The message the advertiser wishes to communicate in the TV advert is that the new song is exclusive, it is affordable, and it comes with other incentives that the viewer will not get elsewhere. In the website advert, Dolan Jewellers wants the consumer to know that they have a moving sale, there are special offers, and time is running out for those who have not bought anything yet.Research has shown that emotional and psychological messages resonate more with customers than feature and function advertising. In general, adverts that have an emotional or psychological content are more effective compared to ones that are blunt and bland. Advertisers have long comprehended the power of psychological and emotional messages, and have exploited it to prick consumers’ mental and emotional consciences (Fulgoni & Morn, 2009:134). In the TV advert, the advertiser uses the concept of bonus to resonate with the psychological needs of consumers. It is well known that consumers like offers, especially ones that involve bonuses. The marketer lets viewers know that buying one copy of the song guarantees them a 20-minute DVD and 2 free audio tracks. Consumers love free things, and the advertiser knows this (Cristiano, 2012:21). In the website advert the lines “moving sale,’ “everything must go” and “special offers every week” send a psychological message to the viewers that acting slowly will result in missing out on cheap jewellery. Psychologically, consumers do not like missing out on things that are available only to spend more on them later. The advertiser knows this and uses it to good effect.Studies have shown that customers tend to doubt marketing messages. One way marketers enhance credibility is to highlight their products’ flaws (Rubinson, 2009:220). This lets consumers know that the product has its own challenges but this makes it better instead of worse. Honesty breeds trust; trust allows marketers to sell. Both the TV and website advert do not use this strategy.Consumers have limited slots for goods and services, so it is important for marketers to ensure that their products occupy not just a slot, but the best slot (Wiedemann, 2009:45). Marketers also work to ensure that their products and services occupy a vital position in consumers’ minds. This strategy is not employed in both adverts.Self-esteem sits close to the apex of Maslow’s hierarchy of needs pyramid.
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