Advertising is of utmost importance in any organization, and for any enterprise to be successful, adequate advertising campaigns must be conducted. Jib Fowles came up with fifteen advertising appeals that influenced the potential customers (Fowles 73). Thus, for a specific commercial to be effective viewer has to find it catchy and persuasive for them to believe it is the best product in the market (Yeshin 25). The goal of this study is to analyze the need to dominate when it comes to advertisements. This research focuses on two commercials, one by Hyundai and the other one by Audi.
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Advertising appeals are the aspects in an advertisement that influence and persuade a specific viewer to purchase a particular product. A viewer has to be convinced about obtaining a specific product or service, hence it is imperative for an advertisement to be structured appropriately (Belk 52). The advertisements posted on magazines have to be appealing to the potential customer. The potential customers should be able to relate to the advertisement so as to be able to purchase the specific product (Yeshin 70). In addition, any advertisements posted in a magazine should consider the target market and cultural aspects. Television commercials should also be formulated strategically, the timing, the animations, the video quality should be appropriate so as to enable the customer to purchase the product (Belk 89).
Considering online advertisements, the advertisements have to address the needs of the consumer. Social media has to be utilized in the best way possible, in addition blogs, social sites and search engines should be used to advertise products in the most appealing manner possible.
The advertising appeal that will be analyzed in this study is the need to dominate. Every human being likes to be dominant in every activity he/she engages in (Fowles 73). No one likes losing, and losing is always the last option for anyone who expects results and returns from their activities. Jib Fowles writes “the continuous pressure is to create ads more and more in the image of audience motives and desires” (Fowles 74). In saying this Fowles emphasizes that the potential customer has to be contended with an advertisement, if this is not the case the sales figures will still remain low. The consumer tastes and preferences have to come first when structuring an advertisement in order for the specific advertisement to be successful.
The first product that this study will analyze is the Hyundai Elantra, the first generation cars were produced in about 1990. The second generation of the cars was produced five years later. The Hyundai Elantra is a car that has been my use for about two decades the features of the car includes effective air conditioning system, a telescopic steering wheel system, cruise controlling and wheels which are 16 inches in size.
Analyzing the sales figures that pertain to the Hyundai Elantra in the United States, in 2011 about 186400 units were sold, 202000 units in 2012, about 245000 in 2013 and in 2014 about 15,300 units have already been sold. In the Hyundai Elantra commercial, a woman and a man engage in a car race, the woman drives the Hyundai Elantra and the man drives another car. The man tells the woman “nice car” the woman is motivated to showcase the capability of the car. The need for domination is ascertained in this commercial (Belk 14).
The Hyundai Elantra commercial displays the capabilities of the car such as speed, stability and acceleration. The car jumps over a bus in the commercial, the man driving the other model bumps into an obstacle on the road, but the woman driving the Hyundai Elantra manages to bypass the obstacle by flying the car over it. This commercial showcases aspects of dominance as every individual has the desire to be dominant in all activities undertaken (Fowles 73). The commercial is appealing to the potential customer and will persuade an individual to consider buying the Hyundai Elantra.
The second product this study analyzes is the Audi, which is car model founded in Germany around 1930. Audi is capable of meeting the consumer needs pertaining to a car since it is resilient, fast and durable. In the year 2013, Audi managed to sell about 158,000 units in the United States. This was a massive figure compared to the other years while in 2014 about 10,000 vehicles have already been sold. The sales figures of Audi have been drastically increasing in the past few years and this may be attributed to effective advertising and adequate marketing of the car among the potential consumers in USA and worldwide (Belk 25).
The Audi 2014 Big game commercial portrays various aspects of dominance where a specific man and a woman bump into each other at a gas store. The man tells the woman, “I kind of like this little guy” (Belk 24). The woman replies, “I love this one”. Dominance is portrayed at this instant as both the man and the woman want their dog to outshine the other. The two dogs are brought together and they cause some havoc, and when the man and woman acquire the Audi a3 the dogs calm down and behave appropriately. This commercial is appealing to potential customers as the Audi a3 is portrayed as the car which will ensure the consumer’s needs are addressed (Yeshin 67). The need for dominance is observed when the man and woman put their dogs to test so as to see which dog will come outshine the other.
The commercial is successful as it persuades a potential customer about the capability of the Audi a3. It also portrays the Audi a3 as a car that even a dog or another pet will like. The fact that the dog in the Audi a3 was calm and peaceful shows the potential consumer that the Audi a3 is the best way to go. It is human nature to love dominance, and the commercial exploits this fact by using two dogs which engage each other. The need for dominance is of utmost importance in any commercial and should be addressed appropriately.
In any enterprise advertising is an essential tool, and effective marketing of any product requires advertising (Belk 43). In order to increase the sales volumes the firm has to allocate adequate resources for advertising. Jib Fowles fifteen advertising appeals come into play, for any commercial or advertisement to be successful, it is imperative to persuade the potential customer (Fowles 75). Jib Fowles analyzes various appeals that come in handy when formulating commercials. Successful businesses allocate a lot of funds for advertising so as to ensure the product is adequately marketed and ascertain that the business will always perform well in various conditions.
Belk, Russell. Research in Consumer Behavior. Bingley: Emerald, 2010. Print.
Fowles, Jib. Advertising Fifteen Basic Appeals. 2008. Web.
Yeshin, Tony. Advertising. London: Thomson Learning, 2006. Print.