Term Papers on Advertising

Term Paper Title	Advertising
# of Words	1630
# of Pages (250 words per page double spaced)	6.52

Advertising

One of the largest and most important criteria in the business world is to make sure that your product is well known,
easy to identify, and is accessible to your target group (the audience that the company intends to sell to). Due to of
this great importance hundreds of millions of dollars are spent each year in persuading consumers to by "their"
product. But what goes into this persuasion? What methods are used in convincing people to buy one product over
another? These are just some of the questions that will be discussed in this paper.
The Yale Group theory is used and focused on more than any of the others. The Yale Group's theory focuses on
three main factors, source/communicator, message/communication, and audience/recipient. From these main factors
are several less important factors and techniques. Some of the techniques are what features make the message
effective or if the characteristic of the source/communicator makes the product more persuasive.
The first and probably the most important factor of the Yale Group theory is the source or communicator. The
reason this is the most important is because with one look at the source, and even without the person hearing or
seeing the message, the consumer will decide on the product. This happens so quickly because of the prejudices all
people have and use almost unconsciously. For the source to be a valuable asset they need to have certain qualities,
such as they are trustworthy, if they are not famous consumers can still identify with them, and what there status is
(whether an expert in the area or a celebrity). After finding the source this paper will look at several techniques and
other parts of the ad such as whether it is explicit or implied or whether the message is central or peripheral. The
paper will also analyze if the ad depends more on emotions rather than information and other less important things
that will be mentioned in the body of the paper. Three adver!
tisements will be looked at specifically, a milk ad, a male active wear ad, and a vitamin ad.
In the Milk ad the source is the famous bandleader from the Late Show, with David Letterman, and Paul Schaffer.
The idea in using someone like Paul Shaffer is that people will identify with the product and see that Shaffer
endorses milk and encourages the consumer to drink milk also. Why would people buy milk because of Paul
Shaffer? The reason people would buy it is because that of Paul Shaffer's high status. People identify Paul Shaffer
with being rich and loved by thousands of fans and consciously, or perhaps unconsciously, think if "Paul Shaffer is
drinking milk I will drink milk too and be famous." After looking into the source we now need to look at more of the
less important factors and how they effect advertising.
The first part to look at was that the ad's message, in order to understand the ad a consumer must able to determine
out what they are selling. The milk ad's message is very explicit and straightforward, the ad's source, Paul Shaffer,
has a larger milk mustache and the word is Milk in bold, the as also has enlarged lettering all which appear at the
bottom of the page.
The milk also uses the peripheral route in presenting its message. The advertisement deals more with the
"flashiness" of the ad rather than the importance like mentioned before. In the ad the creators are solely placing the
importance of selling the product, milk, on the source, Paul Shaffer, his status and appeal to the audience. Because
selling a product sits only on the shoulders of a consumer and your ability to convince your audience to purchase the
good. Milk is a highly recognized and used every day in households across America. Due to Milk's widespread use
the creators of the ad could move away from explaining the product and just sell it through "flashiness" making a
boring product like milk seem fun and exciting with help of Paul Shaffer.
The second ad is different from the Milk ad in many ways. The High Energy vitamin ad uses a s...

This is ONLY a preview of the article. If you would like to view the entire document, you must subscribe to Digital Term Papers. Please register below now!

Digital Term Papers has over 63,000 essays, term papers, and book notes online. Many paper sites will charge you hundreds of dollars for a single paper. Digital Term Papers only charges $14.95 for a one month membership with instant account activation!

Don't waste anymore time! Join NOW!!!

1 Month (automatic renewal) ($14.95)

3 Months (automatic renewal) ($29.95)

6 Months (one-time billing) ($39.95)

Pay by: