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González-Valero et al. (2020)

A study conducted in Spain sampled just over 500 adolescents to analyse self-concept before and after COVID-19 lockdown and focussed on differences by gender and sports activity.

Results:

·         There was a reduction in adolescents’ overall self-concept during the COVID-19 pandemic, which was positively associated with emotional well-being

·        Furthermore, girls’ self-concept, especially academic self-concept, was higher than that of boys during the lockdown.

·        However, both physical and emotional self-concept were higher for boys than girls before the COVID-19 lockdown, although no differences were found during the lockdown.

·         The findings reveal that physical activity was positively correlated to self-concept before and during the COVID-19 lockdown.

Now what’s important to notice here – Fitness and exercise boomed during the pandemic. Fitness apps like Strava witnessed an average of 2 million new users each month for 2020 and Freeletics saw a 50% increase in use between March and June, during the first lockdown (BBC, 2020)

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relate coca cola ad to that everyone wants to be happy - relate to one of the self's e.g. social self.

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Have you ever gotten home after a long day and were delightfully surprised by a package-or, let's be honest, pile of packages-waiting at your front door? It's one of my favorite things, and I like to think that my past-self bought a gift for my future-self. I usually don't remember why my past-self bought the gift in the first place, because most of the time I bought it spur-of-the-moment. Dang persuasive ads.

But not all persuasive ads are created equally, and not all of them lead to delightful surprises. Here are 13 of the best, most effective persuasive ads we've ever seen-but first let's make sure we're clear on what persuasive ads do and why you'd want to use them.

What is a persuasive ad, anyway?

Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product. Remember the persuasive essay assignments from school? In those, you were writing to convince your reader. Persuasive ads are similar-they aim to convince potential customers to buy the featured product.

If you're advertising a product, this technique is powerful. Persuasion can be used in almost any of your marketing campaign-across television, digital, print, audio, billboards, even PPC. We looked far and wide across all of these mediums for the best examples of persuasive ads, and we rounded up 13 ads that are exceptionally persuasive. Let's take a look at what these ads are doing well and, most importantly, how you can use these techniques in your own ads.

1. Streeteasy: Find your place

Streeteasy used the "Find your place" campaign to advertise their New York real estate mobile app. The campaign was posted all over subways throughout the city and highlighted sections of the city in a relatable way, because finding a place to live makes everyone feel a little bit like Goldilocks.

Why it works

This campaign had a subtle, inside joke quality to it-everyone gets wanting to live within walking distance from your job-but also needing to be far enough away from your coworkers. Streeteasy leaned into the *nudge, wink* feeling of solidarity between city dwellers to evoke humor in the face of a daunting task: finding a new place to live.

How to do it

What makes your product a great solution? What annoying problems does it solve? Lean into that. People are constantly looking for ways to make their lives easier; use your ads to persuade them your product will do exactly that.

2. Curio.io: Most Interesting Person

Similar to daily newsletters, Curio is an audio-journalism app that is also trying to make your life easier. Now, you don't even have to open an email to get a condensed version of the news! You can simply listen to it on your commute (NPR, you've got competition).

Why it works

This ad has a lot going on. Not only is it video-based, with captions (as all video ads should be), it also includes a review and summary of the app in the ad copy. You're getting hit from all directions with a ton of great reasons to download Curio.

How to do it

It's pretty easy to let your customers speak for you: Take this move from Curio and include a customer review in the copy. Or, even better, use it as the ad itself. Most importantly, though, Curio tells you upfront why you need this app: You'll immediately become the most interesting person in the room. Make your value prop personal, and make it clear in the ad.

3. Revolve: If you love it, buy it <3

Confession: I get hit with these ads from Revolve constantly. Do I have an online shopping problem? Define "problem."

Why it works

The most persuasive part of this ad is the copy: "if you love it, buy it <3 (before someone else does)." Yes, the carousel of pretty clothes is great, but the copy creates a sense of urgency and appeals to a desire to be a part of a community. I have terrible FOMO and have to buy it before someone else does and wears my perfect outfit!

