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The Effect of Advertisement on Consumer Behavior
Influences of mass media on people
Influences of mass media on people
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Everyday people receive new information in all kinds of ways, however the information given is not always accurate. Most of the inaccurate information people receive comes from the media; whether it be from the television, newspapers or magazines, commercials and several others. This information people get tells them what to think and believe which then influences their decision making. Both Mark Crispin Miller and Karen Sternheimer explain to their readers how they acquire false knowledge. In Miller’s How to be Stupid: The Lessons of Channel One, he says people get information and knowledge from watching television. Channel One is news which prepares the audience for something better to follow. It “leaves the mind with nothing but some evanescent numbers, a helpless sense of general disaster… and an overwhelming vague anxiety” (Miller 142). Miller says this to tell readers that the news is presented to scare people and after it is shown, it is supposed to leave the audience with a sense of sadness that way what is to follow will immediately lift their attitude back up. The news is not the main focus of Channel One, it is the advertisements that follow. …show more content…
The news is almost always involving negative stories and information about what is going on in the world and it is presented to us in such a quick way that most people will not have the time to process the information that is being given. The advertisements are the same way in the sense that they are presented in an even quicker way than the news so the viewers have almost no time to process every detail in the commercial. However, advertisements are still effective because they still provide enough information so that viewers will want to get what they see in the
Ads if used correctly are what will draw the target audience the makers are attempting to reach. Simply using a catchy catch phrase could make something people view as a horrible experience such as getting a flu shot into something necessary. Ad campaigns are successful when using persuasive media techniques to draw in their attended audience.
Through manipulation and lies, media manages to modify objective news into biased news in order to convince the public of what the media wants them to believe. The article, “How the Media Twist the News”, by Sheila Gribben Liaugminas discusses the major influence that news has on readers based on their choice of stories and words. “How the Media Twists the News” has borrowed from multiple other texts such as the books like Public Opinion and Liberty and News, news magazine writers such as Ruderman, and news networks like CBS through Bias, A CBS Insider Exposes How the Media Distort the News and CNN to make her arguments valid and prove that the news is biased and that it does influence readers significantly because of it.
Most advertisements as the ones I mentioned above use at least two or more appeals to persuade their intended audience to buy the product donate money, go see a movie, go to a restaurant, or switch brands. The use of logos seems to be the most effective way to promote something, by giving the facts and logical reasoning people are more likely to want what is being offered. Commercials have a short amount of time to engage the audience in their product. The use of rhetorical appeal helps to keep the audience’s attention to the details of the commercial and to make them think about what is being shown or heard. The presentation of the commercial needs to leave a memory with the audience to make them want to learn more about the product or try it
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
The media takes a biased approach on the news that they cover, giving their audience an incomplete view of what had actually happened in a story. Most people believe that they are not “being propagandized or being in some way manipulated” into thinking a certain way or hearing certain “truths” told by their favorite media outlets (Greenwald 827). In reality, everyone is susceptible to suggestion as emphasized in the article “Limiting Democracy: The American Media’s World View, and Ours.” The
Advertising is as old as civilization itself. They are forever interconnected. If one changes then so does the other. So as our society evolved dramatically by the influence of technology and social media, so did the way we advertised. With the power of technology, advertising gained the ability to be everywhere at once. These locations ranged from billboards, to projector screens that hang from skyscrapers, to even in your homes in the form of commercials. The evolution of advertising in the modern world is both somewhat disturbing and innovative at the same time.
One problem that plagues us everyday without us even realizing it is media bias. We see it in the news. We see it on our favorite sitcoms. We read it everyday in the paper. Yet, we really don't recognize it when we hear it or see it. Media bias is evident in every aspect of the media, yet the problem is that we don't even recognize it when it is right in front of our faces. Are the impressions that we form about individuals a product of the media? Do we form certain opinions about particular types of people based solely on the things we see and hear in the media everyday without even realizing it? The problem is not only that there is media bias present, but also that we can't recognize it when we see it.
Fake news finds its place in our belief system when System 2 is either occupied or tired after a rough day, because that is when System 1 is left to belief whatever it wants. Furthermore, confirmation bias makes us have a higher tendency to search for evidence that support whatever hypothesis, which includes those information System 1 perceived when System 2 was busy (Kahneman, 2011). Both processes is made worse through the current age of information and our susceptibility to technology. According to the 2016 documentary ‘The Human Face of Big Data’ by Rick Smolen and Jennifer Erwitt, the amount of data the average person is exposed to in a single day is equivalent to that of a lifetime worth in the 15th century. All this data takes a significant toll on both systems, increasing our reliance on System 1 to sort through information and constantly engaging System 2.
Advertising techniques have changed and along with it, the impact they have on each individual’s mind. While there are some similarities between the different kinds of advertisements we see today, there are also many differences. Advertising has also become more unethical than it was in, let’s say, the 50s. Not all advertisements are brainless; there are a few that are even creative and fun and just pull the target audience in by entertaining them while selling them a product.
But how can we be sure that the news is not biased? Are we receiving information accurately, with details being simple to understand? After further research on media framing, I’ve come to realize that it is not rare to be someone who is skeptical of the news. In decades before now, media did a better job serving the public interests inside their news stories (Callaghan, 2001, p.186). But now, journalists may mix up facts intentionally and build a different story (Callaghan, 2001, p.184). How can one feel safe after knowing the media changes stories to keep us interested? Boring stories may not keep someone excited or fully interested, but at least people would not be misinformed and can, in a way, better prepare for what they will face outside their
Our brains are constantly processing what we see and read all the time. What we process through our eyes affects our thought process and the way we think. Ads have become a massive force in altering the minds of peoples buying and belief habits, especially in the past century with the rise of social media & the internet. There are a variety of different strategies when it comes to ads. Ads can be designed to sell a specific product, awareness, prevention.
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.
George Bernard Shaw once warned people to “Beware of false knowledge; it is more dangerous than ignorance”; this quote holds relevance to today’s society of technology and the internet, wherein false information can be commonly found misinforming those that come across it. Misinformation results from this spread of false news, which has the power to influence a large population. Often, misinformation is able to rapidly spread through media before anyone can contest or challenge the reliability of the news. According to a Cornell University blog, “To compete with false information that has gone viral, the truth must also go viral, which is considerably less likely to happen. By the time the truth gets out, something else might already have
Commercials works through the human emotions and vanity and it appeals toward the psychologically domain turning into a temptation for weak mind people. For instance, if a person is at home watching T.V., very comfortable and suddenly, a commercial promoting any kind of food and drink comes up, that person will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial induced him to do.
Misleading news hoodwinks the public and obstructs their capability to form correct judgments and accurate opinions. Few of common examples of misleading news are- NLU Jodhpur student’s death case: Media’s sensationalization of the death of the student of National Law University, Jodhpur. They created a whole issue out of it calling it a “selfie death” whereas in reality, it was a mere accident and an unfortunate event. Such irresponsible news reporting not only disgusts the viewers, but also aggrieves the already in- grief family.