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Advertising is playing an important role
these days. People are exposed unconsciously to at least 50 advertisements in
various places. They make people want to spend their money in two ways;
sympathy and conviction.
First of all, people feel sympathy on an
advertisement which stimulates their interest. These days, it is no
exaggeration to say that advertising is a significant strategy on increasing
profits of a company. For this reason, many companies devote their energies to
creating attractive advertisements. When I worked as a communication officer in
an advertising company, I was in charge of designing a donating event. The
event was held for the first time in South Korea. I had to produce a material
that people can understand why we donate. By setting a proper concept and
message, people started to have an interest on our event. As a result, a lot of
participants showed up with a sympathy on why we donate.
Second, a final purpose of advertising is
reaching to a stage of conviction. People are usually convinced by an advertisement
why they need a product. If people have a sympathy on it, it is a matter of
time to be convinced. They don’t even think of it casually, however advertising
attracts them as if it is a necessary. A few years ago, I was looking for a vacuum
and there were many kinds of vacuums. Some of them had only one function,
vacuuming. Other had lots of functions which were unnecessary to me. However, my
mind was filled with conviction as if I will use the needless functions. Thus,
I should spend more money that I expected.
A lot of Advertisements are created to touch
people’s hearts so that they act what the advertisements want. Especially, we
are exposed by many of them while out of awareness. Therefore, we can easily be
influenced by the sympathy and conviction attack. |