Advertising is the chief profitable industry in the United States today. Billboards, signs, magazines, newspapers, radios, televisions, and computers are just some of the places where advertisements are found. At the heart of any one company’s advertising campaign is the consumer. The consumer has complete control of their own money and can choose to buy any product or service they desire. Advertising does not control the consumers on what they buy. It only informs them on what they can buy. This is known as consumer sovereignty. It is the responsibility of the company to develop an advertising campaign that generates a demand for their product or service. A company usually promotes a product or service by means of appealing to a
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The words and expressions used in the ads are also supportive of the needs they appeal to. “Drift purposely through life.”, the phrase used in the Café Vienna ad, makes it obvious that drinking this brand of coffee with help lead the consumer with a purpose through life. The need for guidance is again proven to be the dominant strategy in this advertisement. Underneath the picture in the Millstone coffee ad it says “Design enthusiast Paige Davis lights up a room with our foglifter blend”. This sentence maintains the need for achievement in the ad because it appears to the reader that by drinking their coffee you could be as successful as Paige Davis, the designer. “Taste What’s Out There.”, another phrase used in the Millstone ad also supports the need for achievement. This is because accomplishment comes with experience. So if you taste a little bit of everything that’s out there then you have received the experience for success.
Lastly, the images depicted in the advertisements support the needs they appeal to. The Café Vienna ad includes a picture of two people in a canoe, on a still lake, paddling off towards the sunset and surrounding mountains. Ahead in their path is a shallow area where some grass is protruding from the lake bottom. The faces of the two people in the canoe are not visible. All the reader can see is the backs of the people