The Real Deal On Advertising VI


Hello everyone! This is Clonez, administrator of skydays147.com. It is finally the weekend, and I feel that I might as well pack this weekend with consecutive posting.  Happy reading! 🙂

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“The glory of friendship is not the outstretched hand, nor the kindly smile, nor the joy of companionship; it’s the spiritual inspiration that comes to one when he discovers that someone else believes in him and is willing to trust him with his friend.” This quote by Ralph Waldo Emerson explains how important trust is in a relationship. There are probably people in your life that you feel like you can trust on for everything. You feel safe letting the person guard something special of yours, like a secret. You feel like you can give special opportunities to that person that you can give no other. This might be the person who you can trust to print out those pages of your science report if your printer is broken or the person who you turn to when you are having a problems at home with your parents. This is the person who will help you study for that massive test in history class.  It takes a long time for this trust to build up and for the person to become one of your best friends. You would not feel comfortable asking one of these favors to someone you do not trust, which is what makes the spark of friendship so strong and influential. Just like the magic of friendship is so powerful, the magic of trusting a brand name in advertising is also powerful. Although it may not sound so strong at the start, it is very important to have a brand that you trust on.

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Remember those days back when you sat in mommy’s shopping cart at the grocery store? You would watch mommy pick out the same Bounty brand paper towels, Kleenex tissues, Kellogg brand cereals, and Minute Maid juice boxes. Do you ever wonder why mommy always bought the same brand and she didn’t even bother buying Puffs tissues? The reason is because she has built a trust in certain brands. She feels comfortable buying certain brands because the other ones she finds are not worth it. This may be because of price, quality, quantity and other factors. Another reason why a person may buy a trusted brand is because their parents used to always buy that certain brand. It may not sound like much, but people are influenced by what their parents might have bought. Eventually, the whole family joins in and buys that certain brand. It just becomes an instinct to buy it. So don’t worry if mommy tells you that you can’t have those Lunchables snack packs. She just doesn’t have a strong trust for that brand because it is unfamiliar to her. There are some brands there have a world-wide trust because they just appear on almost every product. I am talking about those generic brands that do not have any part in this fight. For example, I know that the brand, Kirkland Signature has a wide variety of different products ranging from stainless-steel grills to medicines. The Kirkland Signature brand is trusted by almost everyone.

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In some ways, the trust in advertising might be because of the mixed messages that “everyone’s doing it.” What exactly am I talking about? Well, if you see a crowd of people around some store at the mall, what would you instinct be? I know most people would just go over there to find out what all of the commotion is about. You get the idea that, because everyone else is doing it, why can’t I join in? Probably the most famous example of this is the Verizon Wireless commercials. I remember seeing them on the television: the same dorky man in the square glasses with a large festival of people behind him. That man is a huge icon of the company because he speaks well when we wants to tell people “everyone’s doing it”. Usually these types of commercials try and touch the heart more than the person’s sense of humor. They don’t try to make a joke of other products, like the advertisement with the old turtle couple named the Slowsky’s in the Comcast commercials. Instead, they try and obtain your emotional appeal and personal appeal. It is like those insurance advertisements. They want to leave a good impression that they are a nice group of people who are there to help you. They are also trying to show that they are honest, loving, caring people who will understand you. Although it may be quite boring to watch one on the television, these insurance advertisers are trying to touch your heart and make you start the first steps towards a new trust bond between you and the company.

