Q5A · Analyse the following theories of advertising with appropriate examples: (i) Hidden Message (ii) Shifting Loyalties

Answer

The hidden message

Definition. The hidden-message perspective examines implied meanings and emotional cues beneath the advertisement’s explicit claim.

In simple words. Jo literally bola uske neeche kya suggest kiya?

Understand it step by step

1. Separate explicit words from implication. “Contains ingredient X” is explicit; an authoritative-looking setting may imply expertise or credibility.
2. Look at colour, sound, expressions, status symbols, fear or reassurance. These cues can communicate a meaning without stating it directly.
3. This does not mean every advertisement contains subliminal instructions. Explain the observable cue and the possible interpretation; avoid unsupported mind-control claims.

See it in use

Shifting loyalties

Definition. Shifting loyalties describes advertising’s role in attracting people away from competing choices while maintaining loyalty to the advertised brand.

In simple words. Dusre brand se switch karvao, apne brand ke saath repeat karvao.

Understand it step by step

1. A category contains alternatives. The advertiser gives a reason to reconsider an existing choice: benefit, price, identity or convenience.
2. Trial messages reduce the barrier to trying something unfamiliar. Repeat messages reinforce reasons to remain with the brand.
3. A claim must still be credible and substantiated. Loyalty is affected by experience, availability and value as well as communication.

See it in use