purchase that may be beyond his or her means. The advertisement uses the words Get 39 Premium Channels Free for three months. This is a catchy statement meant to entice one to continue looking for further details within advertisement, because the word Premium denotes free offers of offers of services and products at discounted rates. The three months free offer is just a catch to lock in clients that subscribe because once subscribed it may be harder to get of the subscription. Therefore, the catch is make is sound cheap initially to draw in the clients. Additionally, the catch phrase is placed right at the top of the banner so that it becomes the first message that any person who looks at the advertisement will get a glimpse of. The phrase is also written in bold and it is able to draw the attention of nay viewers within its vicinity. In these hard economic times it is the desire of every person to make enough savings and thus; the designer of the marketing advertisement decided to include a message that would imply to the viewers of the advertisement that they would be saving by taking the offer of this deal.
The Save and extra 5$ monthly for one year statement is meant to imply that the deal will help the buyers of these services to make a five dollar saving monthly. However, what subscribers may not notice is that they are already getting themselves into more expenses and thus this is indeed ironical unless someone already had much more expensive subscription already. The advertisement also states that this is a limited offer, thus any willing subscribers should quickly make an application for subscription. The advertisement also provides extra information on additional services and after sales services that may be offered including free installation and provision of installation equipment’s.
The artistic aspect of the advertisement shows more of the subtle messages within the advertisement. It shows a man in a fast moving pose with a flash of bright light trailing the suggested path of motion as implied by his hand. The suggestive motion implies speed, probably meant to imply that the service provider will make a fast delivery of services. The use of bright lights is in the actual sense a mere mode increasing attention and attraction so as to catch the eye (Kartel 1). The extension of the bright flashes of light in the background indicate a futuristic theme, creating a perception of a channel that will present up to date materials on most of the channels to be provided. However, the general layout of the poster was well done because the elements were well balanced (Kartel, 1)
The advertisement succeeds in passing the message because of the catchy profile used in arranging the text where attention getting phrases are used first and made larger and bright. However, the artistic element seems shallow and does not offer a clear theme of multiplicity. The viewer may not be able to tell that he will get numerous channels (39) from one subscription. This would have probably been evident if the designer of the advertisement included smaller sections of pictorial portraying the wide array of channels that they will be able to offer. Definitely, these numerous channels include sports channels, movie channels historical channels and new channels-just to mention but a few. This was a totally lacking element because the single pictorial despite the texts mention may not be able to show that in an artistic manner. Additionally, the advertisement offers no message that may make any viewer feel lacking or at least have a desire after discovering a void in what s/he may require (Keith 1).
This advertisement shows that the demographical zone covered by the advertisement has people that live affluent lives and they may have enough discretionary income to spare for subscription to such services. The general portrayal of the American society is that of a materialistic nature which is portrayed by the desire to have variety and the lack of satisfaction with little (Kasser 83). This is a society that is not contended with the channels available because they are spoiled for variety in life which a sign of a luxurious society, that desires more and more. It also implies a society with a high social class able to afford subscription to services that are luxurious rather than basic, and it is a portrayal of well off society with a lot of money.
Biagi Shirley. Media/Impact: An Introduction to Mass Media, 8th edition, Cengage Learning, 2006. Print
Kartel Brad, Elements of an effective advertising poster, 2005, retrieved on 8th January, 2011 from < http://www.articledashboard.com/Article/Elements-of-an-Effective-Advertising-Poster/2114515>
Kasser, T. The High Price of Materialism, MIT Press, 2003, Print
January, 2011 from < http://www.compassionatespirit.com/Advertising.htm>
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