Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020)

The Analysis of How Food Advertisements Attract Recipients Attention—Based on Ogilvy’s Theory

Authors
Jingbo Feng
Corresponding Author
Jingbo Feng
Available Online 1 May 2020.
DOI
https://doi.org/10.2991/assehr.k.200428.128How to use a DOI?
Keywords
food advertisement, the Ogilvy’s theory, research analysis
Abstract
Food is essential for human’s life. Food advertisements are targeting on people of distinctive ages with distinguished requirements. And it is common to see that some of the food advertisements are continuously coming into people’s eyes through a novel advertising form, even if people totally know it is about the same food, but they still watch it repeatedly. Therefore, this paper aims at analyzing how food advertisements appeal people to buy their products in terms of Ogilvy’s theory, focusing on food advertisements themselves. After analysis, people could have preliminary understanding of Ogilvy’s theory and the relationship of food advertisements and Ogilvy’s theory. Case analysis is used in this paper, and three to four pieces of advertisements are targeting on each of the method of Ogilvy. In the end, the phenomenon that people have their desire to buy food because of food advertisements, which demonstrates that Ogilvy’s advertising methods could potentially arouse consumers’ interests to buy certain food and truly believe that such food is worthwhile buying.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Cite this article

TY  - CONF
AU  - Jingbo Feng
PY  - 2020
DA  - 2020/05/01
TI  - The Analysis of How Food Advertisements Attract Recipients Attention—Based on Ogilvy’s Theory
BT  - Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020)
PB  - Atlantis Press
SP  - 591
EP  - 594
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200428.128
DO  - https://doi.org/10.2991/assehr.k.200428.128
ID  - Feng2020
ER  -