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There are some brands have have become quite a controversy among different families. These are the types of brands that completely clash with each other and there really isn’t a brand that dominates. Do you know what I’m talking about? I’m talking about the Mac versus PC. I’m talking about the Coke versus Pepsi. Let us start out by taking apart the controversy among Macs and PC’s. You may be thinking, “Oh, of course Macs are better!” or “Obviously PC’s are number one!” Well, it is quite impossible to tell which one dominates over the other. In fact, they are both very good computer systems and they both have their own set of flaws that make them both different. In Western Religions class in High School, our class was assigned to read through some pages in the book To Life! by Harold Kushner. We had just started studying Judaism, and I just found out from the reading that there is a part that has to do with this topic of trust. In the book it says, “We love Israel not because it is perfect, but because it is ours. We love our parents not because they are better parents than anyone else has, but because they are our parents. They gave us life and nurtured us. And we love Judaism not because we have examined its theological postulates and found them compelling and valid, but because it is ours.” What this reading is trying to say is that the reason we choose to buy a product that we trust is because we have grown up trusting it; it has gone through many generations in the family. It really is as simple as that. There is nothing better or worse than the one that we trust in. We just use the product because it is “ours” in a way. It is okay if people like one over the other because that is the one that they trust. That is one of their trusted brands when it comes to buying a computer because the person has grown up in a family that praises and uses a particular brand. Please, don’t even think about convincing another person to switch to the other. It just isn’t right because a person can not switch after many generations of getting used to the particular system. For example, if you are a Mac family, then you certainly are not going to get very far buying a PC computer for your house. I know my family uses solely PCs; I am not used to not having a right click feature on the Macs because I have adapted to using it so much on my PC.

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Lastly, I feel like I need to end the Coke versus Pepsi controversy. Like stated before, they are both very good brands and it does not matter which one you drink. In fact, people really can not tell a difference between the two of them because the taste is basically the same. There was a science fair at my old school once. Those old fashioned ones with the Styrofoam display boards all over the place. One of the groups did a taste test between Coca-Cola and Pepsi; it turned out that not many people could tell the difference between the two tastes. I just thought that was kind of interesting. I know my family has grown up drinking Coca-Cola products. My dad is obsessed with Coca-Cola so much that he collects old advertising memorabilia from the company. If he hadn’t stopped collecting them, I swear it would have gotten to the point where I would get a scolding if I came home carrying a Pepsi bottle. The soda you drink really depends on the family that you have grown up in. For my dad, Coca-Cola, for the most part, is carried on by generations. My family has built the strongest trust in Coca-Cola products – more than any other soda. No matter where we are out in public: at Target, Walgreens, the grocery, my family always chooses to purchase a Coca-Cola products. I will talk more about Coca-Cola in my next post. But for now, I just want to say that.

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Trusted brands are really a good thing to have in a society like this. By having a trusted brand of everything, you do not need to spend all of that time testing out which product you think is the best. For example if you want to order pizza, you go straight for the telephone and get that delivery from Domino’s Pizza, or Papa Johns or whatever place you like. You don’t go to the yellow pages and randomly choose a pizza place to order from. By knowing your trusted brand, you get the right product for you and you trust that it is going to work completely and be satisfactory.

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One response to this post.

  1. Pure awesomeness. I love your posts. <333

    I thought this was a pretty interesting post. (as if the other’s weren’t already interesting, ha) I absolutely ADORED the first paragraph about trust and stuff. I didn’t want it to end. ;p (maybe your next “series” should be a little more like that?) Anywho, there is one thing I think should have been added into this post, and that is how a lot of people call certain items by the brand name. For example, Kleenex. A lot of people say Kleenex, rather than tissues. A lot of the time, even for other brands of tissues. Or Vaseline. Who calls it petroleum jelly? No one I’ve met, surely. Just a little tip from teh connor. The Mac v. PC paragraph was interesting as well. Somehow, my family used to be a PC only family… but now we’ve like all converted to Macs, with the exception of my sister. And just like yours, my family is a Coca Cola family. Which goes back to the Brand Name thing, people call sodas “Sprite” and stuff whether it’s normal lemon-lime soda, or Sierra Mist, or whatever. I know when I go out to eat and I order a Sprite, they bring me whatever is closest to Sprite. Oh yeah, and in the second to last paragraph; Target pwns.

    OH OH OH! The summary paragraph! You did it yourself! You don’t go to the yellow pages and randomly choose a pizza place to order from. “Yellow Pages” is a “brand,” rather than “phone book.” Hah, I just HAD to point that out. ;P

    -Connor

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