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Advertising
agencies know that consumers prefer entertainment than facts, that is
why they concentrate their adverts on entertainment to catch the
interest of the consumers and make consumers relate to the products that
their promoting. Advertisers know that the only way to appeal to consumers is
through entertainment and less facts and information about the product
its-self. However, there are disadvantages when agencies dwell on
entertainment and forget about the facts and information about the
products they are representing. Misunderstanding will occur, because the
adverts will contain less information about the product being
advertised, sometimes consumers won’t understand what the advert is
trying to convey to them - the actual message of the advert - because it contains less information about the
product. Consumers only watch the advert for their own enjoyment;
not for understanding what is being said about the product.
Advertisers should focus their adverts on giving more information about what is being advertised and have little bit of entertainment, to capture the attention of consumers. They must also give rational reason for consumers to purchase what’s being advertised, unlike making adverts that are not meaningful and won’t benefit consumers, for example, being chased by twenty women, because of a certain deodorant that you used that morning.
It is point-less spending millions of rands on communication message that is not understood by all, or worse people watch the advert for enjoyment because the ad contains more entertainment than the facts about the product and in the end they still don’t understand the message.
According to an article posted on news 24, by Tony Koenderman, in October 28, 2010 Mike Abel from M&CSaatchi, identifies five articles of faith about the modern consumer: people seek value, they trust you more if they like you, they like consistency, they want self-belief and conviction from us, and they need to be loved, understood and respected.
Sometimes agencies use this article of faith about the modern consumer to their advantage, in some cases in a good way by giving consumers value for their money, trust, consistency, love, respect etc… and in some cases advertises use the articles of faith about the modern consumer, to manipulate consumers. It is also evident that advertisers use the mass media to manipulate or mislead consumers by exaggerating the facts about the product to give it that dramatic effect and to make consumers see the product as the best than other products that are in competition with the one advertised.
Advertisers should focus their adverts on giving more information about what is being advertised and have little bit of entertainment, to capture the attention of consumers. They must also give rational reason for consumers to purchase what’s being advertised, unlike making adverts that are not meaningful and won’t benefit consumers, for example, being chased by twenty women, because of a certain deodorant that you used that morning.
It is point-less spending millions of rands on communication message that is not understood by all, or worse people watch the advert for enjoyment because the ad contains more entertainment than the facts about the product and in the end they still don’t understand the message.
According to an article posted on news 24, by Tony Koenderman, in October 28, 2010 Mike Abel from M&CSaatchi, identifies five articles of faith about the modern consumer: people seek value, they trust you more if they like you, they like consistency, they want self-belief and conviction from us, and they need to be loved, understood and respected.
Sometimes agencies use this article of faith about the modern consumer to their advantage, in some cases in a good way by giving consumers value for their money, trust, consistency, love, respect etc… and in some cases advertises use the articles of faith about the modern consumer, to manipulate consumers. It is also evident that advertisers use the mass media to manipulate or mislead consumers by exaggerating the facts about the product to give it that dramatic effect and to make consumers see the product as the best than other products that are in competition with the one advertised.
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