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广告分析essay代写 市场营销论文代写

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广告分析essay代写

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广告分析essay代写 The highly competitive business environment makes companies from different industries continuously outdo one another with attractive

 

Advertising Analysis-a comparison of Axe Dry Antiperspirant and Old Deodorants ads

The highly competitive business environment makes companies from different industries continuously outdo one another with attractive and effective advisements. High levels of creativity and branding strategies make advertisements more advantageous and significant to consumers. A company’s advert receiving more consumer views and likes takes a bigger market share and ends up generating higher sales. Endless surveys and extensive research makes up the art of advertising aimed at determining prevailing market preferences. An effective advertisement should create awareness of the product in question and condition the minds of consumers to purchase the product (ReadexResearch 1-2).  广告分析essay代写

Figure 1 (a) and (b) shows two ads discussed in this paper. The ads presented on this case sell body sprays, (a) the Axe Body Spray and (b) the Old Spice deodorant. Advertising of this product is significant because most customers have no idea of the type of sprays to buy. The two ads present different types of advertisements depending on the target market and the level of knowledge of the company.


译文:

广告分析——Axe Dry Antiperspirant 与 Old Deodorants 广告对比 广告分析essay代写

竞争激烈的商业环境使来自不同行业的公司不断以有吸引力和有效的建议相互超越。高水平的创造力和品牌战略使广告对消费者更具优势和意义。一家公司的广告获得更多消费者的观点和喜欢,占据更大的市场份额,最终产生更高的销售额。无休止的调查和广泛的研究构成了旨在确定普遍市场偏好的广告艺术。一个有效的广告应该引起对相关产品的认识,并引导消费者购买产品(ReadexResearch 1-2)。

图 1 (a) 和 (b) 显示了本文中讨论的两个广告。此案例中展示的广告销售身体喷雾剂,(a) Axe Body Spray 和 (b) Old Spice 除臭剂。该产品的广告意义重大,因为大多数客户不知道要购买哪种喷雾剂。这两个广告根据目标市场和公司的知识水平呈现不同类型的广告。


The New Axe Dry Antiperspirant ad is more effective than the second Old Spice Deodorant ad because it has an appealing logo that catches the attention of consumers.

In addition, the New Axe Dry Antiperspirant ad show a more pathos (credibility and appeal), and easily persuaded consumers.

(a)Axe Body Spray

(b) Old Spice Men deodorant

Figure 1: The Axe Body spray and the Old Spice Men deodorant ads


译文:

新的 AX 干爽止汗剂广告比第二个旧香料除臭剂广告更有效,因为它有一个吸引消费者注意力的吸引人的标志。
此外,New Axe Dry Antiperspirant 广告表现出更多的悲情(可信度和吸引力),并且容易说服消费者。

广告分析essay代写
广告分析essay代写

(a) Axe Body Spray

(b) Old Spice Men 除臭剂

图 1:Axe Body 喷雾和 Old Spice Men 除臭剂广告

Generating the objectives of the ad should pose as the first step when creating an effective advertisement.

An effective ad should sell the product and not the company name. A close study at both ads shows that the first advertisement communicates more to the consumer the purpose of the product than the second advertisement. An advertisement should communicate with the audience and make them make a decision on buying the product. In addition, the ad should show readers what they should gain from the product. The designer of these ads has shown some rhetorical appeals such as logos, pathos, and ethos. The pathos shows credibility and values of an ad while ethos may be divided into extrinsic and intrinsic.广告分析essay代写

A logo makes an advertisement look attractive and appealing. A brand logo plays a vital role in selling a product to potential consumers. Brand logos offer effective means of assisting marketing managers achieve the target markets for their products. An attractive logo catches the attention of consumers in an advert creating more curiosity on the power of that brand (Winter 2014).


译文:

在创建有效的广告时,生成广告的目标应该是第一步。广告分析essay代写

一个有效的广告应该销售产品而不是公司名称。对两个广告的仔细研究表明,第一个广告比第二个广告更能向消费者传达产品的用途。广告应该与观众沟通,让他们做出购买产品的决定。此外,广告应该向读者展示他们应该从产品中获得什么。这些广告的设计者展示了一些修辞上的吸引力,例如标志、感伤和精神。悲情显示了广告的可信度和价值,而精神可以分为外在的和内在的。

标志使广告看起来很有吸引力。品牌标志在向潜在消费者销售产品方面起着至关重要的作用。品牌标识提供了帮助营销经理实现其产品目标市场的有效手段。一个有吸引力的标志会在广告中吸引消费者的注意力,从而对该品牌的力量产生更多的好奇心(2014 年冬季)。


From the figure above, both ads are accompanied by brand logos that indicate the name of the product.

