Today we live in a society that is being dominated and confounded by commercials and ads. A new age, which could be referred to as the advertising age where commercials and ads tell us what is a necessity and what isn't. Howard Luck Gossage in his book Is There Any Hope for Advertising? Stated that there are ads and commercials everywhere around us in which there is no escape. "I like to imagine a better world where there will be less, and more stimulating advertising. I suppose all of us would like to see this come to pass, it would certainly clear away some of the confusion from advertising's murky picture and make it easier to comprehend" (7). Ads and commercials have flourished everywhere like a virus, once it strikes there is no way we can remove the marks it left behind. It creates this blurry, confusing picture, a "murky picture" as Gossage stated, which most people won't find the genuine truth behind what the product really mean and if its really useful or not. Advertising forces consumers into buying products by manipulation which make the customers buy products they think are good for them when in fact it isn't and they do this by appealing in their innermost desires. Advertisers are aware of the cultural need of acceptance and people's insecurities and takes advantage of these desires to persuade people into buying their products.
There are three significant aspects for advertising: 1) A persuading selling message, 2) prospects for the products or service, and finally 3) at the lowest possible cost (Jefkins 5). The first aspect deals with how to persuade people in believing that the product that is being advertised is absolutely salutary. The second however identifies which ta...
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Rutherford, Paul. The New Icons? The Art of Television Advertising. London:
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Jones, John Philip. How advertising works: The Role of Research. GLondon: SAGE Publications, 1998
Gossage, Howard Luck. Is There Any Hope for advertising? Ed. Kim Rotzoll, Jarlath Graham, and Barrows Mussey. San Francisco: Trustees of the University of Illinois CA, 1986.
Kanner, Bernice. The 100 Best TV Commercials. New York: Times Books, 1999.
Kessler, Ann. "When is the right time to advertise?" Bank Marketing April 2000: 32(4):9
Lopez, Steve. "Would you wrap your car in an Ad for $400?" TIME Magazine 17 July 2000: 156
Thompson, Stephanie. "Coca-Cola taps local pleasures to push classic." Advertisng Age 17 January 2000: 34, 53
McNary, Dave. "Ad-versaries give strike split decision" Variety 19 June 2000: 17
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