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Television commercials are comprised of two major tasks. One of the tasks entails the creation of the advert through acting, digitization, or animations. The adverts have to be made such that they meet the standards of the media in terms of the language and quality (Altman, 1989). They also have to contain the intended client message, which will make them reach the customers in the right and most expeditious manner (Harris, Sarda, Schwartz & Brownell, 2013).
The timing has to be limited to configure the advert with the cost and the slotted time for commercial breaks (Altman, 1989). The second aspect of advertisement is the placement of the advert in a television media singing a slotted time to reach the customer. This process entails the section of the appropriate time to air the advert (Harris, Sarda, Schwartz & Brownell, 2013). For an advert to be run on the mass media, it has to be cleared by the regulators as a means of ascertaining that the advert meets the legal requirements. This is source of assurance that the media house is running an advert that is legal and in agreement with the demands of the industry regulators.
The selection of the company involved in the production of the advert ought to consider the two aspects. It is important if the company that produces the adverts is the very one that airs them. The expertise of the broadcasters and their production standards is a key aspect in the development of acceptance by the majority of the media houses.
Most of the television adverts are accompanied by songs and slogans that are meant to strike the target audience and increase their chances of remembering (Harris, Sarda, Schwartz & Brownell, 2013). Carefully coined phrases end up earning a life of their own whereby they end up being used in the different contexts. Most of the advertisements employ humor as a means of attaining the attention of the users. There is connection between the use of humor and power of persuasion in the advertisement.
For the adverts to work there is need for the advert developers to use the popular culture to promote the adverts (Altman, 1989). Adverts run on the audience and viewership targeting in the advertising has become more accurate in the wake of stiff competition between the companies in the sector. The development of network whereby the advertisements will run also calls for additional content that sells.
Content could be differentiated to fit in the needs of the target audience. Most of the target audiences are classed according to the most probable time of viewership. The adverts targeting the children will be slotted for the time after that have come back home from school or weekends the slotting of the adverts focuses on the products that are most appealing to the children (Harris, Sarda, Schwartz & Brownell, 2013). The targeting could be slotted for the male audience during events such as the news and the sporting events. Most of the adverts that are relevant to men are slotted in these times since the audience for the adverts will be higher. The female market is targeted during the programs such as telenovelas and fashion shows (Altman, 1989).
Therefore, the trend in the advertising has been pervaded by instances of targeting whereby the main criteria for slotting adverts is the likelihood of the advert meeting reaching the majority of the target audience. Therefore, the slotting of the advert has to be accompanied by a popular culture. The traditional approach of targeting is till used in the current times (Harris, Sarda, Schwartz & Brownell, 2013). However, there have been more changes in the advertisement arena that have been developed to conform to the needs of the customers and meet the demands of the organization.
Changes in the advertisements
There has been a focus on the increment of the number of adverts broadcasted. Most of the companies have come up with innovative ways of increasing the number of adverts. Some of the new approaches to advertising include cutting of the programs through editing of the parts that are unnecessary to the plot development or fast tracking the program to increase the time allocated for the advertisement (Altman, 1989).
The modern adverts are shorter and more interesting such that the intended customer is captivated and moved. This way the time spent on television viewership is comprised of advertisements. The adverts could be run differently or developed such that each bit of an advert on the same product is designed differently to suit the needs of the customer (Harris, Sarda, Schwartz & Brownell, 2013). Therefore, the customer is informed about the same product in different ways.
Advertisement using sex symbolism
In the modern day, the advertisement shave assumed the approach whereby every product is presented in a sexualized manner. The advertisers have found ways of sexualizing every product. This was not the case in the previous decades since there was a stricter moral compass that guided the people (Altman, 1989). The use of the sex symbols is appealing to the majority of the target population since the models used are prominent members in the social circles. In the current time, all adverts run on the television are used to portray some element of sexual aspect. This has been the main way used by the television to depict the differences in perceptions that they have permeated the modern viewers.
In the current times, the televisions have employed more use of the music instead of the jingles. Traditionally the adverts were companied by a jingle and a slogan (Harris, Sarda, Schwartz & Brownell, 2013). However, in the current times, the music that accompanies the adverts is real, indicative of the real and popular trends. The depiction of the television advertisements in a different light has led to the development of the perspective that the advertisements have been changing.
In the modern world, advertisement is more focused. The majority of the advertisements in the current viewer ships are more focused on the communication of the said message (Harris, Sarda, Schwartz & Brownell, 2013). The focused nature of the adverts has led to the differentiations of the modern advertisements from the traditional ones in terms of the time taken by the modern advert to successfully run.
The modern advertisements are shorter since the message being communicated is not permeated with the instances of bulk. If any scene or action in an advert does not meet the needs of the customer does not communicate a message of the product to the potential customers, there is a likelihood that the parts will be scrapped off and the important message only will be left. The advertisement designers have realized that the wasted time can be saved and the shorter advert be run more than once on the same budget (Altman, 1989). Therefore, the modern advertisements are more focused on the costs of the adverts as well as the message.
The advertisements have also been permeated with instances of contradictory goals. In the current time, there have instances when the companies seem to be making advertisements of the products or practices that would be detrimental to their business (Bellman, Schweda & Varan, 2010). For instance, Coca Cola was forced to make an advert on the healthy living while there are obvious signs that continued use of the product leads to the detrimental effect.
Dove was forced to change its approach to advertisements by using real women as opposed to the models while the assumption of the attained beauty was one of the main reason that the women bought the product (Harris, Sarda, Schwartz & Brownell, 2013). Therefore, the modern advertisements have been permeated with instances of the inclusion of the new perspective such as corporate social responsibility while promoting the use of a given product.
