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Literature review on advertising effectiveness
Literature review on advertising effectiveness
Background of advertising
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Leo Burnett, a 20th-century advertising executive, has once upon a time boldly stated, “Good advertising does not just circulate information. It penetrates the public mind with desires and beliefs.” Years ago children had a couple of dolls and a Lego set, and that was all they needed. The children of today, however, are raised differently. Money buys them iPads, laptops, videogames, but somehow, they still want more. In the contemporary world of ever-growing consumerism, people’s needs and wants have started shaping according to the commercial and the cultural environment they are exposed to. The advertising industry takes advantage of people’s constant desire to live a better life and possess nicer things. Production is expanding with high speed due to the same reason. This essay will discuss the basic aim of advertising – to convince customers they not only need but also want a certain product – by comparing and contrasting the opinions of John Kenneth Galbraith, a noted scholar, and F.A. Hayek, a professor and Nobel Laureate in Economics.
Advertising nowadays is a powerful phenomenon; far more powerful than several years ago when social networks and the internet were not a part of everyone’s daily routine. With such a variety of media channels, contemporary marketing has become extremely influential. Not only that, but also the extent to which consumers allow ads to penetrate their minds has been fascinating scholars and psychologists for years now. Numerous studies throughout the academic world are trying to explain the effect which advertising has on consumers – how do they manage to promote their products so successfully; do people really need them? For example, a paper by Melanie Dempsey and Andrew Mitchell on this speci...
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Shah, Anup. “Creating the Consumer.” Global Issues . N.p., 14 May 2003. Web. 5 Dec. 2011. < http://www.globalissues.org/article/236/creating-the-consumer>.
“The things you own end up owning you.” FightClubQuotes.net. N.p., n.d. Web. 5 Dec. 2011..
Thoma, Mark. “John Kenneth Galbraith’s Contributions to Economics.” Economist’s View . N.p., 30 Apr. 2006. Web. 5 Dec. 2011. .
Thompson, Ethan. “John Kenneth Galbraith “The Dependence Effect.” AdCrit. 19 Jan. 2011. Web. 5 Dec. 2011. < http://adcrit-tamucc.blogspot.com/2011/01/john-kenneth-galbraith-dependence.html>.
“What We are to Advertisers” by James B. Twitchell is a short article that emphasize how advertisement attracts audience magically. From the quote, “ Mass production means mass marketing, and mass marketing means the creation of mass stereotypes” James points out of how the world appear to be. The advertisers seems to be psychologically abuse to the public for them to be successful in their industry. Base on the way the society act, dress and thinks, we fantasize something ridiculous and only our imagination can only make it close to a reality. With that in mind, the industry of advertisements will immediately think of a way to try and sell their product to us.
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
Is advertising the ultimate means to inform and help us in our everyday decision-making or is it just an excessively powerful form of mass deception used by companies to persuade their prospects and customers to buy products and services they do not need? Consumers in the global village are exposed to increasing number of advertisement messages and spending for advertisements is increasing accordingly.
Hubbard, R. G., & O'Brien, A. P. (2010). Economics (3rd ed.). Boston, MA: Pearson Hall.
McConnell, C., Brue, S., & Flynn, S. (2012).Economics: principles, problems, and policies. (19 ed., p. 375-390). McGraw-Hill/Irwin. Retrieved from http://online.vitalsource.com/books/0077771699/id/L4-1-1
Journal Of Political Economy, 95(6), 1307. http://www.brainyquote.com/quotes/quotes/b/benwhishaw517375.html#BuGImMQjmwhFOTBO.99
McConnell, C. R., Brue, S. L., & Flynn, S. M. (2012). Economics: Principles, Problems, and Policies - Nineteenth Edition. New York, NY, USA: McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc.
Robert Cooter and Thomas Ulen. Law & Economics 6th Ed. Pearson Education, Inc. Boston, MA. November 2010.
This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.
F. Y. Edgeworth, Review of the Third Edition of Marshall's Principles of Economics (unimelb.edu.au) The Economic Journal, volume 5, 1895, pp. 585-9.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Friedman, Milton. An Economist's Protest: Columns in Political Economy. Glen Ridge] N.J.: T. Horton, 1972. 6-7. Print.
Everyday we encounter advertisements through social media, television, billboards, and events. Advertisers take advantage of these platforms to promote their products to a specific viewing audience. Viewers subconsciously interpret the messages these commercials convey to them, and it lingers in their mind. The commercials are full varying signs that represent, “cultural desire and consciousness,” the lack of consciousness for subtle messages create illusions in the minds of the viewers to instate the desire amongst them (Maasik, Solomon 158). This gives advertisers power over viewers, if this power is abused, it allows for the negative messages to retain in the subconscious.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.
Trampe,D., Stapel, D.D., and Siero, F.W (2011). The self-activation effect of advertisement: ads can affect whether and how consumers think about the self. The Journal of Consumers Research. Doi:10.1086/657430