The Analysis of How Food Advertisements Attract Recipients Attention—Based on Ogilvy’s Theory
- DOI
- 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.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
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 - 10.2991/assehr.k.200428.128 ID - Feng2020 ER -