Advertisersapply contracts with respect to their competitors’ products toenable their consumers to notice their products. For instance, anadvert that involves soaps and detergents always refers to theircompetitors’ products as other soaps as they display theeffectiveness of their goods versus other related ones. This hasresulted in unlawful practices among other advertisers because it hasdestroyed the image of some products in the sight of consumers.

Themissing contrast concerning the advertisement as well as the mediumused seems would not deter the effectiveness of the ad given that thecustomers are often interested in the contents of the product and notthe contrast. The advert will still be effective since the productwill be advertised over different media platforms.

Theethical considerations in employing such strategy include how theadvert will address the possibility of the consumers developing theillicit use of the product from the knowledge provided. Other ethicalissues include the social and technological concerns that may nothave been addressed by the advert. The issues of different lifestylesdisplayed by the contrast of the advert are also an ethical issuethat needs to be addressed when employing such strategy. The use ofcontrast may also attract more attention. For example, the use ofblack and white colors in advert will be less effective compared tousing different colors for the same product (Kumar, 2009).

Examplesof adverts that use stimulus factor to gain attention include thebeer consumption ones that involve the display of the brands and theenjoyment of people in the form of photos. This is believed toattract more consumers. Burner adverts have been found to be veryeffective and draw most people because of the application of graphicsand animation stimulus. These enable customers to notice the adfaster and hence tend to buy products advertised through the burners. Bumper stickers on cars have also been found to be very effectivedue to their position on the vehicle done randomly.


Kumar,R. (2009). Consumerbehaviour and branding: Concepts, readings and cases-The IndianContext. NewYork: Pearson Education India.