The ability to create eloquent situations and masterful scenarios has become extremely popular in advertising. Writers have gotten so creative with their forms of advertisement that it has begun to spill over into the creativity of the consumers.
Rosengren (2013) found that
More speci?cally, our investigation suggests that, by way of increasing
consumers'" processing and priming their own creativity, advertising
creativity bene?ts consumers by making them better at creatively solving
unrelated tasks. But, as our third study ?nds, it can also allow them to
derive greater value from the context in which they take part of the
advertising. In enhancing the processing and perceived value of the media
context, advertising creativity could thus bene?t both consumers and media
The opportunity of inadvertently helping the consumers is a relatively new idea but has been highly received and strongly recommended. Now that companies and advertisers are aware that there have been other effects to their ads they now strongly urge that advertisers shy away from anything that may have an unwanted negative effect on the viewer. The idea that advertising can help others become creative and successful is an exciting one and a local Tulsa company does an excellent job in leading the way. Tulsa Video Magazine (TVM), tulsavideomagazine.com, is locally run in Tulsa, Oklahoma by Gabriel Sanchez and his father Troy Sanchez. The company focuses on discovering new and exciting things about Tulsa and bringing attention to those events, attractions, and businesses. Tulsa has a plethora of events that are conducted each year, it has a number of sporting events that are fantastic but relatively unknown, and so many attractions that do not get nearly the publicity they deserve. These attractions range from the Mardi Gras event held in Tulsa to the local parks and what all they have to offer. TVM also finds local businesses and helps promote them on their website, they interview the business, video some of the day to day interaction'"s, and show how they are a great part of what makes Tulsa a great community. Not only do they give them publicity on their own site but they help design websites for those businesses as well. TVM works really hard to give name and face to businesses that are often overshadowed and overlooked. They open up the door for those of us in the community to experience our home like we never have.
Advertising has become a dominating force in any form of media. Open a magazine, more than likely there will be some form of a how to lose weight fast ad in there. Turn on the T.V. and an Xbox ad will be waiting to sell you the newest Call of Duty game. Visit a social media site, bam all of a sudden Facebook knows that you like guitars and has three different sites you could purchase them from. Regardless of what media source you choose to view there are going to be companies attempting to win you over in some fashion. That is not to say that all companies use advertising as an overwhelming source to trick countless individuals into purchasing their goods or services. Dahlen and Rosengran (2016) defined advertising as, "brand-initiated communication intent on impacting people. Companies spend money hiring specialists to impact people, they serve a purpose of determining what emotional needs, physical needs, unconscious desires, and other wants individuals may possess. Businesses place large billboards on certain areas of the highway located in certain cities designed to impact the most relevant people to their services. Movie theaters run previews of movies related to the feature presentation because it causes for greater chances of repeat business for the theater and future business for the motion picture studio. This article is going to break down how advertising can be harmful and frustrating, the ways it can be beneficial, and a company that is attempting to do something innovative with advertising.
Unless you have been living under a rock, never watched television, or managed to avoid the right channels at all the right times, you have probably seen an ASPCA commercial. These commercials feature starving dogs, abused cats, animals that have been severely mistreated in some way. They always appear to be extremely sad and have the biggest eyes staring directly into your soul. ASPCA begs that you see how poorly these animals have been treated, how bad their lives are, and that you contribute monetarily to help redeem them from the hell that they have endured. This form of advertising is considered negative affect (Huang, 1997) because it feeds on the negative emotions and unpleasant feelings felt when watching the ad. The society we live in is so fast paced that as a whole we feel guilty about not being able to give often enough and because of this we are more likely to contribute to these poor starving animals.. The issue behind these types of advertisement is that they are not always for something that might seem so helpful. In the case of ASPCA the reality is those animals probably are in need, they are using your negative emotions to positively impact a population that could use the help. Not all companies do that, in fact some make you feel angry, guilty, or even sad about things that would be generally perceived as significantly less important. Alcohol companies are a very good example of that. They tend to show highly social individuals, with good looks, great jobs, and money. Often times those individuals are surrounded by other attractive people and they are all consuming the alcoholic drink and the one thing that brings them all together is that bottle, can, glass, or whatever container it may be. Another major problem that advertising has created is a sense of being overwhelmed. Advertisers have made it so complicated to access websites that it is near impossible to get the information you are looking for. Gibbs (2008) found that users struggle with sites because they are unable to determine where the real story is or how to close advertisement on the page. The close button can be so extremely difficult to find that sometimes users will simply move on to a different website altogether.