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, at times, rejectable.
Aggressive advertising, therefore, is one of the ways to advertise. The use of these techniques pursues the same objective that advertising as such pursues. That is, its objective is focused on attracting attention and promoting the purchase or contracting of the good or service. Its main difference from 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 illegal advertising.
Characteristics of aggressive advertising
Among the characteristics of aggressive advertising, we have selected those that best describe this technique. Thus, among the characteristics of this type of advertising 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.
- It uses very attacking and striking messages.
- Sometimes they tend to overdo it.
- To do this, use harsh and strong images.
- It does not usually attend to censorship.
- It usually arouses popular criticism.
Purpose 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 are talking about a type of advertising that seeks to promote, directly and indirectly, a service or product, in order for customers to buy or hire it.
However, it should be added that aggressive advertising goes one step further. That is, it is responsible for issuing such a powerful message that its objective is for it to strongly impact the potential client. In this way, the message will not only be seen by the customer, but will be remembered over time.
Difference between aggressive advertising and illegal 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 way of advertising, in which the techniques used to capture the customer’s attention are, whether for ethical or moral reasons, questionable and, at times, rejectable.
On the other hand, illicit advertising is a form of advertising that uses resources to convey its message that violate human dignity and human 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. Assuming that, as its name suggests, illicit advertising is, in most cases, illegal.
Aggressive advertising example
Among the best-known examples of aggressive advertising, those messages used in perfume sales campaigns, both for men and women, stand out.
In these types of advertisements, techniques are usually used that make the customer want to buy the perfume, as it will make them more attractive. Technique very similar to that used in the case of women, including here also rejuvenating creams, among other products related to beauty and personal care.
We also found many examples of aggressive advertising on toys and children’s items.
In this sense, many television commercials that expose toys for children, in the same way, include many effects and very powerful messages, which capture the attention of children. On occasions, these types of advertisements have had to include explanatory messages to prevent such aggressive advertising, in the same way, from being misleading advertising.
So, we talk about many other sectors that use these techniques. This is the case of fashion, food, as well as many items related to luxury.