There are many ways that we are drawn to a product and although advertising it seems like a simple single step there is far more detail in them that the target audience does not seem to be affected by, but when thought about, everything is there to sell the product. So what things are in these adverts for certain makeup products that we over look, but still affect our views on the product?
First is the individual, or group of people, that are in the advert. Celebrities are often seen advertising a certain brand or product, and this could influence people who admire them and look up to them to purchase from that particular brand. Here are just a few that come to mind:
- Cheryl Cole for L'Oreal
- Emma Stone for Revlon
- Alesha Dixon for Avon
- Kate Moss for Rimmel
- Eva Longoria for L'oreal
- Cara Delavigne for Burberry
- Zooey Deschanel for Rimmel
- Lily Cole for The Body Shop
Emma Stone for Revlon.
There have also been many other celebrities that have collaborated with MAC and OPI that produce collections that are then wanted by fans of those particular celebrities, some examples of that is Mariah Carey for OPI, Katy Perry for OPI, and Hayley Williams for MAC. These people can be seen as opinion leaders, which influence other people to buy the products.
Hayley Williams MAC Collection.
The techniques used in advertising are key to who buys the product, for someone who doesn't like to be a follower but someone who likes to be followed in their sense of purchases then some adverts suggests that using a particular product would put them ahead of everyone else, meaning that they want to buy the product quickly because they don't want to seem like they are following everyone else.
The opposite of being a leader is a being a follower which is another technique used. If individuals don't want to be left behind they might 'jump on the bandwagon' meaning that they buy a particular product because other people have it, and don't want to be left behind. This is exploited in advertising as the company make the audience believe that they are one of the few people who are yet to own and try this product.
When asking a friend about how adverts affect her choices as a consumer she mentioned that sometimes she likes to have a product so she feels as though she is part of the group who has it. Although this links to 'jumping on the bandwagon' it also links to how some brands appeal to consumers who want to be part of an elite group of people who own the product. Beauty adverts that use this technique often show women in expensive clothes and are set in extravagant places to portray the owner of the product to have this type of lifestyle.
On the opposite end of this scale if settings are simple and the people using the product are ordinary people it is portrayed that the users of the product could be anyone so the product appeals to the average consumer.
Some products claim to have a special ingredient, that has just been discovered for a new use makes the new product seem much better than any that were previously used. But would the average consumer look into this, or just take the companies word for it?
If someone is still looking for that something extra they might be more likely to buy something if they are going to get more for their money, for example if you buy one product from a particular company you might get some free samples of other products. This works as a small bribe but also makes the consumer try out more of their products, leading them on to purchase more, and a vicious cycle of trying new things and buying them arrives.
Source: http://www.readwritethink.org/files/resources/lesson_images/lesson1166/PersuasiveTechniques.pdf
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