Question

Chapter 8 discusses stimulus factors in advertising. Use Google Videos or Google Images to find examples of the advertisements for the Ford Fiesta’s advertising campaigns. Evaluate those advertisements based on the following stimulus factors:

a. Size

b. Intensity

c. Attractive visuals

d. Color and movement

e. Position

f. Isolation

g. Format

h. Contrast and expectations

i. Interestingness

j. Information quantity

Answer 1

After going through the videos and images of Ford Fiesta's advertisements, I evaluate the advertisments based on the following stimulus factors:

a. Size: Normally the ads are of full page containing photo of car and information written around it. Thus the advetisements are more likely to be noticed compared to hald-page advertisements

b. Intensity: The loudness and brightness is well maintained in the advertisements. Light coloured/ Bright vehicles are mostly shown in the advertisements. And, voulume of music and voice are also kept high to attract attention.

c. Attractive visuals: The focus of advertisements are on Car, Nature and Surrounding happenings. Also bright coloured cars make them look attractive. Thus the advertisement have good visual attractiveness.

d. Color and movement: The cars being brightly coloured also the surrounding being bright makes the advertisements apt for attention. Also in the ads the cars are shown in motion rather than standing at one place, this also increases attention

e. Position: The car is shown at the center of the visual field of the audience. Hence the position of stimuli is apt for attention

f. Isolation: In the image advertisements, the information about the car is mentioned in the blank spaces surrounding the Car. This leads to increased attention.

g. Format: The advertisements are very simple, as in videos there are no written messages on the screen, but only car is shown moving on road along with the surroundings. The message are being told in the background in clearly audible and loud enough voice. All this leads to increase in attention.

h. Contrast and expectations: Contrast in the ads are not accurate. Because the advertiser has tried to match Car's colour with the background. However it would have been better if the Car colour and background colour would have been in contrast.

i. Interestingness: Overall the ads are very interesting, as it focusses on consumer interests i.e, Comfort, Design, Experience etc.

j. Information quantity: As mentioned arlier, information quantity is very less in the visual, as information is being told in the background. Thus audience can focus on Car and its looks only.