The above advertisement is drawn from Apple it is used in this paper to showcase how Apple uses influence and persuasion strategies in its advertisement. The advertisement has been chosen since it contains adequate details to enable me write about and strategies used can be described and explained precisely. This add is about a product (apple computer). Apple has continued to utilize a 100-year old persuasion strategy in a brilliant manner to sell its products.
The company persuades its prospects of the computer products’ quality by using persuasion strategy whereby they showcase the task undertaken into the creation of the product through 2 types: showing particular undertakings that invented said product along with showing the tasks which drives on into the creation of individual commodity. Apple describes the painstaking process by which every computer product is manufactured and telling a story of how the computer was designed. The strategy works by adding credibility to the Apple claims, being concrete, it tells a story, it provides customers something new to say, and give customers somewhat to highlight if product’s benefit or features are never effortlessly apparent.
In Apple’s advertisement, six persuasion strategies have been highlighted to drive its sales: scarcity, commitment and consistency, reciprocity, authority, social proof and liking. In this paper, I will focus on three main strategies among the six above. The area of focus will entails authority, scarcity and attractive/liking.
Definition
This is derived from superficial style. It is based on influencing attitude by Apple experts. Apple takes the advantage of the belief by many people that its source is trustworthy and competent and subsequently use cues that activate the expertise or authority heuristics in its advertisement. Apple exerts its authority through Apple Geniuses. The Apple Geniuses remain specifically trained as well as specialized Apple store workers, that help customers with technical subjects related to Apple computers. Apple Geniuses designation singly passes a robust intellect of authority to the external persons in two techniques: by interconnecting the unmatched know-how in issues relating to Apple products as well as implying that the mental power of such individuals would override the ones of average individuals. The primary goalmouth is for potential clients to believe as well as value the Apple Genius’ opinions more than those of basic computer shop workers.
Usage
Authority has been used in the above advertisement effectively. Having known the people have believed that it is competent and trustworthy source, it has chosen to use information statistics to activate the expertise/authority heuristic. For example, it has given statistics of tens of thousands who have already chosen Apple. This is clearly visible to anyone looking at the ad above since it can be easily identified and understand the strategy being used.
Effectiveness of Strategy
The strategy is likely to be effective. From the ad, Apple has identified the various target audience including home computers, business computer, classroom computer and personal computer. The computer will, therefore, be appropriate for a range of users since it does not only focus on one type of audience. The business community, schools like computer labs, personal users will have to buy since they already know the statistics of people who have already chosen Apple and this affirms to them of the competency and trustworthiness of the source.
Definition
Scarcity is another persuasion used by Apple in the above ad. This principle plays an exciting role in Apple’s marketing campaigns. Apple tends to take the advantage of the belief that commodities with restricted accessibility remain usually observed as being of advanced value compared to the ones which can easily be available. The company utilizes scarcity principle to its benefit via its messaging for promotion. Because Apple products are rare or hard to acquire (Scarce) attitudes about them are increasingly positive. Apple is aware that scarce things are most collectible.
Usage
The scarcity principle has been used effectively in the above add. The add singles out letter “A” to be purely for Apple, (A is for Apple). This message means that this computer is a scarce product. Moreover, by saying that this is the first thing that one should know about personal computers, Apple is able to attract people into its computer products more effectively. In this manner, the target audience is the personal computer users. This audience will be attracted to buy this product since they will be convinced that the product is scarce and people who be struggling to get it and attach it to higher value. People have tended to believe that scarce items are of higher valued and this is what Apple has sought to advance on in this ad via scarcity principle.
Effectiveness
The scarce strategy will be effective in helping Apple drawn many prospective buyers to its computer product. This strategy has purely focused on personal computer users. This target audience needs something they can trust to give them highest value. Apple has actually done the same thing by this ad. For example, it has been able to prove that A is purely for Apple which validates the scarcity principle. It means get A is rare and hard but it has been show that the rare products are the most collectible ones. In this case, Apple has actually achieved its objective of attracting more personal computer users to buy Apple computer.
Definition
Ceteris paribus, would one be additionally probable to purchase a novel product from an individual one likes or from an individual one feels uninterested to? It remains attractively understandable that the manner people feel regarding an individual undertaking persuasion influences the extent to which one is leaned validate his appeal. The attractiveness feeling enjoys a huge upshot on triumph rate of persuasive message that principle of persuasion attractiveness is perchance the foremost utilized approach in any convincing message. Attractiveness is constituted of various portions, all of which already have influences on the extent of the liking of persuader. The physical liking, compliments, resemblance, cooperation and interaction along with conditioning besides affiliation play key roles in the much people will get attracted to the individual, and in turn, how target audience get persuaded. Apple remains disreputable for their corresponding courtesy to tinniest of particulars as well as making sure that smooth and aesthetically-gorgeous Apple experience is conversed through at each touch point of consumer.
Usage
Liking has been used in the ad as it explains how using Apple computer will help one discover special thrill of personal computing. It has been able to showcase how tens of thousands have already using the product and this affirms to their immense attraction to the product. The ad explains how by purchasing the product, they will be joining the excitement in one’s local computer store. The ad also indicates that Apple computer is customized from its buyers and this makes the product quite attractive.
Apple has also taken the advantage that it has created a strong brand and people like its products hence it becomes more persuasive than other ads. It has realized that people tend to favor the attitude of individuals we like, or become attracted to attractive people and those who think like them. For example, the add uses two attractive people to advertise this product. The ad will be appealing since the attractive people used in it will help persuade many potential buyers. Apple has thus embraced the use of physical attractiveness has been used to reach to other areas of Apple’s communication also. Apple’s product designs contribute to it persuasiveness messages for marketing by leading credibility to efforts of persuasion. Potential customers are more convinced of excellence of product when it seemed like a slice of art instead of a mound of trash.
Effectiveness
The above add is effective in allowing Apple to persuade its potential customers. The audience targeted here will include both males and females as denoted by the two people in the ad. Further, it targets classroom computer, business computer and personal computer users as main audience. By targeting this range of audience, the product will be more appealing to any person who want to buy at it can fit a range of uses.
Unlike other computers that will not be put to difference uses, Apple computer fits an array of diversities and this will to some be more attractiveness and persuasive deal. People will choose to buy one computer which can be rotationally used in classroom, business, and personal as the need arises. This will even save money that would otherwise be used when buying different computers to serve different purpose.
In conclusion, the choice of the above three strategies to persuade the consumers by Apple Company in its ads is effective. The above strategies are the commonly used and they have remitted back to Apple. Therefore, using scarcity, liking and authority have come out clearly from the above ad. Anyone viewing the ad can effortlessly observe them and make a rational decision to buy.
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