Analysis of World's Best Airlines

Topics: Airline, British Airways, Singapore Airlines Pages: 30 (8166 words) Published: September 21, 2013
Managerial Communication: Group Research Project

AIRLINE-ADVERTISEMENTS
AND
PERSUASIVE COMMUNICATION
PRESENTED BY: GROUP 4
Akhil Jain (2C)
Anuj Agarwal (6C)
Pranav Arora (30C)
Shraddha Jha (45C)
Subhangi Dutta (49C)
Vaibhav Srivastava (53C)
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Vinit Patil (55C)

Managerial Communication: Group Research Project

TABLE OF CONTENTS
Abstract……………………………………………………………………………………………………………………... Introduction…………………...…………………...…………………...…………………...…………………......... 1. Aerolineas Argentineas…………………...…………………...…………………...………………….. 2. Air India…………………...…………………...…………………...…………………...………………….... 3. Air New Zealand…………………...…………………...…………………...…………………...……….. 4. British Airways…………………...…………………...…………………...…………………...………….. 5. Qantas Airlines…………………...…………………...…………………...…………………...…………. 6. Singapore Airlines…………………...…………………...…………………...…………………...…….. 7. South African Airlines…………………...…………………...…………………...…………………..... 8. Turkish Airlines…………………...…………………...…………………...…………………...…………. 9. Virgin Atlantic Airlines…………………...…………………...…………………...……………………. 10. Widerøe Airlines…………………...…………………...…………………...…………………............. Summary & Recommendations…………………...…………………...…………………...…………………. References and Bibliography…………………...…………………...…………………...………………….....

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Managerial Communication: Group Research Project

ABSTRACT
Advertising is a form of communication for marketing which is used to encourage, persuade, influence or manipulate an audience (viewers, readers or listeners; sometimes a specific group) to buy the advertised products and services. Various target groups are targeted via different techniques. The project analyzes a total of ten advertisements to show how the principles of persuasive communication expounded upon in the course of study are applied to woo customers in various ways such as use of bias, emotional connect, and semantic slanting.

The selection process involved perusing recognized ranking reports from trusted sources which took into account the ‘influence-quotient’ of a thumping number of airline advertisements. Using these reports, a sample of thirty advertisements was cut out keeping in mind the persuasive communication put forward by them. Out of these, advertisements that displayed a crisp exhibition of creative ideas were handpicked for further analysis. The principles of persuasive communication were referred from the book on Managerial Communication by Fr. A.C. Jesurajan S.J., which comprises various excerpts from books of prolific authors across nations. The following points of persuasive communication were kept in mind while selecting advertisements: 





Advertisement should have a central appeal along with some secondary appeal(s) Focus of the advertiser must be on capturing and sustaining the attention of the viewers The ultimate aim of the advertising communication must never be lost sight of Persuasive appeals must be developed keeping in mind the target group



The closing set of actions must redirect focus to the central appeal

The study, thus, tries to provide a comprehensive analysis of the various persuasive techniques used in advertising industry in general, and the Airlines industry in particular.

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Managerial Communication: Group Research Project

INTRODUCTION
The persuasive strategies used by advertisers who want you to buy their product can be divided into three categories: pathos, logos, and ethos.
PATHOS: AN APPEAL TO EMOTION.
An advertisement using pathos will attempt to evoke an emotional response in the consumer. Sometimes, it is a positive emotion such as happiness: an image of people enjoying themselves while drinking Pepsi. Other times, advertisers will use negative emotions such as pain: a person having back problems after buying the “wrong” mattress. Pathos can also include emotions such as fear and guilt: images of a starving child persuade you to send money.

LOGOS: AN APPEAL TO...
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