Advertising is around us every day. It is said that consumers encounter over 20,000 advertisements a year (Singer & Singer, 2001). But consumers do not believe they are being influenced or manipulated by advertising ("The influence of," 2014). Advertisers are very smart when it comes to manipulating.
The basic function of advertising is to inform a target audience that a product, or service, exists and to get them to buy the product (Boykin). A product can not be bought of used if the public is unaware that it exists. Advertising is done so that the highest number of people will know about the product. The more that know, the more that are sold. It is typically the positives that are talked about in an advertisement ("The influence of," 2014).
Even when people say that advertising does not affect them, they will typically only remember the positive and the negatives are mostly absent. It is not because there are no negatives but because they are not talked about ("The influence of," 2014).
Advertising allows us to become familiar with a product ("The influence of," 2014). We see the product on TV at home with us and it becomes a member of the family. We see it in the magazine and newspaper you read. It is almost like the product is part of who you are and you need the product. Sometimes we see products that will elevate our statues and fulfill our self worth ("The influence of," 2014). For example: you are a guy and see an ad in a magazine of a very physically fit man, who has a beautiful female in his passenger seat. The man is smiling and driving the newest model sports car out there. It may be out of your price range but you will go and buy this car because you think that it will make you feel the way the m...
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...a dancing bear on it (Greenspan, 2010). Subliminal messages are everywhere we look. They have a way of persuading and hiding how the consumer should purchase or use a product.
Advertising is found everywhere. We encounter countless advertisements every year. It is often unknown to the consumer that they are being persuaded to purchase or use a product. This is where advertising becomes a skill. The goal is to target a specific consumer without the consumer being aware of what is happening.
In simplest terms, advertising is about getting a consumer to purchase a product, regardless of a consumer’s share of wallet (Boykin). Just like any industry, it is about making money and money can not be made if consumers are unaware that a product of service exists. The more people that are aware, they higher the number of products sold (“The influence of,” 2014).
From the first time someone stood in a street praising that this product is better than this one for any manner of reason, advertising was born. It started out looked at as this job that only was equivalent to holding ransom over someone’s chances at letting the public know about their specific object. Yet, it grew to a business where a person would actually create something that someone would want to have as an object for their business. It evolved to a point where the people would sit down and buy a newspaper from that sales boy on the street just to see the deals that were going on. It became a staple business in this generation where almost anything you see and hear was designed to impact you and influence you.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Ultimately, the goal of advertisement is to target potential buyers and persuade them to purchase their product or services. Some audiences on the other hand, can look past the sales pitch to find a hidden message.
An average American is said to be exposed to about five thousand advertisements in one day. Through these ads, producers can connect with consumers at a manipulative level. That instead of just simply displaying their product to attract the consumers’ interest different motifs and sale pitches are used to manipulate customers into buying their product.
Increasing market share is the most important objective of business and key to it is advertising. One common effect of advertising on consumers is to create awareness of the product or service to influence their buying decision. Advertising can create a shift in the thinking of the consumer.
Winder, Ted. “Subliminal Influence at the Supermarket: Part One." A New Take. N.p., 4 Jan. 2013. Web. 14 Mar. 2014.
Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor such as TV, newspapers, magazines, radio, billboards, internet, cinemas and other forms. Advertisers have many methods to try to get the consumer to buy their products such as excitement, personality power, put-downs, jumping on the bandwagon. It can reach masses and enables the seller to repeat a message many times. Shortcomings includes in advertising: less personal and cannot be as persuasive as company salespeople and it can be costly (TV advertising). RBA using their advertising to sales their products through TV commercials, newspaper, radio, internet (YouTube) and billboard also from their magazine
It is imperative to understand what does advertising do, before undertaking any research in the field of advertising. Advertising is a form of communication. It attempts to send a message to the target audience in order to elicit a desired
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
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.
An advertisement plays a big role when it comes to the success of the product. When you see an advertisement on magazine or on TV, it is very simple and direct and most audience because the main goal is to deliver a direct message to the customer. Advertising is a way to connect a good to a need, and it is also a suggestion to let the audience know by consuming the good the need will be fulfilled. Behind an advertisement, there are marketers who spent a long time researching the demographic and geographic to gain a clear vision on who their target market is. Next step, they will make a decision on who they are trying to target, what type of lifestyle are they trying to present and the age group of consumers…etc. Final step, and this is when
Advertisements are pieces of art or literary work that are meant to make the viewer or reader associate to the activity or product represented on the advertisement. According to Kurtz and Dave (2010), in so doing, they aim at either increasing the demand of the product, to inform the consumer of the existence, or to differentiate that product from other existing one in the market. Therefore, the advertiser’s aim should at all times try as much as possible to stay relevant and to the point.
To sum up, advertising is one of the important ways to help the marketers as well as consumers. It is good for the companies as they can attract more consumers and as a result increase the profit of the company. It also has many benefits for the consumers as they can raise their knowledge and awareness and accordingly improve their lifestyle. Conversely, it may have negative effects on consumer behavior by creating unhealthy behavior such as alcohol consumption and lowering self-confidence through beauty advertisements. According to what has been written above, obviously, advertisements may have both positive and negative effects on consumer behavior.
The primary role of advertising is to inform potential customers of the products and services in the market and convince them to make a purchase. Through advertisements customers are informed of new products, their role, their benefit and the prices at which they are being made available to the customer. It is a technique used to influence people's minds and encourage more sales.
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.