Communication
Is it a best buy?
Your lying down on the couch, watching your favorite Sunday television show where all of the sudden, a loud commercial comes on the screen. Companies use television commercials as a way of advertising their products and themselves. However, not every commercial is successful in getting the attention of its audience. A company has to successfully use persuasion techniques in order to win over the people watching the commercial. During the time of the 2013 Super Bowl, Best Buy premiered a commercial called Asking Amy. By using the correct persuasion features for this commercial, Best Buy was able to achieve its goal of persuading its target audience.
Best Buy is a very large consumer electronic store carrying products that range from computers, all the way to home appliances. As of recently however, Best Buy has fallen victim to what is known as Showroming. Brad Turtle from Time Magazine stated that showrooming is “When a consumer inspects merchandise in a physical store and later purchases it online for less money” (Tuttle, 2012). To counter this new trend amongst consumers, Best Buy realized that they must put out a commercial to attract the eyes of its consumers and get people to buy from the store. In Best Buy’s Asking Amy, the target audience was people who probably do not shop at Best Buy that often but more specifically, those who are not as technologically sophisticated (or tech savvy) and those from an older generation who would understand the role that Amy Poehler, the main character, has played in comedy throughout the years (As in watched her from the beginning since SNL). With that, let’s dive into the first persuasive technique used to grab the attention of the target audience, the use of a celebrity.
Celebrities can be seen in commercials all the time advertising a product. From endorsements, to showing off new lines of makeup, celebrities seem like an easy way to pull in customers. However, it takes a lot more than just
Your lying down on the couch, watching your favorite Sunday television show where all of the sudden, a loud commercial comes on the screen. Companies use television commercials as a way of advertising their products and themselves. However, not every commercial is successful in getting the attention of its audience. A company has to successfully use persuasion techniques in order to win over the people watching the commercial. During the time of the 2013 Super Bowl, Best Buy premiered a commercial called Asking Amy. By using the correct persuasion features for this commercial, Best Buy was able to achieve its goal of persuading its target audience.
Best Buy is a very large consumer electronic store carrying products that range from computers, all the way to home appliances. As of recently however, Best Buy has fallen victim to what is known as Showroming. Brad Turtle from Time Magazine stated that showrooming is “When a consumer inspects merchandise in a physical store and later purchases it online for less money” (Tuttle, 2012). To counter this new trend amongst consumers, Best Buy realized that they must put out a commercial to attract the eyes of its consumers and get people to buy from the store. In Best Buy’s Asking Amy, the target audience was people who probably do not shop at Best Buy that often but more specifically, those who are not as technologically sophisticated (or tech savvy) and those from an older generation who would understand the role that Amy Poehler, the main character, has played in comedy throughout the years (As in watched her from the beginning since SNL). With that, let’s dive into the first persuasive technique used to grab the attention of the target audience, the use of a celebrity.
Celebrities can be seen in commercials all the time advertising a product. From endorsements, to showing off new lines of makeup, celebrities seem like an easy way to pull in customers. However, it takes a lot more than just
References: Kamins, M. A. (1989). Celebrity and noncelebrity advertising in a two-sided context. Journal of Advertising Research, 29(3), p.41 Perry, S. D., Jenzowsky, S. A., King, C. M., Yi, H., Hester, J. B., & Gartenschlaeger, J. (1997). Using humorous programs as a vehicle for humorous commercials. Journal of