Can Advertising Influence the Way We Live Our Life

1112 WordsMay 26, 20105 Pages
Can Advertising Influence the Way We Live Our Life? The prevalence of advertising in modern, consumer driven, societies is strong and growing more all the time, with television, radio, the Internet, newspapers and magazines the most ubiquitous platforms. With advertising companies increasingly looking for new media and platforms on which to advertise: roller coasters such as the "Pepsi Max T Big One" and the "Playstation" at Blackpool's Pleasure Beach, and aspects of every commercialized sport currently played, from football jerseys right down to the helmets of motorcycle riders, this begs an important question: do advertisements merely influence consumers choice of the brand of product they will buy, or do they fundamentally influence…show more content…
However, the tobacco industry does differ from a great many other industries, in that different brands of cigarettes are virtually indistinguishable from one another, except for image illusions. As ITL's marketing vice president testified in an earlier tobacco related trial, based on the Tobacco Product Control Act (TCPA) of 1988, also in Canada: "So the discrimination in product terms, pure blind product terms, without any packaging or name around it is very limited.... it's very difficult for people to discriminate, blind tested. Put it in a package and put a name on it, and then it has a lot of product characteristics." (Brown, 1989) This is a fact which has been known by many experts for decades: "In a market with minimal product differentiation, advertising becomes a disproportionately important part of the marketing mix" and "without easily perceptible product differentiation, except for extremes, consumer choice is influenced almost entirely by imagery factors." (ITL 1971 Marketing Plans) As such, cigarette manufacturers are forced to distinguish their products from other brands by using lifestyle marketing,
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