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Example research essay topic: Ten Psychological Appeals Brand Loyalty - 927 words

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In a Winston cigarette company advertisement that I found in a magazine, group of young and attractive people, who are smiling and presumably having fun, is shown. In the bottom, there is a sign: Can you say that we are cannot rest? This advertisement is for Winston cigarettes but there is not one cigarette in the picture. All this image does is portray a people having a fun time and it simply puts two packs of Winston and Winston Lights in the upper right hand corner.

It is not fair that companies such as these can portray the idea of participating in activities such as smoking to be a pleasurable and fun experience. It is a proven fact that over 350, 000 people a year die from smoking. With that fact known, companies should not be permitted to associate pleasure with the experience of smoking. Companies such as Winston are relaying a message to people, especially kids, that says it is fun to smoke.

Sure there may be a small message that says SURGEON GENERALS WARNING: Quitting Smoking Now Greatly Reduces Serious Risks To Your Health, but this is not enough to draw attention away from brightly dressed fun loving couple in the middle of the page. With all the facts that people know today about the danger of smoking why does todays society feel that it is okay to let cigarette producers pull the wool over our eyes in an advertisement? Trying to fool people into thinking cigarettes are fun is just wrong. The damage that they cause is much greater then any type of small pleasure gained from the activity. Smoking causes lung cancer, which in turn causes 80 - 90 % of all deaths caused by cancer.

Smoking is not pleasurable it is very bad and unhealthy and that is the bottom line. It is dishonorable and wrong for Winston to place an advertisement in this manner. The motives can be also based upon a certain need. An example given by Shirley F. Milton was a woman buying a frying pan.

If the primary motive was the need for the pan, the selective motive would be the woman deciding she wants a Teflon pan because she has seen ads that say Teflon is better. The last motive is the patronage motive. This motive is caused by loyalty to a particular brand. Suppose the woman enjoyed the Teflon pan, she had purchased and now needs a crock-pot. She is likely to purchase a crock-pot made by the same brand because she trusts its products and quality. The woman has gone through all the buying motives and formed brand loyalty a long-term goal of most companies.

This example can be used to describe many advertising campaigns today. They use this tactics too often. It is the same when it comes to buying certain outfit for sports. Brand loyalty makes a customer to believe that products of this company are the best in all types of sports, which certainly is just an assumption. Advertising also has hidden objectives, which are meant to target customers on a more subconscious level. The advertisers attract customers by providing a solution to the more self-serving needs, those, which go beyond necessity.

Advertisers attempt to sell emotional security, immortality, and a sense of power to the consumer. Other hidden needs of the advertisers are to sell love objects, self ego-gratification, and creative outlets. The hidden objectives achieved by using psychological appeal in the advertisements. According to Richard F. Taflinger, PhD there are ten psychological appeals that are used in advertising. A psychological appeal influences a persons subconscious mind and emotions through visual or aural influences.

This is done using advertisements, which suggest that the purchase of the product or service will satisfy one of the subconscious desires. The ten psychological appeals are self-preservation, sex, and acquisition of property, self-esteem, personal enjoyment, constructiveness, destructiveness, curiosity, imitation, and altruism. Each of the appeals has either a biological or a social basis as a part of human behavior. A good example of social basis appeal or interest appeal can serve the advertisements of Amstel and Ford Transit during the Champions League matches. The target group for these advertisements is football fans, who in the majority are men.

It is proved that men drink more beer than women do, therefore it was suitable to make an advertisement for a male audience, besides the common view how is it possible to watch football without beer? can be also applied. The same situation with the majority of sports, where advertisement is placed to appeal men. Example can be Formula 1, where advertisements of cigarettes, technological utilities etc. are placed on the cars. An example of one of the psychological appeals at work is selling life insurance.

In order to sell life insurance to men self-preservation, oddly enough is used. When consumer psychologists studied trend to help ease the difficulty of selling something associated with death they found that it was not actually the idea of death that made men uncomfortable but the possibility of being obliterated from the world. Men were horrified at the idea of being forgotten. New ad campaigns demonstrated life insurance as a way for men to live forever, continuing to protect and provide for their grateful families. The use of the psychological appeal of self-preservation is also beneficial because according to Taflinger it is the strongest of the appeals.

If self-preservation is the strongest of the appeals, then sex is the most commonly used. The biological base of sex as an appeal is obvious.


Free research essays on topics related to: brand loyalty, ten psychological appeals, advertisement, appeal, life insurance

Research essay sample on Ten Psychological Appeals Brand Loyalty

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