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Lovely
Professional
University

Topic: - Identify four print advertisements on Toothbrush on cognitive component

& affective component and analyze how these components are used in the
advertisement.

M.B.A -III

Assignment No:-3

2010-2011

MGT-531

Submitted by Guided by
Chandan Kumar singh Mr. Amit Dutt

Section-T-1902

Roll number –A-27

Regi no- 10903162

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 Affective component advertisements

Why affective?
Affection is usually identified by emotions. If the customer’s buying decision is affected by his
emotions then he is called an emotional buyer and the affection comes into picture. If the
customers are emotion driven towards any product they will not look into any feature of the
product. If they like the brand or the product they will buy otherwise they won’t.

This is an advertisement of affection. Here in the company is focusing on the affection of people
towards spider-man. The people who are fond of spider-man will tend to buy this toothbrush.
The kids were very fond of spider-man who out of their emotional feeling tend to buy the
toothbrush associated with spider-man. Also according to the tagline given in the ad, “
Experience the spider power in your brushing” it drives a customer to think that if they use this
toothbrush they can get the power like that of a spider-man.
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 Affective component advertisements

Why affective?
This advertisement displays the affection of the girl with the Colgate toothbrush. In the start she
starts eating the lollypop just as normal. As soon as she notices the Toothbrush in it her
expression changes to astonishment and finally she seems to be delighted on finding the
toothbrush out of it. This makes the whole environment cheerful and everybody is curious to see
the toothbrush. They are feeling so much affectionate that they are seeing from different angles
and trying to make a look to the tooth brush.
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 Cognitive component advertisements

Why Cognitive?
Cognition is the scientific term for “the process of thought”. Cognition is a term referring to the
mental processes involved in gaining knowledge and comprehension, including thinking,
knowing, remembering, judging and problem-solving. These are higher-level functions of the
brain and encompass language, imagination, perception and planning.

This is an advertisement showing the cognition effect. This ad gives the information about some
features like “New soft tongue cleaner” and “ Multi- level bristles”. Also the customer is made
aware about the price of the product. The features given in the ad gives a rational appeal to the
customer. Here the awareness is being given about the features and the price of the product so
that the rational buyers are able to differentiate and purchase the products.
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 Cognitive component advertisements

Why Cognitive?
Here in the company Colgate is trying to make aware about different features of the toothbrush
so that the consumers are able to take the buying decisions according to their usage. These
features enable the buyer to examine the product according to their needs. Also these types of
ads makes the users feel that if they should rethink about changing their product. Here the
marketer give the full information about the product.
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 Some other ad of cognitive & Affective

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