The Effects of Non-monetary Incentives on Employees
Advertising is when a company tries to make their product appeal to people, therefore increasing their sales. You can find advertisements everywhere on the television, radio, in magazines, newspapers, on billboards and even on the Internet. Advertisers use a variety of different techniques to make the product appeal to an audience. They use colour in adverts to make a point and make the product recognisable. For example a lot of car adverts have dark colours and are set at night to give the impression that the car is safe to drive in poor visibility.
The Coca Cola company always use red and white so you know what product you are buying and you will always recognize the label because the colours are plain and bold. You probably wont need to read the label because you will see the colours, and everything associated with Coca Cola is always red and white. Another technique used by advertisers is showing a representation of who you would like to be. They are trying to say that if you use their product you will turn out like the person advertising the product. For example whenever L’Oreal advertises their products they always have a slim, longhaired, pretty girl with perfect hair.
A lot of shampoo adverts also use advanced scientific language to make the product look superior and to make people think that the product is good for us. For example L’Oreal shampoo adverts always say that their products contain vitamins and minerals that are good for our hair. They also say things about scientists who have proved that the things in the product will help our hair to be more silky and soft and they use advanced language like ‘nourishes’ and ‘penetrates’. Another example is Flora Light margarine that talks about ‘polyunsaturates’, which a lot of people wouldn’t understand.
The majority of adverts on the television only have white people in, this is because the majority of people in Britain are white and companies will think that white people won’t want to use the same products that a different coloured person is using. This is an example of stereotyping because for a lot of people it wouldn’t matter what coloured skin the person advertising has, just how appealing the product looked.
A lot of adverts are continuous and are in a soap opera style, for about two months they will show one advert and then have the continuing advert on the next two months after that and so on. Adverts do this because like a soap opera it builds up tension and leaves you wondering what will happen next so people will watch the advert and pay attention to it because they are curious. An example of this is the Gold Blend adverts which were continuous with the same two characters for over a year.
Many companies advertise free gifts with their products. Companies do this because people are more likely to buy the product because it seems like we are getting a good deal and getting more for our money. A shop that regularly advertises ‘buy one get one free’ offers is Iceland. I think they do this because once you are in the shop you are likely to purchase additional items which will in turn increase their sales.
Advertisements appeal to our senses too. A lot of companies have to convince people that their food tastes delicious. They always have a person smelling the product and they have an expression on their face that says ‘that smells lovely’, which will make us think it must taste nice because someone else has approved it. For example in the ‘Bisto’ advert there is a little girl smelling the product smiling and saying ‘ahh Bisto’.
Advertisements appeal to our concerns, for example ‘sure’ deodorant adverts make out that if you don’t use their product you will end up the smelliest person in the country. They do this by making the people that are using their product happy, fresh and confident and the people that are not, sad, smelly and socially unacceptable. This makes us think that we are not as good as others and we need to improve by buying the product.