It is certain that many advertisements use rhetorical strategy as a means of persuading consumers to buy their product (Myung, McClaren, and, 2012). A rhetorical strategy must be able to relate to some of the things that the consumers are familiar. In most cases, major companies tend to use the face of a famous person to associate him or her with their product. Many companies have also used rhetorical strategy in their advert to gain more consumers. The credibility of the advertisement must ensure that it appears real as much as possible. Some companies have failed in such aspects as they have given misguided information about their products. Once the consumer realizes that such products are not real, they can damage the reputation of such firms. As much as companies are using rhetorical strategy to appeal to the consumers, they must ensure that the information given is real and trustworthy (Park, Phillips, Canter and Abbott, 2011). Also, it is important to note that a rhetorical strategy must focus on a certain group of people.
When Gebbia and Chesky started their business, which has presently become one of the most popular travel websites, they called it AirBed and Brerakfast. The choice of the name was informed by the narration of the founders in the video; it is a combination of airbed, which was a fragmented solution that they had to implement for the purposes of hosting their initial visitors in their very home, and bed and breakfast, a means of hosting whereby visitors get a warmer reception as compared to the hotels. As the firm started growing bigger and gathering pace, the name was changed to Airbnb as a hook contraption of the first name.
The use of social media has transformed the marketing process of business (Elspeth). Millions of people are connecting to one type of social media or another. As such, companies have been able to meet the demands of the consumer through the use of social media. Based on that, Airbnb has also posted that advert in a million social media platforms. Social media is a cheaper form of advert compared to other channels. The company has taken advantage of such act and posted that advert to different forms of social media.
Presently, visitors particularly those that use the company to find accommodation across the world, are hesitant to go through other several tour guides in order to find the best place to visit and live (Post, 2013). About 86 percent of the companys users prefer the site due to the urge of living and appearing more like a native. That perspective of living and not just visiting is what motivated the latest and biggest marketing campaign strategy of the firm, which is Live There, meaning that you should just appear as a local and not just a stranger.
In the video, the narrator advises against going to Paris, touring Paris and doing Paris. He talks over video of selfie sticks together with tour boats that are packed. However, he instead advices the viewer who is the visitor to stay in Paris. The clip targets the young tourists, or at least those that are considered to be young in spirit. The advert is not only centred on the futuristic generation, but also individuals that would wish to take their meals at the local eateries, engage or interact with the local people and avoid the traps that the tourists or strangers usually find themselves in, which sometimes makes them find themselves on the receiving end.
About 52% of the perceived younger generation American tourists, at least according to Airbnb, find it difficult to be comfortable where there are a lot of people within or around the tourist attractions as compared to filing a tax return, whereas 47% do not find it pleasing or attractive to be referred to as tourists when they visit a new place that maybe far away from their homes. Taking that into consideration, the chief executive officer of the company Jonathan Mildenhall asserted that he wanted the latest work of the company to revolutionize the industry of tourism by way of seizing the notion that individuals should not just visit a new area, but they should actually live there and appear as locals even if it is just for a single night as the experience can be remarkable and exemplary.
The tourism industry of today appears to steer people through this tiresome and boring journey instead of crowded experiences. Nevertheless, there is an increasing ground flow of visitors that demand for some kind of experiences which are not like the ideal tourist encounters that really mirror what it appears like to stay in the local areas.
The advert runs for about 60 seconds and is comprehensive such that one can get the experience from the narration even before giving it a try. It is very convincing and appealing. In addition, the company has rolled out some enhanced features for the application whereby all of them are intended at assisting visitors to easily learn and copy the local traditions of the places that they visit for the purposes of avoiding confusion and unease. Part of it is accompanied by the companys guidebooks that are filled and fuelled by the local people and not the visitors. Distinguishing itself from the rivals, the companys guidebook gives an opportunity to the future tourists to have a taste of the type of daily life of the inhabitants of the place or area.
It should be taken into consideration that the positioning or ranking of a trip advisor is done on the basis of that the visitors feel about their experiences with the company, and not what the local people feel about their experiences (Law, Chen, and Leung, 2009). This is what the advert tries to bring out in order to bridge or avoid any kind of disconnect for visitors that seek an original and authentic experience. It is also true that the locals know the best times to visit particular places and at times it becomes difficult to get such information from them without feeling like an outsider (Denzin, 2005). Therefore, this advert fills the gap that any visitor may have with the locals.
Law, R., Ye, Q., Chen, W. and Leung, R., 2009. An analysis of the most influential articles published in tourism journals from 2000 to 2007: A Google Scholar approach. Journal of Travel & Tourism Marketing, 26(7), pp.735-746.
Denzin, N.K., 2005. Indians in the park. Qualitative research, 5(1), pp.9-33.
Myung, E., McClaren, A. and Li, L., 2012. Environmentally related research in scholarly hospitality journals: Current status and future opportunities. International Journal of Hospitality Management, 31(4), pp.1264-1275.
Park, K., Phillips, W.J., Canter, D.D. and Abbott, J., 2011. Hospitality and tourism research rankings by author, university, and country using six major journals: The first decade of the new millennium. Journal of Hospitality & Tourism Research, 35(3), pp.381-416.
Post, J.C. ed., 2013. Ethnomusicology: a contemporary reader. Routledge.
Elspeth T. Strategy and Planning.
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