Motivational Appeals Print Advertisements Of Detergents...

Motivational Appeals: Print Ads of Detergents and Shampoos Various forms of appeals are used in advertising in order to influence and attract customer purchase decisions by highlighting needs, wants and desires. The two products chosen are washing detergents and automobiles. Traditionally in detergents the focus is on highlighting the benefits that consumers can get by washing their clothes in an effective detergent that removes all kinds of stains. The print ads that have been selected however indicate that at times advertisers successfully utilize emotional, pleasure and warmth appeals as well (Albers†Mille, 2004). The first advertisement is for the well-recognized detergent brand called Tide. The appeal used here is emotional†¦show more content†¦The tagline used is; â€Å"Whites †¦ as they should be†, represents that clothes washed in Rin will stay as white as a white pigeon which is a unique benefit since most detergents are unable to properly clean and give a shine to white fabric (Zhang, 1996). The fourth advertisement is of Clean Scentsations, and the appeal used is pleasure again. The visuals used are of Yosemite National Pak in California and depicts blooming orange flowers and a young woman enjoying the natural smell of a fresh and green environment. The message conveyed here is that not only is Clean Scentsations an effective detergent in cleaning stains but also leaves you with a smell so fresh that it will transport you into a natural reserve park (Snyder, 1995). The fifth advertisement is of Tide bleach, and the appeal used here is humor again. The reference made here is to the religious story of how Moses wrote the Ten Commandments on a tablet of stone. The visual in the ad is that of white colored Tide tablets used to bleach white clothes to remove stains. The tagline â€Å"The Greatest Tablets to Come Along since Moses Came Down from Mount Sinai† compares the crucial importance of the tablets that Moses once had with the bleaching tablets that Tide manufactures in order to provide clean white clothes to consumers (Harris, 2013). The second category of print advertisements is for automobiles. The first print ad is for the car brand Volvo, known for manufacturing safe family cars. The appeal usedShow MoreRelatedMarketing Management 14th Edition Test Bank Kotler Test Bank173911 Words   |  696 Pagesmarketing tactics, including product features, promotion, merchandising, pricing, sales channels, and service. For a new kind of cola, the tactical marketing plan might include the packaging size and shape, the flavor, the kinds of advertising used (print, television, buzz marketing), how to price the new cola relative to other colas currently on the market, and where to sell the new cola (grocery stores, gas stations, vending machines, sandwich shops). Page Ref: 37 Objective: 1 AACSB: AnalyticRead MoreStrategic Marketing Management337596 Words   |  1351 Pagessearch for new markets and opportunities Detailed competitor and customer analysis with the results being fed into the strategy development process An emphasis upon adding value and customer delight Distinctive advertising and promotional appeals A well-formulated pricing strategy and clear value for money offer Constant environmental analysis and interpretation Figure 1.12 Marketing and its contribution to effective management INTRODUCTION 31 or might realistically exist