The influence of advertising on children.

Ø Comment on the text about people’s attitude towards ads.

Attitudes towards the advertisement

To persuade consumers to purchase their brands, firms employ various forms of advertising. Researchers have found that consumers develop attitudes towards advertisements, just as they do towards the brand. In turn, these attitudes toward ads may influence attitudes toward the brand. An attitude toward the ad is a consumer's general liking or disliking for a particular advertising stimulus during a particular advertising exposure.

Attitudes toward advertisements can result from a number of factors including the content and imagery vividness of the ad, the mood of the consumer, and the consumer's emotions elicited by the advertisement.

Researchers have investigated that:

– The content of the advertisement may influence the emotions felt by the consumer.

– The visual and verbal components of an ad may independently influence the attitude toward the advertisement, the formation of product-attitude beliefs and time spent viewing the ad.

– The degree of ad imagery influences feelings and emotions.

– Attitude toward the ad can influence brand cognitions as well as attitude toward the brand.

Researchers have also found that ads containing high levels of imagery more strongly impact attitudes toward the ad. The term imagery refers to the extent to which an ad causes consumers to imagine their use of the product and to connect the ad to their own feelings and beliefs. Ads that employ concrete words, vivid verbal or pictorial images, instructions for consumers to imagine the use of the brand, and high levels of plausibility have been found to strongly impact consumers' attitude toward the ad. Therefore a firm should attempt to create ads that have positive emotional and factual qualities in order to reduce zipping and zapping while TV viewing.

Research indicates that attitude change may be moderated by the emotions and feelings created by advertising as well as by how the advertising influences consumers’ product-attribute beliefs. Of course, the work on the attitudes toward the ad has major importance for advertisers, who must be concerned with both the pictorial and verbal content of advertisements and how they influence the formation of product-attribute beliefs and the creation of feelings and emotions. In fact, a new term has been developed for advertisements that effectively influence the feelings and emotions of consumers; they are called transformational ads. Such ads transform the experience of using a product or service by attaching feelings and emotions to its use.

Exercise 12. Give Russian equivalents for the following phrases.

to purchase a brand; to employ advertising; to develop attitudes; liking or disliking; advertising exposure; imagery vividness; to elicit emotions; a level of plausibility; to reduce zipping and zapping; pictorial and verbal content; experiential perspective.

Exercise 13. Give as many word-combinations as possible with the following verbs.

to reduce; to influence; to persuade; to develop; to elicit; to indicate; to investigate; to imagine; to create.

Use the following words: attitudes; advertisement; liking and disliking; evidence; relationships; conditions; feelings and emotions; customers; TV viewers; techniques; perspectives; mood; factors; statements; research.

Exercise 14. Give definitions of

a) an attitude toward the ad;

b) transformational ads.

Exercise 15. Answer the following questions.

1. What forms of advertising may various firms employ?

2. What are they based on in their attempts to advertise the brand?

3. What do they take into consideration?

4. What kinds of relationships do they investigate?

5. What are the major findings of the research?

6. Are they constructive for constant practical usage?

7. What is understood by the term imagery?

8. What do advertisements employ?

Exercise 16. Describe two advertisements that create your positive/negative attitude.

Exercise 17. Do your attitudes towards the ads influence your perception of the products/your purchasing motives?

Дата добавления: 2015-11-14