Added: Mariadejesus Millay - Date: 28.06.2021 23:02 - Views: 48538 - Clicks: 6788
Behaviour Change. Monday, January 20, You know you're not the first.
But do you really care? This provocative advertisement was created for car manufacturing giant BMW in as part of their used-car marketing campaign.
The advert was withdrawn after an outbreak of fury among the public and vast amount of negative media You know you are not the first surrounding the advertisement. However, the ingredients that went into the creation of this advert suggest that it should have been a success rather than failure. They found that participants rated the automobiles more highly dependent on the attractiveness of the model; rating the cars as more appealing, faster and of higher quality, among other positive attributes. Interestingly this effect was not just seen among men, but also women.
When considering this research alone, it would be of no surprise that BMW chose to use 'sex appeal' to sell their cars. The advertisement utilises a literary device as its only text content to persuade the viewer by asking a rhetorical question.
The suggestive message behind the ad would undoubtedly be seen as offensive to many members of the general public, therefore it is not surprising that the ad sparked a large amount of controversy. General social influence research suggests that we strive to act in a consistent way as this is highly desirable in society.
The consistency tool also works to increase familiarity, whereby many people viewing this ad will feel that they can relate to it, producing a more memorable advertisement and influencing people to buy the cars. So how smart were BMW with producing such a shocking advertisement? Did they consider that this advertisement would effectively eliminate the majority of the female market due to such blatant sexism and degrading objectification of women?
Or is this perhaps a clever marketing strategy using shock tactics to gain attention? Rachel Stirling. Ahluwalia, R. Persuasion knowledge perspective for understanding the effects of rhetorical questions. Journal of Consumer Research, 31, Smith, G. Influence of a female model on perceived characteristics of an automobile. Unknown January 29, at AM. Note: Only a member of this blog may post a comment. Newer Post Older Post Home.
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