Consumer Behavior and Information Processing - Term Paper Example

Image Analysis Introduction This is the extraction of meaningful information from an image or a picture. Pictures are usually enhanced to make them more appealing and attractive hence captivate the customer and promote or convey information to the reader. The design of advertising pictures must be geared towards attracting and captivating the customer, delivering meaningful information as well as to promote a given brand. Description of picture 1 (Bulova image) The image comprises of pictures of different watches sold by Bulova. The watches have different prices which are marked on the same image. The image is highly enhanced for advertising different watch brands. The image also shows that watch prices have been reduced by 25%. Description of picture 2 Picture 2 is a (stauer) watch. The image is also an advertisement picture showing a stylish watch modeled from a 1922 watch. The watch features are clearly displayed as well as the watch price and reduction in price. Picture analysis Picture 1 Audience The intended audience for the picture is all types of consumers. The advertiser promotes his products to consumers who may be shopping for a new watch as well as other non purpose consumers. This is because the language and the pictures are simple and not technical. Visual elements used to enhance the pictures The main visual advertising elements used to enhance the pictures are; The picture background is that of a blue sky. The color has been made a little faded to allow the shinny watches be displayed against a dull background. The white font color against a blue background is added to make the text more pronounced in the picture. Shinning stars are strategically placed on the watches to represent that watches are shinny and attractive The gold color on the watches is greatly enhanced more than the reality of these watches The watch appearance has been enhanced. The shinny silver and gold colors have been greatly enhanced The watch appearance has also been greatly enhanced. Almost all the features of the watch are visible without straining. Even the beads and the time pointers are clearly visible and enhanced. These enhancements makes the pictures make the pictures more appealing The background picture of a flower leaves are also used to enhance the pictorial view. Flowers are also depicted as colorful and attractive. Reasons for appealing the consumer It is necessary to appeal the customer so as to make the product more appealing to targeted consumer. By making all the details of the watch visible as well as enhancing the picture so that it appears more shinny, the consumer is motivated to purchase the picture. The white font color against the blue background captivates the customer eye so that he/she can read the specific details. Method which the reality has been altered to make the picture more appealing. The blue sky color is a little faded to act as a dull background for the watches The flower leaves color have been changed from green and red to black. The flower has been altered not to give both the aesthetic features and also act as a dull background and make the shinny watches be more captivating. The top right part of the picture has been darkened to create an attractive image background. This helps in enhancing the picture as a single color background is not very appealing. The change in texture and color of the blue background makes the image more appealing to the customer. How the advertiser capture Need driven consumers These are customers driven to buy a product because they have an impeding need. Survivors The advertiser clearly indicates that the price of the product has gone down by a 25% this captures the attention survivors; a further reduction of 10 percent is added to capture the survivors. Sustainers The advertiser quotes the price of all the watches so that the need driven customer can check the most economical watch. The appealing colors also captivate and motivate the buyer. The two year warranty also captivates the sustainers. How the advertisers capture Outer directed consumers Outer directed customers are those who purchase product due to influence from other. They may emulate someone or may simply want to be achievers. The advertiser in this image attracted the emulators by using the brand name "Bulova" which may attract a customer since he has seen a colleague with that product. The beauty of the watch is also enhanced to captivate the emulator. For achievers the advertiser uses elegance and highly enhanced images to captivate him. Words like 'mother of pearl' and 'multifunction' are used to describe the watch to captivate the achievers How the consumer capture Inner directed consumers For customers who want to buy the product for their own fulfillment, the advertiser uses low prices, stylish and elegant watch display, the brand name as well as different varieties for the customer to choose from. Picture 2 Audience The advertisement targets all consumers in any given market. The language used Is simple, readable and can be understood easily. Visual elements used to enhance the pictures The watch has been enlarged and all its features magnified to give a better view The clock face has a characteristic shinny silvery ring The inside of the watch has a orange brownish color depicting that the watch was modeled from an old model The words 'we found our best watch in a history book ' gives an overview that the watch was modeled from another watch The orange brownish background also depicts a history book, at the top right, there is a characteristic folding showing as if it's an old page. The text background is grey in color showing old age The price of the watch and the number to call also captivate the eye as the are enlarged and have a background that allows them to be easily read Method which the reality has been altered to make the picture more appealing The aspects that have been altered to make the picture more appealing include; The background color showing that the watch was modeled from old stylish watch. The silvery color is also greatly enhanced The top right of the picture has a folding to appear like a book page from history books The grey background also shows that the picture is old. Need driven consumers To captivate the need driven customer, the price of the watch has been reduced to $ 99. The survivors are motivated by the fact that the price of the watch can be paid in three installments of $ 33 each. The are also motivated by the fact that the historian are willing to pay $ 300, 000 for the same watch but are only selling it at $ 99. The sustainers are motivated by the fact that the watch price has been reduced and that the watch can be returned if it does not satisfy him/her. Outer directed consumers For the consumers directed by the needs of others, the advertiser uses the fact that historians are willing to bid for the watch at $300, 000. This captivates the emulators while the archives are captivated by the fact that the watch is stylish and elegant. Inner directed consumers The internal consumer is captivated by the elegance of the watch, its appearance, the price and the history which the advertiser shows that to own such a watch is stylish. The advertiser also indicates that more innovative functions have been added to the product. Similarities of both pictures The similarities of both pictures include; Text and image enhancements have been used to enhance and improve the images. Two pictures have features that aid in captivating the consumer. The advertiser also explaining the features of the watches Differences between both pictures key The key differences of the two images include the fact that one picture (image 2) enhances on the explaining one product in full while the other image explains in brief several watches. The first image emphasizes on demonstrating a range of watches that the consumer can choose from while the other image shows just one watch and persuades the consumer to buy the product. Conclusion Both pictures discussed herein elaborate the different methods of enhancing images to persuade the customer to buy the watch. It is necessary for the image designer to enhance and emphasize on the image and text aspects of the picture so as to advertise effectively. It is also necessary to take into account all aspects of the consumer so as to advertise effectively. References Tony F. Chan and Jackie, Shen . Image Processing and Analysis - Variational, PDE, Wavelet, and Stochastic Methods. 2005. Haar Romeny. Front-End Vision and Multi-Scale Image Analysis.2003. Ian T. Young, Jan J. Gerbrands, Lucas J. Van Vliet. Fundamentals of Image Processing .1995 P.J. Kenny. Image Analysis and Metallographic. International Metallographic Society and ASM International.1989. Marieke Mooji. Consumer behavior and culture: consequences for global marketing and advertising. New York: Sage Publishers. 2004 Loudon, D.L. 1988. Consumer Behavior: Concepts and Applications. 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