Television Advertisement Essay -- Communication, Media

Television can be used to demonstrate the product in action, or to use colour and sound to build an atmosphere around the product, thus enhancing its image (Fahy & Jobber, 2006). The emphasis for this thesis will be television advertisements, because of the many another(prenominal) elements of television, sound, colour, sight and motion that aid the presentation of the message. Also the fact that Brassington and Pettitt (2000) argue that television is better for creating an advertisement message with emotional appeals, contributes to our concentration to television advertisements. The ground level of television advertisement standardization/adaptation at the international level refers mainly to the manipulation by the manager of the promotional mix elements (Bradley & Sousa, 2005). Supporters of standardization set up a trend is sweeping both merchandising and advertising the movement to create products that are manufactured, packaged and promoted the same way around the world, re gardless of individual(a) cultures (Mueller, 1989). According to Bradley & Sousa (2005) higher degree of adaptation is encouraged when the manager perceives great differences, in the economic environment and life styles between the home and foreign country. On the one hand, those who support the global standardization approach argue that a single television advertisement should be used in international markets to fall total costs and promote a global corporate image. On the other hand, those who support the internationalization school of thought see the need for marketing adaptation to fit the unique dimensions of each local market. (Vrontis, 2003). Countries differ widely in the availability, quality, coverage, audience, and cost of advertising media (Root, 1994). According to Laroche ... ... Paek (2007) observed that domestic brands were more probably than multinational brands to use localized Latin music and lyrics in the Dominican Republic.Visual elementsColour is an essenti al part of products, logos and advertising, and can be an efficacious means of creating and sustaining brand and corporate images in customers minds. Colours are known to possess emotional and psychological properties. The meanings associated with different colours are important to marketers when underdeveloped advertisements, because results have demonstrated that people of different cultures have various preferences for colour. It is important for marketers to understand which colours that people prefer. Consequently, managers must acknowledge that the meanings associated with some colours may be pan-cultural, regional, or unique to a given culture.(Hewett, Madden & Roth, 1999)