Lets hop in my hot tub time machine and travel back to the 1960’s. The 60’s were very simple times. No one had a cell phone, social media was nonexistent, and the science of advertising was simple. Advertising was simple, it was based off of push media, meaning advertisers placed it in front of consumers. The only times a consumer was exposed to advertising were through the newspaper, the radio, and later in the 60’s (if your family had one) on television . Now lets hop back in my hot tub time machine and return to 2017. Because of innovation and an increase in technology, advertising has taken a complete 180 turn. Advertising is everywhere around us. It on televisions, radios, mobile devices, billboards, lap tops, the list could go on and on. According to ama.org, studies show that the average consumer is exposed to up to 10,000 brand messages a day. 10,000?! That’s an outrageous amount of advertisements. To test and see if this was accurate, I spent an entire day marking down the number of advertisements i was exposed to.
I chose to conduct this experiment on a Tuesday. After waking up, I got on my cell phone and was immediately exposed to several advertisements. I opened twitter, and the first thing I saw was a video of Cheez-It’s promoting their new grooves crackers. I continued to scroll, and scrolled by an AMC Theater ad, promoting a popcorn and soda deal they are offering in selected theaters. Several more ads showed up on my timeline before I got off twitter and started getting ready for the day. While walking to class, I was listening to Pandora Radio. After skipping a song, a Giant Eagle advertisement came up, describing their fuel reward system, and how one can earn perks on gift cards by purchasing gasoline. Just like twitter, several ads were placed in front of me while listening to Pandora.
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Billboards are an effective way to advertise, but I did not drive during this day so I was not exposed to this form of advertising. Later that day however, I continued to listen to Pandora, and again was exposed to more ads. The first ad I witnessed was from RAZE. RAZE is an organization that fights against the use of cigarettes, chewing tobacco and other tobacco products. In this ad, they discussed how smoking tobacco and cause severe health problems such as gum disease, and even cancer. After a couple more songs, the same Cheez-It advertisement I mentioned earlier came on Pandora. I presumed to log back onto Twitter and the same Cheez-It ad came up again. Seeing the same advertisement multiple times in the same day annoyed me, and persuaded me to not try their crackers.
Throughout this casual Tuesday, I was exposed to several dozen ads through social media, Pandora, and walking around campus. If I were to right about every single advertisement I was exposed to in this day, it would take me a week to write this blog, so sorry to disappoint any viewer who wants to read a 10,000 blog, but you are not getting it from me (I’m not actually sorry). I expected to see many ads. However, I was almost certain that I would not see 10,000 of them. Maybe in fact the average consumer is exposed to 10,000 ads a day, but this number can be altered by the consumers themselves. Consumers today choose how many ads they are exposed to, by their actions. If you watch television for two hours a day, drive around for an hour, check Twitter all day, and watch YouTube videos often, chances are you will be exposed to a large number of ads. It did not surprise me that I was only exposed to a certain amount of ads, because I chose what media I observed, and how much of it I observed.
The advertisement I found most interesting was the RAZE ad. It really triggered the emotional appeal when discussing how the use of smokeless tobacco could cause severe health problems, and even cause death. In the ad, it showed a video of a man before he started to use smokeless tobacco, with a normal face. Then, after countless use of this product, it showed the man without his jaw. This ad triggered the emotional appeal, and really made its message evident. Out of every ad I was exposed to in one day, this one stood out the most by far!
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