ADD : SHINE.COM( in Mint ,newspaper,6-dec-2013)
The appeal which is predominant here is seen clearly as
The advertiser uses Fear Appeal here.
Advertiser attempts to create anxiety in the consumer on the basis of fear, so that the consumer is encouraged to resolve this fear by purchasing the product or service. The advertisement uses people's fear of offending or of rejection to influence them to purchase the products.
Also the advertisement tries to make customer to realate the fear and the solution given by the product to overcome that fear.
This is shown by the tag line used “ don’t take chance with your CV “ which realtes to picture shown being the words and then enforces the customer to read the lines of the product.
Let us see the salient features of the add
1.The add is relatively small but effective with the content.
2.The picture of soiled resume really makes customers think .
3.As it an add related to career , the company uses such take punch lines which is engaging the customer.
Inform and persuade:
Advertiser(SHINE.COM) informs the potential consumer about products their benefits and utilities. It also persuades the consumers to purchase such products and services.
In short, the add is focusing in awakening of a desire to possess product(shine services ) . Also it is a mass persuasion appealing career oriented people.
One question really comes in our mind -Is the ad really attractive and helps the company to accomplish its objective?
In my opinion the add is effective but not that much.
It is effective because it moves in right direction and fine message and so manages to do a fine job.
On the other side the fear appeal is not so engaging that the customers would be really motivated to buy quickly .
Also if the company could have created a full sized page add then it would have much more effect than the current one. I think the company could have also used punch lines like “ don’t risk your career as you may not have a job further ,contact us ”
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