Introduction
The advertising industry has played an essential role in shaping consumer behavior and with advertisement serving as the primary way for companies to draw in customers it has greatly affected society in many different positive and negative ways. Advertisement has many different goals, one of them is to attract customers so they to purchase a product from a company for them to profit, another goal is selling lifestyles, for example, there can be advertisements about veganism and how being vegan is good for you. The advertising industry can do this in many ways, for example, according to visualcommunicationguy.com there are over 20 different ways that advertisement companies can appeal to their customers, one” bad” way is feal appeal, described as specifically appealing to a person’s fears to encourage them to buy or act. The goal of the fear appeal is to cause someone to fear an outcome or response if they don’t buy a product or act in such a way as to reduce risk. This tactic can cause mass panic amongst society and can negatively affect society at large. However, there are still “good” ways that advertising companies can attract customers, for example, advertisement companies can use humor appeal according to visualcommunicationguy.com humor appeal can appeal to a person’s sense of humor. Because most human beings like to laugh, humor is an effective appeal for grabbing attention and helping people remember and share information about a product or idea. The goal of humor is to help build a positive association with a product, service, or idea.
image source: https://repository.duke.edu/dc/adaccess/T1739
Body
The advertisement I picked is called “Where do they come from? Where do they go?” it's an advertisement about trans-Canada airlines, encouraging people to fly with them. This ad is from 1951 when air travel was becoming more accessible to the middle class. The Cold War and post-WWII economic boom shaped attitudes around national identity, mobility, and technology. Canada, like many countries, was also asserting itself on the world stage through their technological innovations. The main appeal that is being used with the ad is adventure appeal, according to visualcommunicationguy.com adventure appeal can be described as appealing to a person’s sense of adventure and excitement. The goal of the adventure appeal is to make people feel like the excitement, action, entertainment, and sense of adventure will be enhanced if they purchase or use a product or service. The advertisement makes an adventure appeal because it shows all the different countries you can fly to with Canada Airlines.
Body
The present ad I picked for Canada Airlines is called “Your World Awaits,” there are many similarities and differences between the two ads, one of the similarities between the two ads is both appeal to adventure, the historical ad appeals to adventure because it shows all the places you can go with Canada airlines, the modern day ad appeals to adventure because its telling the viewer that there are 175 horizons or places that Canada airline can travel to today and for the viewer to expand their “horizon.” A difference between the two ads is the historical ad is meant to show national pride with the only highlighted text saying, “The big one with the Maple Leaf comes from Canada,” showing that Canada is a leading country in the industry back in the day, compared to the modern-day ad where it’s not tailored to anyone, showing that it’s meant for everybody.
Image source: https://www.creativebloq.com/news/tech-spoof-ads
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