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The Effects of Advertising Marketers used many different themes and techniques to make sure that children remember and ask for their products. During two hours of Saturday morning programming for children over forty ads are shown for different commodity type products. Various techniques are used to advertise these products and each ad have an underlying message. Different commodity type products are advertised to children. The ads that we observed fall into the categories of food, health and beauty products, movies and public service announcements. In the category of food items such as, cereal, candies, fruit punch, potato chips, frozen threats, hamburgers, French fries and chicken nuggets are marketed in intriguing and appetizing ways. Barbie dolls and other animated toys from the movie Tarzan were frequently advertised. Hair shampoo was also marketed to children. Most of Disney's movies were advertised during this time and public service announcements to stay off drugs and sign up for volunteer work were also feature in the two hours that we watched. The ad for each of these products used various techniques. Marketers realized that their target audience are less likely to pay attention to their ads yet alone remember them so they were pretty creative with the techniques they used. Most of the advertisement used very intense colors such as, bright red, orange, blue, and neon colors. Loud music was also frequently used among the ads. Some animation was used; however, real kids were most frequently used. For example, the ad for Barbie shows Barbie as a real person playing soccer with one of the players from the US Women's Soccer Team. Chucky Cheese ad incorporated kids with loud music and neon colors to portray... ... middle of paper ... ...n a way that will transform their lives. It provides simple, anxiety-reducing answers to complex problems. Having watched the television ads and really paying attention to what the products are and what the ad is trying to get across, we have learned through observation that a lot of the ads have instilled the value of fairy tail living and no consequences. They seem to never show you the person having to make time to scrub the bathroom twice a week or the person having to be stuck in traffic, or working to make the car payment and insurance payment. They show only how much easier you think your life will become after using their product and how everything comes so easy with no work involved. It has been said that Americans are getting lazy, fatter and more in debt today. Television and ads are implying that this is exactly what we are supposed to be doing.
Eric schlosser, a writer for Atlantic Monthly, addresses in his article, “Kid Kustomer”, the various marketing strategies used on children to American parents after the success of ads for the young. Schlosser exemplifies how companies market their products to children in order to convince parents to recognize the fact that the advertisements produced by companies turn children into customers. He employs parallel syntax, figurative language, and a objective tone to accomplish his goal.
Sutherland, Lisa., MacKenzie, Todd., Purvis, Lisa., Dalton, Madeline. “Research shows that food and beverage product placements in movies may be a potent source of advertising to children.” Hood Center of Children and Families. Retrieved April 22, 2014. (http://hoodcenter.dartmouth.edu/FoodProductPlacement.html)
Any agency that uses children for marketing schemes spend hundreds of billions dollars each year world wide persuading and manipulating consumer’s lifestyles that lead to overindulgence and squandering. Three articles uncover a social problem that advertising companies need to report about. In his research piece “Kid Kustomers” Eric Schlosser considers the reasons for the number of parents that allow their children to consume such harmful foods such as ‘McDonalds’. McDonalds is food that is meant to be fast and not meant to be a regular diet. Advertising exploits children’s needs for the wealth of their enterprise, creating false solutions, covering facts about their food and deceiving children’s insecurities. It contains dissatisfaction that leads to over consumption. Children are particularly vulnerable to this sort of manipulation, American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statics on consumers in the food industries. The relationship that encourages young children to adapt towards food marketing schemes, make them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising incurs young children that are attracted too certain objects or products on the market.
...pursue money to spend on things, to be living mannequins for the material adornments, our worth determined by what we have or lack, rather than what we are, what we do, or what we know. People become used to the intrusion of advertising into their consciousness so they fail to protect themself, or worse, their children from being seduced by it. Convinced that their self worth is based on the latest cell phone, children are already on the road to spiritual dissatisfaction and resentment as well as a perception of diminished self-worth, and with low self-worth comes low community involvement. Empty, hollow words, bespeaking a personal void filled by the pursuit of things. Getting away from need for things is at least a start in allowing people to communicate and then once communicating, beginning to solve real problems in their home, community, nation and the world.
