Advert/poster design: Turbo

Consumers are now constantly exposed and flooded with constant advertising messages from the mass media (Abideen and Latif, 2011; 55). Advertising effectiveness will have to generate a desired effect with the consumer (Corvi and Bonera 2010). The advert will need to maintain the customer’s engagement throughout advertising and then will have a long lasting impact on the customer’s mind due to the exposure being broader (Katke, 2007; 55). A poster was developed to promote a new sports energy drink. 

The poster advertisement aims to promote the new sports drink which will be primarily aimed to young males interested in sports. The sports drink is aimed at all individuals who carry out exercise regularly. The poster proposed has a male athlete superstar to promote the drink and attract consumers. Through utilizing psychological principles and concepts to advertising the poster aims to use these effective strategies to engage the target audience, to alter their behaviour and increase product sales (Ighalo 2014).

The poster developed aims to shape consumers’ perceptions and attitudes towards the quality of product and poster by providing information about product information, increasing consumers’ familiarity with the product and moulding consumer attitudes toward the poster advert (Moorthy and Hawkins, 2005). Reissig et al (2008) reveals that energy sport drinks are primarily linked to younger males but the poster aims to target any individual who engages in prolonged exercise and physical activity. Hickman et al (2010) claims that sport drinks are becoming more common and 34% of 18 – 24 year olds are regular sport drink users (Mintel 2009).

One of the main aims of the poster advert is to maximise the appeal to consumers. The perception within the poster is vital to help affect and alter the consumers’ behaviour (Foxall, Brown and Goldsmith 1998). Empirical evidence has revealed that 25% of adverts use a celebrity as an endorser (Sliburyte 2009; 2).

Thus, the value of using celebrity endorsements is increasingly vital for the effectiveness of the poster on consumer behaviour (Boffard 2014). The poster advert utilizes Cristiano Ronaldo, a superstar athlete with high status and physical appeal that will attract consumers to the product (Kamins, 1990). Araguil (2012) suggests that using celebrities to endorse products will increase the credibility of the product as consumers believe the product will have the same effective as the athlete on the poster (Dzisah and Ocloo 2013).  

Escalas et al (2009) also supports this by revealing that celebrity endorsements enhance self-brand connections when consumers aspire to be like the celebrity (McCracken 1989). Using Ronaldo will enable a quality product to be perceived, enhance the brand image and achieve high recall rates (Mukherjee 2009, Chan et al 2013). Using celebrities in contemporary society as crucial as the influence on consumers is huge (Alperstein 1991; 322). Consumers will find Ronaldo the ideal athlete to promote the product. The celebrity’s image will positively affect consumer purchase intentions and behaviour due to the reliability and credibility of the celebrity (Wang et al 2013, Chaudhary et al 2014).

Moreover, utilizing Bandura’s (1961; 1977) social learning theory has enabled the poster to be effective. Using Cristiano Ronaldo as the ‘model’ will increase the likelihood of the consumer to imitate the behaviour due to model’s status, likeability and attractiveness (Zipporah and Mberia 2014). Consumers will observe the model and purchase the product to become more like the celebrity (Cunningham et al 2014). This arguably highlights that celebrity endorsements has become the most important and influential tool in persuading consumers, brand recall and awareness (Ahmed et al 2014).

Lacy et al (2004; 953) reveals that posters or adverts with social images appeals to consumers’ psychological and physical needs by persuading people to purchase a product or have a new lifestyle (Asemah et al 2013).

Consumers with different attachment types will respond to the poster differently. Anxiously attached consumers would be much more likely to purchase the product as individuals portray high levels of proximity seeking and dependence on others (Jeong and Drolet 2010). Anxiously-attached consumers would purchase the product to gain approval from others to gain self-esteem and self-worth (Jeong and Drolet 2010). Cialdini (1984) suggested six principles of persuasion and social proofing suggests that consumers will change their behaviour when others have changed their behaviour first. Consumers will seek approval and assume if everyone else is changing behaviour then the behaviour is correct (Cialdini 2001).

Research has shown that using colours in advertising affects consumer perceptions and behaviours (Aslam 2006; 1; Chivers 2015). Non-verbal communication is one of the fastest ways to transfer messages (Talaei 2013). The colours in the poster and the product are used to attract attention, in which affects the perception. The colours used in the poster background were white and black. White is associated with purity, goodness and youthfulness. Whilst black symbolizes power, sophistication and elegance (Daye 2008). The product colour is blue, which associates with honesty, trust and integrity (Stanger 2012). Yellow symbolizes cheerfulness and energy and purple is associated with luxury and royalty (Blythe 2008). This highlights that the usage of colours in advertising is an effective marketing tool that influence consumer buying behaviour (Ahmed 2014) as 85% of consumers use the colour of the product to decide on whether to purchase the product or not (Hemphill 1996; 2). The colours will help create a brand identity and then consumers will develop their own associations with the product (Schmitt 2012).

The poster also uses another persuasive technique by using slogans. ‘Be the best. Drink the best’ will be able to influence consumers’ behaviour as slogans to their future goals and ambitions (Fransen et al 2007).  Attention is captured by using bold writing, colours and using strong headings. Using rhyme words also helps the consumer to be engaged and interested towards the poster and product (Breuer et al 2008). Hence that using persuasive language is essential for the success of the poster advert to induce consumers and (Asemah et al 2013). Moreover using statistics and vital product information of the sport drink provides reassurance and trust to the consumer (Armstrong 2011) which is vital for consumer decision making process (Kim 2008).  Using ‘Tested in the lab, proven on the field’ makes it more scientific and consumers are more likely to trust the product.

Overall, Leech (1966) suggested four elements of a successful and effective poster for persuading consumers. The four elements were incorporated within the poster. The poster has attention value, readability, memorability and huge selling power (Vasiloaia 2009; 2). This enables the poster to be effective in persuading consumers to purchase the sports drink.

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