Name
Institution
Course
Date
Advertisement
Introduction
To begin with, the success of a product is dependent on the marketing strategy used. Part of the marketing strategy involves advertisement. Proper and well planned advertisement ensures the success and purchase of a product. Advertisement is a marketing communication used to persuade, encourage, or manipulate customers or an audience to continue taking or to take an action. The use of this form of marketing strategy makes it possible to drive consumer behavior increase, although ideological and political advertisement is common. There are various channels that are used for the passage of advertisement including mass media like television commercial, magazines, newspaper, outdoor advertising, radio advertisement or new media like websites, blogs, and text messages or direct mail (Connolly, 45).
Commercial advertisers usually pursue to generate increased services through branding or product consumption. The use of branding makes use of association of product image or name, which possess certain qualities in consumer’s minds. There are non-commercial advertisers like interest groups, political parties, government agencies, and religious organizations who spend money advertising their items instead of consumer services or products. Other organizations like Non-profit rely on the free model of persuasion like the public service announcement. There is a magnificent spending involved when using advertising. It is stated that about 467 billion dollars was used in advertising products and services (Eggleton, 39).
Example of an advertisement
You bought these shoes because you thought that the salesperson said they guaranteed victory. Now you are some blocks away from your house and they are worn out. Unlike other shoes, Nike shoes guarantees you complete safety when using them and the end result is victory. Hoping to go for an interview, hoping to do some exercises, hoping to win a match, look no further. The next block from where you are is the Nike stores. Hurry up and get the latest type of shoe and reach for victory.
The advertisement analysis
Memo report
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Subject:
Advertisement is a marketing communication used to persuade, encourage, or manipulate customers or an audience to continue taking or to take an action. The use of this form of marketing strategy makes it possible to drive consumer behavior increase, although ideological and political advertisement is common. There are various channels that are used for the passage of advertisement including mass media like television commercial, magazines, newspaper, outdoor advertising, radio advertisement or new media like websites, blogs, and text messages or direct mail.
Rhetorical situation
The use of advertising makes it possible for the success of a business. The above advertisement is directed to all people of all ages, and of all races. The use of Nike shoes is popular with different people and it is intended to advertise these shoes with an aim that adults and children from different races can purchase them (Connolly, 67). The use of these shoes is also applicable to people in different work categories like players, employed people, and business people. The intended purpose of the business is to ensure that shoes are sold. This entails that people will use quality shoes, which stays for a longer time. The conditions that have led to the creation of this advertisement are that many people are currently buying shoes, which are not maintaining the required time of stay. Many people end up spending a lot of money on shoes an aspect that is utterly bad.
The desire to sell quality products has also led to the creation of this advert. The use of visual and verbal advertisement makes it possible to communicate a product to the intended customer. This also makes it possible for the customer to get a picture of the product with a motive of making the customer purchase. The use of verbal also makes it possible for the customer to remember the advantages associated with the product. This method makes it possible for customers to remember the product at any place and time. The advantage involved with the use of visual and verbal is that it sends a message very fast to the customer increasing the rate of purchase. Simplicity is another aspect that influences the use of visual and verbal advertising. Flexibility is also an added advantage that leads to the use of visual and verbal advertisement (Eggleton, 89).
Cultural production
The various strategies applied in this advert are for the customer to exceedingly have no doubt and create competition about the product. Based on the emotional part, the advert makes it possible for suffering people to clearly see the need for buying these shoes. The credibility of the verbal advertisement appeals to the customer on the validity and service provided by these shoes. The aspect of victory is what determines the whole purchase (Connolly, 87). The fact that Nike shoes is known for the manufacture of classic and quality shoes, makes this advertisement very important as the use of their logo to advertise will ensure increased sales. There are various associations that exist between the visual advert and its meaning. This association is victory. The use of these shoes as shown by the visual advert denotes success. The association between the verbal message and its subjective meaning is that a customer should always visit the Nike stores to get the latest shoe. This association is meant to persuade the customer that Nike stores are near them and they should always pay them a visit. The cultural values in the advertisement imply that the use of these shoes is victory and decreased embarrassment.
Contextual distribution
There are two advertising media that would be appropriate to post this advert. The first medium is website. The use of website is increasingly being accessed by many people an aspect that makes it possible to advertise the product. This is also dependent on the use of smartphones, which makes it possible to access various websites. The other medium that is accessed by many people is television. The use of television is effective as many people use this medium regularly. The cultural values that are associated with these mediums are that they ensure freedom, equality, individuality, mobility, efficiency, competition, and safety (Eggleton, 103). The use of these mediums is appropriate as they are able to reach a great number of people. The fact that many people have access to them also makes it appropriate for use. The cultural values that reinforce this advert are safety, freedom, and efficiency.
Critical consumption
There are various cultural values that I can accommodate from the above advertisement and the medium applied. These cultural values include freedom, mobility, efficiency, safety, and equality. These values are what the medium used applies. The use of this medium and the advertisement is possible as the cultural values used are applicable to all people. The reason why I accommodate these values is because they make it possible for the purchase and sales of a company. This is also because they are to clearly and concisely explain the benefits of a product, while accessing many people. These values are legitimately associated with the product as they are able to denote the feelings of the customer. This makes it possible for them to purchase the item. There are various values that I detest for use in this advert. These values include individuality. Individuality is not obviously associated with the advert and the advertising mediums. This is because the mediums are connected, and cannot work alone. The values that I negotiate in this advert are safety. Safety is not guaranteed in the use of website as there are people who can destroy the advert using unexplained methods.
Visual Argument Evaluation Criteria
Context
The above advertisement is directed to all people of all ages, and of all races. The use of Nike shoes is popular with different people and it is intended to advertise these shoes with an aim that people from different races can purchase them. The use of these shoes is also applicable to people in different work categories like players, employed people, and business people. The intended purpose of the business is to ensure that shoes are sold. The business aims at delivering quality shoes.
Conclusion
The success of a product is dependent on the marketing strategy used. This implies that proper advertisement is necessary for the sales of a company. A company should plan its advertisement in the most effective way. Proper planning ensures that the advertisement covers all the needs of a customer, an aspect that leads to increased sales. Advertisement should be planned well while understanding the correct medium to use.
Work cited
Connolly, Sean. Advertisements. Mankato, Minn: Smart Apple Media, 2010. Print.
Eggleton, Jill, and Eion McNaught. Advertisements. Auckland, N.Z: Heinemann Education, 2003. Print.
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