How to do it

This ad does double duty, persuading you to convert by appealing to the viewer's desire to be a part of a community and fear of missing out on that opportunity. Fear might not always be the best angle for every brand, but for fashion marketing -or if you're selling, say, bear mace-this is right up your alley.

4. Crave App: Save Money

Crave created a video-based Instagram ad that looks and feels like user-generated content, maybe even something a food blogger would post. In this ad, you follow someone for five meals, watching as they get discount after discount on their food.

Why it works

The persuasion in this ad isn't very nuanced: The ad shows you exactly how to use the app and how much money you'll save. Logical, right? That's the simple, effective appeal here.

How to do it

If your product is cheaper than other options out there, you're in luck. You can persuade people with a logical display of how your option costs less money-or maybe even saves people money, like Crave. Show your audience that your product will not better their life, but will also better their bank account.

5. OTTO Greenpoint: Endless Amenities

Like Streeteasy, OTTO is advertising a place to live. Unlike Streeteasy, though, it's actually an apartment complex. That means OTTO can show off beautiful rooms and comfortable-looking beds in its advertisements.

Why it works

Imagine loving your apartment so much that you never wanted to leave? This advertisement persuades their audience that the "endless amenities and laid-back atmosphere" of their complex will make you want to stick around (forever!?).

How to do it

This campaign definitely evokes a feeling of laziness, comfort, and sloth. Don't miss the kitschy, "A freak in the streets, asleep in the sheets" graphic poster behind the bed. Duplicate this persuasive ad by showing your audience your product's soft, lazy side that just wants to watch Netflix all day.

Now I'm dreading going home to my own non-air-conditioned apartment...

6. Burger King: Shadow Campaign

This might be one of my favorite ad campaigns ever. A few years ago, Burger King quietly waged a war by promoting people's tweets complaining about Wendy's. It resulted in hilarity-and probably a lot of Whopper purchases.

Why it works

Burger King didn't have to do much leg work on this one. In case you're wondering how they promoted other people's tweets, Twitter will let you do this if you get permission from the user! These ads definitely got some laughs over this. And, with this campaign, Burger King let customers-albeit disgruntled ones-do the talking, which gives a bit more weight to the message.

How to do it

If you're feeling bold, check out the complaints on social media aimed at your direct competitor. Pick the one that you think best applies (this product broke/is too expensive/doesn't work!) and see if you can promote or repost it. Let your competitor's detractors be your best advocates.

7. Heinz: Ed Sheeran

Apparently, Ed Sheeran is Heinz Ketchup's biggest fan. This silly commercial is part of Heinz's ad campaign in the UK right now, where the company is attempting to get ketchup just as popular there as it is in the US.

Why it works

Ed Sheeran charming, and he narrates the commercial as though it's a pitch. The effect makes it feel like you're watching a movie clip instead of an ad. He convinces you that all the "posh" food and sauces are nothing without his backpack-based Heinz.

How to do it

If your brand is big enough-or lucky enough-to have a fan like Ed Sheeran, you should be all set. However, if your celebrity fanbase is a bit smaller, think about working with influencers. Persuasive ads are usually very on-brand for social media personalities.

Pro tip: Find an influencer that's more niche. That way, you can target a specific audience you're looking to convert, often at a lower cost.

8. HP: Nobody's Watching

I'm a big fan of HP's most recent persuasive ad campaigns (see: hang however), but this one takes the cake. For some terribly relatable, Gen-Z-focused content, watch the video.

Why it works

This ad is specifically targeting the fact that you can flip a switch and turn your computer's camera off (no need for those tiny, attachable shades anymore), which means you can be anywhere with your computer ... but no one can see you. It persuades you that having an HP computer means that you're safe and sound being completely yourself.

How to do it

This is targeted at a specific audience, which is a good thing to keep in mind when brainstorming persuasive ads. Think about a concern your audience has about your product and show them why it's a non-issue.

9. Clorox: Trusted by Moms

This little display ad has been following me around since my mom came to visit me. Go figure.