The logo on the Axe Body antiperspirant ad offers identification benefits and makes it easier for the consumer to identify a specific brand. It contains the brand name and some graphics representing the purpose of the brand. Consumers easily understand the function of a product when a brand name and visual graphics are used in the logo.

广告分析essay代写
广告分析essay代写

When designing a logo for each of the advert, the marketing managers for both products considered the following. Does the logo offer benefits other than enhancing brand identification? In the Body Axe Antiperspirant, the logo used creates more sense of feeling to a buyer and offers more benefit compared to the Old Spice ad’s logo. Does the logo strengthen a company’s performance by attracting more consumers? The Axe Body Antiperspirant logo promotes company performance by attracting more men to use the product by attracting their emotions.  广告分析essay代写

An ad should incorporate brand logo with visual symbols for increased opportunity in reaching out to buyers (Danesi 55-56).  In the Old Spice Deodorant ad, the logo contains only the name of the product but lacks visual attraction. The ad eliminated a sense of emotion that connects consumers with the advertised brand. On the other hand, the Axe Body Antiperspirant ad represents a logo accompanied by some visual symbols. In addition, availability of visual symbols in Axe Body Antiperspirant ad overcomes communication barriers since the information communicated is more self-explanatory.


译文:

从上图中可以看出,两个广告都附有表明产品名称的品牌标志。

Axe Body 止汗剂广告上的徽标提供了识别优势,并使消费者更容易识别特定品牌。它包含品牌名称和一些代表品牌目的的图形。当标志中使用品牌名称和视觉图形时,消费者很容易理解产品的功能。

在为每个广告设计徽标时,两种产品的营销经理都考虑了以下内容。除了增强品牌识别度之外,徽标是否提供其他好处?在 Body Axe Antiperspirant 中,与 Old Spice 广告的徽标相比,使用的徽标为买家创造了更多的感觉,并提供了更多的好处。标志是否通过吸引更多消费者来增强公司的业绩? Axe Body Antiperspirant 标志通过吸引更多男性使用他们的情绪来提升公司业绩。

广告应将品牌标志与视觉符号结合起来,以增加接触买家的机会 (Danesi 55-56)。在 Old Spice Deodorant 广告中,标志仅包含产品名称,但缺乏视觉吸引力。该广告消除了将消费者与广告品牌联系起来的情感。另一方面,Axe Body Antiperspirant 广告代表了一个带有一些视觉符号的标志。此外,Axe Body Antiperspirant 广告中视觉符号的可用性克服了沟通障碍,因为所传达的信息更加不言自明。


The second element of an advertisement that makes it attract the attention of consumers is the pathos. 广告分析essay代写

Pathos appeals the audience’s emotions and values in an advert. Pathos introduces a sense of emotion to a consumer through the appeal it creates in an advert. It makes a buyer more confident in buying and using the brand through reinforcing brand. Some elements the pathos that makes it increase consumer’s emotions include safety, pride, well-being, and desire.广告分析essay代写

Bothe the Axe Body Spray and Old Spice Deodorant ads create emotions to a consumer to some degrees. In the figure the Axe Body Spray ad, the writings on the ad says, “Men’s sweat only attracts other men, is that all you want.” This message creates a high emotion for the reader. Psychologically men are attracted to women, and no man would like to smell the sweat because it turns away women.

The ad encourages men to use the Axe Body Spray to smell nice and attract more women. In addition, the captive on the ad shows two men holding each other with sweat in their armpits. The Old Spice Deodorant ad shows a man lifting his hands showing his armpits while two other people stare at him. The male counterpart seems to enjoy the smell from the first man while the female counterpart seems bored. Words like “STUDIP” and WEIRDO” are shown in the picture that seems to interfere with the moods of the female counterpart.


