In this article written by Edward F. Mcquarrie and David Glen Mick it tries to find through research if there is any difference between simple and matter of a fact and complex and as the writers say, “Artful” rhetorical figures in advertising. While there are other types of use when talking about rhetorical figures in advertising the writers of this article chose to focus on text. This is a consumer research paper on how people view text ads. Mcquarrie and Mick believe that this type of research has been long over looked when talking about the “appropriate text-centered terminology and without access to necessary conceptual tools(e.g., deviation), the longstanding and widespread use of rhetorical figures in advertising has been simply over looked in consumer research.” So what is a rhetorical figure? Well it is a artful deviation in the form taken by a statement. What I believe it means is that it is the description of a product in a text only Ad. So, the question is which is a better way to go about describing your product when producing a type only ad, colorful and complex or just as simple as you can get it. The research in this article is very complex and is broken down into many different categories with the difference really being complex description and the other being rather simple. The difference between the two in the research provided is really divided evenly. Which do you think would be more evective when making a advertisment in text form only?
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If an ad is going to be in text-form only, it has to be somewhat complex to catch a consumer's attention. Most humans are visual creatures; therefore, an ad without a picture is not going to attract a consumer unless there is something special, unique, and memorable about the text. If an ad uses a rhyme or a pun within it, a consumer is more likely to remember the product, along with actually wanting to buy it. Jingles or catchy phrases and sing-a-longs are extremely good examples of rhetoric in advertising. While simplicity usually works best in most cases, it does not work best in this instance. A product described in boring, plain text will just not catch a consumer's eye or persuade him or her to make a purchase.
ReplyDeleteI agree with Janelle, only I think I would begin with more simple rhetoric and build to a more complex level. Some people are easily confused when bombarded off the bat with complex language. I think it would be more effective to build to one's complex rhetorical strategy. But Jannelle is definitely right--the jingles generally work quite well for advertising, and the ad would not accomplish its task without complex rhetoric.
ReplyDeleteI know nothing of advertising except that good looking women in a beer commercial seems to be popular. With this being said, there is something to the fact that this visual stimulation seems to sell beer. People are usually visually stimulated. If I was in charge of advertising in a company, the focus of my advertising would be on visual stimulation. I also think that rhetoric advertising such as funny slogans or jingles are appropriate in some advertising. When you can couple a unique visual display with a rhetoric advertising device, you have something. As far as the what is the most effective text only advertising, I would say there are no such ads. At least, none that I have seen.
ReplyDeleteText-only advertising depends on an intellectual appeal compared to the more visceral prompts using audio and visual cues. A text-only ad has its greatest impact when you want to carry a thoughtful argument on a complex topic. This is why they are so seldom used. They do not have a "shiny toy" stimuli that appeals to basic instincts and primal needs. In a sense, a newspaper editorial is a prime example of a text-only ad. It is selling a position and requires an element of mental work by the reader. That is why more newspapers have a comics section than an editorial page. Most advertisers are afraid to risk the success of their message on the mental acumen of their target audience, which is why advertising is generally a lot of bells, whistles and hot girls in beer ads.
ReplyDeleteI think that we are so used to visual ads that if a text-only ad would come into play, people would just ignore it. An ad has to catch a consumer's attention. Though some people may be capable of paying attention and comprehending an ad that is complex, a company has the consideration of all consumers and to make things easier for consumers. This is the end would bring more revenue.
ReplyDeleteText-only ads are much harder to pay attention to and grasp. People do not like to read. They would rather have everything explained for them and to passively receive the information being given to them (for instance, TV shows). To make a text ad work, I think you not only have to make the ad itself interesting and poignant, but you also have to make the text visually appealing. The text itself can't be New Times Roman point 12 font. It has to be something that attracts attention because ads are all about visuals (text-only and not). For instance, with the "Red" ads that say, Be Prepa(red). That is a visually appealing ad through text because of its unique use of the word "red" in the slogan. Often you have to think in those ads as well, which helps the consumer feel like a more intimate part of the advertising.
ReplyDeleteText only ads would grab my attention a bit just because I would be curious as to why this particular ad decided not to use and photos. Obviously, it is less appealing but I feel that if a company does do that, it is done in a tactful way.
ReplyDeleteSimplicity is usually better when it comes to advertisements for CERTAIN objects or subjects; however, in a text-only advertisement it needs some complexity to catch the readers' attention and entice the reader to WANT to read it. It depends on what the advertisement is for. If it is directed towards younger consumers, then stimulation is a must. An older consumer would be more likely to read a simple ad if the product being advertised is something he or she needs, whereas a younger consumer, unfortunately, will usually choose a product that has the best attention grabbing advertisement.
ReplyDeleteI agree with Janelle and Mike's words. Instant gratification and demand for time make people less likely to want to read anything, especially if they have the option of seeing it in a more visually pleasing, quicker form. What I'm saying then is: would you rather read an ad describing how if you buy his beer, you'll get attractive women and excellent adventures? Or would you rather see a picture of this and the text below saying what beer this is (and/or easy to remember slogan)? Most would go with the second option, because as they say "A picture says a thousand words". An add that just relies on text needs to be very well done in order to work, and that's often harder than companies want to attempt I think.
ReplyDeleteWhich do you think would be more effective when making a advertisement in text form only?
ReplyDeleteI think that the most effective way to go about it, is to use both bold, colorful text, and short and simple phrases. Majority of the time, when I see a AD I am on the go, walking around, in the car etc so I don't have time to sit down and actually read what the Ad says. A lot of the times anytime I see Ad with lots of words I just pass by it or do even look at it. Ads need to be able to grab the readers attention in a short amount of time.
I believe that we as people are use to looking at visual ads that a text ad would get looked over, just because we would have to read it and actually think about what the ad is saying. If using a text ad, then it should be colorful and loud to look at. The ad would have to catch a person's eye just for him/her to read it.
ReplyDeleteI sort of agree with Tashina. I have found myself ignoring or overlooking ad's with just text on them. I usually will read the first couple of sentences and if they are not interesting, I often won't continue to read if It's not interesting or doesn't grab my attention. I think if it is only going to be text it needs to highlight or show that some things are more important than the other because then I'll feel like It's pointless to read; maybe making a specific part with larger text or bold it. I think that would make it more effective.
ReplyDeleteA text only ad would grab my attention for maybe a minute because I would want to know why this company didn't include pictures. I do not think that I would remember the ad for very long because it did not have pictures. I am a visual person and if an ad or commercial is interesting, I will remember it for a long time. However, I do believe there are certain things the company can do to the text to make the ad stand out.
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