Advertising Beguiles

Advertising beguile is a Distinctive claim of advertising. Creating advertising beguile for a product or service begins with identifying a reason for customers to purchase it. Advertising agencies then build advertising campaigns around this beguile. Beguiles are of various types, they change according to products, services, customers & their needs and current market conditions. Following are the majorly used types of beguiles.

Fear

Fear beguiles are focused on obstructive or worrisome outcomes that may happen because of doing it or not doing it.

  • Fear factor is isolation, customers are pushed to consume a product or service to avoid isolation from others because of poor hygiene. Deodorant and toothpaste certain clothes, gadgets or trendy items advertisements are generally presented with this fear
  • Fear beguiles work when the recommended / promoted action is specific, effective and plausible as government agencies beguile to an individual’s fear of death or imprisonment to prevent drinking and driving
  • Advertisers use fear beguiles to promote an immediate actions to be taken such as eating healthier or not smoking but at the same time advertisements targeted toward smokers can’t be effective if the person believe that smoking is impossible to quit

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Humor

Humor beguiles make people guffaw and create an emotional link with the product / services. Well illustrated humor beguile enhances reminiscence, evaluation and the desire to purchase the product. Advertisers link the products and services with the humor.

  • A humorous insurance ad hits the mark when it shows the customer why insurance is necessary and beneficial
  • Using humor at the expense of one group may lead to bitterness, senior citizens may feel aggrieved about a product that portrays them as ill-tempered, while women may not buy a product that portrays them as overbearing
  • Humorous advertisements work best with well-established and frequently purchased products like cellphones, fast food & alcoholic beverages

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Rational

Rational or logical beguiles focus on the customers need for feasibility and practicality in a product. Advertisers broadcast this message by focusing on product or services advantages, characteristics and cost. These advertisements tell customers the benefits associated with the consumption. The Marketer then provides proof to back up the claims.

  • An automobile advertisement focuses on fuel efficiency, cost and mileage to reach consumers who want an economical, reliable vehicle
  • Household appliance manufacturers put prominence on characteristics that lower home utility costs and protect the environment
  • Business-to-Business promotions are better suited for rational beguiles

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Sex

Sex beguiles capture attention, but on rare occasions promote product utilization. Effective sex beguile ads convey a specific message to the target demographic group.

  • Beer advertisers often use sex beguile to promote their product to men. Generally scene involves some young, ordinary looking men in a bar. The man purchases beer and gain attention of a magnificent young woman
  • Fragrance products use sex beguile to convey romance to men by indicating the use of the product will help him find or attract the woman of his dreams. Generally done by showing the man spraying the incense and then he gets overwhelming attention of an attractive female who passes him around

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Bandwagon

A bandwagon beguile makes people believe that they lack in addressing the consumer’s need to belong. Beguiles to a person’s esteem are common in fitness & beauty commercials, where the advertiser suggests people feel better about themselves after using a product.

  • Food and drink ads show hip young adults enjoying a product/service and avoiding the individual who chooses the less popular product/service
  • Medical products show consensus by indicating various medical professionals who support the particular company or product. A cold medicine advertisement may say, “9 out of 10 experts recommend this product” to show product efficiency and trust
  • Cellphone providers and automobile dealers give sales and user statistics to indicate why their products/services are more preferred. Message promotes purchase of products because everyone does. If executed properly, the customer will purchase the product

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Advertisers can easily curate beguile if they can figure out mathematics and logic behind The need for sex, for affiliation, to nurture, for guidance, need to aggress, to achieve, to dominate, , for attention, for prominence, for aesthetic, for autonomy, to escape, to feel safe and physiological needs: food, drink, sleep, etc.

Vishal Patil

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