Why it works

Not only does this display advertisement boast that Clorox is trusted by moms generally, they added a review from "sydney2" (presumably a mom) at the bottom. This is reminiscent of basically any paper towel or cleaning product commercial-moms know best when it comes to cleaning up after messy, tiny humans.

How to do it

Think about the main demographic using your product. If you're selling running sneakers, it's easy to say "Trusted by two million runners," assuming you've sold two million pairs of shoes. Brag about who trusts your product to persuade more people to trust it. Simple!

10. Parachute: Go back to bed

This is one of my favorite out of home advertisements. Parachute ran a campaign basically reminding us all that we'd rather not be on a city street but at home, in bed.

Why it works

Relatable content at its best: Who hasn't hit the snooze button and mumbled, "just five more minutes"? Parachute is literally persuading people to spend more time in bed sleeping. Everyone loves sleep.

How to do it

Think about how your product provides a universal good. Be brutally simple-and glorify that simplicity. Does it satiate your hunger? Keep you dry on a rainy day? Make your audience yearn for that feeling.

11. The Palm: "restaurant reservations nyc"

This is an interesting one-I stumbled on this ad when I googled "restaurant reservations nyc," expecting to see ads from OpenTable, Resy, Seated, or other similar reservation-booking platforms.

Why it works

I'm a big fan of the line, "Wherever you join us, The Palm will always feel like home." The Palm has three locations in New York (and one in JFK airport). New York City can be a big scary place, but The Palm is confident it can be your home away from home, a safe place to relax.

How to do it

This ad is persuasive because it makes the unfamiliar familiar. Sometimes buying a new product can be scary. (I have older family members who are terrified to buy a new brand of orange juice, for instance.) Give your audience a level of comfort with your product that will persuade them to covert.

12. Pizza Hut: Cheesy Bites

Okay, I know you're thinking, "Really? Two food-related ads?!" But I'm a hungry person, and I'm passionate about pizza. And I saw this advertisement on (drumroll, please) ... BING!

Why it works

I don't know a single person on this planet that would turn down cheese-filled bites delivered to their door (okay, maybe psychopaths).This text ad pulls out all the stops. It stresses convenience, time-sensitive promotions, and options galore. How could you not click through?!

How to do it

While sometimes you want to provide a simple solution to a simple problem, this ad provides a plethora of options to solve a simple problem (pizza delivery near me). Play to people's pain points or weaknesses, like hunger, to convince them that they need your product-like right now.

13. Lyft: We'll get you there

This is an interesting ad, because it's not *really* an ad. It is aimed toward Lyft drivers, instead of passengers, as a nod to their "other lives," or the reasons that they drive for Lyft. Maybe they're caretakers, aspiring actors, or people just trying to make ends meet through a side hustle.

Why it works

It works because it gave Lyft an opportunity to show their support for their own employees. Yes, I know in the beginning I said no branding in true persuasive ads. This one is just doing double duty. The ad is persuading people to become Lyft drivers by thanking their current drivers.

How to do it

Take the time to celebrate your own employees, the people behind your wonderful products. With so many new direct-to-consumer brands out there, your audience wants to know that you're a real company, offering real products, made by real people. Show them that.

Go persuade some customers

Persuasive ads can feel like they need a lot of production and effort. But no need to hire an advertising agency just yet! Use the list above as inspiration and if you ever get stuck figuring out what is so special about your product, I like to keep the Deck of Brilliance in my back pocket. You got this!

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13 of the Most Persuasive Ads We've Ever Seen

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Persuasive ads have one goal: to convince the viewer to do something. Here are 13 examples of persuasive ads that make us want to fall in line, from Google Search ads to transit ads to Promoted Tweets and more!

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Links well with symbolic consumption which is....

Symbolic consumption is the act when customers buy goods not only for their value in function and use, but
they intend to communicate a message towards others – or, in many cases, themselves – through their
meaning. (Pronay and Hetesi, 2016)

Say how relates to self concept --> consumers buy certain clothes or products as a symbol to represent who they are/who they want to be/what group they want to be a part of.

