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Effects of advertising on consumer behaviour
Advertising positive and negative effects
Effect of advertisement on consumer
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Introduction
Advertisement is a form of communication used to persuade an audience to take some action, with products, ideas or services. Advertisement are usually paid for by sponsors and viewed through various media such as magazines, newspapers, radio, television, outdoor or direct mail etc.
Background Information
Before the 1900’s, advertisement was mostly information. They described products and appealed them to consumers’ judgment and logic. They focused mostly on how fine the product was.
During the 1920’s however, advertisement started putting more emphasis on emotion and pictures. The ads focused more on showing the life of the consumer rather than the qualities of the product.
Because advertisement has such a great impact and influences on society, there have been many controversies on whether advertisement is good or bad for the economy.
Controversial question
Is advertising good or bad for the Canadian economy?
Thesis Statement
Advertising benefits the Canadian economy, as it contributes to economic growth, innovation and competition, as well as informs individuals of the new products, stimulates demand and increases jobs.
Subtopics
• Advertising in the Canadian economy influences and increase the economic growth.
• Advertisement helps increase employment and creates more jobs in Canada.
• Advertising benefits consumers in many ways by informing individuals/consumers about new products being sold.
Section Two
Introductory sentence
Advertising in the Canadian economy influences and increases the economic growth.
Evidence and Analysis
1) “In helping companies succeed, advertising plays a key role in a dynamic economy. Successful companies create more jobs, pay more tax and contribute directly to economi...
... middle of paper ...
...ing does benefit consumers in many ways including by informing individuals/consumers about new products being sold.
Section Five
Summary of sub-topics
Advertising is one of the biggest benefits of our economy today, especially in Canada. Advertising increases and influences the Canadian economic growth. It as well creates more jobs – reducing unemployment, and benefits the consumers in many ways including by informing them for new products.
Restating Thesis
Advertising benefits the Canadian economy, as it contributes to economic growth, innovation and competition, as well as informs individuals of the new products, stimulates demand and increases jobs.
Positive, moral, lesson learned
Although advertisement may have it disadvantages but its advantages out number the disadvantages, making it one of the most important functions of the Canadian economy.
The free-market economy is based on supply and demand. The idea is that products will be manufactured and sold at adjusted levels such that a fair market price is maintained. In other words the selling price of an item will vary based on the demand and supply of that item, adjusting as economic conditions change. Advertising has a large effect on how the free-market functions. Alan Goldman, in an excerpt from Just Business (1983, found in Honest work by Ciulla, Martin and Solomon), justifies advertising in the free-market economy using four main arguments, that “it is consistent in a free- market economy”, ”it is not wasteful of economic resources”, “it provides certain indirect social benefits”, and it is “a valuable source of information” (Goldman, 1983, p.301). Goldman claims that for each one of these reasons there is a necessary and immediate need for advertising if our market economy is going to function properly and we will discuss his arguments below.
The author of this book Bruce Barton was a partner in a successful advertising firm during the 1920’s. This was a time when the industry of advertising was under going some major changes. These changes had a lot to do with a number of factors the first of which being the post war prosperity this meant people had more money than they ever had before. Another one of these factors had to do with the high number of teens who were now attending high school, this proved to be important because it created a whole other market which hadn’t existed before. One more factor was the advances made in transportation and communication, these advances allowed goods, people, and information to travel long distances relatively quickly intern allowing companies to grow large enough to spread their services nationally. Still another important factor was the invention of financing, this allowed people to pay for durable objects (large objects that would last a couple of years) with affordable installments or payments. But the biggest changes were the actual advertising practices themselves, many of which were pioneered by Barton and his associates, and didn’t become norms in advertising until after the release of Bartons book “The Man Nobody Knows” in 1924. This book served not only as a manual on how to advertise more affectively but also as an example of good advertising itself.
Advertisements would soon, also, become a major factor in mass media and development in America during the early 1900’s. Advertising became one Americas stepping stones to put the power of media into their control. This provided political parties, ...
The paper will display the philosophy or reason behind their advertising, as well as the structure of their industry. The audience and the jobs and training that take place will also be examined to better understand the Canadian advertising industry. The external environmental factors such as technology, language, and the economy will also affect the advertising industry. This issue should be addressed to understand the importance of international competition and how it can affect or even control an industry.
During the 19th and 20th century, America –mostly white collar, middle class Americans- saw a great increase in salaries and a huge rise in mass production which paved the way for the modern American consumerism which we know today. The advertising scene saw a dramatic boost during that period and tried to latch on to this growing pool of emerging consumers. Although only limited to print, advertising during this pivotal period showed panache and reflected American society
Advertising plays many roles in the mind of consumers. It informs, it educates, it persuade. Without advertising it would be difficult to decide what we need to buy and what are the options available in the market. In the modern world everyone is influenced by advertising and the forms of promotion. Private sector as well as Public sector is still trying to learn how they can communicate efficiently and effectively with target group or audience. Consumer is trying to find various ways to avoid marketers, but the market is constantly looking for new ways to reach audience.
Advertising may be considered, among the most quietly controversial subjects in our society, and is yet, ever so essential. There are both positive and negative aspects, and although that could be true for anything, advertising is unique in the sense that it requires a constant give and take from consumers. Furthermore, I have investigated certain technological benefits associated with advertising that improve effectiveness, and how advertising benefits consumers. On the contrary, I have evaluated some of the associated ethical issues, the promotion of unnecessary consumerism, psychological effects on learning, how younger generations are becoming less receptive, and the adverse affects on society as a whole. Regardless of the conflicting
The idea of commerce dates back to thousands of years. People trading goods started way before currency was created. As, time moved on, the idea of a free market structure enabled many to create opportunities for themselves. But, with increased competition in all industries, businesses had to come up with a way to “market” their products. The idea of marketing doesn’t only satisfy the needs of big corporation, but also small businesses. Advertising in general is an essential part of any business. David Ogilvy, a business man in the 1970’s whom people refer to as “the father of advertisement” said: “What really decides consumers to buy or not to buy is the content of your advertising, not its form.” David tries to emphasize the importance
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
middle of paper ... ... Advertising plays a significant role in today’s society. It allows us to understand trends and important facts about what our world is being shaped into. We use ads as motivation in corporate settings and within our day-to-day lives. Without the motivation to purchase a product, many of us would not buy most of the things we have.
The purpose of advertising is to convince customers that a company's services or products are the best, make the customers aware of your product, convince them that the product you are offering is right of their needs, create a desire for your product, enhance the image of your company or business, to hold existing customers, to increase sales of products because we all know that we are using advertising as a strategy to earn money and that’s the real purpose of advertising.
Advertising has been around for many decades. It is used to promote company products and services. Advertising has negatively influenced the way of thinking for children and teenagers of this generation. It has affected their younger audiences diet, increased consumerism in children, and made changes in their attitude.
To sum up, advertising is one of the important ways to help the marketers as well as consumers. It is good for the companies as they can attract more consumers and as a result increase the profit of the company. It also has many benefits for the consumers as they can raise their knowledge and awareness and accordingly improve their lifestyle. Conversely, it may have negative effects on consumer behavior by creating unhealthy behavior such as alcohol consumption and lowering self-confidence through beauty advertisements. According to what has been written above, obviously, advertisements may have both positive and negative effects on consumer behavior.
The primary role of advertising is to inform potential customers of the products and services in the market and convince them to make a purchase. Through advertisements customers are informed of new products, their role, their benefit and the prices at which they are being made available to the customer. It is a technique used to influence people's minds and encourage more sales.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.