Companies advertise their products so as to inform consumers about features of the product such as price, quantity and quality. Many companies develop messages to advertise different brands that they offer; the messages are developed according to social influence theories of psychology (Hook, Franks & Bauer, 2011). Apple and coca cola are among the companies that use the different theories to advertise their brands.
iMac
iMac is among the products developed by apple company; it is a slim computer that has a special design. The computer is five millimeters thin, and it contains all features in the slim board; these features include storage, display, processor, and graphics. The product has the fastest Intel processor in the world, and this makes it perform tasks effectively. The message used to market the product is “Performance and Design. Taken to the right edge”.
The company advertises this product to customers on the company website, television, and advertising campaigns.
As the message states, the product is meant for people who are interested in high quality design; this is because the design of the product offers fascinating features. The computer has a processor and storage on a slim surface; this feature helps the product to be portable. The product also targets the youths who are interested in entertainment because it has attractive music features. It offers internet services, which are mostly demanded by the youth as well as the old people who are in different professions.
The product also attracts companies that want to use new technology in performing their activities effectively; for example, it targets educational institutions that teach design and telecommunication. This is because of its ability to shoot videos and photos that are of high quality. iMac can, therefore, be said to target the old and young people who are interested in completing their tasks fast and effectively.
The message used to advertise iMac can be said to have been developed from the social learning theory. According to the theory, behavior of people is modeled by the world around them; this means that people copy the behavior from others (Hook, Franks & Bauer, 2011). When the design of the product and its features are demonstrated on the website, people are attracted to buy the product so that they can experience its features. People also get attracted to then high performance of the product as the message states.
Diet Coke
This is a sugarless soft drink sold by the coca cola company, and it is packed in five hundred milliliter cans; the product was developed in 1982, and it was first sold in the United States. The product is advertised using a message that says, “Stay extraordinarily.” The message is used in advertising campaigns, the company’s website, social media sites and television.
The product was developed to target people who are interested in living a healthy life because it does not contain sugar. The old people are the most targeted by the product as they do not consume sugary products often because they are likely to suffer from diabetes. The old people are also targeted because they like to look like young people. Apart from old people, coca cola invented the product to attract the youths who want to be young forever. The product also targets musicians because it has lemon, which softens the voice of a singer.
The message used to advertise diet coke is based on cognitive dissonance theory. The theory states that people are interested in building beliefs and attitudes that they observe in their daily lives (Hook, Franks & Bauer, 2011). A person who knows about diet coke may tend to believe that it makes life healthy; this decision may be made after an analysis of the sugary drinks, and their effects have been made. Someone may believe that diet coke has a capability of extending the youthfulness of a person.
Companies use theories of social influence to advertise their products; they use the theories in inventing messages to attract people to purchase their products. Apple uses social learning theory to advertise iMac while coca cola uses cognitive dissonance theory to advertise diet coke, which is a sugar free soft drink.
References
Hook, D., Franks, B. and Bauer, M. W. (2011). The social psychology of communication. Hampshire: Palgrave Macmillan.