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Research shows that the self-concept is a key construct that influences consumer brand perceptions (Aguirre-Rodriguez et al. 2012; Hosany and Martin 2012). Further research suggests that the self-concept influences various brand-related outcomes, such as brand loyalty (Sirgy et al. 2008), or emotional brand attachment (Malär et al. 2011). However, the influence of the self-concept on brand-related outcomes has the potential to be negative (find a reference) - Make infographic from this

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summarise presentation

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The self concept is important for marketers to understand because if you as a brand can tap into and correlate to the self-concept of your target audience, they are far more likely to purchase your product/service and even be loyal.

https://journals.sagepub.com/doi/full/10.1177/0972063420940834 (LOOK AT THIS)

However, marketers must be careful with going to far: Protein World ad banned in UK

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o you know how to swim? Yes? OK. Do you need sunscreen for your skin tone? Yes? No? OK. How about a bathing suit? Do you have one of those? OK. Prefer to go naked/keep your shorts on? That's fine too.

I now declare your body ready for the beach. You are beach body ready. Off you go, have fun. And that is where this article should end.

Instead, it is just about to start. Because the same advertisement that was banned in the UK over body confidence and health concerns at the end of April has now been in the US for almost a month - with little controversy.

The ad features a black and white, svelte-yet-curvy, fair-haired and fair-skinned woman in a bright yellow bikini. Her hair is long and lush, her lips full, and her waist is tiny. Next to her is the simple question: Are you beach body ready?

The question is almost immediately followed by the introduction of "the weight loss collection". As if to suggest you probably are not beach body ready, and that clearly the step to remedy that involves losing weight.

After sitting in a subway surrounded by the body-shaming-for-profit ads one too many times, and walking by a gigantic, skyscraper-sized version of the ad on 42nd Street, next to Times Square - and staring up in shock - I decided to investigate.

Armed with accessories my body loves to take to the beach (a snorkel, a beach ball, goggles) - accessories that indeed give my body a great sense of beach-readiness - I headed to the foot of the gargantuan Times Square ad on Friday morning. I asked passers by what they thought. Perhaps, after all, I was the only New Yorker worried about my perfect 13-year-old cousin becoming a woman in this kind of world.

Sherrie Griffith, an 18-year-old New Yorker who is getting ready to attend college (not the beach) in the fall, looked up at the massive neon yellow image featuring the white Barbie-meet-Iggy-Azalea-lookalike figure - henceforth "Godzilla-Barbie" - and took a minute to think.

"I know we both have different shapes. I have more of a gut than her," she said grabbing her midriff.

"This ad makes me feel less beach body ready because we are in a different position. She's that," Griffith said pointing upwards. "I am that," she said, pointing at herself.

But Darlene Watler is pretty confident Photograph: Rose Hackman/Instagram

Griffith said she was not sure whether she was beach body ready. She initially confided she wasn't, and then settled on unsure. (Griffith is beautiful, and I told her so.)

Darlene Watler's body is ready to go to the beach, she declared.

"If you don't want to look at my body while I am at the beach, then I don't care."

The 50-year-old, who works in customer service, appeared excited at the prospect of getting beach-prepped.

"A bathing suit ... I'll get my hair done. Maybe wear a little makeup. That's all I need!"

Emelie Nasman, a 28-year-old teacher from Sweden, said she was rushing by the ad and preferred not to think about it too much.

Why not?

"The answer to the question ... It's no," she said. "No. I don't feel beach body ready. This ad reminds me of that."

She added this kind of ad would never be allowed in Sweden. "People would complain too much about it."

Robin McConnell, a 62-year-old teacher from North Carolina, said that once upon a time, she used to look like that, pointing up at Godzilla-Barbie, not without a certain degree of glee.

Robin McConnell not offended at all: 'If I was 40 years younger I would probably wear something like that'

"It doesn't bother me because I see so much stuff like that on TV," she said, referring to weight loss ads and ladies in bikinis.

"If I was 40 years younger I would probably wear something like that," she mused.

Nowadays, she is a grandmother, and wears a one-piece, but she is happy to watch the next generation look great in bikinis, she said.

"My daughters-in-law look like that."

