Various argue groups are targeted via different techniques. The project analyzes a total of ten advertisements to show how the principles of persuasive communication expounded upon in the course of study are applied to woo customers in various ways such as use of bias, emotional connect, and semantic slanting. The selection process involved perusing recognized ranking reports from trusted sources which took into account the ‘influence-quotient’ of a thumping number of airline advertisements.
Using these reports, a sample of thirty advertisements was cut out keeping in mind the persuasive communication put forward by them. Out of these, advertisements that displayed a crisp exhibition of creative ideas were handpicked for further analysis. The principles of persuasive communication were referred from the book on Managerial Communication by FRR. A. C. Assurance S. J. , which comprises various excerpts from books of prolific authors across nations.
The following points of persuasive communication were kept in mind while selecting advertisements: Advertisement should have a central appeal along with some secondary appeal(s) Focus of the advertiser must be on capturing and sustaining the attention of the ewers The ultimate aim of the advertising communication must never be lost sight of Persuasive appeals must be developed keeping in mind the target group The closing set of actions must redirect focus to the central appeal The study, thus, tries to provide a comprehensive analysis of the various persuasive techniques used in advertising industry in general, and the Airlines industry in particular.
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INTRODUCTION The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos. PATHOS: AN APPEAL TO EMOTION. An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money. LOGOS: AN APPEAL TO LOGIC OR REASON. An advertisement using logos will give you the evidence and statistics you need to fully understand what the product does.
The logos of an advertisement will be the “straight facts” about the product: One glass of Florida orange Juice contains 75% of your daily Vitamin C needs. ETHOS: AN APPEAL TO CREDIBILITY OR CHARACTER. An advertisement using ethos will try to convince you that the company is more reliable, honest, and credible; therefore, you should buy its product. Ethos often involves statistics from reliable experts, such as nine out of ten dentists agree that Crest is the better than any other brand or Americas dieters choose Lean Cuisine. Often, a celebrity endorses a product to lend it more credibility: Catherine Zeta-Jones sakes us want to switch to Automobile. A study based on these rhetorical strategies has been carried out to present an analysis of ten airlineadvertisements.
Various other techniques, some of which overlap with the aforementioned ones, such as Event Garden (the suggestion that the product puts the user ahead of the times), Weasel Words (Words used to suggest a positive meaning without making any guarantee), Magic Ingredients (The suggestion that some almost miraculous discovery makes the product exceptionally effective), Patriotism (The suggestion that purchasing a product wows your love for the country), Snob Appeal (The suggestion that use of a product makes the consumer part of an elite group) have also been studied and analyzed wherever applicable. EARLINESS ARGENTINES Mission Statement- To connect Argentinean and contribute towards the integration and economic and social development of our country, promoting the national territory as a tourist, cultural and business destination. Brief Overview – Earliness Argentines (Argentine Airlines) is the Argentina’s largest airline and serves as the country’s flag carrier.
Analysis of the Advertisement story is about two kids who follow the shadow of an airplane and the next day trap it in a tin to dream about where they could go. One boy was convinced that this plane could take them anywhere and protected the box with his life. Nobody believed him, until he release it in front of everyone when Officials in crisp uniforms persuade the child to let the people in the plane reach their destination on time which is what finally convinces him to ‘release’ the plane. The essence of the advertisement is the power to dream and imagine. The children are shown to be bemused by the shadow of an airplane and thus, they capture the shadow in a box showing innocence.
Their parent’s mock them of their act and laugh at them, but the children have self-belief and thus, start planning to roam around using the plane. Finally, the belief of the children proves to be true when really the officers of airlines come and gently request the children to release the plane so that they can fly the people who are struck because of unavailability of plane. Thus, at the end, it is shown that dreams survive and belief becomes true. Link to the ad- http://www. Youth. Com/watch? V=Vi3M3nQg7flJ How the Persuasive Communication Techniques are used The advertisement creates new way of thinking by showing the innocent belief of two children who believed that they could ‘capture’ a flying plane in a box and thus showcases the power of belief and will.
It evokes the 4 desire to think in a new direction by trying to look for different solutions and new ways of doing things and then chase your convictions. The central appeal of the commercial lies in its emphasis on the power of dreams, faith and imagination. The plane flies over the crowd Just as the child opens the box to ‘let the plane out’ giving the impression that it is flying out of the box. The secondary appeal is based on trust and efficiency. Officials in crisp uniforms persuade the child to let the people in the plane reach their destination on time which is what finally convinces him to ‘release’ the plane. It also shows a strong emotional connect which the airline tries to establish with its focus on customers and by gentle suasion.
