The Perpetual Organization Used In the Adverts
The two advertisements that will be considered in this study are: Top ten: summer sandals by Lucia Tigri Brown on 3rd January, 2014 (The New Zealand woman’s weekly magazine) and ‘the new shirt senses when you are sick’ on January 13, 2014 (The New Zealand Herald newspaper). Perceptual organization prefers to the process of configuring images into logical units in order to catch the attention of the targeted group.
The advertisement about the shirt has employed the principle of figure and ground to present the image of advertisement. According to Reinsenberg (2013), people tend to understand and interpret pictures and images by analyzing the nature of the background of such pictures (Reisberg, 2013). Through such unique presentations, the picture or image often becomes clearer in the minds of those who view the pictures. This is because people tend to differentiate definite and more defined stimulus in the image of focus compared to the fewer stimuli of the background surface.
Therefore, the figure and ground advertisement strategy usually employ bright colors that are easy to identify in the image while colors which are dull are often used to form the background (Reisberg, 2013). In the advertisement about the French fashion, the image has brighter colors compared to the background. In fact, the use of different bright colors such as blue, red, yellow makes the image of the guy in the advertisement to be very clear. On the other hand, the grey color that was used to develop the background is not likely to fade fast in the minds of those who view the advertisement.
The advertisement about the shoes selection for the summer period has employed the proximity principle to present their organizational perception. The advertisement has presents different forms and types of open shoes that would provide different levels of comfort under different situations during the hot summer period. Normally, consumers prefer purchasing a collection of different shoes to enhance their tastes and preferences as well as same time enable the consumers to have a flexible and diverse collection of shoes to choose from.
According to the proximity principle, people tend to view things which are grouped together as a common single group of disjointed parts (Reisberg, 2013). In other words, each individual element is often considered to provide some level of beauty to the ‘whole’ system (Reisberg, 2013). For instance, one would argue that the advertisement about the shoes may enable consumers to imagine how their shoe drawer would look like if they purchase different types of the open shoes which have been displayed in the advertisement. Such strategy is important since it may stimulate consumers to buy different variety of commodities simultaneously; thereby enhancing sales to a greater extent.
The Learning Theories Used In the Advertisements
The advertisement about the latest French fashions about shirts that have sickness detectors based their advertisement content on the instrumental theory of learning. The instrumental kind of learning occurs in cases where a given response is followed by a series of other events or interactions which then modifies the chances of the initial response (Domjan, Grau, and Krause, 2010). This is because the fashion technology is new in the market. As such, the business firms that manufacture French fashion shirts wanted the consumers to respond positively to the new fashion in the market by purchasing more of the fashion shirts in subsequent years. This is why the advertisement outlines how the shirt would detect health disorders, as well as how the shirt could be recharged. Because the sickness detection technology is new in the textile industry, the consumers will be interested to find out on how the shirts are recharged, and the effectiveness of such charges. Furthermore, consumers will be interested to know whether there is any health side effect or any other limitation associated with such shirts. Interestingly, the instrument learning theory states that such curiosity to learn more would entice people to purchase the clothes more.
On the other hand, the advertisement about the open shoes has relied on the cognitive learning theory to express their business skills. According to Conway and Ashman (2002), the cognitive theory believes that human beings often change their attitude and perception about a given issue through a sequence of processes which engaging the mind in constructive thinking in order to solve a given problem. For instance, the shoe manufacturing company was conversant with the fact that hot summers often require light open shoes which enhance aeration.
However, the company knew that various types of open shoes exist in the market. Therefore, the company had to emphasize how the shoes are suited to weather in order to attract the attention of consumers. Cognitive theory asserts that the actions of human beings result from a sequential process of thinking that positively engage the mind (Conway and Ashman, 2002). Because of such fact, the advertisement presented several models of the summer open shoes to stimulate the consumers to think intensively about the shoes.
How the Advertisements Will Affect the Consumers’ Behavior Based On the Attitude toward the Ad Model
The ‘attitude toward the ad’ refers to the tendency of consumers to respond either positively or negatively towards a given advertisement incentive during a given period when consumers interact with the advert (Hoyer and MacInnis, 2008). Basically, the adverts are likely to encourage and stimulate consumers to purchase the product brands that are advertised. Based on the affect transfer hypothesis, the advertisements are likely to improve the consumers’ attitude and image towards the product brands which have been advertised (Hoyer and MacInnis, 2008). For instance, consumers will view ability of the new French fashion shits to detect sickness as a special additional package that other shirt brands do not have.
Today, most people are conscious on issues that pertain to health and general well being. As such, any commodity that may help people to improve their health is likely to be accepted by consumers. Nonetheless, leisure is increasingly becoming popular among consumers. Therefore, consumers are likely to respond positively to the advertisements about the summer open shoes. The shoes are unique thereby making them be associated with leisure and great satisfaction during the summer.
The Age Sub Cultures That the Adverts Will Appeal to
The advert about the French fashion shirts would appeal to both young and older male consumers. The young people between the 18 and 45 years of age would purchase the products because of its “unique” attributes. This is because young men often value unique products that may enhance their self esteem and social statues in the society. On the other hand, older consumer between 45 and 70 years are likely to purchase the shirts because of their “medical’ value, that is, their ability to detect sickness. On the other hand, the open shoes will appeal to women of all ages. This is because most female consumers, regardless of their age sub cultures, value open shoes with unique beauty and attributes.
Key Differences between the Adverts With Relation To Gender
The main difference between the adverts lies in the fact that whereas the shoes depicts the beauty, the advert about the French fashion shirts puts more focus on the ability of the fashion brand to detect sickness. In other words, the French fashion advert does not focus much on the beauty and fashion aspects of the cloth. This implies that female consumers value fashion and beauty whereas male consumes value other product attributes apart from beauty.
References
Conway, R., & Ashman, A. (2002). An introduction to cognitive education: Theory and applications. New York: Routledge.
Domjan, M., Grau, J. W., & Krause, M. A. (2010). The principles of learning and behavior. Australia: Wadsworth Cenage Learning.
Hoyer, W. D., & MacInnis, D. J. (2008). Consumer behavior. Mason, OH: South-Western.
Reisberg, D. (2013). The Oxford handbook of cognitive psychology. Oxford: Oxford University Press.
Tigri-Brown, L. (2014, January 3). Top 10: Summer sandals. New Zealand woman’s weekly, 1.
AFP. (2014, January 13). New shirt senses when you are sick. The New Zealand Herald, pp. 1A.
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