Analysis of Advertisement

Question: Discuss about the Analysis of Advertisement. Answer: Introduction: The aim of the paper is to identify two important external factors that significantly influence consumer purchasing behaviour. As pointed out by Danaher and Dagger (2013), there are a number of external factors that are indeed important to keep in mind at the time of designing an advertisement. Following are the two factors that might be used to improve the print advertisement of Cool Switch. Social class and lifestyle: The culture of Singapore is inclined towards the Western Culture in spites that the major population are Asian than include Malay, Indian, Chinese and to some extent the British. As stated by Aaker and Biel (2011), their cultural symbolism is associated with economic prosperity with a distinct ethnic culture. This particular print ad of Cool Switch the model has been portrayed as hard working and the body wear is helping the person to match the hardship that also help to perform better. An improvement is suggested in this perspective. Rather than portraying a single model, the advertisement would have used a couple or two models that would portray a culture of togetherness. There would have been two or more models who are working out together. This shall attract the attention of more target consumers (Danaher and Dagger 2013). The models should comprise of both males and females that would create a sense of sex role in the advertisement and will attract consumers from both sexes. The image of the models should be portrayed in a way that it by wearing the outfits of Cool Switch, they can maintain a social class and high life style. Word of mouth, social media, fashion: As already mentioned, the theme of the advertisement could be made more interesting rather than keeping it dull. If the image portrayed that a couple or two of the people are doing certain work out at the gym, it would have gained greater attention of the readers (Sraphin et al. 2016). It is a common trend that both boys and girls work out together at the gym and perhaps it is often found that they keep on trending the same over the social media. Thus, there remained a chance that the advertisement would have become a word of mouth of the readers and impacted Group and situational effects on consumer behaviour. Therefore, it can be easily said that by creating a thematic advertisement better improvement would have been made to the print ad. References: Aaker, D. and Biel, A., 2011.Brand equity advertising. 1st ed. Hillsdale, N.J.: Lawrence Erlbaum Associates. Danaher, P.J. and Dagger, T.S., 2013. Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign. Journal of Marketing Research, 50(4), pp.517-534. Sraphin, H., Ambaye, M., Gowreesunkar, V. and Bonnardel, V., 2016. A marketing research tool for destination marketing organizations' logo design.Journal of Business Research, 69(11), pp.5022-5027.