The process of capturing the attention is achieved through the naive but powerful conviction of children who wish to catch a plane that is flying overhead as they believe that if they can capture the shadow in a box then that meaner that they have captured the plane as well. Then a series of successive phases are shown which all develop the core concept of belief, conviction, dreams, trust and faith. All of these are established completely one by one before going on to the next positioning. Thus, the persuasion is fully achieved after developing the mental phases completely. The opening of advertisement is made with concept of creativity, imagination and out of box thinking. Viewers are made to believe through successive phases that there is a message really worth viewing being delivered in the advertisement. Next, the viewer’s attention is focused on motive.
It creates an emotional connect with the viewer by creating the feeling of solidarity and generating inspiration through its ending quotation “This time those who believe are more right than those who don’t. In Earliness Argentina, we believed that we could make a different airline and we did. ‘ The message conveyed through these lines is that the airline stands out from the rest. Next, the persuasive appeals are developed using emotional suasion. The viewer is bound to make an emotional connect with the airlines. It evokes a desire to think in that manner by connecting everyone emotionally. The appeals are made through following scenes . A boy’s shadow chasing the shadow of the plane which is Just within his reach’. 2. ‘Trapping’ the shadow of the plane in a box. 3. Releasing’ the plane in front of everyone and the shadow of the plane passing over just at that time making it seem as if it is coming out of the box. Finally, the final phase of persuasion is achieved by summarizing the whole message by showing a scene of emotional connectivity and triumph of the believers at the same time. 5 AIR INDIA Mission Statement – To become a globally competitive airline and transform the travel industry in India while working as an instrument for achieving self-reliance in delivering air travel packages, implementing and maintaining the standards and diversifying to related areas. Brief Overview – Air India is the flagship airline of India. It is a part of the government owned Air India Limited (AIL).
The airline operates a fleet of Airbus and Boeing aircrafts serving Asia, the United States, Europe and Australia. Air India, the premier flight carrier of India is one of the most extensive flight service providers in India. It was founded by J. R. D. Data in 1932 when the aviator Unveil Vincent had an idea to run mail flights from Bombay and Colombo that connected with the Imperial Airways flights from the United Kingdom. He found a supporter for his plans from J. R. D. Data of the Data Iron and Steel Company. After three years of negotiations Vincent and Data won a contract to carry the mail in April 1932 and in July 1932 the Aviation Department of Data Sons was formed.
Analysis of the Advertisement – The advertisement shows a girl child sitting next to a gentleman who is seemingly unmindful of the airline’s safety guidelines. The child prompts him to put on the settable and eventually guides him through all the seating features of the airline while the gentleman feigns ignorance. The child falls asleep during the course of the flight when a stewardess approaches the man addressing him as “Captain” and asks whether he is comfortable or not. The Captain asks for a blanket for the sleeping child. The advertisement ends wit India. N the slogan Mimi are amongst your own” Witt The advertisement with endearing image of the child sleeping on the captain’s lap has won many accolades and captured the imagination of viewers.
How persuasive communication techniques are used in the advertisement – The Air India advertisement aims to create in the mind of the customer an image of n airline that takes “customer-friendly’ to an all new high of “individual care”. It attempts to change the customer’s perception of comfortable travel and brings forth a new way of thinking when it comes to comfort and service in an airplane. It showcases the airline as an experience that makes the customer totally comfortable so much so that even a child feels at home. Air India has in recent times lost the trust it had won from the customers. It was not able to cope with the competition from the other private players in terms of the services offered, smooth travel experience and professionalism of staff. Given this aground the customer needs a strong motive to return to the national airline.
This advertisement gives the customer food for thought to consider the airline as a travel option and a great experience once again and gently persuades the customer that the airline cares deeply about the safety and comfort of the customer. The central appeal of the advertisement as being “one of your own” is communicated through the caring nature and the humility of the staff, from the captain to the stewardess. It highlights the fact that the entire staff on board takes utmost care of the customer’s safety and comfort, even when he or she is unmindful of it. The secondary appeal of the airline lies in the professionalism of the staff as communicated through the advertisement. The attention of the audience is caught by the unique expression of the child showing her disdain at the lack of the gentleman’s knowledge of airline safety.
The viewer is intrigued and follows the child as she demonstrates to the gentleman the various features of the seating. This sustains the attention of the user till the end as we discover that the gentleman is the captain of the airplane. The advertisement’s persuasive appeals are developed as the film progresses. 2. . The child’s endearing way of guiding the gentleman next to him makes an emotional connect with the viewer and evokes a smile from him/her. The gentleman’s feigns ignorance thus giving the child ample opportunity to showcase her level of comfort with traveling in the airplane which persuades the viewer about the user friendly facilities on offer.