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Effect of Colour on Advertising - Essay Example

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The purpose of advertising is to bring together all of the various elements into one area to achieve an interaction that will communicate a message within a given context. The message could convey and could be changed by carefully altering the visual essentials. These elements are essentially words, photographs, illustrations, and graphic images combined with a controlling force of black, white, and colour. (
Advertising is a message that is created to endorse a product, a service, or a thought. In many countries, people come into daily contact with many kinds of advertising. Printed advertisements make up a large part of newspapers and magazines. Poster advertisements appear in many buses, and in shops and other public buildings. Commercials are advertisements which interrupt TV and radio programmes. Other types of advertisements are called adverts or ads. The purpose of most advertising is to sell products or services. Manufacturers advertise to attempt to influence people to purchase their products. Large business firms also use advertising to create a favourable "image" of their company.
Colour is highly emotive and highly memorable. We are drawn to the familiar, as well as to things (colours) that reflect our own feelings. While it might take a few years to put together perceptions concerning a new brand, colour does it on the spot. And while the average consumer may not be able to recall the details of the logo of a familiar brand, most can tell you its colour. Furthermore, because colour perceptions are often part of a cultural consciousness, we can use colour to encourage large groups of people towards a common belief. Long before we talked about the importance of aligning colour to brand positioning, we knew intuitively that certain colours inspire certain feelings. Blue is true. The colour of buttoned-down navy uniforms. Until recent years, the world of business has been dominated by the attitudes of men. In that headspace, we would no more have dressed an insurance company in pink than seen the corporate world dominated by men in pink suits. Someone has probably traced the psychology of the cultural origins of those associations, but for practical purposes, we can just say that blue has always been associated with boys, and pink with girls. Colour plays a very important role in advertising, as the colour of the brand is what usually attracts the consumers. By using colours companies play with consumer's emotions. Effect of colour in advertising is what this report is going to discuss, the examples of Pepsi and IBM will be used to analyze the worth of colour in advertising. The emotional theory will be used in the report to support the reasoning of why these companies give importance to colours in their advertising (Kotler 2000 p 17).

Literature review
Colours are the spice of life, and so it is also the spice of brand development. Consumers always want to see their favourite brand in different forms, so that they can keep using it, and still have change. Colours have always been of interest for marketers, they always want their brands to be colourful so that they can attract attention of consumers. Like Johnson and Johnson use ...Show more


Advertising is non-personal, paid announcements by an identified sponsor." (Duncan, T., 2005: 9) The main function of advertising is trying to translate the information of brands and their products, and persuade the customers to purchase the products or service of the firm…
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Effect of Colour on Advertising essay example
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