Cognitive and emotional approach in advertisements
How people respond to advertisements depends on their values and assumptions. The preference of advertising medium such as the press including newspapers, magazines and directories will greatly differ also. As such, advertisements need to be original but tasteful at the same time. Thereafter, advertising shall appear on a regular basis to maintain general public awareness and communicate various differentiation messages to several targeted groups.
Prominently featured in the advertisement is how the product/service shall fit with the life of the individual to entice interesting consumers. What makes advertisements original is its humane angle which is original and done in a discerning way. Advertisers also integrate messages of radical communications and audio/visual experience together in all media advertisements, making them comprehensible as possible. In addition, great advertisements connects to the emotions wherein emotional connection point that transcends the product.
Two of the Indian advertisements that stood out cognitively and emotionally are that of Sprite which is the global leader in the lemon lime category and is second largest sparkling beverage and Bharti Airtel which refers to the largest cellular service provider in India, respectively. For Sprite, this print advertisement focuses on the promises being made by the Indian government and puts center the people and how they shall contribute in achieving a form of government that is proactive and efficient. To illustrate:
The second advertisement is a television advertisement that basically features two boys from opposing sides of the Indian and Pakistani border. For obvious political reasons, such a fact was not even mentioned in the advertisement. Nonetheless, the facial features of the two boys and the strategic use of barbed wires depict this message. It is clear therefore that communication is so fundamental in solving problems even those that are culturally oriented. A snapshot of the advertisement which is accessible in video networking site YouTube is featured below.
Credit:ivythesis.typepad.com
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