The modern advertisement has been an affected by the different technologies that are developing. For instance, there is a rapid effect on the modern advertisement from the continued exposure to the modern technology such as internet (Bellman, Schweda & Varan, 2010). The introduction of the interment has been a major threat to the development of the viable campaign. Therefore, the modern portrayal of advertisements has led to the battle between the television and the internet.
More people are using the internet as the medium of communication and reception of new information. Therefore, the use of the internet has been developed over the years. How the people relate to the new development has proven to be a major source of impediments to the modern advertising (Harris, Sarda, Schwartz & Brownell, 2013). There are instances of concerns over the role of the new development in the traditional advertisement. For instance, the websites that offer new can also offer some other entertaining aspects (Wilbur, 2008). Therefore, the customers are more likely to use the internet for their daily entertainment news compared to the television.
Additionally, the television programs that used of are the main source of attraction of the people to the television can be recorded or purchased differently. Therefore, the bait is no longer working to increases the captivation of the audience to the television (Harris, Sarda, Schwartz & Brownell, 2013). Therefore, there have been proposals that his advertisements will be greatly affected. The reduced viewership of the mode of advertisement using that uses the television will be a major game changer in the development of the new advertisement (Hsu & Barker, 2013). There will be more shifts towards the uses of the interment as the main mode of advertisement.
The introduction of the internet as a mode of advertisement has led to the development of more liking of the platform since compared to the television, the users of the internet have the ability of using the platform quietly without having to watch disruptive commercials. The commercials in the case of the internet channels such as YouTube are only scheduled for a mere five seconds regardless of how big the video content is (Bellman, Schweda & Varan, 2010). This aspect has led to the development of more liking of the internet as a mode of viewership compared to the traditional mode of advertisement using the television.
Another aspect that has made the internet advertising more viable and appealing to the companies and the viewers if the fact that the interment advertisement has a better way of targeting people (Hsu & Barker, 2013). In the internet marketing, search engine optimization and the recording of the search patterns of a user helps the internet companies come up with the best adverts that are relevant for the target customer (Harris, Sarda, Schwartz & Brownell, 2013). There are two significant effects of increased accuracy in targeting.
One of the effect is the increased amount of the flow to the company’s website. The targeted customers may be interested in the company tight it being advertised and visit it for more information (Hsu & Barker, 2013). Therefore, the company has a more opportunity of one on one marketing whereby the information disseminated will be used for the developed of the desired output only. The customers also stand to gain from the internet marketing. One of the main disruptions of the conventional commercial breaks is no longer present (Harris, Sarda, Schwartz & Brownell, 2013). For instance, a person will only get disruptions that inform him of the relevant products to his life as opposed of the breaks that are meant for the general market.
The intent marketing will change the approach used by the major advertisement companies in the development of the commercials. The commercials of the modern day will have to be more focused on the development of the desired output (Bellman, Schweda & Varan, 2010). It will also have to be inclusive of the main needs of the customers hence the more tolerance towards the mode of advertisement (Harris, Sarda, Schwartz & Brownell, 2013). Another important feature with the new development is that the customer has more choice when it comes to the determination of whether to continue viewing the content or not (Wilbur, 2008).
This is a different aspect in advertising compared to the conventional advertisement that focuses on the promotion of a product to the general customer base without creating the need elimination criteria (Hsu & Barker, 2013). In the internet-based marketing, the person has the power of removing the commercial from his careen after some time (Harris, Sarda, Schwartz & Brownell, 2013). Therefore, there is no need of sitting through a commercial that is irrelevant to the needs of the person.
The future of the advertisement is hinged on the ability of the companies to take up different modes of marketing (Wilbur, 2008). The new frontier in advertisement will be determined by the rate at which the companies implement digital marketing. The unbundling of the television will be the main change in the modern advertising (Harris, Sarda, Schwartz & Brownell, 2013). The development of the full digital approach to advertising will determine the outcome of the advertisement.
Digital advertising will be the new shaping element in the television advertising (Wilbur, 2008). The current approach to the advertisement creation entails the development of the digital content that meets the needs of the customers. The design of the content is based on the reproduction of the material that used to be run in the past.
The new landscape of television advertising will entail audience buying. Audience buying will change the real approach to the content purchase (Bellman, Schweda & Varan, 2010). Instead of buying the content as a proxy, the television companies will be able to buy the demographics and the behavioral data (Harris, Sarda, Schwartz & Brownell, 2013). This data will be used in the design of the television advertisements.
The connection of the television adverts to the social media has been the main aspect of the traffic driving (Harris, Sarda, Schwartz & Brownell, 2013). However, the new platform will lead to the situation whereby the information or the calls for action will be geared towards the more real and engaging aspects such as online purchases. Therefore, instead of mere sift of the publicity. The new advertisement front will be the determinant of the buying behavior (Bellman, Schweda & Varan, 2010). Therefore, the digital platform will offer more insights on the development of the television advertisements.
Altman, K. (1989). Television as Gendered Technology: Advertising the American Television Set. Journal Of Popular Film And Television, 17(2), 46-56.
Bellman, S., Schweda, A., & Varan, D. (2010). The Residual Impact of Avoided Television Advertising. Journal Of Advertising, 39(1), 67-82.
Harris, J., Sarda, V., Schwartz, M., & Brownell, K. (2013). Redefining â€œChild-Directed Advertisingâ€ to Reduce Unhealthy Television Food Advertising. American Journal Of Preventive Medicine, 44(4), 358-364.
Hsu, S., & Barker, G. (2013). Individualism and collectivism in Chinese and American television advertising. International Communication Gazette, 75(8), 695-714.
Wilbur, K. (2008). How the Digital Video Recorder (DVR) Changes Traditional Television Advertising. Journal Of Advertising, 37(1), 143-149.
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