Persuasion
In Advertising
An advertising message
has a lot of competition in a free marketplace. But getting noticed is not the
primary purpose of an ad. That’s important, but how it does it is very
important. You can be surprised or shocked into being aware of something, but
that doesn’t fulfill the purpose of an ad.
The message of an ad is
to persuade you to investigate a product or service. That can be difficult in a
competitive environment. And, because it is difficult, very many ads take what
they think is the easy way: to remember the product by “entertainment”- Music,
dancing, pretty women and men. These things can be entertaining, but what about
the message of the ad which becomes buried in all that? Who even notices it,
let alone remembers it? I can remember the pretty girls, but don’t have a clue
what they were standing in front of, or dancing around.
A persuasive ad is very rare. It will
have you thinking about the product if you are a potential customer. Whenever
you see a persuasive ad, even if it isn’t aimed at you as a customer, make a
note of it. You’ve experienced a rarity.
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