Nowadays, aggressive advertising has become quite commonplace, however, this no less effectively affects the masses. The main goals of this type of activity can be considered to derive the greatest benefit and attract the attention of the target audience.
Analysis of the concept and positioning of the problem
Typically, this type of advertising implies two different directions. In the first case, it is meant to flaunt and promote any obscene acts, sex and violent scenes, as well as aggressive behavior through visual demonstrations or relevant phrases and expressions. In another embodiment, the role of aggressive advertising is the so-called persistent, or intrusive advertising. Often this type involves the conviction of a potential buyer that he is in danger or a problem if he does not purchase the specified product. In fact, such advertisements include obsessive offers to buy pies or pasties from street vendors.
Of course, the laws of different countries regulate to one degree or another the activities of the relevant agencies and censor some material options. In fact, an advertisement that equates to aggressive finds somewhere on the very border of these prohibitions. In addition, usually consumers do not like the fact that they are imposed on any product, but recognize the usefulness of the information. Therefore, the seller should always look for the line between aggression and the satisfaction of the real or imaginary needs of the target audience.
Consumer perception
On the other hand, the degree of aggressiveness of any video clip or advertising campaign is for the most part determined by the potential customers themselves to whom it was targeted. Excessively intrusive supply of material can contribute to the fact that the consumer equates to this kind of demonstration of even a completely high-quality and good product. People always react negatively to attempts to manipulate their opinions from the outside, distortion of their own value attitudes and banal deception. For this reason, one of the key problems of aggressive advertising is considered to be a high probability that the target audience will not understand the message properly.
As a rule, the number of people whom sellers expect to use their means to sell their product includes those who simply do not have a ready-made behavior model. It is most difficult to adequately respond to such advertising with the so-called more gullible strata of the population - the elderly, children and adolescents. Increasingly, society is forcing lawmakers to pay closer attention to these types of activities of creative departments and their products.
Drug Advertising
This option makes anyone think about their own feelings and feelings, for example, about physical disabilities and ailments, the approach of old age and sexual inferiority. In this case, the advertising presentation is positioned as follows: without the specified product, the consumer supposedly 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 start to believe in the infallibility of advice from TV screens, and then tell their doctors how to treat them “correctly” and what means should be prescribed for a speedy recovery. Statistics say that at least 20% of patients try to force doctors to prescribe them exactly those pills that are widely covered in the media sphere.
Of course, it is easy to guess that the largest advertising campaigns are concentrated around the most expensive means, for the promotion of which pharmaceutical concerns spend millions of dollars. Patients tend to trust everything that is covered in the media and presented as the most effective drugs.
Advertising beer and other alcohol
The wide distribution of such promotional materials at the moment has led to a certain symbolization of beer in Russia. Today, a foamy drink is an indispensable attribute of any pastime associated with recreation and entertainment. Of course, the Ministry of Health obliges marketers to comply with some decency and honestly warn consumers about the dangers of excessive alcohol consumption. 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 is only in the hands of manufacturers - the age threshold for entry will inevitably decrease. According to surveys, in a number of cases, on the territory of the country, use begins already from 11 years old. Advertising is increasingly aimed at the younger generation, although this is not officially confirmed in any way. Aggressive forms at the same time make it possible to clearly establish oneself about the need for beer in still fragile minds. Drinking beer is becoming a bit of a lifestyle and becoming a behavioral norm.
Tobacco advertising
Due to the influence of the media, this phenomenon still does not lose ground among the population of countries such as the United States or Russia. The most aggressive types of advertising included advertising of tobacco products, however, due to recent changes in the legislation of the Russian Federation, such products were banned from showing on TV.
Nevertheless, tobacco companies still not only survive, but also prosper. Advertising campaigns for the time allotted to him did everything that they should, having managed to associate smoking with entertainment, music, romance, freedom, fame and even sports. In fact, marketers managed to turn a purely physiological habit into a social norm, which will for a long time take its place in the minds of people.
Commerce versus Tolerance
Creative bureaus dictate and develop the habit of various forms of deviant behavior among consumers. In this case, the concept of aggressive advertising completely lacks any moral or ethical restrictions. Marketers have long established a simple fact that people for some reason tend to trust any suggestion through more or less authoritative sources. It can be said that for the most part consumers have almost an innate faith in the infallibility of sellers who advertise their products to the target audience.
Another point worth mentioning. At its core, advertising, and especially aggressive, 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 an individual person. In an aggressive version, all these qualities are embodied even stronger and wider, while not looking at the moral side of the issue.
Internet advertising
The scourge of modern society, which was 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, you can cite various banners of online casinos that combine a riot of colors from the brightest colors and fabulous promises in case of imminent winnings after registration. This method in one form or another acts on a fairly wide target audience practically without fail.
Another example is the compilation of so-called enticing headlines about something very important, a click 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 in at least Some degree of useful content. Nevertheless, practice demonstrates that all such tricks perfectly integrated and took root among people actively using the Internet.
Telephone advertising
This category includes the aggressive imposition of services and goods on subscribers who have not previously expressed a written or oral desire to listen to such offers. Aggressive advertising by phone, as a rule, is not aimed at a potential audience clearly outlined by a certain framework.
The caller usually already has a certain script at hand, according to which he plans to “lead” the subscriber on the other side of the line, thereby leading him to perform the actions he needs, whether it’s buying a certain product, ordering a service or offering to invest in a profitable business. Consumer reaction to such calls is quite unambiguous regardless of the degree of aggressiveness of such advertising: in most cases, subscribers do not want to listen to the direct imposition of something.
TV advertising
It is considered a fairly old species, but has not yet lost its influence on potential buyers. Commercials spin on the air 24 hours a day, offering people almost everything that can be sold.
Aggressive methods involve many different tricks, including hidden or explicit psychological impact on the consumer due to the fact that they are shown at certain hours in the intervals between any programs or films. Often this form is attached to those products that are associated with upcoming or already ongoing mass events and events. Significant impact is also due to the fact when the product is advertised by a person who is popular in certain circles, whether invented or real.