This is an advert by Bingo to promote the chocolate biscuit.
In the advert, the guy attracted the girls because of the
chocolate biscuit in hand. Bingo tried to make an association between their
chocolate biscuit and the attraction to beautiful girls. What Bingo wanted to
bring out through the advert is that their chocolate biscuit is tasty, even the
girls around can be attracted by it.
However, there is a stronger negative appeal created. When
the advert begins, the first thing showed is that when the guy ate the biscuit,
a pimple popped out. This can make a strong impression easily to the audience
that Bingo chocolate biscuit causes pimple. Leventhal (1971) demonstrated the effect
of fear appeal in his study on smoking. Within a sample of volunteer
participants who were shown graphic cancer images and visual charts
illustrating the relationship between cigarettes and the rate of death from
cancer. Participants were rated more willing to stop smoking at later testings.
In this case, Bingo accidentally produced a fear appeal in the advert.
Therefore, the advert is ineffective.
Leventhal, H. (1971). Fear appeals and persuasion: the
differentiation of a motivational construct. American Journal of Public Health, 61(6), 1208-1224.
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