Advertising is a branch of commercial mass communication created for the promotion of products and services that are also used by institutions, organizations and political candidates to disseminate messages. According to studies, advertising was already existent among different cultures even thousands of years ago. However, it was only in the 20th century that it became a vital form of commerce.
In the United States, there are about 6, 000 advertising agencies that spearhead the creation and placement of advertisements in the newspapers, mail, radio, magazines, televisions, internet and outdoor signs (“Advertising,” 2008). Most product brands as well as institutions are well known because of their advertisements. Advertisements make a particular brand or message to be remembered by its audience and that advertising effectiveness may be viewed from different perspective (“The Impact of Advertising on Consumer (dis)satisfaction,” 2005). According to the American research group Inc.
(2007), an effective advertisement should be able to: (1) tell a simple story and should not just convey information; (2) create a significant action that relates to the presented story; (3) apply basic emotional appeals; (4) contain easy arguments that may be the conclusion of the available information; (5) show and not tell; (6) apply symbolic language and images that appeals to the senses and makes sense; (7) have a coordination with what the viewers see and hear; (8) stay long enough in the scene to create an impact with the audience; (9) have a powerful video that could speak for itself; and (10) utilize a music that could be easily identified.
Although some of the guidelines presented only applies to advertisements in the television, radio and the internet, it is still helpful in evaluating most of the advertisements that people encounter. Moreover, various studies presented that advertisements that view ideal images of the world has a strong effect on the satisfaction and welfare of the consumers (“The Impact of Advertising on Consumer (dis)satisfaction,” 2005). I came across an advertisement done by Scholz & Friends Berlin for the German job site “Jobsintown. de. ” The huge poster ads were placed on the side of machines specifically ATM’s, coffee machines, photo-booths and laundry machines, making it appear as though somebody is actually inside the machines delivering money, making coffee, developing photos and doing a laundry.
Alongside the tag line “life’s too short for the wrong job” the campaign was created to target individuals who are searching for jobs and those people who at present have a job but are not happy with it. I was able to say so mainly because aside from the fact that the people behind the advertisement are in the job recruitment company, the advertisements were able to compliment the goal of job seekers, which is to find a job that would satisfy their needs. I was able to easily relate with the advertisement because it does not require anybody to think critically before one eventually realizes the information that the ad wanted to convey. The messages were clear that: there are companies and organizations that support people who are looking for jobs and a person should not waste his or her time on the wrong job.
In a broader sense, this advertisement is effective because it was able to stimulate the imagination of the viewers. It could create a lasting memory with limited amount of exposure especially on the case of passers-by and yet be able to consolidate a story that appeals to the emotions. Moreover, this is the type of advertisement that I believe would make people look twice not because they do not understand it but to appreciate a clever advertisement. Since the advertisement does not require the coordination of the audio and visual senses, it employed the symbolic images and language. It was found out that most of the people prefer the usage of symbolic languages and images that could arrest the senses (“American research group, Inc. ,” 2007).
The symbolic images were portrayed by the people inside the machines connoting that they are not happy with what they are doing based from the expressions on their faces. Meanwhile, the language which was in the form of the tag line, is complimentary with what the picture shows. Thus, this may be noted as something that is appealing to the senses because the actions done were expressions of what people feel, see, hear, smell or even taste when an individual is not happy with the job. Another notable technique that the advertisement was able to present is the promise to the target audience that the service they are offering would be able to bring them benefits that they won’t regret.
The whole advertisement contains specificity that the company will help an individual look for a job, which I believe people will not over look. It did make use of terms that are too vague which made it more persuasive. In addition, the advertisement was also able to address a problem and give out solutions to the problem. Such technique captures the attention of the audiences allowing individuals who are encountering the problem, people who are looking for ways to avoid the situation and those people who are concerned about the existing problem to participate. Most of all this type of advertisement injected realism. The creators understand human nature applying their own insights on a particular issue (Mcnamara, 2008).
In general, the advertisement by Scholz and friends Berlin is a very effective because it reflected the essence of direct response to the audience. The advertisement is testimony of the idea that “less is more” employing limited pictures and language yet, was able to come up with a powerful tool that could help people in looking for jobs. Furthermore, the ad was a proof that not all advertisements today lack messages that could persuade people and stir human interest. Although one may have the perception that the ad was not costly compared to other job campaigns, still it was able to establish a clever image that is noteworthy of praise and capturing the attention of the masses.
Advertising. (2008). Microsoft Encarta online encyclopedia. Retrieved August 6, 2008 from http://encarta. msn. com/encyclopedia_761564279_5/Advertising. html#howtocite. American Research Group, Inc. (2007). The rules for more effective advertising. Retrieved August 6, 2008 from http://www. americanresearchgroup. com/adrules/ McNamara, S. (2008). 42 creative advertising ideas and techniques. Ad Cracker. Retrieved August 6, 2008 from http://www. adcracker. com/creativeideas/. The impact of advertising on consumer (dis)satisfaction. (2005, November 30). IST world. Retrieved August 6, 2008 from http://www. ist-world. org/ProjectDetails. aspxProjectId=d65fd58003b849d993277e33656ac6b6