Advertising in Europe: Advertising as Communication / The World of Advertising
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Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7 (A-), University of Applied Sciences Worms (European Business Management), course: European Studies, language: English, abstract: For many years, beauty has been used as a marketing and advertising tool. In this essay Iwould like to explore the meaning and use of beauty in advertising, what the aestheticfunction of advertising means and how it is related to the persuasive function and theperlocutionary effect.Advertising uses beauty as a communication tool to increase interest in a c...
Essay from the year 2003 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7 (A-), University of Applied Sciences Worms (European Business Management), course: European Studies, language: English, abstract: For many years, beauty has been used as a marketing and advertising tool. In this essay Iwould like to explore the meaning and use of beauty in advertising, what the aestheticfunction of advertising means and how it is related to the persuasive function and theperlocutionary effect.Advertising uses beauty as a communication tool to increase interest in a company'sproduct or service through making it aspirational. The prevalence of attractive models inadvertising testifies to the general belief concerning their efficacy as a vehicle ofpromotion. Attractive models might be effective in altering individual's impressions ofproducts. Beauty can infer personal characteristics, abilities and motivations which cansupport the promotion of various products.The aesthetic criteria remain centrally relevant to many advertising decisions. Manyproducts have aesthetic components, most often by conscious design. In fact, countlessproducts are differentiated from others only on the basis of aesthetic criteria. This impliesthat aesthetic elements form important dimensions for information processing andattitude formation. Sometimes aesthetic motives may dominate, or even overwhelmutilitarian motives, meaning that sometimes aesthetic attributes may be determiningfactors in consumer choice.Beauty in terms of advertising is defined by adjectives such as attractive, good-looking,classy, sexy, elegant and pretty. Things are perceived to be beautiful depends on theperson you ask, because judgment of beauty is non-cognitive and is the pure feeling ofthe observer ('beauty lies in the eye of the beholder'). If somebody thinks that the productor person in the ad has features that fit my sense of beauty then this could lead to theperlocutionary effect. [...]
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