Commercials make the viewer think about the product being advertised. Because of the amount of television children watch throughout the week, it allows the children to be exposed to the information over and over again. Per year, children are known to view thousands of fast food commercials. On a daily basis, a teen will usually view five advertisements and a child aged six to eleven will see around four advertisements (Burger Battles 4). Businesses use this strategy to “speak directly to children” (Ruskin 3). Although the big businesses in the fast ...
The amount of money that is spent marketing to children is outrageous. Companies purposefully market to the young children's tastes in a variety of ways through package design, typefaces, pictures, and content. Key elements for successful marketing to young children are carefully and thoughtfully planned by companies. The entertainment, fast and friendly service, immediate gratification, familiar brand-names fun-to-eat, reasonable prices, value, and quality time are all fundamental basics. Companies justify their marketing as a "public service, expression of freedom of speech, and argue that the advertised foods are not inherently unhealthful, and emphasize that exercise "not diet" are the key to weight control. Company's claim that advertising contributes to nutrition education and argue that the primary responsibility for determining dietary intake rests with parents and caretakers." Unfortunately children are not with their parents or caretakers every minute of the day thus leaving time for them to fend for themselves while in school.
“When children watch television, they cannot escape food advertising. “Sugared snacks and drinks, cereal, and fast food advertisements respectively comprise approximately thirty-two percent, thirty-one percent, and nine percent of all advertisements marketed specifically to children.” (Termini, Roberto, Hostetter) Due to limited cognitive abilities, children view many food advertisements, and don’t really have the knowledge or capability to comprehend that the food being advertised is not healthy. They don’t believe that anybody would want to sell them something that harms them, so they might plead to their parents to get them that cereal with the funny talking frog on the cover, not knowing how much sugar is in the cereal, and how harmful it is to their bodies.... ...
This essay is going to examine how advertising strategies used in different market structures affects profits of the firms. This essay is being written based on Advertising, an article by Geoff Stewart, in which he examines “how do firms determine their advertising strategy”. In this article he uses Monopolies as an example of a non-competitive market and Oligopolies as an example of competitive markets, so in this essay Monopolies and Oligopolies will also be used as examples. However other competitive markets include perfect competition and monopolistic competition.
Last, advertising influences the food my children want to eat. Cartoon characters are placed on boxes of foods such as crackers and cereal to influence young children. For instance, I was grocery shopping with my young son the other day, and he asked me if I would buy him some yogurt to have for breakfast. I reached for the cheapest brand off the shelf and was about to put it in the cart when he said, "I want the Rugrats' yogurt." I had no idea what he was talking about until he pointed to the shelf behind me. There I saw a six-pack container of yogurt with pictures of Rugrats characters on the label.
Advertising uses the power of suggestion to sell a product. In the case of children, a company’s advertisement hopes to suggest that their product is best. Many food companies target children with the hopes that they can influence their parents'choices when it comes to buying a product. The product is a. Animated characters, catch phrases, and toys are used to lure a child to the product. WORKS CITED Dittmann, Melissa. A. (2004, June 6).
Children between four and eight don’t recognize that ads are paid commercials intended to convince them into buying something. Children see about 6,000 advertis...
Across America in homes, schools, and businesses, sits advertisers' mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself wholesale to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target America's youth to be the decision-makers, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, especially of the very young, are the advertisers; fostering the youth's loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging poor health habits. The children demanding advertiser's products are influencing economic hardships in many families today. These children, targeted by advertisers, are so vulnerable to trickery, are so mentally and emotionally unable to understand reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do not understand their subtleties.
The societal culture of advertising plays a crucial role in the way teenagers interact with one another and how they make decisions. Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product.
The advertising is a method of communication that has a big purpose which is to persuade the audience to buy their products .Today, advertising is very remarkable and has an essential role in community.as it tends to impact on children specially. In addition, nowadays, the children are watching too much television and use the social media than previous years. Therefore, they see more advertising. Besides, although there are some good impacts of advertising on young minds, the researchers shown that, the advertising can also have several bad influences on children, particularly, if parents are incautious and do not increase the awareness of their children about the importance of money.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.