role of color & words in advertising
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Ranjan Kumar | B.Tech(4th year, EE, 09115072)
GROUP
DYNAMICSROLE OF COLOR &WORDS IN ADVERTISING
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Advertisements or in short ads
Institute of Practitioners in Advertising defines advertising as - "it presents the most
persuasive possible selling message to the right prospects for the product or service at the
lowest possible cost." It is a combination of creativity, marketing research & economicmedia buying. In words of an economist The role of advertisement is to shift the demand
curve upward.
In a simple language, advertising is the communication relayed from companies to
persuade an audience to purchase their products. This communication is usually through
various forms of paid media -- TV and radio commercials, print ads, billboards and more
recently, product placement. Ads are placed where advertisers believe they will reach the
largest, most relevant audience. Commercial businesses use advertising to drive the
consumption of their product, while non-profit organizations may place ads to raise
awareness or encourage a change in behavior or perception.
It involves informing, persuading & motivating, maintaining established reputation or
image of brand once it has developed position in market.
What do ads do?
It is assumed that ads can do one of the following:
Create awareness of the brand Inform people about it Encourage or even persuade them to try it Create some sort of emotional or attitudinal bond between consumers and the bran-
d that will lead to regular purchase (brand loyalty)
So, for a successful advertisement it is very necessary built a positive image that sticks to
the memory.
Now question arises how does it work?
As advertisement is a kind of language that companies use to communicate with customers.
So, it is a creative act to use language in way that fulfills the means of communication. That
is why; ads are designed by guided and stimulated creative team. So that ads should bringtarget audience to life and show how audience is expected to relate to brand & respond to
them.
Creativity defines proposition or we can say essence of an advertisement. It is based on
positioning whether rational or emotional. It also provides support evidence. To target a
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group or a section people (we say audience), it is very necessary to combine rational and
emotional aspects, i.e., demographic characteristics / relationship with brand / usage.
For example, let the product be chocolate.
Women, aged 25-40, who love chocolate but may feel guilty about it. They are able to afford
little bit luxuries but will enjoy pampering. They are aware of brand but buy in frequently -
not seen as a day-to-day casual eat. So, we have to think of a brand as special and they arereluctant to buy it for themselves but like bring given it. So, we can see the brand as distant,
aloof, stuck-up and probably foreign.
Language of Advertising
Language has a powerful influence over people and their behavior. This is especially true in
the fields of advertising. The choice of language to convey specific messages with the
intention of influencing people is vitally important.
Visual content and design in advertising have a very great impact on the consumer, but it is
language that helps people to identify a product and remember it.
Parts of an advertisement:An advertisement layout has following parts:
Heading Visual Image Companys logo Body Copy Slogan
This is only a crude classification. The factors that make a normal advertisement a
successful and meaningful one are:
Color Words & Phrases used Jingles & Music
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People & Culture Media Time frame Positioning of post or text
Demography and many others.
The headline isusually the second
content the reader
sees to understandwhat it is the ad isconveying to its
reader. Headlinesare usually clever,
smart, funny and to
the point.Sometimes a
headline isntneeded if the visual
stronglycommunicates the
message.
A central visual is
used to tie in the
headline. We need
to know what it is
the company is
communicating. In
this ad the client
prefers a product
shot.
The companys
logo. We need to
know who is selling
the product or
service.
Supportbody copy.
In many cases this
varies. Some ads
have it and some
have very little. One
line usually
required, is the pay-
off to allow the
reader to make
action.
Slogan. This sticks
to memory and tellmain idea.
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These plays an inevitable role to fulfill the purpose, i.e., to communicate the information to
targeted audience and pursue them the required activity whether to use or buy the product
or to participate in the targeted activity.
Role of Color
Colors can be very important in advertising, as a matter of fact color is the earliest form of
advertising. Flowers and fruits have used colors to advertise to insects and animals in their
efforts to pollinate and reproduce since the beginning of time.
Why give emphasis on colors? Experts believe that colors have an effect on our physical
and psychological states. Colors reach out to our subconscious and create a positive or
negative reaction within 90 seconds. On the ads we have less than 30 seconds to make a
good first impression. Improper use of colors forth ads can convey the wrong messages or
mislead customers. So, Advertisers use the silent language of color to impress, motivate,divert and persuade targeted audiences prospects to buy.
Color perceptions vary depending on an individual's culture, ethnicity, gender, and age. For
example, if one is selling wedding gowns worldwide, it is wise to have a different ad for
each location. A model wearing a red gown would appeal to Indian/Chinese customers,
while a model garbed in white would suit the tastes of most of Western customers. If one
has a vague understanding of the cultural aspects of color psychology, one can make huge
mistakes in marketing strategies.
Red color: Wedding dress of Bride in India and China
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White color: Wedding dress of Bride in Western countries.
Researchers have also found out that colors have an effect on our shopping habits.
Impulsive buyers tend to respond to black, red-orange, and royal blue. Spendthrifts
respond best to sky blue, navy, teal, and pink. Conservative ones react to pastels like baby
blue, pink, and rose.
Pink color: Appeals Girls and babies
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Blue/ Black/Brown: Appeals Boys & Gents
White
Symbolizes cleanliness, purity, and youthfulness. It is the best backgroundcolor for websites. It is being used for clinics and hospitals to represent sterility. Fat-free
dairy products, additive-free foods, and skin care lines are best suited for this color.
Black Symbolizes authority, elegance, seduction, and mystery. It is suitable as a
background color for an ad since it goes well with most colors. If you want your ads to
exude drama, luxury, and class, picks this color. Masculine cosmetics, designer goods,
and five-star hotels are best suited for this color.
