Commercials in Consumers Behavior

Commercials in Consumers Behavior

    According to Bureau of Labor Statistics, American people over fifteen years old spend about 2.8 hours per day watching television. During that time, viewers watch countless of commercials. Despite that this ads do not affect to everyone; each one of us is prompt to become a “sucker” to advertisement sometime in our life. Companies across the country spend annually billions of dollars in creating, running, testing, and measuring commercial effectiveness. Most American businesses utilize several advertising techniques to manipulate consumers to remember, desire and purchase their products and services. 

     One effective way to draw the viewers’ interest and desire about certain product or service would be appealing to logic and reputation (logos & ethos). For example, Chase bank and Audi Automobile company would get the people interest because their well -known prestige in the American market. According to the Audi of America News Channel, the selling of this spectacular automobile increased 11.9% or 14.616 units in July 2014. This is the 43rd consecutive month of record of U.S. sales for the brand. Audi automobile is a highly desired car by American people because the experience of many consumers. We can see Audi make on United State streets every single day. The cars are luxurious, attractive, and competitive as well. This company uses high technology to build gas efficiency, durable, and comforting cars. 

    Other companies such Chase uses similar strategies like the example above. Chase bank is an American financial business recognized and served by millions of American households. This corporation has obvious presence across the country, therefore, commercials using its brand name would attract the interest and trust of many prospects. Commonly, Chase banks is strategically located near to financial institution buildings around the city because of competition. Hence, when we watch advertisements concerned Chase bank services, it is easy to deduce that they are alike to most bank corporations out there. But most importantly, it provides a sense of status quo and reliability, and other logical inferences. Both commercial would transfer credibility to the targeted consumers. However, logic is not always a determinant to human purchase decision. 

     Appeal to emotion (pathos) is another strategy that commercials companies opt to make the viewers long for their services and products. Colors would be a key element used in commercial to make the consumer act in relation to the expected response. According to Salem Printing studies about 85% of shoppers place color as a primary reason for why the buy a particular product. For example, State Farm Insurance Company used an advertisement where a red State Farm insurance booklet (revised by two individuals) and a red window canopy in the background with a white State Farm Logo were key object of attention. Because red is a very highly visible color (longer wavelength), it is used to attract people attention. Colors awake human emotions such as love and passion. Therefore, an insurance company to influence in people emotion and sell their service deliberately uses colored ads. This strategy can be reinforced through other psychological tactics. 

    Another method used by company to sell their product and services would be by using patriotic song (pathos). Coca-Cola commercial indirectly presented its product accompanied by the America is Beautiful song. In this commercial America is Beautiful song was sang accompanied by a Coca-Cola logo background. This is a clear message that all people in America have the right and opportunity to taste this American product. Also, the message make the people think that if they are American they must drink a Coca-Cola beverage to ratify their nationality and a sense of greatness. Indeed emotion play a great deal in people purchase decisions and commercial companies are very aware of it. 

     Because the average amount of time American spend watching television and commercials, target consumers may long for the products and services announced sometime ahead. Commercial strategists do profound study to make their advertisement very effective on people buying decisions. With the use of sophisticated knowledge about human being behavior, they obtain the expected result. As I explained above, there are some techniques to draw the viewers’ attention and behavior, and prompt them to act. Additionally, no in vein huge powerful companies spend millions of dollar in just commercials. Indeed, investing on making commercials is an effective strategy that companies such as Audi, Chase, State Farm, and Coca-Cola use to increase sales of their respective products and services. 

 Works Cited 

Audi Brand Automobile. Advertisement. Audi Automobile Commercial - Ad Marketing Strategy for Marketing Consulting Branding Campaign. Audi Company, 22 Oct. 2014. Web. 14 Sept. 2014.

Bureau of Labor Statistics. N.p., 18 June 2014. Web. 15 Sept. 2014.

Chase bank credit cards purchase descounts. Advertisement. Chase Freedom Card TV Spot, 'At the Pumps'. Chase Bank Corporation, 20 Jan. 2014. Web. 14 Sept. 2014. 

Coca-Cola. Advertisement. Official Coca-Cola "Big Game" Commercial 2014 - America Is Beautiful. Coca-Cola Company, n.d. Web. 2 Feb. 2014. 

HERNDON, Va. Audi achieves 43rd consecutive record month of U.S. sales in July . N.p., 1 Aug. 2014. Web. 15 Sept. 2014. . SALEM PRINTING. SALEM PRINTING, 30 May 2010. Web. 15 Sept. 2014. 

Sneakers bars. Advertisement. SNICKERS® - "Godzilla". SNICKERS® Corporation, 27 Feb. 2014. Web. 14 Sept. 2014. . State Farm. Advertisement. State Farm Commercial 2014, 'Talking Mime'. State Farm Insurance Company, 14 Feb. 2014. Web. 14 Sept. 2014. .