Analysing Persuasive Strategies In Advertising

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Analysing Persuasive Strategies In Advertising

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Question:
What is Persuasion?

Answer:

Comprehending the literal meaning of persuasion validates the concept that it is nothing but establishing a convincement towards the consumers. The basic objective of a commercial advertisement is to convince the consumers to purchase a product or a service. Advertisement persuasion makes the audience build a certain trust upon the product that is advertised. Persuasion in commercial ads is also known as influence. The ads are structured in different segments and then compiled together. Such artistic ensemble of ad- structure intends to catch a greater number of customers in the market.
The following report is going to analyse in a certain way the given advertisement through three major influence and persuasion strategies. Heuristic analysis of the persuasion strategies of an advertisement includes the following components: direct emotions, indirect emotions, attractiveness, familiarity, expertise, message length, consistency, scarcity, consensus and systematic process. After having profound understanding of the advertisement poster I have chosen to devise the strategies through three persuasive techniques: direct emotion, attractiveness and systematic process.

Direct Emotion:
Direct emotion is devised in order to perform capitalisation of customer attraction to the product or object. Direct emotion intends to elicit emotional attachment of the buyers or the target audiences. In the given advertisement, reduction of product price has been highlighted and that is the direct emotion. It attracts a particular segment of customers as it confirms the price of the product and ensures the buyers that they can buy it in an affordable cost. Direct emotions work in several domains. These are attitude of the object, association with buyers’ emotion and reflecting socio cultural norms.
Object Attitude:
The attitude of the object is directly associated with the emotional reaction of the buyers. The brand model Katy Perry’s image as a zealous, energetic and soulful character has been instrumented to attract and elicit emotional reaction of the buyers.
Association with Buyers’ Emotion:
The offers made by Proactive on providing two free- gifts can bring out emotional attachment of the buyers with the product. Further declaration of the gifted objects can repeat the emotional attraction strategy.
Socio-Cultural Norms
Socio- cultural norms help the advertisement create an emotional bond between the object and the customers. Youths are the most targeted group in this advertisement as it rejects being polite. “When it comes to breakouts, Katy Perry is not polite. She fights back with Proactiv.”- The eye-catching description of the singer’s behavioural pattern has a possibility to idealise it and mobilise to the greater segment of youths who are typical and fanatic followers of Katy Perry.

Attractiveness:
The most important and effective strategy of commercial advertisement is the selection of brand image or brand model. It is done in order to utilise the popularity of the celebrities. Attractiveness is strategized through the projection of the celebrities so that a greater number of consumers are attracted. In the case advertisement, selection of Katy Perry is nothing but the instrumental method of public attraction as she is idealised by many youths. Her aggression, zeal and energy has been capitalised in the advertisement so that the buyers can relate their “want-to be like” dreams with it.
Systematic Process:
Systematic process of an advertisement is the structure and design of it. There are four structural systems for an advertisement; engaging title, simple clear points, conversion of stronger attitude to action and photographic presentation. In the case advertisement, two of the systematic process are going to be discussed- motivation and capacity.
Title:
Title of the advertisement is apt and attractive as it directly hits the purpose. The title is itself ambiguous, as it does not directly focus on the product characteristics. It rather involves the linkage of the model. However, the title engages proper attention to the buyers.. While creating the advertisements the director needs to understand whether the characters used in it (the characters may be the character of the projected materials- product or services- or the ambassador of the product or service). The most influential advertisement comprises of proper incorporation of these three strategies that have direct influence upon the customers and their needs. The ethos of an advertisement validates the credibility, reliability and honesty of a company the audiences are looking at.
There are basic three components of a successful advertisement- endorsement, visual presentation of the content and the commercial value presentation of the product or the service intended for sale.
One of the most esteemed rock stars in the world, Katy Perry, endorses the present advertisement. Selection of the brand ambassador by the company has been determined to use this person in order to utilise the fame and esteem of the character.
Strategic Analysis with Proactiv Ad:
This Proactiv ad had Katy Perry who became the essential part of this particular commercial for displaying to viewers that even celebrities resist with problems of acne. The main purpose of this commercial was to display the viewers that Proactiv is the most efficient product that could be used in places like face, back and certain other areas where acne generally seems to appear frequently on the body. The main objective of this commercial was to establish that Proactiv would be the best transmit in clearing acne out as if it has the capability of clearing up Katy Perry’s acne problems, it should work wonders on the skin of other individuals. It works on the emotional front of people with the commercial being frequently positioned in different magazines so that it reminds people of the assistance it would provide in removing acne problems. The ad has been affective in sharing the stories of Katy Perry, the commercial’s frequency and the ad’s ability to emotionally mould the customers through the story of Katy Perry. Pathos has definitely been the part of the Katy Perry shared story as she experienced happiness after having used the product. Therefore, Katy Perry was an efficient approach in making an appeal to viewers as it makes viewers grasp that they are not the only ones suffering from such a thing.Viewers classically scrutinize this Proactiv commercial all day long where the product wants to make sure that people buy their product. They want viewers in realizing that they need to use it to experience the effects of Proactiv and thus constantly show this ad for injecting in their minds the idea of buying the product. The ad frequency is an efficient approach in appealing viewers or readers and continuously reminding them of the product and that they should invest in it.

In all the ads of the Proactiv product, the general results appeared showcasing its effectiveness in clearing up acne. Katy Perry stated that she used Proactiv and the results were there in three weeks when Katy Parry found that her face is clear of acne. It was even mentioned in the ad that their products proactively clears the pores for appealing to the viewers. Ethos and Logos have definitely been used as dermatologists needed to formulate a plan in explaining to viewers the ways the product works with people showing enough trust in the thoughts of the professional on these Proactiv products. The overall results showcased in the ads stated the product is efficient enough in clearing up the pores of people and helping them feel invigorated again.
The Proactiv ad has offered good pointers of influence as they appealed to the interest of the viewers for creation of consistent advancements in getting people buy their product. The product’s effectiveness and the story of Katy Parry plays a major part in attracting customers of buying this particular product for solving matters of acne.
“I am not polite. I am Proactiv”- the caption of the advertisement starts attracting a greater number of audiences by the declaration of the brand image. Bold nature of the projected character has been utilised to trigger the interest of the customers. Like most of the advertisements, this one has covered the core advertisement strategies that may influence the customers in a greater level. These influential strategies are attractiveness, direct emotions, expertise, authority, message length,, consistency, scarcity and consensus.
The most “attractive” segment of the advertisement seems to be the facial expression of the model character. Since the advertisement promotes zeal and enthusiasm of the customers, the facial presentation of the model character needed to be attractive to them. Hence, the centre point of attraction has been the face- projection of Katy Perry.
Direct emotions relate the customers to the utility of the products and the services. The case advertisement certainly carries direct emotions so that the consumers of the product can imbibe a sense of bonding with it. The direct emotion exhibited in this advertisement is the tag line “I am not polite. I am proactive.” It directly catches the attention of the customers so that they can imbibe the thought within themselves that they can be proactive like the model character is.

Another influential strategy used in the advertisement is indirect emotion. The description about Katy Perry’s behaviour is no doubt an indirect emotion to grab the consumers. Katy Perry’s behavioural activity can cause the customers mould themselves in a way that they can become as aggressive as she is. Through the advertisement, the product no doubt targets a certain segment of market audience who are young and energetic. The young group of the society who are aggressive and denies to be polite are instrumented through the advertisement.
There are different dimensions of persuasion. These are the resistance, change and cognitive dissonance. The case advertisement consists of all these dimensions of persuasion.

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