Manipulation Of Advertising Essay

1453 Words3 Pages
bulb-icon

Recommended: masters of desire: the culture of american advertising

The Manipulation of Advertising
In corporate America, it is obvious that the established goal of modern advertising is to achieve financial gain for the investing party. Advertising is the direct manipulation of consumers in order to motivate the support of ideas or purchase of the items being marketed. There are several marketing tactics used in successful advertising. Desire, competition, nostalgia, and a sense of urgency, are all key human emotions exploited during a commercial promotion. Advertising must make a connection with the targeted party in order to achieve its goal of the consumer responding and to take action (Lance and Woll 19-21). Isn’t it interesting that some of the most successful marketing ploys are presented as purely informational? It is through such advertising that the consumer can be easily duped into following direction provided by the presenting organization in order to protect or improve their lives.
The beginnings of American advertising started in the 1800’s with simple newspaper ads and grew with the additions of magazines and radio sponsorship (Cracknell 21). American imagery and pop art, which began in the 1950’s and 60’s, brought with it the beginning of brand association and establishment of visual logos and icons (Hoffman 101,109. The following addition of televisions to most American households increased advertising tremendously (Cracknell 17). Television ownership became a status indicator which initiated the onset of material gratification as developed and presented in media advertising.
A powerful angle used in advertising is the need instilled in American culture to achieve status and impress others. Highly priced, high ticket items and luxury brands are known to use this scheme...

... middle of paper ...

...oll 32-34). Always remember, the main goal of an organization’s promotion is to increase their profitability margin; and that, in a nutshell, is the bottom line.

Works Cited

Cracknell, Andrew. The Real Mad Men: The Renegades of Madison Avenue and the Golden Age of Advertising. Philadelphia: Running, 2011. Print
Hoffman, Barry. The Fine Art of Advertising: Irreverent, Irrepressible, Irresistibly, Ironic. New
York: Stewart, Tabori & Chang, 2002. Print.
Lance, Steve, and Jeff Woll. The Little Blue Book of Advertising: Fifty-two Small Ideas That Can
Make a Big Difference. New York: Portfolio, 2006. Print.
“Smoke Gets in Your Eyes.” Mad Men. 19 July. 2007. Netflix.com. Netflix, Inc. Web. 19 July
2014.
Tartakovsky, Margarita, M.S. "How Marketers Manipulate Us to Buy, Buy, Buy." Web blog post. Psychcentral.com. World of Psychology. 2 Mar. 2013. Web. 21 July 2014.

Show More
Related

  • Comparing Advertisements for Caress and Secret

    890 Words  | 2 Pages

    Have you ever wondered where the saying, ‘a picture says a thousand words’, come from? Well, I do not know who came up with this fantastic phrase, but nonetheless, I will be describing and analyzing two different magazine advertisements, trying to put in words what I think the advertisers wanted consumers to receive when those potential buyers viewed their ads. The two advertisements that I chose, Caress and Secret, try to encourage female consumers of all ages to purchase their hygiene products. Although both ads, Caress and Secret, appeal to the same gender with hygiene goods, they differ in design, text, and message. They attempt to please the female buyer with color, texture, and sexuality. This makes it prevalent, that the agents must grab the attention of possible buyers in order to sell their product. The advertisers must choose a variety of marketing strategies to the reach their targeted consumers.

    Read More

  • Fahrenheit 451 and the Dark Side of Mass Culture and Consumerism

    1134 Words  | 3 Pages

    Fahrenheit 451, a novel written during the 20th century, highlighted the faults of advertising in American marketing. With the emersion of the television, advertising agencies drastically gained popularity and income. “J. Walter Thompson Co… saw its billings increase from $78 million in 1945 to $172 million in 1955 and $250 million by 1960” (“Advertising Age”). Explain. Through the novel Fahrenheit 451, Bradbury cautions that constant simplifications displayed through visual advertising only help to further mass conformity. This is shown through the visual advertising during the 1950s that promoted mass produced goods, and the suburban family ideal which pushed America to assimilation.

    Read More

  • The Man Nobody Knows

    886 Words  | 2 Pages

    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.

    Read More

  • Analysis : ' Buy Ology : Truth And Lies About Why We Buy

    1798 Words  | 4 Pages

    This book has opened a whole new perspective on advertising and the reasons we buy things and regret them later. Thinking that I have the urge for a McDonalds hamburger may feel real, or it might just be an elaborate, expensive advertising technique used to manipulate my buying behavior.

    Read More

  • Essay On 1920s Advertising

    621 Words  | 2 Pages

    The concept of advertising emerged in American society as the result of progressive industrialization during nineteenth century. Mass advertising eyed on human necessities as the way to create markets and hence promoted new products in the consumer society of America. Companies advertised in magazines and newspapers and attracted large audience. Hiring of famous movie stars and sports personalities by the advertisers persuaded Americans to buy all types of products i.e. food items, utensils, medicines, coffee, electronic gadgets, cosmetic and sports products. The lifestyles of Americans were expressively affected by the emergence of mass advertising campaigns and their products. The traditional way of cleaning home was shifted to electronic equipment’s. Advertising

    Read More

  • Volkswagen Publicity Campaign

    650 Words  | 2 Pages

    Advertising in the 50s was primarily focused on the return of traditional family values, and portraying the consumer’s role in society’s prestige. But, during the recession of 1959 to 1961, the time was ripe for some innovation in the advertising industry. Surly enough, a single ad appeared that changed the course of advertising history. The Volkswagen Beetle, a seemingly ugly car with all odds against it in the American market of huge, tail-finned vehicles of the 1950s, surprisingly prospered. The advertisement campaign broke all previous rules of using wide-angle photography, and beautiful women. These advertisements stole the American hearts with their wit and honesty.

    Read More

  • The White Negro Analysis

    2120 Words  | 5 Pages

    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

    Read More

  • Mad Men

    1935 Words  | 4 Pages

    “Smoke Gets in Your Eyes.” Mad Men: Season One. Writ. Matthew Weiner. Dir. Alan Taylor. Lionsgate, 2008. DVD.

    Read More

  • Advertising: Modern Day Brainwashing

    3188 Words  | 7 Pages

    Tellis, Gerard J., and Tim Ambler. The Sage Handbook of Advertising. Los Angeles: Sage Publications, 2007. Print.

    Read More

  • Advertising Effectiveness Essay

    891 Words  | 2 Pages

    Advertising effectiveness refer to the changes that advertising causes in the mental or physical state or activities of the recipient of an ad (Jellis Gerard).

    Read More

  • Analysis of McDonald’s Corporation Advertising

    1431 Words  | 3 Pages

    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.

    Read More

  • The Importance of Sound in Advertising

    3204 Words  | 7 Pages

    Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...

    Read More

  • Relation Between Advertising and Our Consumer Culture

    2541 Words  | 6 Pages

    Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19

    Read More

  • The Wealthy Rules the World

    1248 Words  | 3 Pages

    Stone, Oliver (director), & Pressman, Edward (Producer). (1987). Wall Street [Motion Picture]. Retrieved June 25, 2011, from http://netflix.com

    Read More

  • Misleading Advertisements Analysis

    1124 Words  | 3 Pages

    Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005

    Read More

More about Manipulation Of Advertising Essay

Open Document