The average American is exposed to around three hundred advertisements every day. Half of the time we do not even realize we are seeing these ads. Advertisers have become desperate and are placing advertisements everywhere that they can from the backs of cereal boxes, before YouTube movies, and even on HD computers at the checkouts in stores. If advertisers want to keep the consumer intrigued and interested in their products they need to be constantly innovating and making their advertisements more and more creative. In this day in age consumers are always expecting something new and exciting, and marketers are expected to provide those ads.
One way that advertisers are keeping up with the people today is using sex in advertisements, I feel like I have concentrated on this a lot but it’s too big to ignore. Think about how many perfume, clothes, make-up, and even lotion advertisements don’t make you feel sexy after seeing them? Some advertisers have even gone so far to incorporate sex in an ad that has absolutely nothing to do with sex. Dentine Ice gum company shows ads for their product and in the end many people end up kissing and falling in love, just from a simple piece of gum. It is incredibly unrealistic.
Another creative technique advertisers use is a constant visual symbol. This visual symbol appears in all their ads whether is be a commercial, newspaper, or magazine advertisement. These visual symbols often create an association for consumers to think of when they hear that company’s name. This is a simple yet very effective technique to get consumers to remember their company and the different products that that company can offer to its consumers. Along with creating that memory in consumer’s heads it also creates a way to generate new consumers. Every time a person see’s an ad with this visual symbol they notice it and the more they see this symbol the more they will remember it and soon associate it with the company. Many companies are famous for this. Geico has the talking lizard that almost every person recognizes as the “Geico Lizard”. Progressive Insurance has their spokes women Flo who notoriously sells people the best deal they can get when using Progressive Insurance versus another company. The General Auto Insurance has the man “The general” dressed up as a military general who is always also saving people money on thegeneral.com. Even clothes companies have small logos that are meant to be discreet yet everyone knows what it means. On all Hollister clothes they have the red seagull in a viable location, Lacoste has an alligator in the same place, Abercrombie and Fitch has a moose, and Aerepostale has a butterfly. Just by simple looking at a plain white t-shirt someone is wearing, by what animal you see on his or her shirt you can tell exactly what company that shirt is from. Many people buy plain white t-shirts, that are often more expensive, just because of the dime sized logo on the shirt. It is a way for a consumer to show off the brand.
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| Notice the Moose Logo on this Abercrombie Shirt |
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| Notice the Alligator logo on all these Lacoste Shirts |
One of probably the biggest creative trends today in advertisements is celebrity endorsing. So many people in our society today are obsessed with Hollywood and all the famous people that come along with it. Cover girl is famous for using up and coming country singer Taylor Swift to wear their make-up and say that she wears it in their telavision ads. Weight Watchers is famous for using newly smaller Jennifer Hudson in their ads to promote weight loss. People see how much weight she lost and they assume since she is on the Weight Watchers ad she lost all that weight with Weight Watchers and many people join in the hopes that they will look like her. The same goes for the makeup ads that have Taylor Swift, and even Queen Latifa to endorse their line for African Americans. Advertisers will always continue to get the newest celebrities to endorse their products in the hopes that most consumers will want to use their products.
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| Queen Latifa Cover Girl Magazine Advertisement |
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