Themes in Advertising

Themes in Advertising:

Advertisers have a number of tried and true strategies used to hook consumers. Each is designed to appeal to those seeing the commercial in some way, with the result being that the viewer/s will feel the need to buy the product being shown.

These strategies can work in a few ways. Some will make potential customers feel as though they must immediately buy an item—think of the infomercials you see proclaiming, “This offer is for the next 20 minutes only!!”—while others are intended to make a brand stand out in someone’s mind when they are looking for a certain product (like a TV).

It’s also important to know that commercials aren’t necessarily trying to sell you an object. They’re trying to sell you an idea, or a way of life, or a feeling that a particular commodity will provide.

Here’s a quick rundown of some common strategies advertisers use to do this:

* Association

* Bandwagon

* Celebrity

* Emotional Appeal

* Humor

* Repetition

Combinations of these strategies can be used as well. For instance, a company can try to appeal to the audience with a commercial inolving aspects of both bandwagon and celebrity, or emotional appeal and association. There’s really no limit to how they can and will be used.

Themes are also a huge part of commercials, as that’s really what advertisers are trying to sell you. Sex, power, money, popularity and/or intelligence. Those in charge of pushing a product will use the above strategies to find a way to get these themes into their commercials.

Sex is obviously the biggest one, as you can find some sort of sexual appeal in just about every advertisement, but the others are often used as well. Power, money, popularity and intelligence are frequently displayed in a way to promise you sex, with the stipulation of course being that you first must by the product to become powerful, wealthy, popular and smart, which will in turn get you sex.

Understanding the theme a commercial is throwing at you will enable you to see past the tangible object that is the subject of the advertisement and to what idea is really being pitched. Always remember, it’s not about the car or the watch or whatever item a commercial is showing, it’s about the dream the ad is promising you if only you buy the commodity.

Most of this stuff works on a subliminal level. You don’t know why you suddenly want a Coke, all you know is that you need one right now and that you must get it from this particular store because, well, they’re the best.

By understanding what advertisers are trying to do, you can combat these tactics and be a more knowledgeable consumer. You can be sure you’re buying something because you actually need it or think it will be enjoyable for you—not because you subconsciously believe it will make you happy or fill some void in your life.

By continuing your reading and navigation of this site, you should come away with a better understanding of how the commercials you see everyday are attempting to manipulate you.

Keep in mind as well that certain commercials are shown during certain programs and time slots to appeal to certain demographics. Every commercial has an intended audience and isn’t likely to have the same effect on those outside that target.

Here are a few more:

Prestige : This theme of advertising is used to advertise luxury articles like motorcars, refrigerator, jewelery, videos, etc. The possession of such items provides a distinctive status and a sense of pride to their holders.

Comfort : This theme of advertising is used in the advertisements of air conditioners, fans and other household appliances which help to make life comfortable.

Economy : This is a common theme in clearance sale and bargain offers. This theme of advertising is generally used to sale products of low value.

Health : Drugs and food products are often advertised with this theme

Beauty: Often used in the theme of advertising cosmetics, toilet soaps and perfumes, this instinct appeals particularly to young men and women.

Parental Affection: This theme of advertising is used to advertise products meant for children, e.g. toys, baby foods, baby dresses, tricycles, etc.

Fear : Fear of death, accident, personal loss through fire, burglary, etc., is used in the advertisements of insurance, safety vaults, etc. The traffic police also make use of this theme to caution people,

Achievement: Giant concerns use this theme in their advertisements by emphasizing their contribution to the national economy, e.g., ‘H.M.T Time keepers to the Nation’. There is a desire to imitate or emulate distinguished people, e.g.’, ’successful men all over the world use

Patriotism: Native firms use this instinct to induce people to buy their products in place of imported products.

Curiosity : Human mind is basically inquisitive and variety is the species of life. The eagerness for new things is so strong that this theme can be used through advertisement of new designs, styles, package, etc.