Clemenger BBDO Advertising in our modern world is ineffective and no longer relevant. Do you agree

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Clemenger BBDO
Advertising in our modern world is ineffective and no longer relevant. Do you agree or disagree with this statement and why?
Today’s consumer is constantly inundated with advertisements. Their acclimatisation to this saturation of messages has resulted in defence mechanisms which have essentially allowed the modern consumer to block out undesirable attempts to capture their attention. This new era of consumer cautiousness does not mean the end of advertising, rather the dawning of a new era in advertising in which marketers must utilise a variety of tools and media to engage the audience and break through these consumer defences. Years of evolutionary processes have concreted certain internal innate qualities and triggers
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Such industries which have historically and even contemporarily relied on this appeal include unsought goods such as insurance (Kay 1972) and medicine (Galloway 2003), as well as causes including increasing the awareness of the dangers of binge drinking (Kenyon & Wood 2011) and smoking (Ferguson & Phau 2013).
This fear of death can actually be traced back to ancestral roots. Davis (2009) emphasises that it was not the fear of dying (or the fear of ceasing to exist) itself that troubled these ancestors, but rather the implications pertaining to death such as the pain usually involved and the worry of the future of one’s tribe. It is interesting to note, then, the modern man’s greatest fears surrounding death. Abdel-Khalek’s (2002) empirical study found that, aside from the contemporary construct of religion, the highest scoring factor which participants nominated as the reasoning behind the fear was indeed “parting from [their] relatives and beloved” (p. 675), followed closely by “acute pains associated with dying” (p. 675). The similarities between the fears of ancestors and modern man relating to death suggest an embedded trait. From this example, it is argued that fear is an inherited, genetic tendency which has persisted through countless generations of evolution.
Scholars have identified a variety of effects on the consumer after being exposed to such
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