To understand the disputes and arguments of advertising, the definition of advertising has to be established. Advertising happens to be anything that distributes a message to another to inform or persuade. A garage sale sign pinned on a tree is a form of advertising. But to keep it from a business standpoint, advertisements are “paid, nonpersonal communication forms used with persuasive intent by identified sources through various media” (Commerce and Morality p43). In order to make advertising unique from announcements and other types of information, advertising main purpose is to inform and persuade to consumers to go out and buy the service or product. The advertisers have a general knowledge of who their target audience is, but do not know the individual that exist within the target audience. “They [advertisements] appeal to unknown individuals” (Commerce and Morality p43). For example, advertisers may target teenagers to sell a new hip shoe. Advertisers will have hip teenagers to model the product instead of mother or father figures to identify with the target audience. So on the whole, the advertisers may touch the target audience, but each individual in the target aud...
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...m or her to buy something than himself or herself. Coca cola is one of the biggest soft drink companies. The amount of times I will see some form of advertisement of Coca Cola would be less than five times in a day. Is this a lot? The amount I will see a movie advertisement is less than ten times in a day, which involves two and a half minutes of my twenty four hour day, and that is being generous. Consumers should reevaluate what they claim.
Overall consumer sovereignty is not hindered by advertising. Advertising creates more choices for consumers to consider which product they most desire. Consumer sovereignty exists for a consumer if he or she wishes. Many consumers fall into the trap of having to spend money, and right then an advertisement comes along which causes them to buy something. The root of buying products starts with the consumer themselves not the advertisement. Advertising does not control the consumers on what they buy; advertising merely informs them on what they can buy. Consumer sovereignty goes hand in hand with advertising to create an economic system for consumers to obtain products that they wish and for businesses to flourish.
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