Advertising and its Purpose
Advertising is a form of communication that is meant to make consumers aware of a particular product or service and to remind consumers of the existence of a product or service (Li, 23). The ability of an advertisement to inform the consumers of a brand with the least words possible is the goal of every advertising company. It should not be complicated such that the consumers struggle to understand the product and it should also not be too simple not to attract the attention of consumers. Considering all the factors ensures that the advertisement serves the purpose for which it is meant to fulfill. Effective advertising should contain several attributes to attract the attention of the target market to the product.
Attractiveness and Appeal in Advertising
To begin with, an advertisement should be attractive and appealing to attract the attention of the target market. This attractiveness can vary regarding the colors used, the images, and wordings among other aspects (Connolly and Sean, 18). In the first picture, the image of the young man captures the attention of consumers as he seems appropriate judging from his physique. That will make the consumers associate the Nike products with fitness. Many consumers will buy the Nike products to achieve physical fitness. The second picture displays an obese young man. The consumer's mind will be drawn to associate the Nike products with physical unfitness. Although the Nike products do not offer fitness by themselves, many will have the psychological perception due to the image presented in the advertisement.
The Importance of Words and Phrases
The words describing the product in the first advertisement are more appealing than the second: simple but full of paradoxes, not plain words. The choice of phrases determines how the consumers will respond to an advertisement (Li, 26). Simple and boring phrases will discourage the target market from developing curiosity about the product. 'Stay quick or stay home' is a ridiculous statement that encourages consumers to either buy the Nike brand to stay at home. It also shows that the company is more customer-friendly and is concerned about the welfare of the consumers. 'Find your greatness' is also a good phrase but sounds vague to the consumers who want to know more about the product. The consumers might also perceive the company as unapproachable.
The Importance of Detailed Information
An effective advertisement should also have detailed information. It should capture all the information required in the least words and images possible. In the first image, the company has shown several products that it sells. That is indicated by the image of a sports person and the indication of the Nike logo on the right, which is also on the sportswear (Li, 29). In the second image, a consumer is left to wonder what the company is advertising. A consumer can also not tell the logo of the company because there are no indications.
The Impact of Effective Advertising
In conclusion, an effective advertisement should consider the attributes stated such as attractiveness, proper wording or phrasing, and detailed information to draw the attention of the target market towards the product. Failure to do so will lead to consumers not buying the products, and those already aware of the product might also switch to other products. This switching to other products will be the opposite of what a company wants and therefore create an advertisement that captures the characteristics discussed will do more good to the company and assist in achieving its target.
Works Cited
Connolly and Sean. " Advertisements Mankato, Minn." Smart Apple Media, (2010): 10-22. Print.
Li, Cong. Effective Advertising Strategies for your business. (2014): 23-34. Internet resource. .
