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Misleading Advertisements Analysis

analytical Essay
1124 words
1124 words
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By being a consumer in a world of diverse products and services, it has given us a wide range of choices. A product may be produced by different companies and has the same function, but it is presented to the consumers in different forms. In order to differ from each other, companies use the help of advertising to present its product in a better way than their competitors’. However, advertising the product is becoming more crucial than the product itself. 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. Other examples of techniques they use are techniques like puffery which are suggestive claims about a product, using subliminal messages and transferring information indirectly, as well as by targeting a specific group of people, creating a slogan or a mascot and by using sexy models with perfect bodies, advertising tries to manipulate and persuade consumers into buying the product they are offering.

The first thing that advertisements try to achieve is to capture costumers’ attention. When an ad fails to do this than it is not a successful ad. Advertisement fa...

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

In this essay, the author

  • Opines that advertising is becoming more crucial than the product itself. companies are focusing more on making the brand more popular, rather than improving it.
  • Explains that advertising agencies use special techniques to get audiences' attention. they are unfair to consumers because they force them to watch their ad.
  • Explains that advertising is used to make a brand recognizable and popular to everyone. consumers buy products from brands they are familiarized with, rather than brands in which they lack liability.
  • Analyzes how advertisements create an illusion in customers mind making them think that it is the best beer in the world. philip nelson, a professor of economics at suny-binghamton, defends indirect information advertising.
  • Explains that slogans and logos are a powerful tool to capture consumers' attention and create affection between the product and the consumer. slogans represent the essence of the brand.
  • Explains that puffery is used by advertising companies to magnify the product's good features into making it better than it really is. they can't be accused of making false assumptions.
  • Describes arrington robert l. advertising and behavior control. journal of business ethics, vol. 1, no. 1 (feb., 1982), pp.
  • Cites the ama task force on the development of marketing thought, 'developing disseminating, and utilizing marketing knowledge'.
  • Explains nelson phillip's book, advertising and ethics, in richard t. de george and joseph a. pichler.
  • Explains kerin, roger a., william j. lundstrom, and donald sciglimpaglia. women in advertisements: retrospect and prospect.
  • Explains peterson, robert a., and kerin, roger. the female role in advertisements: some experimental evidence.
  • Analyzes dimofte, claudiu v., mark r. forehand, and rohit deshpandé's article, "ad schema incongruity as elicitor of ethnic self-awareness and differential advertising response."
  • Explains stewart, david w., and furse, effective television advertising: a study of 1000 commercials.
  • Explains that lundstrom, william j., and sciglimpaglia, "sex role portrayals in advertising."
  • Explains that attractive men and women in ads affect our capacity for rational thought.
  • Explains clancy, kevin j., and david w. lloyd's uncover the hidden power of television programming: --and get the most from your advertising budget.
  • Describes stafford, marla r., and ronald j. faber's books on advertising, promotion and new media.
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