Jay Chait Illusions Are Forever, Richard Pollay The Distorted Mirror

Comparing to Jay Chait Illusions Are Forever, Richard Pollay The Distorted Mirror: Reflection on the Unintended Consequences of Advertising , Allen Kanner and Renee Soule Psychology and Consumer Culture: the Struggle for a good life in a Materialistic World and Dinyar Godrej How the Ad industry Pins us Down, four text which all fall under the belief that advertising effect society negatively. John E. Calfee, a former Trade Commission Economist, argues the point that advertising is beneficial to society. He admits that the main objective of advertising is to persuade the consumer to buy a particular product, but Calfee believes that the communication lines between sellers and buyers are useful to the consumer. He uses some specific ad campaigns

This was because the awareness of the need to add fiber to the diet went up 31% for women “who do most of the grocery shopping” (118). According to Calfee, this is beneficial to the buyer because the “struggle brings better information, more informed choices, and improved products” for the customer (121).

Competitors will use “less-bad claims” and will spread bad information on a product because even though their product may have some undesirable features, they are not as bad as features of a similar product. Calfee describes this procedure as giving the consumer a complete advantage in the “give and take of the marketplace” (124). There are many others who believe that advertising is more helpful to society than it is

A particular market executive said that the benefit of advertising to the company comes into play when company is giving ad campaign in order for the stockholders and investors to maintain faith in the company and keep the capital rolling in, to produce the products. Some marketers believe that their ads do not affect the consumer, but does affect the ways in which they are viewed by distributors and retailer (Schudson 2). Sales people do not want to sell products that they have not heard of before, and whether the advertisements influence consumers or not, the sales people believe that they do, which causes retailers to have that product in stock to sell. So even if the ad does not influence the consumer, as long as the ad can influence the investors, salespeople and retailers, the company will be prosperous. This produces product availability and that will shape the consumer