At the beginning of Read Freedman and
Jurafsky’s research, they quoted David Ogilvy’s notes, “Don't use high-falutin
words for the non-falutin audience,” which means the upper classes do not like
high-falutin words.
In the Read Freedman
and Jurafsky’s research, I find a very interesting thing about potato chips’
advertising. There are lots of negations in expensive chip advertising, which
is very extraordinary in our lives. For example, there are some expensive chip
advertising, “no wiping your greasy chip hands on your jeans”, “never fried, never baked”, and
“we don’t wash
out the natural potato flavor.” In the
expensive potato chips, there are full of comparison(less fat, finest potatoes)
and negation(not, no, never, don't, won’t), because using the comparison and negation
can distinguish the upper classes and working classes.
Because of education
and health, there are differences between upper classes and working classes.
Thus the expensive chips advertising should be designed in some way appeal to
consumers of higher status. Because the consumers of higher statues would have
more education, the advertising of expensive chips usually uses longer and more
complex sentences and words. By contrast, in order to having fewer and shorter
words, the inexpensive chips use more common words.
Usually the upper
classes are more concern about health, so the expensive chips use the negation
to the unhealthy words, and make comparison to inexpensive chips. Therefore,
the most difference between expensive chips advertising and inexpensive chips
advertising is marketing position. Due to different marketing position, the
advertising should be appeal to their appropriate audiences.
After I read the
research, I think that it is significant to find an appropriate marketing
position, because if a company found an appropriate marketing position, it
would find appropriate audiences. Therefore, they can adjust their advertising
by different audiences, in order to sell more products.
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