TV commercials are the most effective means of creating awareness of a product. TV ads are every company's part when developing their marketing plan. TV commercials can capture viewers' attention hence are capable of persuading the viewers to buy the product the commercial is advertising. In this article, am going to look at the components used by IKEA TV commercial in advertising furniture and how the elements applied can persuade viewers to buy the furniture IKEA is advertising. IKEA TV commercial YouTube link is https://youtu.be/s6MrNLmZtG4
One compelling component of the TV commercial that ads persuasive power and captures audience willingness to view the commercial is color. Visual manipulation such as manipulating the color of the ad has grabbed the viewer's attention. The attractive color makes the viewer's perceptional system attracted towards paying attention to the commercial (Moljosumarto, 2018). Color component in the ad has the power to control the unity and continuity of the commercial. It has set the right tone and mood of the commercial, therefore helping the audience understand the message the commercial carries. In IKEA TVC, color has conveyed the meaning and transmission of the commercial at on time. A right color increased more knowledge of IKEA TVC, adding persuasive power to the audience. Color has also been used as a visual language to convey IKEA's message. The successful color used can capture the viewer's attention and is also capable of influencing viewers to buy the furniture. Color also has communicated the contents and the ideas IKEA intended to deliver without needing much attention from the viewers. Color harmony in the TV commercial has helped the viewer understand the visual message intended.
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Augmented reality application is evident in IKEA TVC. Augmented reality has all through the TV commercial enhanced the viewer's interaction with reality via the process of computer generation (Raska & Richter, 2017). The viewer can continuously see and hear the surrounding world through the sights and sounds. In IKEA TVC, augmented reality has augmented the real world through digital ads. IKEA TV commercial makes customers place the furniture in their rooms because the interactive technology persuades them. The furniture influences the audience in purchasing them because the augmented reality provides more information about the product. Augmented reality has influenced the understanding of the product driving the audience to want an experience with the product. IKEA TV commercial has realistically captured the perception of the viewers about the product in a positive way. The animated pictures the TV commercial has brought makes the audience want to try on the product. The augmented reality application in the commercial leads to higher intentions to purchase the furniture because the ad has applied a 3D computer application. The attributes of the table conveyed through the augmented reality experience makes it relevant for the audience to develop purchasing intensions. Using augmented reality in IKEA TV commercial can convert the audience intentions of buying the furniture to actual buying customers.
IKEA TV commercial has also used the component of humor appeal. The epic furniture pictures full beauty captures the emotions of the audience well making them want to experience the products. The humor aspect grabs the attention of the viewer because of how the furniture stands out. What is happening in the ad evokes humor because you see the table transitioning from beds to all colored chairs and seat pictures full of beauty. Humor, in this ad, is playing a useful role in getting and maintaining the attention of the viewer. IKEA incorporating the aspect of humor makes the ad to be more memorable to the viewers. The woman lying in bed makes the viewer want to experience the same feeling as she feels comfortable in the bed and even works from the bed using her computer.
References
Muljosumarto, C. (2018). A case study color as a visual language: Focused on TV commercial (Doctoral dissertation, Petra Christian University) https://doi.org/10.9744/nirmana.17.1.1-9
Raska, K., & Richter, T. (2017). Influence of augmented reality on purchase intention: The IKEA Case. https://www.diva-portal.org/smash/get/diva2:1115470/FULLTEXT01.pdf
Sites.psu.edu (2018). "Add Appeals-Ikea." Sites.psu.edu https://sites.psu.edu/mcipalla/2018/10/05/ad-appeals-ikea/
