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Framework and Process of Advertising

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The use of slogans usually has a considerable influence on its viewers, especially children. In all of the ‘ m& m’ commercials, it may be seen that there are two lines, ‘ melts in your mouth, not your hands’ and ‘ open your hands and smile’ used. All products require having something special in order to market their  product.   Food brands in general, either explain how nutritious the product is or how the product is superior in quality and taste when compared to each other. In this particular product, the ‘ m& m’ , the product quality as advertised. The aspects that have been discussed include process, context, framework and production elements.

Production elements include editing and in case of this advertisement, animating. It is a well-known reality that people from all walks of life tend to act or react in different situations based on emotions, and not on logic. This truth is also applicable to the advertisements. That is, when common people view or hear advertisements, initially logic will not matter because the human mind will not look for features of the product or services offered in advertisements, but will look at the emotional message it conveys.

When the emotional message of the advertisement reaches and entices the viewer’ s mind, then only the viewer will look at the features that give benefits to them and make the eventual purchase. The different form of advertisements, be it Television ads or print ads or ads on the Internet will be viewed by the customers any time without a set schedule. That is, advertisements shown or heard normally do not follow a schedule like TV programmes, but will be visible or audible to the common people or prospective customers at any time.

At that time, the customer could in any place, any situation, any mood etc, and if an advertisement with an inbuilt emotional aspect is seen or heard by them, it will surely reach their mind. So, the advertisements should need to strike a chord in the human mind by touching on their desires, needs etc and offer solution or benefits to them.    

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