For many years, beauty has been used as a marketing and advertising tool. In this essay I
would like to explore the meaning and use of beauty in advertising, what the aesthetic
function of advertising means and how it is related to the persuasive function and the
perlocutionary effect.
Advertising uses beauty as a communication tool to increase interest in a company’s
product or service through making it aspirational. The prevalence of attractive models in
advertising testifies to the general belief concerning their efficacy as a vehicle of
promotion. Attractive models might be effective in altering individual’s impressions of
products. Beauty can infer personal characteristics, abilities and motivations which can
support the promotion of various products.
The aesthetic criteria remain centrally relevant to many advertising decisions. Many
products have aesthetic components, most often by conscious design. In fact, countless
products are differentiated from others only on the basis of aesthetic criteria. This implies
that aesthetic elements form important dimensions for information processing and
attitude formation. Sometimes aesthetic motives may dominate, or even overwhelm
utilitarian motives, meaning that sometimes aesthetic attributes may be determining
factors in consumer choice.
Beauty in terms of advertising is defined by adjectives such as attractive, good-looking,
classy, sexy, elegant and pretty. Things are perceived to be beautiful depends on the
person you ask, because judgment of beauty is non-cognitive and is the pure feeling of
the observer (‘beauty lies in the eye of the beholder’). If somebody thinks that the product
or person in the ad has features that fit my sense of beauty then this could lead to the
perlocutionary effect. [...]
Table of Contents
Section One – Advertising as Communication
Does beauty really persuade people to buy?
Section Two – The World of Advertising
Essential skills for advertisers or people working in the advertising industry
Objectives and Topics
This work explores the intersection of psychological triggers and professional requirements within the advertising sector, focusing on the role of aesthetic appeal in consumer behavior and the essential skill sets required for a successful career in the advertising industry.
- The aesthetic function of advertising and its impact on the perlocutionary effect.
- The influence of beauty as a marketing tool and its limitations in consumer decision-making.
- Distinction between innate qualities and learned professional skills in advertising careers.
- The role of creativity, communication, and strategic thinking in various advertising roles.
Excerpt from the Book
Does beauty really persuade people to buy?
For many years, beauty has been used as a marketing and advertising tool. In this essay I would like to explore the meaning and use of beauty in advertising, what the aesthetic function of advertising means and how it is related to the persuasive function and the perlocutionary effect.
Advertising uses beauty as a communication tool to increase interest in a company’s product or service through making it aspirational. The prevalence of attractive models in advertising testifies to the general belief concerning their efficacy as a vehicle of promotion. Attractive models might be effective in altering individual’s impressions of products. Beauty can infer personal characteristics, abilities and motivations which can support the promotion of various products.
The aesthetic criteria remain centrally relevant to many advertising decisions. Many products have aesthetic components, most often by conscious design. In fact, countless products are differentiated from others only on the basis of aesthetic criteria. This implies that aesthetic elements form important dimensions for information processing and attitude formation. Sometimes aesthetic motives may dominate, or even overwhelm utilitarian motives, meaning that sometimes aesthetic attributes may be determining factors in consumer choice.
Summary of Chapters
Section One – Advertising as Communication: This chapter analyzes how aesthetic appeal and the representation of beauty influence consumer perceptions and the effectiveness of advertising messages.
Section Two – The World of Advertising: This chapter evaluates the combination of innate personal qualities and acquired professional skills necessary for individuals to succeed in various advertising and marketing roles.
Keywords
Advertising, Beauty, Communication, Perlocutionary Effect, Aesthetic Function, Consumer Behavior, Marketing, Creative Skills, Professional Development, Brand Management, Art Direction, Strategic Thinking.
Frequently Asked Questions
What is the core focus of this work?
The work examines two distinct but related facets of the advertising industry: the strategic use of visual beauty to persuade consumers and the professional requirements for a career in the field.
What are the central themes discussed?
The central themes include the relationship between aesthetic presentation and consumer choice, the limits of emotional persuasion, and the balance between natural talent and professional training for advertising practitioners.
What is the primary goal of the author?
The primary goal is to investigate how advertising functions as a medium of communication and to define the essential competencies required by professionals to navigate this dynamic and creative business sector.
Which methodology is employed in this text?
The author employs an analytical and observational approach, drawing on marketing principles, psychological concepts regarding perception and attitude formation, and professional experience within the industry.
What is covered in the main body of the text?
The text covers the role of "beauty" in consumer decision-making processes, the differences in advertising for consumer versus non-consumer goods, and a detailed breakdown of the skills required for roles like art directors and copywriters.
Which keywords best describe this study?
Key terms include Advertising, Beauty, Consumer Behavior, Aesthetic Function, Professional Skills, Marketing, and Communication.
How does the author define the "perlocutionary effect" in this context?
The perlocutionary effect is defined as the successful outcome of an advertisement, where the viewer is influenced to take action and purchase the advertised product or service.
Why does the author differentiate between consumer goods and industrial products?
The author distinguishes between them because consumer goods rely heavily on emotional and aesthetic triggers, whereas industrial or non-consumer goods are primarily driven by rational details, price, and functional specifications.
- Quote paper
- Silke Tischendorf (Author), 2003, Advertising in Europe: Advertising as Communication / The World of Advertising, Munich, GRIN Verlag, https://www.grin.com/document/16373