'I am shocked by the close-up on her bikini line'

Mary Dillon, a 75-year-old retired office manager, really did not like the zoom-in to Godzilla-Barbie's bikini bottom.

"Showing the line where you have to shave and all. I don't go for that."

"Women have been showing their boobs - I don't think they should - since I have been going to the beach. But that part of the crotch: I think it's indecent."

Dillon stressed she was open-minded. She didn't mind the fact that I had cut my hair short, and had dyed it ("if you don't do it now, then when can you!") she offered, by way of illustration.

Eduardo Brandt, a 28-year-old lawyer in New York, said he didn't feel offended by the ad because he was a man, but he realized women may be offended.

His friend and fellow New York lawyer, Federico Rodriguez, 30, said he was so used to seeing near-naked women on billboards, he hardly noticed them anymore. "You become immune," he said.

Showing empathy for the ladies

The pair were quite blasé about the whole thing, until I asked them what they would think if they had a daughter, and how they would feel if their daughter came across the ad. Then, they became quite articulate.

"I would feel bad because it's trying to impose a very unreachable standard for women," Brandt said. "And I would feel bad for her that she would think that she needs to reach that standard to be happy."

Do they feel beach body ready? No, they both said. Rodriguez ventured he felt a little fat.

Fouss Sangare, a 38-year-old sports agent visiting from Paris, said if this ad was about getting ready for the beach - literally - then it did a poor job of it.

"If you want to talk about the beach, then you need to have a beach in the ad," he said.

"Here I am not projecting the beach. I am a man. When I see this body, my mind does not go to the beach."

Where does it go to?

"I am a man. My mind is not going to the beach."

What do you mean?

"I am not going to spell it out."

Pity.

Charlotte Sunnen, a 25-year-old designer from Switzerland, was at first flattered when a man approached her on 42nd Street, in close proximity to the Godzilla-Barbie ad, and asked her whether she was the model on the giant billboard.

"It made me feel good. It means that my own perception of my body is wrong. I am too tough on myself," she said.

"It's the kind of body I am trying to reach, but always falling short. When you see that, it's very difficult to enjoy your own body when this is your idea of perfection."

But then, she said, the man who asked her whether she was Godzilla-Barbie touched her arm, without permission. He added that he loved walking down the street and seeing naked women on billboards, Sunnen recounted.

"It's a free country! God Bless America," he told her as he left.

Shortly after hopping into his car, parked on 42nd Street, he honked his horn.

"He was disgusting," she said.

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Are you beach body ready? Controversial weight loss ad sparks varied reactions

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o you know how to swim? Yes? OK. Do you need sunscreen for your skin tone? Yes? No? OK. How about a bathing suit? Do you have one of those? OK. Prefer to go naked/keep your shorts on? That's fine too. I now declare your body ready for the beach.

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Marketers attempt to create product images that are consistent with the self-concept of their target market.

This is why brands have distinct characteristics and the following are 3 brands that do this particularly well:

Lego – Born from and built on imagination, the Lego brand appeals to their target market through youthful language, has a fun-loving tone of voice, and distinct characteristics are imagination and creativity.

Nike – an inspirational brand that inspires consumers through, in a way, a coach mentality that guides people to being their best. Nike appeal to their target market through a motivational tone of voice and has the distinct characteristics of being brave and determined.

Mercedes – an exclusive, luxury brand that uses articulative language, an authoritative tone of voice, and has successful characteristics to appeal that all appeal self-concept of their target market.

Whats important here is to understand that brands associate themselves with the social and ideal self of their customers.

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It has been suggested that individuals partake in selective self-presentation on social media sites so they may appear to want to impress others (Jiang et al., 2011).

Social media websites create new ways of communication with friends and family and also influence individual’s self-concept (Sponcil and Gitimu, 2013).

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Explain theory and point out critical aspect: Cooley believes we are not only being influenced by the opinions of others, but also by what we imagine the opinions of other people to be.

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Table showing/defining
the following four dimensions that are commonly used to encompass the self-concept; actual self, ideal self, social self, and extended self.

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This short presentation will dive into the self concept; what it is, how it works, the theory behind it, examples from the real world and what marketers can learn from this.