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Extract 3.. This is a different structure. Student star

Added on - 18 Sep 2019

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Extract 3.This is a different structure. Student starts with theoretical discussion then works through specificfeatures of interest (mood, storyline, semiotics etc not shown here) and relates them back to themodel. The danger with this approach is that you have a very dry discussion at the start with nomention of your chosen campaign until later- by which time I may have given up reading (Notreally!). An overly descriptive approach is avoided here by linking the theory to Invictus at an earlystage. Good to note the criticisms of the models- none are perfect so don’t be afraid to note this.Later, in the storyline section- see how academic source is mentioned first (Lundquist) then linkedto how this is created in the ad by the director.2.0 Advertising strategy and modelThe role of any successful advertisement campaign is to ultimately modify the state of attitudeamongst the target audience or consumers to be more informed about the brand and the producthence be more favorable to purchase it (Karlsson, 2007). The Invictus campaign uses persuasiveadvertising to differentiate itself from other its competitors as well as predecessors (Mann, 2013).The persuasive strategies used by advertisers who want consumers to buy their product can often bedivided into pathos, logos, and ethos. The campaign by Paco Rabanne utilises two of thesestrategies which include pathos aiming to evoke an emotional response in the consumer through the" euphoria of victory " as well as ethos by using a celebrity in the advertisement giving it morecredibility and appealing to the consumers (Bolatito, 2012). However it can be argued that finaladvertisement itself might not persuade the audience into buying the product but rather enforce thebrand differentiation. The use of content-controlled advertising matters in brand building as is theadvertisement can be viewed as a form of brand-sponsored communication (Reid, Luxton, &Mavondo, 2005).The campaign embraces Lavidge & Steiners Hierarchy-of-effects model which was introduced in1961 that is based on six steps, and just as other models must be completed in a linear manner(Figure 1). In contrast to the AIDA model which was introduced in 1925 consisting of just fourcomponents (raise awareness, stimulate interest, customer to desire and eventually leading toaction), the model by Lavidge & Steiners is more comprehensive and steps can be completedsimultaneously (Karlsson, 2007). However both models face criticism as not all consumers gothrough the liner steps in sequence and some consumers just have the initial impulse to buy theproduct (Karlsson, 2007). The marketing of Invictus appeals to all the various steps of the consumerdue to its integrated marketing communication campaign.Xxxxxx3.2Storyline and communicationLundqvist et.al., (2013), emphasizes on thepower of storytelling on consumer experiences.The research demonstrates how positive brand stories can be used to create and reinforcepositive brand associations. As audience is more likely to remember a story rather than afact as it evokes an emotion in them(Bolatito, 2012). In under a minute,Alexandre Courtès,
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