Context- Theoretical Awareness

Communication theory- AIDA Model

Even though the world of advertising has become more and more competitive, the principle behind the ad copy remains the same. The four steps that the copywriters use in their ad to persuade the consumers to buy the products are attention factor, interest element, desire element and action element which is called as AIDA. Advertising and marketing objectives are met by the effective use of this model.

The phrase AIDA, in marketing communication was coined by American advertising and sales pioneer Elias. St. Elmo Lewis in the late 1800’s. The model talks about the different phases through which a consumer goes before going to buy a product or service. According to him, most of the marketers follow this model to fetch more consumers for their product. Marketers use this model to attract customers to purchase a product. This model can be seen widely used in today’s advertisements.

Example-

The acronym AIDA stands for Attention, Interest, Desire and Action. These are the four stages that a consumer goes through when watching or viewing an advertisement.

Communication Theory. (2019). AIDA Model. [online] Available at: https://www.communicationtheory.org/aida-model/ [Accessed 13 Mar. 2019].

I would use this theory in my work because the theory as a whole is to attract the customers .This is the aim of my product.

• Attention– I will use bright colors and bold writing to attract the audiences eye.The unique/vintage photos and theme shall grab there attention and will make them want to explore the website.

• Interest– Once you have the audiences attention its important to keep it that way.The high quality,professional looking photos will make them want to keep looking at the website in better detail and even watch the clothing advert.The use of the sub headings along the top would make them want to click on the other pages and read more about the brand.The use of the vintage/retro photos would draw them in further if this is there style as it would appeal to them the most.

• Desire– I will write about the brand,explaining why its better and different than the other popular clothing brands.How it would benefit the buyer if they bought clothes from the brand and explaining the features of the brand, facts and figures.
• Action– Lastly contact information will be displayed.The brands social media and an email.In my case,the brand will have no link to buy the products it will say ‘coming soon’.This should make the audience want to come back and purchase the items when they are available.To do this I really need to please them and make them remember the brand in order to come back to it.