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Effect of advertising on consumer behavior
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At the current time advertising can be represented in many ways - as a business, a fundamental ingredient of entrepreneurship or as an alternative way of communicating (William F. 2004). Originating from ancient times, its main purpose is to sell a product. William F. (2004, 6) claims that “every consumer is exposed to hundreds or even thousands of advertisements every day”. We view advertisements everywhere: on TV, banners, Web-sites, in magazines, newspapers, on sport events or even printed on tea cups, and all this is done with an aim to attract our attention. However, there are some advertisements which are targeted on a particular group of people, depending on age, sex, interests or even religion. These advertisements are defined as targeted. Companies like McDonald`s, Calvin Klein, Victoria`s Secret and Coca-Cola successfully practice targeted commercials, selling apparel, fast-food, perfume, intimates and other products.
For decades, targeted advertisement directed to children and teenagers was a somewhat controversial issue. Every year young people are exposed to 40,000 advertisements on television only, not counting number of advertisements on the Internet or on billboards. This exposure could be responsible for excess weight in children and consumption of alcohol and tobacco by teenagers (Strasburger 2001). Despite existent positive effects of targeted advertisements, negative impacts significantly outweigh them, and it is clear that targeted advertising carries noticeable harm for children`s education, health, psychology and social life. This essay will evaluate impact of targeted advertising on children and adolescents considering its possible positive and negative effects. Which include obesity and ‘sexualization’ ...
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One way that advertising is harmful is advertising poses health risks to youths. In a video titled, “The Myth of Choice: How Junk-Food Marketers Target Our Kids,” narrated by Anna Lappe, it talks about how advertisers target youths. In the video it states, “...only 16% of kids get balanced food.” Foods that are advertised the most,
In the article, Every Nook and Cranny: The Dangerous Spread of Commercialized Culture by Gary Ruskin and Juliet Schor (Ackley 361). Since the early 90s is when Commercialism has bombarded the society. Ruskin and Schor provide examples why advertising has an effect on people’s health. Marketing related diseases afflicting people in the United States, and especially children, such as obesity, type 2 diabetes and smoking-related illnesses. “Each day, about 2,000 U.S. children begin to smoke, and about one-third of them will die from tobacco-related illnesses” (Ackley 366). Children are inundated with advertising for high calorie junk food and fast food, and, predictably, 15 percent of U.S. children aged 6 to 19 are now overweight (Ackley 366). Commercialism promotes future negative effects and consumers don’t realize it.
This survey was born out of concern that there are few statistics on the effects of marketing industry’s impact on our youth. Just as the article on “Consuming Kids” raises awareness about children being lured into believing they can’t live without things and the problems rising out of it. This survey makes us aware of how this market is willing to sacrifice the sanctity of family life by undermining the parents via their television while children watch mega hours of uninterrupted commercials aimed at them. These surveys were compared with a couple of sparsely completed other ones. The respondents felt that problems such as: aggressiveness, materialism, obesity, lack of creativity, overly sexualized behavior and self-esteem, were detrimentally influenced by the youth marketing industry.
advertising is becoming a bigger role in the lives of youth. Since deregulation in 1984, the money advertisers make off of kids has been increasing by millions each year. kids who don't even have the brain function to make a good choice on what they buy are being targeted as young as 5. As young kids become more accustomed to certain products young, they continue buying them over their whole life. This is what advertisers are causing by targeting the youth. Advertisers are finding that marketing to kids makes a lot of money, the youth believe everything they hear, and the advertising techniques they do today are almost sure to work.
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.
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 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.
Advertisers and corporations are liable for using modern and sophisticated forms of mind control to the extent level of brainwashing consumers, in order to manipulate their choices and their spending habits. Our society is being negatively impacted, by becoming a consumer driven society constantly distracted by overwhelming persuasive advertisements, as opposed to ideal informative advertisements. The most vulnerable and negatively impacted targets of persuasive advertising are the younger, less mature, and/or less knowledgeable and self-directed consumers. Ironically, it was once said “An advertising agency is 85 percent confusion and 15% commission” (Allen). It is quite clear that social benefits are not part of this equation. The harm and severe social related costs far outweigh any economic growth and benefits deemed necessary for advertising and marketing companies.
People may not agree on whether advertising has a negative or positive effect on teens, but they do agree that teens are targeted in the advertisement world. Teens see so much advertising that some do not even notice it because there is so much of it. Because of how easy it is to reach teens and the amount of money in the teen marketplace, advertisers will continue to focus on them. Advertisers try to discover early on teen’s likes and wants. They hope to influence the teens while the teens feel that they influence the marketplace and ultimately have the freedom of choice and buying power.
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.
Advertising has been an essential source for aiding in global consumption. Individuals in society work to be able to spend their money, and advertisement play a big role in where money is being spent. Ads are very diverse and often consist of an array of fields in which consumers are targeted. Ranging from food, health, clothing, sports, image, lifestyle, etc. Ads provide important means of influence on our society. Ads often play the role of persuade people to come buy products from a specific distributor. On average an individual is exposed to 3000 plus more ads daily, via TV, Internet, print, billboards, etc. In the past decade though ads have drastically changed due to the ever-growing digital era we are living in. Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology.
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...
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.
... Dittman also stated that “the average child is bombarded with more than 40,000 TV. commercials a year” (Dittman, 2004). The campaigns shown on TV persuade children to feel that They desperately need the product and that they have to nag their parents into buying it. product for them, or they will be left out of the cool crowd.
Television advertising states is often accused of promoting ‘false needs’ and irrational fantasies or reinforcing exaggerated gender stereotypes but it is the children more so than the adults who are at risk of influence because of their inability to decode the persuasive intentions of advertising Bukinghm, (134)