Advertising In Advertising

Advertising is a complicated form of marketing, it’s almost like an art form. One must be acutely aware of their audience and what captures their attention, otherwise the advertisement will fall flat. There is a myriad of different ways to lure consumers into buying a product; for example, the Center for Disease Control’s (CDC) managed through a series of advertisements to convince individuals of the importance in getting a vaccination for the influenza virus. It was applied using multiple techniques, namely the methods of universal appeal and association. These techniques helped the CDC to effectively promotes the flu vaccine and get their message across to a wide range of people.

Every day, companies present the people with advertisements everywhere they go. Advertisements have become very prevalent in today’s society nowadays focusing in on a negative connotation. Advertisement has become an effective way for producers to display their new products. In present day, they come in forms of billboards, flyers, e-mails, and even text messages. It is widely known that companies create advertisements to persuade people to buy specific products or goods; however, it is not widely known that advertisements can make a negative impact on today’s society. The companies manipulate people’s mind and emotions, swaying people by new promotions and therefore generating a strong desire to fit into the society, that causes them to make inessential expenditures. Advertisements pose a critical impact on the American culture.

The average United States Citizen views about 5000 advertisements a day (Johnson). Advertising is everywhere. Billboards on the way to work, ads on the internet, and paper products such as magazines or newspapers display a sale or a promotion of a good or service. Usually, the ad will give a brand or company name, and uses the product’s merits to draw the consumer closer. This has grown exponentially as advertisements in media in 1970 were estimated to be 500 a day, a ten percent increase in the last 48 years. (Johnson). This is due to the rise of technology, as the computer has become a household gadget within the new millenium. These advertisements are meant to give a synopsis of the product or service’s purpose, quality, and efficiency. If a consumer views 5000 advertisements in a single day and assuming the commercials do not repeat, 5000 goods or services are introduced. With more options to choose from in such little time, the consumer has a harder time differentiating the quality and perhaps necessity of the product. The marketers rely on the quick, impulsive decision making of consumers. With the misleading nature of many infomercials or radio broadcasts, the people of American society are bombarded with constant propaganda, thus making seemingly harmless promotions more potent to filling industries’ pockets and lessening the common population’s

When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.

Throughout the last decades there has been vast improvements in advertising and its persuasive effects to our psychology. Not only has it become part of our global culture, it is so deeply ingrained in our society that we sometimes don't even notice if someone trying persuade us by their use of simplistic persuasive techniques. It is only when we reflect on the speech, video, or advertisement that we can pinpoint their propaganda objectives.

Over the last few decades, American culture has been forever changed by the huge amount of advertisement the people are subjected to. Advertising has become such an integral part of society, many people will choose whether or not they want to buy a product based only on their familiarity with it rather than the product’s price or effectiveness. Do to that fact, companies must provide the very best and most convincing advertisements as possible. Those companies have, in fact, done

Advertising has been one of the most fundamental activities in the contemporary society. It underlines a marketing communication tool that incorporates composed, structured and non-personal communication that is persuasive in nature as to boost patronage for a service, product or idea. Irrespective of the message incorporated therein, any advert has the sole aim of inducing individuals to buy into a service, idea or good, with a large number of adverts being persuasive so as to win converts who would be enticed to patronize the services, goods and ideas that are advertised (Kenechukwu et al 952). Needless to say, adverts primarily aim at enhancing loyalty to a particular idea or brand and, essentially, must either be touching

Advertising is a primal way to communicate, healthy bodies and lush fields “advertise” that they are good and should be pursued. Schrank claims “Ads are designed to have an effect while being laughed at, belittled, and all but ignored. A person unaware of advertising’s claim in him is precisely the one most vulnerable to the ad’s attack.” (Source E) Through billions of dollars in research, advertisements are directed to an almost subliminal level at their target consumers. By the use of focus groups, test studies and real data, corporations have discovered how to communicate with their target on multiple levels by the use of emotional, sexual, and logical

you buy them this toy. Every one of our emotions is played on so that

It is one of the biggest challenges health organizations and marketers have struggled with when it comes to decisions that are as sensitive, complex, and distinct among each individual as health care attitudes and behaviors. It is necessary yet a complicated task to understand the role that advertising plays and assimilate into each person’s perception. We, marketers, have learned that some consumers did not recognize that the messages they perceived in advertising, have actually played a role in how their attitudes and behaviors have been shaped. It has been found that emotional appeal ads are not just likable and captivating, but they also drive people to pursue more of certain actions. According to a study by the Institute of Practitioners in Advertising, they found that ads with emotional

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.

Advertisements work in such a way that we grow to envy those we are not; they exploit our perceived flaws by displaying a person who is the living and breathing version of who we wish to be. John Berger in his book, Ways of Seeing, explains that publicity works by convincing his reader that advertisements use envy to entice the public to buy products: “Publicity persuades us...by showing us people who have apparently been transformed and are, as a result, enviable” (131). Though Berger published his book in 1972, his arguments about envy and publicity still hold truth, perhaps now more than ever. Furthermore, the more present advertisements are in our everyday life, the more envious our society becomes. With the power of envy, those who fall under its spell become choiceless, and therefore powerless. Berger also argues in his book that there is a correlation between the number of advertisements we see and the less freedom Americans possess. However, Berger believes that capitalism hides this powerlessness with the illusion of choice: “Publicity helps to mask and compensate for all that is undemocratic within society” (149). This idea Berger has relates not only to the advertisement of products, but also to present-day politics. Withheld information creates power using envy which is used in both advertisements and the US government. As more envy is created with modern day technology, and we become more immersed into social media, the further we stray from democracy.

Throughout time many companies change their methods of advertising due to the change in times and African Americans being accepted into society as equal. In “‘Dinnertimin’ and ‘No Tipping’: How Advertisers Targeted Black Consumers in the 1970s” it goes over some strategies that companies like Mcdonald's and Winston used to get the attention of African American societies. While some advertisements used images to represent how “cool and rich” you can be with there product, others used words that had African American slang in order to catch minorities attention. Furthermore the author uses these examples to show how effective these advertisements where and how they have affected the society we live in today. I believe these infomercials were effective because regardlessly they got a response to their advertisement.

     However, with every positive side comes a negative, and advertising is no different. Advertising has been blamed for a great variety of negative social impacts. One of the major criticisms received by advertising is that it forces people to buy things they don’t really need, often projecting negative emotions such as fear, anxiety of guilt upon the consumer (Engel). It is claimed that advertising plays with our basic human emotions and takes advantage of them, using them as merely another technique to sell goods or services.

Kover et al. (1995) defines effectiveness in advertising as ‘‘the ability of an announcement to produce interest in purchase or use the good or service it is promoting’’ (Kover, Goldberg and James, 1995). Many researchers have tried to establish a link between the content and effectiveness of advertisements, and this will help us to identify some general factors that affect advertising, in order to recognize which one can maximize the desired effectiveness.