A Guide to Understanding Persuasive Advertisement
Persuasive advertisement is all over the media, and most consumers are unaware of its existence. Many products on the market are genuine and appealing, but the key to getting the consumers to believe in a product so much that they purchase it is to “lure” them to it by means of persuasion. This is often done by using either a logical or enticing form of persuasion. This type of specialized marketing strategy is, in essence, the core of a persuasive advertisement.
What is persuasive advertisement?
The term “persuasive advertisement” really speaks for itself in this instance. The idea of a persuasive ad is to really lure the public to a certain product through a convincing magazine ad, TV commercial, or other media source. For most shoppers, there has to be some sort of justification to buying a product (even if it is a guilty pleasure), because believe it or not, many buyers really do think to themselves Why should I buy this product? Or Would I really use it? These questions tend to be on a subconscious level, therefore a good persuasive advertisement must appease these warning signs before the consumer even acknowledges them.
Focus on the Benefits
The product’s benefits are as important to this type of marketing scheme as a foundation is to a building. While it does not single-handedly stand alone, it is necessary in order to be a success. Granted the idea of highlighting the “good bits” of a product doesn’t seem like a cutting-edge technique, it is definitely necessary in order to convince a buyer that the product is worth not only their consideration but their hard-earned money. Simply stating the benefits isn’t all there is to it, though, because the competitors are doing the same thing, right? The key is to convince the consumers that a specific product provides those benefits in a way that others don’t, or that the consumer would be more satisfied buying a specific product.
Know the Target Audience
In order to make something appeal to a consumer, one has to understand what will catch that consumer’s eye as well as think like the consumer. Certain products have a more obvious “target audience”, or the type of person most likely to purchase the product. For instance, an obvious target audience for tampons would be women. Other products have a broad outreach, such as paper plates or shampoo. If an ad is going to catch the eye of a specific gender or age group, it needs to contain elements which that type of person can relate to. For example, a television commercial trying to promote denture cream probably won’t have much luck using flashy colors, sex appeal, and the latest rock song as a means to “lure” people to their product.
The most convincing element is one which will imply that whoever uses this product will benefit tremendously from it. Think of hair products or perfume ads which feature the user climbing up the social ladder because of a newfound confidence that the product gave them. The ultimate enticement for the consumer is the implication that their life will significantly improve if they purchase a product. Another popular choice is to use a celebrity or another person whom the public thinks highly of to promote the product. This plants a seed in the consumer’s subconscious that purchasing this product can bring them success or popularity. While the ad may not outright say that the product will bring such results—as this would be a dangerous claim—it does play on the subconscious desires that are common among the public.