Creative Techniques Used in Advertising to Cognitively Persuade the Consumer (Specifically for Coca-Cola Products)

Abstract

Advertising can be identified as a communication methodology used in marketing to inform the consumer about how to purchase and utilize goods and services. It generates a cognitive persuasion within the consumer to purchase these goods and services. The concept known as AIDA (Attention, Interest, Desire, Action) is utilized in the creation of advertisements. In this process, it can be observed that creators employ various strategies to highlight the organization's market dominance and to induce a cognitive shift in the consumer, thereby motivating them to make purchases. Here, creative techniques play a primary role.

The main objective of this research is to identify the creative techniques employed when crafting an advertisement rich in artistic qualities. Among the various media utilized for advertising—such as television, radio, newspapers, magazines, and the internet—advertisements broadcast via television were selected for this research. From advertisements regarding various products and services, those related to Coca-Cola products were selected as the sample.

Both quantitative and qualitative methodologies were employed, while primary and secondary sources were utilized for data collection. This involved conducting interviews with advertisement creators and consumers, as well as referencing books written on marketing and advertising. The study identified that creative techniques such as the use of attractive colors, video editing, lighting, language, presentation style, and music are extensively employed in advertisement creation. These techniques cause the consumer to be instantly attracted to the advertisement upon viewing it. It can be concluded that by employing such creative techniques, advertising agencies gain the ability to cognitively persuade the consumer and enhance marketing while maintaining their market dominance.