It is shocking the extravagant amounts of money that companies are willing to pay to advertise their products. From spending millions of dollars a second to have a commercial air during the Super Bowl or hiring a well-known face to support their product, companies are willing to do whatever it takes to get their brand out there. Br...
Ever since the marketing researcher James Vicary published his study about subliminal messages in a cinema, which - as he claimed - persuaded people to buy more popcorn and cola, there has been a huge controversy about the topic (Lilienfeld, Lynn, Ruscio & Beyerstein, 2010). Vicary claimed to have exposed the audience of a cinema to rapidly flashing images of the words “EAT POPCORN” and “DRINK COLA”, which, according to him, increased the popcorn and cola sales drastically. The question which then presented itself was: Is it really possible to manipulate people with hidden messages in commercials that may influence their behavior at an unconscious level? After the study was published, many people believed that this is indeed the case. However, Vicary’s research (1957) turned out to be completely made up (Lilienfeld et al., 2010).
The Onion’s mock press release markets a product called MagnaSoles. By formulating a mock advertisement a situation is created where The Onion can criticize modern day advertising. Furthermore, they can go as far as to highlight the lucrative statements that are made by advertisements that seduce consumers to believe in the “science” behind their product and make a purchase. The Onion uses a satirical and humorous tone compiled with made up scientific diction to highlight the manner in which consumers believe anything that is told to them and how powerful companies have become through their words whether true or false.
We see advertisements all around us. They are on television, in magazines, on the Internet, and plastered up on large billboards everywhere. Ads are nothing new. Many individuals have noticed them all of their lives and have just come to accept them. Advertisers use many subliminal techniques to get the advertisements to work on consumers. Many people don’t realize how effective ads really are. One example is an advertisement for High Definition Television from Samsung. It appears in an issue of Entertainment Weekly, a very popular magazine concerning movies, music, books, and other various media. The magazine would appeal to almost anyone, from a fifteen-year-old movie addict to a sixty-five-year-old soap opera lover. Therefore the ad for the Samsung television will interest a wide array of people. This ad contains many attracting features and uses its words cunningly in order to make its product sound much more exciting and much better than any television would ever be.
Every day consumers are faced with hundreds and even thousands of advertisements. One can simply sit in just about any public area and spot a multitude of them without even moving their head. With so many advertisements fighting to make themselves visible to the consumers, it is extremely difficult to be distinctive. It is even more complex to make an advertisement memorable and bring the consumer to make the coveted purchase. Because of this, many advertisers and marketers sometimes push the envelope in an effort to stand out from the crowd. The United States has a Federal Trade Commission (FTC) composed of five Commissioners appointed by the president in an effort to combat this falsity, exaggeration, and misimpression of some advertisements today (Cornell). In 2002, Interstate Bakeries, better known for their product Wonder Bread, became one of the companies the FTC pursued for false claims about their product in their advertisements (FTC Cases). This paper will seek to explore the claims made by the FTC, the possible legal issues involved, and the FTC’s decision after their investigation.
...e in a world of advertising clutter: The case of adbusters. Psychology & Marketing: Wiley, 19(2), 127-148.
The mass production of consumer products has given rise to excessive use of branding. Due to increase in competition between companies that produce similar products, companies now aim to differentiate their product from others by solidifying their brand identity and creating awareness about their brands. The utilization of such branding strategies would not be much of a concern if they were only restricted to consumer products like food, clothing, beverages (Coke, Pepsi), etc. However, the influence of these strategies extends well beyond that. Even pharmaceutical companies have undertaken the approach of Direct-To-Consumer Marketing strategies where they target millions of healthy Americans by exposing them to persuasive commercials in the hope that they would buy the drugs sold by these pharmaceutical “brands”. This approach is very contrasting to the strategies used by pharmaceutical companies in the past. Previously, when patients needed medical attention, they would consult their doctors who would prescribe an appropriate medication for curing their illness. Due to this, pharmaceutical companies would target their marketing to medical professionals and doctors by promoting their drugs at conferences and in medical journals. However, today they have started using Direct-To-Consumer marketing strategies that entail consumer advertising, which directly target the consumers. The purpose of this research paper is to analyze the ways in which pharmaceutical companies use Direct-To-Consumer marketing for selling ailments to healthy customers and disillusion them into believing that they have a disease. To support this argument, the research paper will touch upon various marketing strategies that pharmaceutical companies use to creat...
More advertisements than content fill most magazine’s editions. Advertisements may seem like innocent attempts from companies to get people to buy their products; however corporations spend billions of dollars in researching the best way to advertise their product. Dos Equis is one such company. Dos Equis for example, has a current and popular advertisement series which portrays like three friends having a night out on the town. However, as we dive deeper and deconstruct this advertisement we find that this subversive advertisement has some insensitive and subliminal messaging included within its ploy to get the viewer to purchase its product.
When creating a marketing mix for a product, the company needs to look at the 4Ps: product, place, price and promotion (Eugene McCarthy, 1960). “When considering the 4 P’s of the GoPro, it is clear that the company’s success has been due in large to such great marketing.” (Suki Chan, 2013).
We live in a world where companies and people will try to convince the general public including