I mean, what else unites a family better than a good game of chutes and ladders? People are so afraid of having a “dysfunctional” or imperfect family that they will go as far as spending money on things they do not need in order to achieve this ideal. Once again, advertising has accomplished its goal. Advertising is a complex industry, focused on the selling of products by convincing people that they need them. It is a business that manipulates people in order to accomplish its goals, which it does quite effectively.
If they do, they would be filled with understandable concern; online behavioral targeting (OBA) can take advantage of and discriminate unknowing consumers, the data sent to the companies may not only be used for advertising, and people feel that OBA invades their privacy as well. Online behavioral tracking is not only discriminating and useless, but it intrudes users’ privacy as well. Some companies may presume upon behavioral advertising for extra money or benefits, and in the process, discriminate people with prices as well. For example, if a company discovers that a user is diagnosed with an illness, they may place health care advertisements on the websites the person visits. The company could raise the prices of the health insurance presented on the sites.
Today’s advertisements consumers feel are not only selling a lie, but also they are sending out superficial and falsifying messages to the general public in order to make money. Thus consumers feel the need to rectify this through their cultural jamming. Cultural jammers often vandalize posters and billboards and alter the messages of preexisting advertisements to send out the message these images and their products actually promote. Through their actions, cultural jammers also seek to get consumers to think independently and thus see advertisements found on billboard and other areas with a new light and perspective. They aim to expose the motives behind company’s agenda.
Today, the retail market is an integral part of economic development because it provides abundant power for the country’s interests. To succeed, retailers must usually update new information and techniques, or find different ways for attract customers from using cameras; loyalty cards of surveys that could help retailers compete with rivals. Most of people believe that the surveillance of consumers by retail anthropologists is manipulative and unethical. In fact, the retail anthropologists should survey to customers for many reasons such as access to customers demand, change and organize marketing strategies, and bring benefits to customers. Accessing to customers demand is the first reason could make surveillance of consumers is not manipulative
However, noticing the constant changes of a consumer’s perception towards a business and certain brands, it complicates sales growth and management procedures for several companies. To prevent complications for businesses, marketers need to use enhanced marketing methods that adjusts well with new customs. According to business2community.com, guerrilla marketing uses creative strategies unlike traditional marketing techniques. Although guerrilla marketing is advantageous, it is also disadvantageous if the advertisement is too difficult to understand and too detailed for consumers to understand. Currently, guerrilla marketers have been using graffiti to stand out from traditional marketing advertisements (Marrs).
Many people forget what they put on Facebook affect how you are perceived or will affect the way people are judged. More importantly many people use social media to bully while being anonymous. This provides an easy way because there are limit amount of laws to regulate this form of abuse. Also technology makes it easy to get away with bullying. Another way ethical issues are violated online is through online scams.
Companies are focusing more on making the brand more popular, rather than actually improving the product that they offer. By turning the advertisement competition into a war between companies, they mislead buyers by hyperbolizing their products positive features, thus hiding the negative ones. Companies forget about the effect they have on the consumers. Consumers should be aware of the manipulative tricks that advertising uses like subliminal messages and brain seduction in order to not be misled into buying something that they do not really require. By knowing how to manipulate the audience and consumers’ brain, companies use tactical methods in order to persuade specific customers to buy specific products or services.
Advertisements are supposed to exhibit interesting and useful products to consumers and help them purchase the things they want. However, today’s advertisements break this rule. By invading consumers’ privacy, intervening their lives, and mislead them to buy products they do not need, their the advertisements not only gradually take away consumers’ trust on them, but also bring inconvenience to consumers. It follows, then, the advertisers should establish a trustful and comfortable connection with consumers. After consumers refind that advertisements are trustful, meaningful, and helpful, they will enjoy watching the advertisements and purchasing the products, thereby, boosting the marketing.
Because our economy is based on consumption, and because that consumption keeps people employed, advertising is indispensable—it motivates and persuades people to consume. Also, advertisements don’t fulfill their primary purpose of providing the customers with information about products. Although advertisements should successfully stimulate consumption, economic activity, and life styles, advertisers should consider whether or not their product will truly benefit the consumers that will buy this product. Instead of using advertisements to maximize profits, advertisers should promote their products in a way that makes the consumers truly feel the need to buy the product. Advertising is divided into four ways; informing, influencing, adding value, and reminding.
The company realized that collagen had a positive emotional response with consumers so they put it in their products to manipulate the consumer. If the consumer was simply educated than this product would fail because consumers know that there is no difference if there is collagen or not. Neuromarketing is a new and upcoming field of advertising and can be beneficial in moderation. Society can’t let it come to a point where advertisers are forcing us to buy a product that they may not necessarily need. People need to become educated about how companies are advertising and what their products actually do in order to take control of big businesses instead of the big business taking over the consumers.