Brown Symbolizes dependability, efficiency, humility, and solidity. It does not
attract attention like primary colors but it gives a vibe of trustworthiness. Males respond
well to this ad especially with tinges of red, orange, and yellow. Furniture, lumber, and,
hunting and sporting gear are best suited for this color.
Purple Symbolizes dignity, mystery, regency, and spirituality. In ancient times it
was regarded as a rarity because it is uncommon in nature. It exudes creativity, femininity,and romanticism, making it an ideal choice for ads that are targeted for the female market.
It also gives a touch of class to cheap and simple products.
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Red Symbolizes excitement, passion, speed, and strength. It is the most powerful
and striking of colors. It should be a prominent color for ads that suggest fast-paced action
like comic books, computer games, and fast-food restaurants.
Pink Symbolizes comfort, femininity, gentleness, and well-being. Besides, lady-
likeness, it induces temporary calmness and relaxation. It is a favorite color of choice for
products like toilet paper, hypoallergenic toiletries, and baby products.
Blue Symbolizes authority, dignity, faithfulness, and dignity. It suggests sanctuary
and fiscal responsibility. Unlike warm colors, blue is associated with clear thinking and
productivity. From electronics to grooming products to educational materials, it is aflexible choice of color for their advertising.
Yellow Symbolizes alertness, cheerfulness, happiness, and warmth. It enhances
concentration and appeals to intellectuals. Products associated with vitality and stimulus,
such as food supplements and sports equipments choose this as their main color. It is
also suitable for promoting feel-good social activities and events sponsored by a company.
Orange Symbolizes ambition, endurance, pleasure, and strength. Products
associated with energy and vigor such as energy drinks, adventure trip packages, and
theme parks are well-defined by this color. Businesses that are made for mass marketing
like fast food outlets and motels can use this color to tell customers that they are getting
the most value for their money.
Orange/Yellow: For tour package/ Fast Food ads
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Green Symbolizes freedom, freshness, nature, and tranquility. It relaxes the eye
and has soothing effects. It is usually associated with finance and growth, making it fit for
insurance plans and saving schemes. It suits energy-boosting tonics, health spas, and
eco-friendly products well.
Green: For growth, natural and eco-friendly ads
There is a lot of thought put into color when marketing and packaging material is made, and its not
by accident that most companies stick to the same design and color formula with their products. If
one notices children's cereals are always bright colors - flashy design while more healthy adult
choices usually have white or cream color schemes - more dialed down in design? Not an accident...but an advertising formula!!
Role of Words
Have you ever seen an ad without any text? Be it a radio, TV, cinema, press, Internet or
outdoor advertisement, text is always an element of the ultimate importance.
The awareness of choice of a word in a statement is essential. Even if we choose a simpler
word, it might be because it seems more strongly marked to us. Our final goal is to
persuade a person to buy the product, but an intermediate goal might be the association ofa problem awaiting a solution with our product.
Both the mass media, when reporting news items and marketing and advertising personnel
have to consider the emotive power of the words they use. First, they make a decision
about what to communicate and what to withhold.
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It is important to understand the connotation of a word. Connotation is the feeling or ideas
that are suggested by a word, rather than the actual meaning of the word.Armchair, for
example, suggests comfort, whereas chairarouses no particular feelings.
Dark Fantasy: Lovely things that can be shared with loved ones only.
In the process of creating an advertising message we make such choices in the case of every
single word. They are not random or intuitive; at least they should not be such. The target
audience, of course, also puts its own meaning into certain words. Different people
sometimes interpret language in different ways.
One way in which advertisers adapt language to their own use is to take compound words
and use them as adjectives. These compounds often later become widely used in normalsituations. Examples of these compounds which have become part of the English language
are: top-quality, economy-size, chocolate-flavored,feather-lightand longer-lasting.
Colgate :Colgate prevents cavity
An expressive, precise and clear text can ensure that it will be perceived in the way we
want it to. Nevertheless, it might prove dangerous at times. When we say "Colgate
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toothpaste prevents cavity," we are in trouble if a person who uses this product hears that
they have cavity after all. The case will be different if we say "Colgate toothpaste helps in
preventing cavity." The former implies that all products of Colgate are helpful to prevent
cavity while latter implies only toothpaste does so.
Range Rover: Work Hard. Be SuccessfulWork hard. And if you do, you will Be successful. And if you are successful you can buy aRange Rover. And then you can Go in it to someplace where none of that matters.
Maggie: Fast to cook Good to eat, Taste bhi, Health Bhi & 2-MinuteNoodles
Maggie is known for ready to eat or instant cook able products. Initially Indian people were
not ready to accept new products with new tastes and from different culture. Although it
was focused on working women later initially but research showed kids are the largest
consumers. So, it was repositioned.
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Anything that can be cooked instantly and has good taste has to be good for health too. So,
it came up with taglines as Fast to cook Good to eat, Taste bhi, Health Bhi & 2-
Minute Noodles and jingle as Mummy bhook lagi, Bas do minute, Maggi Maggi
Maggi.
Buzzwords
New - customers like changes, they want to be modern, and thus calling something "new" is
usually very effective.
Cheap - the price of the product is often the most important criterion of choice on an
impoverished market.
Perfect, attractive, advantageous - who does not like such products? Moreover, these
words are better than for example "the best", because assurances that we are "no. 1" will betreated with reserve.
Guarantee, proof - these words often replace proof or guarantee themselves. Thanks to
them we feel safer and more peaceful.
Secure, sure - these words remind us of danger, but in a covert way. They do not evoke
strong feelings of fear - that is why they are useful in selling products that are to keep one
safe.
Conclusion
Color and words along with culture, people and other factors form an inevitable role in
advertising. Along with these, media for communication like radio, TV, posters, online ads,
etc. ; positioning of text in the advertisement, appropriate time weekdays, weekends, day,
night, morning etc. , targeted audience and many other factors also play a key role.
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