What Is Aggressive Advertising? Definition of Aggressive Advertising, Aggressive Advertising Meaning and Concept
Aggressive advertising is the form of advertising , in which the techniques used to capture the customer's attention are, whether for ethical or moral reasons, questionable and sometimes objectionable.
Aggressive advertising, therefore, is one of the ways of advertising. The use of these techniques pursues the same objective as advertising as such. That is, its objective is focused on attracting attention and promoting the purchase or contracting of the good or service. Its main difference with advertising is that aggressive advertising uses techniques that, as the name suggests, can become very questionable, and even be rejected by consumers. Techniques that, for ethical or moral reasons, are not appropriate and violate certain consumer rights.
Advertising is a tool to promote the sale of a service or product. For this reason, not all advertising is intrusive.
We must not confuse aggressive advertising with illicit advertising.
Characteristics of aggressive advertising
Among the characteristics of aggressive advertising, we have selected those that best describe this technique. Thus, among the characteristics that this type of advertising presents, we find the following:
- It is a very direct type of advertising.
- In aggressive advertising, the message is to the point.
- The message tends to be very shocking to the consumer .
- Use very attacking and striking messages.
- Sometimes they tend to exaggerate.
- To do this, use hard and strong images.
- It does not usually attend to censorship.
- It often arouses popular criticism.
Target of aggressive advertising
We must know that, although we are talking about aggressive advertising, the objective is not far from the objective that, on the other hand, generic advertising presents.
In this sense, we speak of a type of advertising that pursues the direct and indirect promotion of a service or product, so that customers buy or hire it.
However, it should be added that aggressive advertising goes one step further. That is to say, it is in charge of issuing such a powerful message that its objective is that it has a strong impact on the potential client . In this way, the message will not only be seen by the client, but will be remembered over time.
Difference between aggressive advertising and illicit advertising
Considering these two types of advertising, it must be said that we are talking about two types that can present as many similarities as differences.
However, focusing on its technical definition, we must know that, although some techniques are repeated in both methodologies, they do not mean the same thing.
On the one hand, aggressive advertising is the form of advertising, in which the techniques used to capture the customer's attention are, whether for ethical or moral reasons, questionable and sometimes objectionable.
On the other hand, illicit advertising is a form of advertising that uses resources to convey its message that violate human dignity and rights. To do this, offering products that do not correspond to the technical definition, or products considered very harmful or harmful to health, as well as other modalities that use other tools considered illegal.
Therefore, as can be seen, we are talking about two very different concepts. Starting from the fact that, as its name suggests, illicit advertising is, in most cases, illegal.
Example of aggressive advertising
Among the best-known examples of aggressive advertising, those messages used in campaigns to sell perfumes, both for men and women, stand out.
In this type of advertisement, techniques are usually used that make the customer feel the need to buy the perfume, since it will make him more attractive. Very similar technique to the one used in the case of women, including here also rejuvenating creams, among other products related to beauty and personal care.
Likewise, we find many examples of aggressive advertising in toys and articles for children.
In this sense, many television commercials that expose toys for children, in the same way, include many effects and very impressive messages that capture the attention of children. Sometimes, with this type of advertisement, explanatory messages have had to be included to prevent said aggressive advertising, in the same way, from being misleading advertising.
Thus, we are talking about many other sectors that use these techniques. This is the case of fashion, food, as well as many items related to luxury.