AD - Putting the Pieces Together Lesson

It is impossible to open a magazine, read a newspaper, listen to the radio, turn on the TV, or even go to the movies without encountering advertisements trying to sell the latest must-have products. Advertising is everywhere, and we are usually targeted observers. Remember, advertising is a form of media whose purpose is to sell goods; advertisers try to dictate how we should act, the kind of image we present to others, and even our personal value.
Look at this Campbell's soup advertisement. The featured NFL player appears to be quite tough and serious. It may seem simple in graphics and color, and perhaps this is the advertiser's way of making sure the message is clear. After all, don't we need to make sure that we can "handle a hungry man"? If we can't, then we need to purchase Campbell's Soup because it is guaranteed to be a "Manhandler." No man wants to be responsible for dropping the ball on a very important play because he is hungry. Furthermore, it features a celebrity who appears to have come straight off the field in order to handle his hunger.
So why is it important to understand and know your target audience? Why is it important to understand the different types of persuasive techniques that advertisers use? Sam Walton, of Wal-Mart, focused on two very simple ideas---sell more for less, and value your customers. Wal-Mart has started a campaign to bring new customers with higher incomes into their stores. What kind of advertisement would they create for them to come to their store? What goods and/or services could they bring into the store to attract that specific target audience?

Review

We accept that we are going to encounter advertising whether it be on a date to the local movie theater or flipping through a magazine at the grocery store check-out. We don't often consider the effects advertisements make on our behavior. We just assume that each ad is trying to sell us a product or service. For example, one detergent may advertise that it makes whites whiter. We believe it because we make our own choices about what products or services to purchase. However advertisements do much more than just try to get us to purchase a product or service. For example, that same detergent may have a cute, snuggly little bear on a cloud of towels surrounded by flowers. This leads us to feeling good about our purchase and influences the way we feel about ourselves, not just the product. If you can understand the elements of persuasion and use that knowledge to remain unbiased, you will be a better journalist.

[CC BY 4.0] UNLESS OTHERWISE NOTED | IMAGES: LICENSED AND USED ACCORDING TO TERMS OF SUBSCRIPTION.