Bandwagon Effect In Advertising

Improved Essays
A vast percentage of teenagers find that one of the leading origins of depression is popularity. The feeling of popularity can be very overwhelming; furthermore, peer pressure can arise from popularity. With such huge downfalls to popularity, that quality can still be quite attractive. Having a lot of friends and being connected to something bigger than oneself can make people feel better about life. Marketers bring in prodigious clientele when they use popularity to their advantage in their advertising campaigns. This effect is known as the “bandwagon” and is the most-used advertisement ploy in print ads. The use of this marketing approach is everywhere in this Coca-Cola advertisement; however, specific techniques are highlighted in this publication. …show more content…
The Coke advertisement places a bold white-and-red lettering to the phrase “All The Cool Kids are Drinking Coke!”; this emphasis on joining a social group based on what you choose to drink is an unrealistic idea. Even so, using this gravitation to popularity, which mixes into the bandwagon effect, brings people’s attention to their lives and what they could be with this product. This false promise of popularity engages a range of people from every background and age. The premise of the phrase being up front and center, assuring a change in who you are now to someone even better, is highlighted when the eyes come off the phrase and to the picture of a young woman drinking coke. They give a visual that connects to anyone that wants to look like or have some feature of the model in the advertisement. The model is wearing very fashionable, casual clothes of the time period, connecting with a wider range of audience from lower- to upper middle-class. This allows the promise of popularity to be more realistic in the minds of the …show more content…
The mass effect bandwagon has on people is the attraction to popularity the advertisement gives off; therefore, the advertisement becomes popular, introducing the cycle again. With this never ending cycle, it becomes clear why bandwagon is an effective choice for advertisements; including afore-discussed “The One Club Creative Boot Camp 2015 Coke Advertisement”, featuring the bandwagon effect. The usage of this effect pulls in the reader to join the cool kids and be a part of the trend. Using modern day trends such as the young woman’s clothing and accessories adds an extra effect of bandwagon not only pushing one to join, but displaying that the way to be on trend is to use the product. This type of effect makes the reader believe there is an all-or-nothing scenario; either purchase the product and be a part of that trend, or be outcast. This scenario is directly related to an emotional connection as well. Everyone wants to be a part of a bigger picture, and in this advertisement, the way to do this is by buying a

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