How do advertisements appeal to consumers? What are the different appeals?
A: Hi! What advertisements have you all paid attention to?
B: Oh,Nike’s. I think it is fantastic.
C: Me too. What do you think make the advertisement attractive?
D: Maybe the advertisement includes some interesting elements.
A: Right. Advertisers often try their best to get our attention.
B: I agree. In my opinion, they use different appeals such as information appeal and emotion appeal.
C: So, what is the information appeal?
D: For example, You want to enjoy cold drinks when you hear the sound of drinking water and watch the drinks in screen.
A: Yes, you are right.
C: I have seen many advertisements on my way home. The advertisement appear again and again, and eventually I can’t forget them.
B: So funny!
D: Wow! Advertisement is everywhere in life.
C: OK. Now I’m eager to know what appeals did Nike use.
B: Of course it is emotion appeal.
A: Yes, go on.
D: It remind me of its slogan, ”Just do it”.
B: Right. I think there are many positive emotions used in Nike’s advertisements, such as courage, unyielding, perseverance and so on.
A: Brilliant. Sports, performance, free and easy athlete spirit is the personalized company culture pursued by Nike.
C: Uh-huh! It makes the audience believe in Nike's brand culture and makes people more inclined to buy it.
D: Oh! I want to buy a new pair of shoes.
Your views about advertisement (positive and negative effects of advertisements)
C: Yesterday, I saw a lot of advertisements on the wall on my way home.
A: Oh! Advertising is very common in life. You can see it everywhere.
C: But advertising is very annoying. They interrupt the TV programs, fill our letterbox, and ruin our appreciation of nature in place of interests.
B: Yes, some of the advertisements are illegal, spreading false information and planning to treat people who are eager to solve their problems.
D: Cleaning the advertisements put on the wall make the cleaners' work much heavier.
A: But advertising has both advantages and disadvantages.
D: I agree. Advertising is informative, which provides the customers with a quick access to the product needed.
B: Yes. For example, Nike is a good brand.
C: May be you are right.
D: I always choose credible brand when I make a purchase.
B: Me too.
A: Right. Advertising is the product of society. It is everywhere and unavoidable.
B: What is important is that we should learn to filter the information, discard the dross and keep the essence.