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Ideally, people wish to buy only the items that they need, thus, reducing expenses. However, as the list above shows (see Fig. 1), this is rarely the case since intended purchases are often coupled with spontaneous ones. To avoid the urge to buy a certain product that is marketed aggressively, one might consider several useful strategies (Attkisson, 2015). For example, one could develop the habit of asking oneself how badly one needs a specific product before buying it. Another approach could involve comparing the costs of buying a product versus the losses that could occur without the product in question. Finally, limiting the available cash and credit will be useful in reducing the extent of impulse purchases.
An ad placed on a soccer team player’s t-shirt can be considered a rather accurate example of an advertisement promoting a specific product rather aggressively and straightforwardly. Boss (2021, p. 315) provides a rather accurate example of the specified concept by portraying an advertisement of Vodafone’s services by depicting a soccer player wearing a red t-shirt with Vodafone’s logo. Remarkably, the ad does not use any scare tactics, nor does it substantiate its claim of Vodafone’s superiority in any meaningful way. Instead, the ad appeals to the audience’s propensity to succumb to group pressure by using the services that celebrities and fellow soccer fans support. Moreover, the ad implies the promotion of a healthy and sporty lifestyle since it is promoted by a soccer player, even though sports and health are in no way related to mobile connection (Czarnecka & Schivinski, 2019). Representing no other fallacies, euphemisms, analogies, or specific language, the ad states its message blatantly yet effectively, without any room for misunderstanding. Remarkably, the ad does not force the audience to make a decision but, rather, incites curiosity, which makes it especially powerful. Overall, the specified advertisement can be considered particularly successful.
References
Attkisson, S. (2015). Astroturf and manipulation of media messages. [Video]. YouTube. Web.
Boss, Judith. (2021). THiNK: Critical thinking and logic skills for everyday life (5th ed.). New York, NY: McGraw-Hill Education.
Czarnecka, B., & Schivinski, B. (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards and beliefs about advertising. Journal of Global Marketing, 32(4), 219-238. Web.
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