译文:

广告吸引消费者注意力的第二个要素是感伤。 广告分析essay代写

悲情在广告中吸引观众的情绪和价值观。悲情通过它在广告中创造的吸引力向消费者介绍了一种情感。通过强化品牌,让买家更有信心购买和使用品牌。一些使其增加消费者情绪的悲情元素包括安全、自豪、幸福和欲望。

Axe Body Spray 和 Old Spice Deodorant 广告都在一定程度上给消费者带来了情感。在Axe Body Spray广告图中,广告上写着:“男人的汗水只会吸引其他男人,这就是你想要的。”这个消息为读者创造了一种高度的情感。从心理上讲,男人会被女人吸引,没有男人会喜欢闻汗水,因为它会拒绝女人。

该广告鼓励男性使用 Axe Body Spray 来闻香并吸引更多女性。此外,广告中的俘虏显示,两个男人抱着对方,腋下汗流浃背。 Old Spice Deodorant 广告显示,一名男子举起双手露出腋窝,而另外两个人则盯着他看。男方似乎喜欢第一个男人的气味,而女方似乎很无聊。图片中出现了“STUDIP”和“WEIRDO”等词,似乎干扰了女方的情绪。


Pathos also presents values in an advertisement.

Examples of values demonstrated in the ad include fear, worry, sadness, sensitivity, desires and affection.  At first glance, the reader of the Axe Body Spray ad may not understand the meaning of the advert because the product is not clearly shown. The viewer understands the importance of using the advertised product through the value created by the picture. A sense of worry and sadness develops especially for a man whose desire is to attract a girl and lacks the said values. On the other hand, the Old Spice deodorant ad represents a feeling of sensitivity and affection. The girl shown in the far right seems more sensitive with the smell from the man’s armpits. The amount of attraction created by the Axe Body Antiperspirant is more credible compared to the Old Spice deodorant ad in terms of value (Shao 179).广告分析essay代写

The final element of an advertisement that plays a critical role in selling the product is ethos.  An ethos portrays an argument in the advertisement through persuading consumers. Ethos appears in an advertisement in two forms. The extrinsic ethos represents the authority, experience of the designer, and education while the intrinsic ethos shows how the designer managers to persuade people using attractive language and terminologies. The designer should show some ethics while developing an ad in order to make it socially acceptable. An ethical ad could make use of celebrities and heroes in promoting a certain brand. The character of the designer and the respect shown in an ad plays a role in persuading consumers (Hua, Tao and Hanjalic 22-24).


译文:

PATHOS 还在广告中展示价值。

广告中展示的价值观示例包括恐惧、担忧、悲伤、敏感、欲望和感情。 Axe Body Spray 广告的读者乍一看可能不明白广告的含义,因为产品没有明确展示。观众通过图片所创造的价值,了解使用广告产品的重要性。一种担心和悲伤的感觉,特别是对于一个渴望吸引女孩但缺乏上述价值观的男人来说。另一方面,Old Spice 除臭剂广告代表了一种敏感和喜爱的感觉。最右边的女孩似乎对男人腋下的气味更敏感。与 Old Spice 除臭剂广告相比,Axe Body Antiperspirant 产生的吸引力在价值方面更可信(Shao 179)。

在产品销售中起着关键作用的广告的最后一个要素是精神。一种精神通过说服消费者在广告中描绘了一个论点。 Ethos 以两种形式出现在广告中。外在精神代表了设计师的权威、经验和教育,而内在精神则表明设计师管理者如何使用有吸引力的语言和术语来说服人们。设计师在制作广告时应该表现出一些道德规范,以使其为社会所接受。道德广告可以利用名人和英雄来推广某个品牌。广告中展示的设计师性格和尊重在说服消费者方面发挥着作用(Hua、Tao 和 Hanjalic 22-24)。


 Use of testimonial is a nice example of intrinsic ethos’ use in an advertisement.

