Thus, print advertisements have a vital role in convincing the consumers to buy a certain product. Moreover, print ads also influence consumer’ behavior by influencing their consumption. A marketer does not only focus on identifying the consumer’s wants, but also encourage them that they need their product. That is the reason why creating effective print ads is crucial for the promotion of the product in the market (Solomon, 2010). Over time, marketers have developed theories about why consumers buy (Murray, 2013).
The result of an advertising can therefore be unpleasant, embarrassing or even offensive to some part of the viewing audience. Dissatisfaction of the viewing audience can lead to a number consumer initiated actions like complaints to company hotlines, complaints to advertising regulatory bodies, reductions in customary purchase levels of the advertised products, and even company boycotts (Waller,
They aim to expose the motives behind company’s agenda. However sometimes this is done out of mal-intent or are done for alternative motives. Often activists have not only damaged the goods of private firms causing them great losses in terms of profit, but have also tried to ruin or tarnish companies just because they do not agree with their views. People have also often times engaged in cultural jamming with the sole purpose of fam... ... middle of paper ... ...r benefits, an example is that people are now able to respond and give feedback on the advertisements they come across on TV, billboards, bus-ads and posters. People often are incapable of expressing their opinion on certain advertisements and thus find this as a release and an easy way to express their thoughts.
Mass media does affect the way in which people think and act. Its positive influences are celebrated, but its negative effects are something not beneficial for a healthy society. The mass media negatively effects people because it shows the wrong message, people could be overloaded with information or become addicted, and it changes outlook and behavior. Mass media is anything that has to do with the Internet, newspapers, or television. These modes of communication are used to convey messages to society.
Due to the scale of the industry, an ethical route has been developed to regulate practice due to persuasions power to influence public opinion and sway democratic action in society. Academic Richared M. Merloff writes that: “Persuasion is a symbolic process in which communicators try to convince other people to change their attitudes or behavior regarding an issue through the transmission of a message, in an atmosphere of free choice.” How do practitioners manipulate persuasion in practice? Both public relations and advertising practitioners manipulate language to persuade their intended audience of specific opinions or attitudes. Giles explains that ‘the communicative practices and boundaries that differentiate social groups can, themselves, dynamically redefine or change the prevailing nature of intergroup relations’ (p. 7/8). This highlights the fundamental importance and authority of persuasion in public communication – across the industry – as it harnesses both credibility and power to alter socio-cultural ideas, groups, structure and philosophy.
They state, “Advertising works by associating particular values important to a group of people with a specific brand and emphasizes how these priorities may be gained and experienced through purchase and consumption of the brand”(51). Referring back to the idea that advertising paints an image that one can have it all if they align themselves to the images in these advertisements, show how powerful this form of mass media is. Essentially, messages put out through advertising can alter how people behave and how they perceive themselves. Additionally, advertisements can provide society with ideas and images about certain attitudes, beliefs and lifestyles. However, through these modes of manipulation endorse glamorized ideals and certain values, that are more than likely unrealistic for the majority of society.
First, they have thoughts or feelings about a product, and then they buy it. Advertising and other types of marketing communications directly affect consumer’s mental processes. Advertising can be thought of as stimulus that produces a response or an effect. Moreover, the main objective of advertisements is to convince consumers that the alternative offered by the product provides the best chance to attain the goal. The attitude toward the advertisement is defined “as a predisposition to respond in favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion ”.
5. Marta, F. and Alejandro, M. (2011) ‘Internationalization patterns in fashion retail distribution: implications for firm results’, The service industries journal, 31(11), pp. 1979-1993. 6. Swoboda, B., Pop, N. and Dabija, D. (2010) ‘Vertical alliances between retail and manufacturer companies in the fashion industry’, Amfiteatru economic, 12(28), pp.
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