The author doesn't really have a straight-forward central argument. Instead, he pulls different researches into his article to argue from many sides, but never draws conclusion that one is better than the other. So his central argument basically is: whether an advertisement is good or not depends on varying factors (target audience, situation, product, etc), and it is yet to be found which type - thinking or feeling, rational or irrational - of advertisements successfully appeal to the audience.
I say, it depends on the product. Even if Spice (a local Indian company) mobile phones come up with the best ad and iPhone doesn't advertise at all, people are still going to buy iPhone. That is because the ethos for iPhone has become too big to beat because it is actually that good. And even if they buy a Spice phone, they will still know that iPhone is better, and would have bought it if they could. Advertisements depend on the product.
Think back to the most memorable or funny ad you have ever seen in your life. Now answer, do you own that product? The answer is no. Just because the ad is good doesn't mean you buy the product. You might entertain the audience for that short while, but that does not make it even close to that particualr audience thinking about actually buying that crap. If I don't like the product, no matter how much I love the ad, I wouldn't buy it. Would you? Well, you should also consider the mentality of the person. Football-lovers don't buy the new Adidas clits because of Messi. They buy it because it is good. Of course they want to wear the same football shoes as Messi, but if it wasn't really good in its performance enhancement, they wouldn't buy it.
So my central argument is that neither one - thinking or feeling - of the psychology of advertising really encourages the consumer to purchase the product. It is all about the product. If the product is good, they will buy it. If the product is bad, they won't. :)
I say, it depends on the product. Even if Spice (a local Indian company) mobile phones come up with the best ad and iPhone doesn't advertise at all, people are still going to buy iPhone. That is because the ethos for iPhone has become too big to beat because it is actually that good. And even if they buy a Spice phone, they will still know that iPhone is better, and would have bought it if they could. Advertisements depend on the product.
Think back to the most memorable or funny ad you have ever seen in your life. Now answer, do you own that product? The answer is no. Just because the ad is good doesn't mean you buy the product. You might entertain the audience for that short while, but that does not make it even close to that particualr audience thinking about actually buying that crap. If I don't like the product, no matter how much I love the ad, I wouldn't buy it. Would you? Well, you should also consider the mentality of the person. Football-lovers don't buy the new Adidas clits because of Messi. They buy it because it is good. Of course they want to wear the same football shoes as Messi, but if it wasn't really good in its performance enhancement, they wouldn't buy it.
So my central argument is that neither one - thinking or feeling - of the psychology of advertising really encourages the consumer to purchase the product. It is all about the product. If the product is good, they will buy it. If the product is bad, they won't. :)
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