Marketers can manage entire product campaigns and create a symbol that sticks in people’s minds watching TV for a long time. It was the era of television, in my opinion, that gave rise to some of the most successful commercial projects, distinguished by their sharpness and catchy picture. An example is Skittles’ ‘Try the rainbow’ campaign, which is both embarrassing and uplifting (Ace Metrix, 2018). It is one of the classic ads of the era of television development, shortly before the Internet came into advertising and fixed it there. Advertising is strongly connected with semiotics, as evidenced by the research of Roland Barthes, which was carried out several decades ago. It makes advertising very interesting for me, as marketing becomes an opportunity to create a significant symbol that will be fixed in the minds of millions of people.
Another exciting aspect of advertising matters, I think, is its psychologism and the possibility of influencing the masses’ consciousness. Advertising uses associations and other psychological mechanisms to evoke memories and pleasant feelings in people. Associations with a happy family, with a company of friends and popularity, wealth, and luxury are desirable for diverse people. People decide to buy based on these associations, as the product evokes relaxing and pleasant emotions. For example, in alcohol advertising, marketers often use examples of parties where friends demonstrate how much fun they have together. Alcohol is positioned as something created for a cheerful company and sometimes as an attribute of the main ringleader. It causes people who want to actualize themselves in social relations an additional desire to consume. I find these aspects of marketing and advertising especially attractive to me.
Reference
Ace Metrix. (2018). Skittles – “Taste the rainbow” [Video]. YouTube. Web.