At present, aggressive advertising has become a fairly commonplace, but no less effective influencing the masses. The main goals of this type of activity can be considered to extract the greatest benefit and attract the attention of the target audience.
Analysis of the concept and positioning of the problem
Usually this type of advertising implies two different directions. In the first case, it refers to flaunting and promoting any obscene acts, sex and violent scenes, as well as aggressive behavior through visual demonstration or appropriate phrases and expressions. In another version, the role of aggressive advertising is the so-called persistent or intrusive advertising. Often this type involves convincing the potential buyer that he is in danger or some kind of problem if he does not purchase the specified product. In fact, such advertisements include intrusive offers to buy pies or pasties from street vendors.
Of course, the laws of different countries regulate to varying degreesthe activities of the relevant agencies and censor some versions of the material. In fact, advertising, which is equated with aggressive, is somewhere on the very border of these prohibitions. In addition, consumers usually do not like the fact that a product is forced on them, but they recognize the usefulness of the information. Therefore, the seller must always look for the line between aggression and satisfaction of the real or imaginary needs of the target audience.
Dependence on consumer perception
On the other hand, the degree of aggressiveness of any video or advertising campaign is largely determined by the potential customers themselves, to whom it was directed. Excessively intrusive presentation of the material may cause the consumer to equate the demonstration of even quite high-quality and good goods with this type of presentation. People always react negatively to the attempts they recognize to manipulate opinion from the outside, the distortion of their own values and banal deceit. For this reason, one of the key problems of aggressive advertising is the high probability that the target audience will not understand the message properly.
As a rule, the number of people to whom sellers expect to sell their goods using the described means include those who simply do not have a ready-made model of behavior. It is most difficult for the so-called more gullible strata of the population - the elderly, children and adolescents - to adequately respond to such advertising. Increasingly, society is forcing legislators to pay moreclose attention to these activities of the creative departments and their products.
Advertising medicines
This option makes any person think about their own feelings and sensations, for example, about physical infirmities and ailments, approaching old age and sexual inferiority. In this case, the advertising presentation is positioned as follows: without the specified product, the consumer allegedly dooms himself and his loved ones to pain and suffering. Marketers deprive a person of a sense of comfort, put pressure on the psyche, which can even cause certain depressive states.
The impact of aggressive types of advertising in this niche leads to the fact that people often begin to believe in the infallibility of advice from TV screens, and then tell their doctors about how they need to be treated “correctly” and what drugs should be prescribed for a speedy convalescence. Statistics say that at least 20% of patients try to force doctors to prescribe exactly those pills that are widely covered in the media.
Of course, it's not hard to guess that the largest advertising campaigns are centered around the most expensive products, on which pharmaceutical concerns spend millions of dollars to promote. Patients tend to trust everything that is covered in the media and presented as the most effective drugs.
Advertising beer and other alcohol
Wide distribution of such promotional materials at the momentled to some symbolization of beer in Russia. A foamy drink today is an indispensable attribute of any pastime associated with recreation and entertainment. Of course, the Department of He alth requires marketers to observe some propriety and honestly warn consumers about the dangers of excessive drinking. However, this information is not so clearly reflected in aggressive advertising, where the main postulate that the creative department is trying to convey to the buyer can be formulated as follows: “Beer is good.”
Conducting such campaigns only plays into the hands of manufacturers - the age threshold for entry will inevitably decrease. According to surveys in the country, in some cases, use begins as early as 11 years old. Advertising is increasingly aimed at the younger generation, although this is not officially confirmed in any way. At the same time, aggressive forms make it possible to clearly consolidate the attitudes about the need to drink beer in still fragile minds. Drinking beer becomes something of a way of life and becomes established as a behavioral norm.
Tobacco advertising
Due to the influence of the media, this phenomenon is still not losing ground among the population of countries such as the United States or Russia. Advertising of tobacco products was among the most aggressive types of advertising, however, due to the latest changes in the legislation of the Russian Federation, such products were banned from being shown on TV.
Nevertheless, tobacco companies are still not only surviving, but alsoflourish. The advertising campaigns did what they were supposed to do in the time allotted to them, linking smoking to entertainment, music, romance, freedom, fame, and even sports. In fact, marketers have managed to turn a purely physiological habit into a social norm that will take its place in people's minds for a long time to come.
Commerce versus tolerance
Creative bureaus dictate and develop the habit of various forms of deviant behavior in consumers. At the same time, there are no moral or ethical restrictions in the concept of aggressive advertising at all. Marketers have long established the simple fact that people, for some reason, tend to trust any suggestion through more or less authoritative sources. It can be said that most consumers have an almost innate belief in the infallibility of sellers who advertise their products to the target audience.
One more thing worth mentioning. At its core, advertising, and especially aggressive advertising, is intolerant. This is expressed in the fact that it initially addresses one simple message - the goods must be bought, regardless of any circumstances or consequences of this action. Advertising is primarily a tool of suggestion and persuasion, which has nothing to do with real evidence of the usefulness of some kind of acquisition for a single person. In the aggressive version, all these qualities are embodied even stronger and wider, while not at all looking back at the moral side of the issue.
Internet advertising
The scourge of modern society, which developed with the beginning of mass computerization and the presence of the Internet in every home. As a burning example of aggressive advertising on the Internet, one can cite various online casino banners that combine a riot of colors from the brightest shades and fabulous promises in case of an imminent win after registration. This method works in one form or another on a fairly wide target audience almost flawlessly.
Another example is the compilation of so-called enticing headlines about something very important, clicking on which, in turn, leads the user to an advertising site and the most ordinary "yellow article" that does not reveal either the essence of the question posed or filled with at least some useful content. Nevertheless, practice shows that all such tricks are perfectly integrated and taken root among people who actively use the Internet.
Telephone advertising
This category includes the aggressive solicitation of services and goods to subscribers who have not previously expressed, in writing or verbally, a desire to listen to such offers. Aggressive telephone advertising usually does not target a well-defined potential audience.
The caller usually already has a certain script at hand, according to which he plans to "guide" the subscriber on the other side of the line, thereby leading him to complete the desiredhis actions, whether it be the purchase of a particular product, the order of a service, or an offer to invest in a profitable business. The reaction of consumers to such calls is quite unambiguous, regardless of the degree of aggressiveness of such advertising: subscribers in most cases do not want to listen to direct imposition of anything.
TV commercials
Considered to be a rather old species, but has not yet lost its influence on potential buyers. Commercials are on the air 24 hours a day, offering people almost everything that can be sold.
Aggressive methods involve many different tricks, including the hidden or obvious psychological impact on the consumer due to the fact that they are shown at certain hours in between any programs or films. Often this form is given to those products that are associated with upcoming or already ongoing mass events and events. There is also a significant impact when a product is advertised by a popular person in certain circles, whether fictional or real.
