Advertisements: Creating perceptions in minds
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DOI:
https://doi.org/10.55662/ALPPR.2018.311Keywords:
Advertisement, psychology, consumers, strategyAbstract
Advertisement persuades people to buy product induced in commercial. It works on the consumers’ mentality which affects their behaviour for better influence. They build consumers’ choice by building a psychology of what is better for the consumers because of which they tend to buy the product so advertised. A brand image is formed in the minds of the consumer through advertisements, which enhances the goodwill and significance of the brand’s trademark. Earlier, advertisements tried to present the product highlighting its own merit, to influence the consumers. However, today, a new strategy is prevalent among the advertisers wherein comparative advertisement came in picture. With the coming of comparative advertisement issues like disparagement, infringement of trademark and unfair competition has increased. These issues arise when during comparison, the advertisement instead of promoting one’s good tries to defame or denigrate other’s good.
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