How Ads Reveal the Intended Audience

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The biblical injunction "Seek and you shall find" takes on a new meaning when we are in the market for a product or have a problem that could potentially be remedied by a product. Have you ever noticed that when you have a cold, television and radio are filled with ads for cold remedies? And when you are trying to determine which car to buy, the number of automobile ads seems to increase? When we are troubled by a problem or an unmet need, we become information seekers about that problem or need. Communication that was always in our environment suddenly becomes relevant, and we recognize it and attend to it. We seek information to help us make Clearance MBT Shoes a decision. At the same time, the presence of the information assures us that our problem is not an imaginary one and that the problem is important. Ads about our problem tell us that it is a real one, that it is significant, and that we are justified in being concerned about it.

We also seek information once the decision to purchase has been made. After the decision, however, the reasons for seeking the information change. Before the decision, we seek information comparing products, arguing the unique benefits of one over the other. After we have purchased the product, we seek information to assure ourselves that the decision was a wise one. In these two instances, we function as active communication participants: we seek information.

Often, however, we are passive receivers of information. We are frequently receptive to information and willing to become involved in the creation of messages about products when we are not deliberately seeking certain types of information. How do advertisers alert the passive receivers that a product is designed for them?

In some cases, the identification is visual. In 1995, Domino's tried to increase its share of the $18.6 billion a year pizza market with ads featuring three thirtyish male football fanatics. At the center of the ads is Gus, his baseball cap turned backward on his head, who is both a wise guy football expert and an expert at ordering and eating pizza. The ad indicates not only that it is seeking thirty-something male customers but that it is trying to increase the number of orders it gets during football games. The ads were slated as part of the chain's sponsorship of the NFL Live "Halftime Report."

Other ads telegraph their audience both visually and verbally. If an ad says, "Trabo, the fun game for the whole family," and shows a mother, a father, a boy, and a girl playing a board game, that ad is not soliciting the attention of single adults. Although single adults might buy the product, the ad is picturing youngsters and their parents as its prime audience. The tone of the ad—the laughter, the upbeat music, the good-natured comments among participants—may also be speaking to those in the audience who view recreation as a social rather than solitary MBT Shoes activity, whether they identify themselves with the family in the ad or not. But the ad is clearly not speaking to the single adult whose idea of an enjoyable evening is dancing into the wee hours of the morning at the hottest nightspot.

By showing the game being played by children with adults, the advertiser is also establishing that this is a game better suited for both children and adults than for adults alone. It is not a game too difficult for children; moreover, it is not rated X. Yet it can be played with satisfaction by adults and children. Many products, from toothpaste to breakfast cereal, can be used both by children and adults.

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