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impact of advertising on consumer behavior
negative and positive impact of mass media on consumers
impact of advertising on consumer behavior
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Consumer Sovereignty
Consumer sovereignty is the determination by consumers, of the types and
quantities of goods and services produced by the economy. But in today’s society, does
this “sovereignty” actually exist? In agreeing with John Kenneth Galbraith, I think not! I
say this simply because in today’s world, advertising plays such a large role in the
everyday lives of consumers.
The concept of advertising is simple: It’s central function is to create desires.
And in creating these desires, the sovereignty that consumers once had the luxury of
enjoying is taken away. I say , “taken away”, because only when advertising occurs,
does the want for a certain product exist, therefore creating a want that the consumer
feels obligated to pursue. This is a direct example of just how consumer sovereignty is
lost through advertising.
An advertisers’ primary objective is to influence the consumers decision. And in
today’s world, it is not difficult to see just hew advertisers do so. Using commercials,
radio ads, billboards, etc., the advertisers’ are virtually everywhere you look. Whether it
be on the side of a bus, in a newspaper, or even in a movie, many of today’s products are
marketed so heavily that the consumer is left with no other choice than to be influenced.
An example of just how we cannot turn without facing some sort of advertising is with
movie tie-in’s. With the enormous success of advertisements linked with children’s
movies, such as in “The Lion King”, which promoted products stretching from dolls to
clothing, movies aimed at adults are now getting into the act. Just when you thought that
movie-related products had reached its apex, new products such as “The Bridges of
Madison County” perfume, and the “James Bond” BMW, are entering the market.
Not only does the way that companies advertise have a huge effect on the overall
success of the advertising campaign, but just exactly how they do it plays a large role as
well. There are many techniques that advertisers use to try to reach their target market.
One being the use of celebrities, such as a sports and movie stars. Using such people that
are in the public eye, make people want to purchase that particular product which they
endorse. This is just one of the many powerful tools that advertisers use to influence the
middle of paper ... ... Contacting certain audiences, which is their main target during different promotions, is a wonderful way to go. Understanding advertising will help you understand yourself and make you realize who you really are and who you will always be, no matter how many cosmetics you buy. Works Cited Adweek, L.P.
Many television commercials choose to feature a contrast between youth and maturity as their subject. An “Oreo Cookie” commercial, for example, features a little girl who is about four years old mimicking her grandfather’s actions in eating a cookie. Another commercial advertises the popular theme park, Six Flags Great Adventure. This commercial, entitled “The Six Flags Dancing Man,” features an elderly man dancing like an enthusiastic child. This relates to Stephen King’s idea in “My Creature from the Black Lagoon,” that adults long for and are often reminded of their childhood. Meanwhile, Rita Dove’s essay, “Loose Ends,” and Marie Winn’s essay, “Television Addiction,” each presents the great influence television has on life, often because of television’s great aspect of reality. Together, these ideas support the reasoning behind an advertisement’s attempt to sell abstract ideas. By using youth and old age in commercials, advertisers can sell nostalgia as a way of making commercials more memorable.
Companies realize what people need and they take it as sources to produce commodities. However, companies which have famous brands try to get people’s attention by developing their products. Because there are several options available of commodities, people might be in a dilemma to choose what product they looking for. In fact, that dilemma is not real, it is just what people want. That is what Steve McKevitt claims in his article “Everything Now”.
is showed on television, or any other source of media for that matter. Advertising a product
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
advertisement are mostly used for their good looks to sell products. They are shown in
3. Write an essay explaining the notion of “consumer sovereignty” and explain where, in our current US healthcare system, you might find consumer sovereignty. (3 points)
Whether [the people influenced by the advertisement] like it or not, products play a role in
This principle can often be applied to advertising campaigns of a high end product, being endorsed by a celebrity. Another way this might be used is when a product, for example, is being endorsed by one’s own peers in a social media campaign (Referral Candy, n.d.).
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
Nowadays, advertisements are everywhere embedded in our daily life. They are powerful resources that inform people the latest news about a particular product or brand in many different ways. Most of the people are being able to get more information and detail of a product from media, radio stations, newspapers and internet. Even though advertising is a big informative source, it also can be considered as a marketing tool to control the mind and desires of the consumers to manipulate and persuade them to buy things they do not need.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Advertising is simply everywhere, it is something that we can not avoid. Although we might ignore it when we are walking down the street, there is always something wanting to catch our attention. We have advertisements through radio, television, magazines, newspapers, and even on billboards. It has gotten increasingly popular in today 's economy because of how companies uniquely promote their product. These advertisements are created to introduce the goods and services to an audience to try and inspire them into buying their product. Therefore; when companies promote an effective advertisement, customers usually engage in a way if it appeals to their wants and needs. "The Essence of Breitling" ad in Fortune magazine
- Unsafe products can be banned ( product faulty and can not be sold again) or recalled (all stock taken back repaired and then put on the shelves)
Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.