What message do we think is conveyed through advertisement?
Answers
Card Stacking
The concept of card stacking advertising simply means comparing two similar products in such a way that the consumer picks the better product. For instance, a particular laundry treatment product is advertised to whiten and brighten better than the competition because of the active cleaning ingredients. The advertisement may also target other audiences with claims of one product being more environmentally safe than the other product or fewer harsh chemicals in the ingredients. An advertising agency may design an ad campaign that targets two or more consumer markets by the choice of features compared in each product. The Federal Trade Commission requires advertising claims to be truthful.
Bandwagon
Bandwagon advertising represents the product brand as the one product that all the in-the-know consumers are buying. Often referred to as a propaganda technique in advertising, the consumer faces the suggestive idea that everyone is using a particular product or brand. It is possible for this type of advertising to backfire when the targeted group of consumers pride themselves on free thinking and independence. Bandwagon advertising may use paid spokespersons, such as actors or professional athletes, to entice the consumer to purchase the product