Advertisement in the Media: Assessing Company Motive

Advertisement in the Media: Assessing Company Motive and Public Perception Kassin, Fein and Markus (2011) note: "the strength of an attitude is indicated not only by the amount of information on which it is based but also by how that information was acquired" (p. 213). This notion applies perfectly to the art of successful advertisement. The public need not be bombarded by the same advertisement on a daily basis to have its message engrained in their minds.

A clever advertisement, if presented in the right manner, only takes one view to resonate in its viewers psyche, leaving them thinking about the ad long after they are out of its physical presence. This type of resonating advertisement can be seen in Denver Water's recent water conservation promotion campaign which reads, "Use Only What You Need." The billboard itself utilizes only about one fourth of the available space, leaving the rest of the billboard in a bare-bones state of visible beams and structural supports.

In viewing the advertisement as a whole, onlookers are left with the textual message itself and the overall presentation of the ad fixed in their minds. As simple as the advertisement itself, the effect it elicits is much more complex. The message of the advertisement is being directly by Denver Water, but in a more broad scope by conservationists as a collective group, which offers both credibility and a likability to the ad that allows it to be taken seriously.

It is known that credibility allows a message to be taken seriously. Even in blindly viewing the advertisement with no prior knowledge of the company itself, viewers can ascertain a certain sense of credibility from the ad itself. Denver Water provides high-quality water and service to the city of Denver and many surrounding suburbs, while promoting efficiency and conservation. It is in viewing the last portion of the aforementioned statement that takes the credibility of the ad to the next level.

In terms of determining true credibility, the entity at hand -- Denver Water -- does not stand to gain anything from the advertisement displayed. Not only is Denver Water not advocating that viewers of the ad use more of their product as so many advertisements do, they are advocating using the minimal amount of water needed in order to both promote their message of efficiency, but the message of conservation as a whole.

Next is the concept of likability, which Denver Water also emulates by focusing the campaign on an environmentally friendly message set forth to benefit all people rather than just those who utilize company services. Kassin, Fein and Markus (2011) note: "what you say is more important than who you are," which is true even for a company that is not as widely-recognized as others. By appealing to positive emotions in the viewer, these viewers are called upon to heed the advice of the ad and make a difference in the long-run.

In viewing the ad the audience tends to be in a high need for cognition, paying more attention to the relevant argument presented rather than how attractive or credible the advertiser is. The audience also tends to.