Polar Business Advertising
According to the author's book Vance Packard in his book entitled "The hidden forms of advertising and propaganda we find interesting elements to analyze in the ads chosen by the group.
The advertising to analyze is that of the Polar group, which from the first moment the person realizes, because they enjoy institutional elements, which includes in that commercial all the feeling and the group of brands such as Pepsi, Polar, Mavesa and Primor that they produce in their different plants.
In the Polar business commercial, several important keys were found that constitute our needs, desires and desires that arouse the interest of the viewing public.
According to the 8 basic needs identified in the commercial, we have an indispensable element such as selling emotional security, because it awakens that desire and identification for being one of the production brands par excellence in the country, since all the products they produce encompass 80% of what is consumed in the country, which means that all people who buy x product is a Polar product.
Emotional security is sold when Polar companies give their products identification with Venezuela, with that human capital that people are, apart from the commitment that the same company offers, by saying they are not alone, Polar companies will continue to give and offer a commitment with the Venezuelan people. Through this effect, another essential element is exploited, which is the feelings of people when they feel part of the country, when they feel like consumers and when they also feel that the problems that happen are everyone's problem.
By selling an assertion of their own worth in the advertising of Polar companies, I know the values and reasons of pride of what it means to be Venezuelan, of how Polar companies under the group of brands that this commercial includes, create a serious commitment and establish the claim that they manufacture products that enjoy high quality in the market. By influencing these methods of persuasion, people think the best of the brand by saying: we are committed to you.
A key element is that it establishes the image above all things, seeing how Polar companies emphasize the capacities of commitment, development and leadership in Venezuela.
Another key element is to sell a satisfaction for the self, which according to Vince Packard's book is considered to sell a trust, since without a doubt people who buy a product, be it pepsi, three chess, polar beer or some product Under the same brand, people are greatly influenced by the comments and recommendations of other people, not only by the commercial that shows satisfaction, but by consuming them.
People when analyzing and seeing a key element that is satisfaction, apart from the commitment and quality of the brand through their advertising, not only feel identified, but also committed since they sell them the satisfaction of being the best-selling brand as well as build trust by saying we are here, we continue and now we will continue to produce for the nation.
When analyzing the passage that talks about the creative faculties, infinities are undoubtedly established in the commercial, since with products such as Pepsi, Mavesa and Primor rice that are made and sponsored under the Polar brand, it establishes feelings of the infinities of things to do, prepare with the different items that are produced there.
In an element called selling love objects, an indispensable and unequivocal comparison can be established, that the most emotional element of love in the analyzed advertising is the commitment to continue in the country despite the economic situation and paralysis that Venezuela has experienced.. In addition, the music, the advertising style is moving, since it exploits that feeling of Venezuelanism, because love manifests itself in many ways, and it is the feeling, the empathy that exists between citizens living in the same country, that coincide in this commercial.
The need for power involved in this type of advertising is evident, since Polar is a company that produces several products, but at the same time it is also a brand of beer, which leads to highlighting both the masculine and feminine virtues of drinking or eating any type of product that this company encompasses. This type of sensation creates or awakens a sense of interest in the public, by exploiting food needs with a commitment to the consumer.
By selling Polar companies a sense of roots in their advertising, they are selling years of experience, associating one of the oldest products such as beer, with new products such as Pepsi, and the other snacks or snacks that one of the more multibrand brands sells. present in the market.
The old Venezuelan customs are associated with commitment, being a product consumed by several generations with the future, and proof of this are the changes that the graphic element of the polar bear has had, from the point of view of colors, which before They were more gray and with a sitting bear, until it is what it is today is its new graphic symbol, with more vivid colors and with a figure adapted to these new times of change, a product of the demands of the market and globalization.
One of the elements that seems not to be present in the commercial, but exists very implicitly, is the key element such as selling immortality, saying that the products of the polar brand will continue to be on the market despite all the vicissitudes and problems that may be happening in the Venezuelan economic, political and social environment. Therefore it is an element that people value since it gives a feeling that goes beyond the personal background, it is the psychological one, since people can age but the product is renewed and the brand continues with its commitments, and with that consuming public.
