Definition, the Role and Analysis of Advertisement

Introduction

To start with, this is advertisement essay in which this topic is briefly discussed. Advertisements convey some sponsored messages to promote their target consumers to buy the products or pay for services. However, not any publication could be considered as an advertisement. Advertisements have more rhetoric devices and persuasive techniques that effectively appeal to emotions and desires. 

Many techniques would contribute to the rhetorical devices used by the advertisements. This analysis would focus on paper-media essays such as posters. They have more intensive use of written words and it is more attractive so that its target viewers would find it. The term AIDA, an abbreviation for Attraction, Interest, Desire, and Action includes all the aspects of these eye-catching elements of the paper advertisements. 

Analysis 

Attraction (the same as awareness) is the primary attribute that the advertisement should have. It ensures its potential audience pays more attention to it. One of the most common elements contribute to the attraction is the use of color, as an emotional appeal. The use of emotional appeal is based on the brand’s history and its subtle messages delivered to its consumers. A lot of people, especially the young ones, would connect red and blue to Coca-Cola and Pepsi. For several decades, they haven’t changed their symbol colors and the effects of time make these two colors remembered by its viewers, generations by generations. 

In the same way, advertisements from Coca-Cola and Pepsi also inspire the interest of their audience. Coke, as a world-wide drink, can be found everywhere in people’s lives. This fact makes it more difficult to make more unique advertisements to inspire any interest of the audience. These two coke manufacturers both find their way to inspire the interest – through the competitions through advertisements. Coca-Cola and Pepsi’s competition are already well-known. They use aggressive phrases and sentences with dramatic illustrations or pictures. Pepsi once used a picture of a crashed Coca-Cola can is surrounded by dozens of Pepsi cans that are neatly arranged. That is the use of humor, which makes people laugh at it. It can inspire the interests of the consumer about why that can is “beaten.” The advertisement thus achieves its goal when the consumer thinks about that. 

Moreover, the advertiser would make its consumers do its favor, in other words, let the consumer have the desire to consume. Still, about the coke, how can advertisers trigger the desire of their consumers? As usual, the Coke advertisements usually do not indicate its price to directly stimulate its consumers. They may create some intimacy in much more subtle ways. Coca-Cola, for example, made some advertisements for Christmas which are attractive and connect the beautiful Christmas with Coca-Cola, which makes people wanted to make a purchase. Some drinks other than Coke, like coffee, would use the testimonial to support the product. From another perspective, this shows the drink is worthy to drink, even for those celebrities. A figure of the celebrity or a quote on the advertisement from a celebrity, like a famous artist or actor, may attract his or her fans to have the desire to make purchases. 

The final step is the action from the customers, which can solidify if the advertisement is useful or not. Even though the Coke brands seldom used Price to attract consumers, still in some places, like convenience stores, there are some advertisements like the banners on the fridges to notify a deduction or a new-flavor Coke. 

Conclusion

Advertisements have changed people’s lives a lot, and a successful advertisement can be remembered by generations of people.