Figure 1 (a) has a testimonial message that associates men who smell sweat with gay behavior. The message persuades men to buy the product in order to become attractive to ladies and not fellow men. Ethos also appeals to fundamental rights. The ad captures the emotion of many who would rather use the product than getting associated with gay behavior. In addition, the extrinsic ethos is represented in the ad by building consumer’s credibility. The Axe ad claims that only a body-wash produced by Old Spice has the capacity of making men smell good and attract ladies. Unlike the Old Spice ad, the Axe Body Spray establishes its extrinsic ethos increasing the credibility of the product. The statement represents the experience and authority of the designer to attract more people attention.广告分析essay代写

The analysis concluded that an effective advertisement must all the three elements discussed above. The Logo plays a role in attracting and influencing consumers to make a decision of purchasing the product. The pathos plays a role in making the consumer more emotional through increasing buying desires. On the other hand, the ethos persuades a consumer to purchase a product by using customer-friendly language and attractive advertisement design. These three elements analyzed two advertisements discussed in this case.


译文:

使用推荐是内在精神在广告中使用的一个很好的例子。

图 1 (a) 有一条推荐信息,将嗅到汗水的男性与同性恋行为联系起来。该信息说服男性购买该产品,以吸引女性而不是男性。 Ethos 也呼吁基本权利。该广告抓住了许多宁愿使用该产品也不愿与同性恋行为联系起来的人的情感。此外,外在精神通过建立消费者的可信度在广告中得到体现。 Axe 广告声称只有 Old Spice 生产的沐浴露才能让男人闻起来香,吸引女人。与 Old Spice 广告不同,Axe Body Spray 建立了其外在精神,提高了产品的可信度。声明代表了设计师的经验和权威,以吸引更多人的注意力。

分析得出的结论是,一个有效的广告必须具备上述所有三个要素。标志具有吸引和影响消费者做出购买产品决定的作用。悲情在通过增加购买欲望使消费者更加情绪化方面发挥着作用。另一方面,这种精神通过使用对客户友好的语言和有吸引力的广告设计来说服消费者购买产品。这三个要素分析了本案中讨论的两个广告。


The New Axe Body Spray Advertisement is more effective than the Old Spice Deodorant in terms of logo quality, pathos and ethos.

The Logo used in the Axe Ad is more attractive than the logo used in the Old Spice deodorant. Moreover, the uses of pathos in both logos create different emotions that attract consumers to the products. The pathos shown in the Axe Body Spray adds more value to the advertisement and persuades the buyer to purchase the product. The value created in the Old Spice advertisement does not fully persuade a consumer. The extrinsic ethos shown in the Axe Body spray advertisement commands an authority and demonstrates more experience. All the buyer needs to do to prevent smelly armpits is to apply the Axe Body Spray. The analysis concludes that the Axe Body spray advertisement is more effective compared to the Old Spice Deodorant advertisement.广告分析essay代写


译文:

就标志质量、情感和精神而言,新 Axe 身体喷雾广告比旧香料除臭剂更有效。

Axe 广告中使用的徽标比 Old Spice 除臭剂中使用的徽标更具吸引力。 此外,两个标志中悲情的使用创造了不同的情感,吸引消费者使用产品。 Axe Body Spray 中显示的悲情为广告增加了更多价值,并说服买家购买该产品。 Old Spice 广告中创造的价值并不能完全说服消费者。 Axe Body 喷雾广告中展示的外在精神具有权威性并展示了更多经验。 买家需要做的就是使用 Axe Body Spray 来防止腋臭。 分析得出的结论是,与 Old Spice Deodorant 广告相比,Axe Body 喷雾广告更有效。


Works cited 广告分析essay代写

Danesi, Marcel. Why It Sells: Decoding the Meanings of Brand Names, Logos, Ads, and Other

Marketing and Advertising Ploys. Lanham: Rowman & Littlefield, 2008. Internet resource.

Hua, Xian, Tao Mei, and Hanjalic, A. Online multimedia advertising techniques and

technologies. Hershey, PA: Information Science Reference, 2011. Print.

Readex Research. Some tips to consider before designing your next ad. N.d. Web

http://www.elsmediakits.com/common/med_rsrch_lib_content/Creating%20Effective%20Advertising.pdf

Shao, Yanwen. “Ethos, Logos, Pathos: Strategies of Persuasion in Social/Environmental

Reports.” Social and Environmental Accountability Journal 33.3 (2013): 179-180.

Winter 2014. “The Power of a Good Logo | MIT Sloan Management Review.” MIT Sloan

Management Review RSS. N.p., 23 Oct. 2013. Web. 26 Aug. 2014. <http://sloanreview.mit.edu/article/the-power-of-a-good-logo/>.

广告分析essay代写
广告分析essay代写

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