Advertising is the one of the most efficient ways to bring product’s information to the consumers. As the development of society, advertising is becoming a big portion of marketing management, and people are giving more and more attention on ads. Also, advertising is now a crucial representative of companies’ images and playing an essential role of expanding markets. However, as advertisements rapid growth, consumers are gradually tired of the forms of advertising. What’s more, some companies are producing ads only to make a profit Instead of to optimize consumers’ experience.
‘Consumer like having the perception that they are in control, and when a media platform disrupts that perception, its persuasive effectiveness is diminished’. (Scott Yoder, 2017) Personally, the real ads should focus on our willingness and demands. Nowadays, we are frequently using social media and visiting web pages. When the pop-up ads come up, they will be so annoying that we may close the windows immediately since they are preventing us from reading contents. Then pop-up ads will not only loss its effectiveness but also make viewer resented, which is a lose-lose situation. Therefore, the consumers will receive more respect if the number of pop-up ads can be minimized.
Another reason people scathing toward ads may be caused by fake or ambiguous information on ads. Some companies fabricate or blur the information. Even though this behavior may gain concern shortly, consumers will realize the fraud and, eventually, lose trust of ads and brands. ‘According to a joint report between British newspaper, Trinity Mirror and research firm, Ipsos Mori, across the whole U.K, 42 percent of adults distrust brands, and 69 percent distrust online advertising. Just over a third of people said they trust brands less than they used to, and 43 percent admitted they trust advertising less, according to the same report.’ (Jessica Davies, 2017) Even though the research may be only reported from certain area and people, it’s convincing enough that ads are getting less trust and acceptance among consumers, and the tendency may consequentially depart ads from its original purpose, bringing trustful information for customers.
I think the design of ads maybe another essential factor for the effectiveness. As we are getting our sense of beauty, we maybe more welcoming for the ads that fitting our ‘tastes’. For example, I prefer apple’s advertisement in which presenting polished image, simple words and attractive products. However, there are tons of ads having too many words with a rough background picture, and I would absolutely ignore those. In order to boost the effectiveness of ads, I think the companies are responsible for improving the design of ads. Personally, I suggest the advertising department give more attention on what styles are target consumers looking for, such as color, format and catchword. Presenting advertisements in the artwork may be a direction that companies can develop to.
As lifelong consumers, we may have lot of complains and suggestions for the ‘bad’ ads, and we also have right to talk about that because the ads are made for us. Watching a creative, informative and attractive ads is needed for consumers, and it’s also a goal that companies should adhere to.
Reference
- Scott Yoder, 2017, The Evolution of Advertising: From What We Hate to What We Can’t Resist
- Jessica Davies, 2017, The Global State of Consumer Trust in Advertising in 5 Charts
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