Media 's Influence On Consumer Behavior

The main aspect of advertising is to ‘get more bang for the buck’, to make it aesthetically pleasing to the eye and gain the viewer’s attention. Throughout the years, advertising has varied in many ways from catchy slogans to iconic logos. Some may say there is nothing wrong with a little healthy competition, but what if one area is gaining the benefits slightly different than the others because of their boldness? American and European advertising are very different culturally as well as aesthetically. There has always been a cultural difference in the style of

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.

For the longest time now, advertising has played a huge role in how we identify ourselves in the United States with the American culture, and how others identify themselves with all the cultures of the rest of the world as well. It guides us in making everyday decisions, such as what items we definitely need to invest our money on, how to dress in-vogue, and what mindset we should have to prosper the most. Although advertising does help make life easier for most, at the same time it has negative affects on the people of society as well. Advertisement discreetly manipulates the beliefs, morals, and values of our culture, and it does so in a way that most of the time we don’t even realize it’s happened. In order to reach our main goal of

Kilbourne demonstrates three major main criticisms of advertising. First, advertising objectifies people and objects for the purpose of sales. This critique promotes products as more important than people and exploits human deeds and desires. Kilbourne offers ample evidence to support her first criticism of advertising. For example, Kilbourne examines advertisement such as the Thule car-rack - which humorously places more value on sports equipment been a child's life - is evidence of the trend that advertising is “objectif[ing] people…trivializ[ing and exploiting] our most heartfelt moments and relationships. Every emotion [,person, animal, and natural phenomenon] is used to sell us something” (Kilbourne, 2006, 369). Second - according to Kilbourne - advertising promotes and perpetuates the unnatural passion for products rather than personal relationship. “Advertising corrupts relationships and then offers us products, both as solace and as substitutes for the intimate human connection we all long for and need” (Kilbourne, 2006, 370). Within this concept, advertising also commits ‘cultural rape’ by manipulating sacred symbols for their utilization as emotional leverage in advertising. Third, advertisements damage the personality and structure of culture. For example the Giwch’in tribe’s traditional culture was almost erased by the introduction of advertising through television. “As multinational chains replace local character, we end up in a world in which everyone is Gapped and Starbucked…[Thus] rampant commercialism undermines our physical and psychological health, our environments and our civic life, and creates a toxic society” (Kilbourne, 2006, 371), which robs individuals of cultural and personal diversity. Based on the evidence presented by Kilbourne, I strongly agree with all three of these

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.

Journalism is an industry that provides a source of information and news for the public, while popular culture is a source of portrayal of the image of the journalist. Popular culture provides a glimpse and “shapes the people’s impressions of the news media”, whether it is portrayed in a positive or negative light. There is no denying that popular culture possesses a large effect on what the public perceives and thinks about journalists and the industry through how the characters, plotlines are presented. Sociologists have even argued that “popular culture’s depictions…of real world professions” have a major influence on the public’s realistic perception of that respective field. Thus, it is not a surprise that in the 1930s, journalist organizations deliberately advocated positive portrayals of the press in Hollywood. An example of a film that stands as a positive representation is The Front Page. Although the film presents reporters and editors “lying and hurting innocent people”, the audience is able to fall for their unique charm and charisma—they are brash, fast-paced, intelligent, composed, independent, passionate and investigative. They embody what America ultimately champions: self-reliance, drive for action and accomplishment. However, popular culture also perpetuates negative, unlovable notions that “journalists [are] hard drinking, foul-mouthed social misfits concerned with only twisting the truth”. In novels like John Andross written by Rebecca Harding

While it is undeniable that advertising has invaded a number of segments in our lives, it is equally undeniable that the manner in which advertisers have tried to connect with viewers is highly variable and dependent on the presiding values of the culture in the specific time period, which the ad was released. Ads can either try to suggest that a specific product cultivates these desirable values or on the other hand they can attempt to suggest that people that already have these values will use these products. Throughout the course of this paper, three ads from three time periods; 1935-1940: Great Depression, 1941-1945: World War II, 1946-1960: Postwar, and their subsequent dominating historical events will be examined to determine how the

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

People in the advertising business want individuals to understand what the message is from the advertisement. In order to attract other individuals’ attention, the advertiser will use cultural myths. The real issue is that these cultural myths are not always a good thing. In Robert Scholes essay “On Reading a Video Text”, he argues how “Video texts, like all except the most utilitarian forms of textuality, are constructed upon a base of boredom, from which they promise us relief” (Scholes 619). By watching these commercials, they promise a sense of comical relief. Scholes explains how we form ideologies from commercials and advertisements of how or what a certain object means to an individual. Because individuals watch advertisements and commercials,

James Carey states in his essay “Communication as Culture”, that when information is received in transmission form of communication, “Questions arise as to the effects of this on audiences” (20). In other words producers of the information pay attention to the fact that people who receive the information act according to their intention. One of the finest examples of this process; are advertisements which are produced by certain companies who want people to buy their products. However, many people react differently to advertisements, which means some people will be affected by them and will purchase the product, and the others will not even pay attention to it or will not bother themselves to buy the product. To prove this statement I will

The theory of semiotics, as proposed by Roland Barthes, has been used to analyze advertisements and the effectiveness of advertisements on viewers. In the articles that I researched that used semiotics to analyze particular advertisements, I found four common and related themes. First, the articles mentioned that the viewer determines the meaning of the advertisement or the viewer interprets the advertisement. Second, this meaning that the viewer assigns to the advertisement is largely determined by context, both social and cultural. Third, advertisers use culture and predominant cultural beliefs in their advertisements in efforts to reach their audience more effectively. Finally, these advertisements actually end up supporting the

Understanding consumer buying behavior entails marketing, relationships, and consumer behavior. Consumer behavior comprises all the consumer decisions and activities connected with the choosing, buying, using and disposing of goods and services. Marketers must pay very close attention to consumer behavior that occurs before the purchase and after the particular product has been used. Studying consumer habits is one of the steps in marketing search and analysis. In addition to other basic principles of consumer buying habits, marketers also need to study the decision and actions of real people. Until recent history the study of consumer behavior was focused on generalized consumer decisions. With

Culture is a major influencer in consumer purchasing. “These factors are often inherent in our values and decision processes” (4 major factors that influence consumer buyer bahaviour, n.d.). A person’s values are instilled on them by family, teachers, and other key people throughout their life. In most societies, there is social stratification or social classes. Those who share the same social class share similar values and behavior and have distinct product and brand preferences (Kotler and Keller, 2012, p. 153). Most buying decisions are made on the same values of their family. Most consumers share the same beliefs as their parents which create similar buying habits.

1. Consumers are often` confronted with incomplete information. How do consumers deal with incomplete information for (a) attribute values (b) brands? (give examples)

I would not forget to remember Prof. Suresh Pattanayak, Prof. Rupesh Kr. Tiwari and all faculty members for their unlisted encouragement and more over for their timely support and guidance till the completion of our project work. I heartily thank our internal project guide, Dr.R.S.Mohan, Dean , Department of Management, for his guidance and suggestions during this project work. I am extremely thankful to all those persons who have positively helped me and customers who respond my questionnaire, around whom the whole project cycle revolves.