The first add from Synsam is using the principle of scarcity. The underlying message is buy now and get a huge discount.
This ad is probably targeted towards all kinds of people
with a vision problem nomatter of age since there is different versions with
different models. I think that it will probably work to attract customers that
need new spectacles to go to this company instead of a competitor. I do not
think that it will get a person that is not looking for new spectacles to byu
new ones though since you only get 50% of on the frames when you buy complete
spectacles. The price for complete spectacles will cost a substantial sum, and
is not something that you buy spontaniously.
The “stamp” below is using the principle of social proof. We tend to like the things that others like.
IF: “Sweden´s most satisfied customers.”
The underlying message is that others are satisfied with this company and
therefore you would be able to be that to. It will probably help the company in
a situation where a customer is comparing two similar insurance companies and
the other does not have this “stamp”.
The next add is using the principle of authority.
NORVITAL: “Proofs: The product against
hereditary hair loss helps.” Associate professor Jonas Muntzing: The amount of
hairs increased after the treatment.
The underlying message is that an associate
professor has commented the test and therefore the test is valid. The ad
doesn´t say anything about how the test
has been performed, how many it has helped, who it has helped and so forth. I
think that this add will work very poorly. What might work is that the ad in
itself create awareness of the product.
Good examples of some of the principles of persuasion in ad´s. Seems like the principles of scarcity, liking and authority are quite common when it comes to advertising.
SvaraRaderaHi!
SvaraRaderaI also think you have done a great job applying the principles of persuation on these three ad´s. It´s intersting how we willing we are trusting an ad by just putting a face of some doctor telling us this is good ;)
I fully agree with your conclusion that the Norvital advertisement probably won't be very effective. The professor in the picture still does not have much hair. Did he gain like two new hair straws, or what?!
SvaraRaderaI think most readers would see through this add and not believe in his authority as a professor. It might just as well be any model.
When actually googling his name (out of curiousity) I learn that Docent Jonas Muntzing is working with cancer and tumor biology. An important work indeed but it has nothing to do with the question at hand.
Hi Gabriella,
SvaraRaderaI too think you have done a very good job to analyze these three ads connected to the principles of persuation.
Could agree with Ann-Charlotte though, a bit strange using a professor with no hair in the ad for hair treatment... But I wonder - when doing ads for medicine - I think the most important thing is that the man/woman on the picture look credable, they doesn´t necessarily need to be "attractive"? It´s another thing with for example make up and skin care - there you sell on beauty. Don´t know if you agree?..
But as said - in this case it was quite funny that the bold professor make PR for hair treatment. :)