As stated by Vance Packard in his book where he says: "the perspective of immortality through the perpetuation of its influence, what it does not want to conceive is physical death or its oblivion". What you mean by this type of message, whether in advertising and its different forms, is able to position itself in the mind of that receiving public in order to have a recall index that can become immortal if that brand sells a wide range of products like polar companies.
One type of immortality used in this type of commercial is that of longing for protection, by focusing on emotional problems such as those experienced during unemployment and by reaffirming commitment. A key factor such as security, the unity of the brand with the people and the living personality is painted or established, when we say we are present with you as a key element in supplying the different types of markets.
The human being is a being that needs to feel taken into account, as suggested by Maslow's pyramid of the hierarchy of needs, man has different types of needs but the basic ones are clothing and food, the latter being one of the most important. It is there where the author Packard focuses on focusing on the sense of security, satisfaction, commitment and emotion among others.
The needs from the point of view of the psychological background exploited in this important book regarding Polar advertising, it is clearly seen how in a type of advertising a brand commitment is established towards people and therefore the level of optimism and security towards a certain advertisement seen on television, in addition to the emotional factor when saying we are with you, we give you confidence, polar will continue with you despite the situation. These evaluative elements, balanced are intertwined in said commercial when establishing a commitment.
A clear and real example related to polar industries is the shortage of Pan flour, which, not being present in the market for political and economic reasons due to the free exchange of dollars to produce certain items, creates concern among the consuming public by not meet the needs of the market. That is why the commitment and support of the brand is necessary and well treated in the analyzed advertising, so that people are not insecure and keep in mind that they will continue to be present for a long time despite the reasons mentioned above.
Polar business advertising is a good case study because each of its parts reflected in the commercial exploits those hidden needs that all human beings need to be taken into account for their own satisfaction. Every human being has hidden needs that need to be met and not only that, but to be taken into account by those types of commercials.
Establishing a commitment, security and development creates a sense of trust among consumers of a certain product, which is applied at the marketing level and at the psychological level with what is stated in the book.
Romer Rooms Propaganda
By analyzing the political propaganda of former presidential candidate Enrique Salas Römer, who was also Governor of the Carabobo State, we obtained essential elements to analyze with respect to the book by Vance Packard.
When the political propaganda of said candidate begins, there is a first key element, which is the passage of the last four years of government marked out from a black background, where each of the years that have elapsed is shown.
From that beginning, the former candidate talks about the last four years of the current president's government, highlighting that nothing has been done, also saying that the time has come for a change, and that change has to be already, also that the people will give it Venezuelan.
Seeing that message of a political nature is seen as propaganda and its respective hidden or background message persuades that audience that is on the other side of the television screen, because an element highlighted in the book is studied and is very Obvious, since all the ads are carefully examined to know how the filmmakers want them to react, both at conscious and unconscious levels, since everything presents a message that goes beyond what is merely said.
The real reasons why people want to see them are established in this type of propaganda, that is, before persuading, the key elements that people want to hear are studied, and it is evident, for example, the popular discontent of the majority of people who They do not approve of the management of the Chávez government, and that is why Salas-Romer hints that the time for change has come.
According to the motivational and propaganda research, it tells us that the messages should be of interest to everyone through research on the most important aspects that generate human motivations. A figure or element is exploited that is the despair of changing the president, because he is doing it wrong therefore the message of an optimistic figure, that the time has come.
Persuasion or conviction is achieved by saying the key points of an investigation into public opinion, by seeing elements that people reject or approve of, as in the case of this well-done political propaganda.
Propaganda like that of this former candidate who apparently aspires to a future presidency, occurs through psychological aspects very well reflected in the street due to the protest, also through other media that reflect the current situation day by day generating greater discontent, which makes this type of messages more reinforced, because we hear the same thing all the time, than if the economic, political crisis, and the supposed electoral exit or not of the current national president.
One of the passages in the book says: “what you fundamentally must do is create an illogical situation. You need the client to fall in love with the product they offer and to have deep loyalty rooted in it "… What this means is that in the case of propaganda, analyzing is based on illogical events such as the country's political instability, what people want is in the case of Salas-Romer, he is a figure of stability and tranquility that guarantees not only leadership, but also commitment and development with his people.
An image is built, if in the media as on television, a political candidate always comes out not speaking well of himself, but exploiting the weaknesses of others without focusing on himself because idealism, personality is exploited and he creates as the self-image of the right candidate says in the book.
The so-called secret miseries and doubts that come to be reinforced with the propaganda of the Salas-Romer are carefully explored, due to the manipulation of feelings of guilt (for having voted or elected another candidate who does not serve), also fears, the anxiety and internal tensions such as hopelessness as a clear example that unemployment increases every day as a result of erroneous government policies.
From a motivational point of view, the media, when carrying out this political propaganda, studies the methods to make us overcome fears, through messages of interest and optimism shown in the propaganda.
In propaganda emotional security is sold, which is shown by the candidate with his convictions and the power of the word, also by his direct gaze towards the public. An affirmation is sold that makes it stand out for all the others, by ceasing to glimpse that with himself there is a change.
When speaking of the total power element, it means that total power is in the hands of the elector, apart from encouraging change, it is promoted that through voting is change, therefore the importance of voting as a political background.
An important aspect implicit in the commercial of the ex-candidate Salas-Romer on the symbolism aspects of certain propaganda when the Advertising Angecy magazine said that the graphic, symbolic elements that are within the message such as colors create hopes from the psychological point of view.
When analyzing where this type of message is directed, we find that according to the book by Vance Packard, it tells us about the different types of class towards which the messages are directed, such as upper high, upper low, medium high, low middle, bottom high and bottom low. By giving a message on television, it does not mean that a certain class does not see it, but rather that certain more studied classes with higher social status will understand my message better with respect to the lower class.
According to Lloyd Warner, describing the situation with respect to the class system, which operates as a factor that is at the very center of life and is the most impulsive force of many people, by saying what they call social mobility, the upward drive, the desire for achievement and movement of an individual and his family from one level to another higher so that people acquire a higher life condition. By analyzing the above, he wants to tell us through this type of political propaganda, the candidate makes it clear that there must be a change, and that this change can generate momentum in the economy to generate wealth and sources of employment, which is the basic need of the population.
Those who study the most effective methods to sell symbols of social status to people, affirm that most are vulnerable to the following commercial tactics such as: offering greatness in the case of propaganda, by creating a good impression on the part of Mr. Salas- Romer. Another that is put into practice in propaganda is the candidate's call, by raising awareness of the years that have passed since the government began, problems of all kinds in the country have worsened.
There is an interesting distinction to be made in regard to people's attitude towards propaganda. If there is even a basic promise as it is in our case of analysis, then a psychological change will be generated at the behavioral level when receiving this message.
One of the most important figures in propaganda is the so-called effective political manipulation, which brings about changes in the political life of the public, through the emotional impact exerted by the rival candidate, through the use of projective techniques to discover or show the candidate's image. to the people. Through this, it is established that the candidate is sincere, eloquent, capable and all the reasons set for his message to be credible.
In the Salas-Romer propaganda the face of change is shown with logical reasoning that things have not worked and therefore he is shown as an alternative little seen or perceived during the last years of the Chavista government.
One of the key aspects in any propaganda is the persuasion through public relations that this candidate has with respect to people, since through it he tries to increase his power of penetration in the public, in addition to having influence and knowing what people want to hear from that candidate.
According to the book, he tells us: “People should be directed by manipulating their instincts and emotions, rather than changing their reasoning. Politicians have always used this when they have tried to persuade their constituents by addressing their feelings, instead of using reasons that would never be heard or at least would not be effective in shaking the crowds. " According to the above, Mr. Salas-Romer exploits exactly the same in his propaganda, by addressing the mixed feelings of despair on the part of the people.
Gaining the trust of the public's collective mind is a monumental task, yet the advertising and propaganda industry seems to have done it.
One of the aspects linked to feelings and linked to the political nature is the psychological factor, through it all aspects and strategies to be dealt with by a given candidate, person or product to reach the consciousness of the group are studied, creating a factor called stimulus response.
The efforts of persuaders to discover our hidden habits and meanings are often of interest only because of the unforeseen traits of ours that they reveal. Researchers look for the reason for our behavior so that they can effectively manipulate habits and preferences to their advantage.
Motivational research plays a big role in this kind of propaganda, since they try to find out the reasons that lead to choosing the candidate, using techniques aimed at reaching the unconscious and subconscious. For this reason, in the propaganda previously analyzed, all the aspects that they achieve are highlighted, that a kind of message be constructed like the one said by the candidate in her presentation.
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