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The influence of advertising on consumer behavior
Origin and development of advertising
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Nowadays, it is a consumption society which contains both homogeneity and diversity. As one of the biggest contributor of customer culture changes, advertising is an essential and inevitable element in our daily life which could be visible anywhere and experienced different stages. Early advertisements are generally seemed as “simple, crude and naïve”, while the contemporary advertisements are “persuasive, subtle and intelligent” (McFALL, 2004:3). The early advertise agency just bought some space in media and sold to customers. As the development of advertisement, art design and unique idea were added into advertising, and then it formed advertisement industry. Advertisement industry “adjusted its marketing practices to the novel situation created by consumer culture”. (McFALL, 2004:110) Advertisement is not only an assistor to the increase of consumption economy, but also a contributor to customer culture development. “The contemporary advertising agency did emerge as the result of historical circumstances”. (McFALL, 2004:111) The advertisement industries have more significant impact on marketing and customer which could be interacted with customer’s consumption attitude, value and belief. However, “culture can function like a nature” (Cronin, 2000:145). A slogan called “I shop therefore I am” which came from Barbara Kruger was famous in recent years. She argues that every purchasing behavior could be seemed as a reflection of customer’s aesthetic attitude, consumption taste and buying habit (I Shop, therefore I Am, 2000). In this article, a topic of the reflection and interaction between advertising and modern consumer culture would be analyzed, including the necessity, representation and semiotic meaning. This essay has three m...
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...umption and Identity from the 1900s to 1970s, Aldershot : Ashgate, Page 145
McFall, E. (2004). Advertising: A Cultural Economy, London: Sage, Page 3, Page 110, Page 111
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
Sassatelli, R. (2007). Consumer Culture: History, Theory and Politics, London: Sage, Page 30, Page 126, Page 132, Page 133
Schudson, M. (1993). Advertising, the Uneasy Persuasion, London : Routledge, Page 210
Slater, D. quoted in Bell D. and Hollows J. (2005). Ordinary Lifestyles: Popular Media, Consumption and Taste, Maidenhead: Open University Press, Page 178
Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising, London: Boyars, Page 60
Zyman, S. and Brott, A. (2002). The End of Advertising As We Know It, Hoboken, NJ: John Wiley, Page 9, Page 10, Page 19
This essay is an analysis of two advertising posters, one of being a modern piece of media, the other being aimed at the previous generation. I will be reviewing posters from Coca Cola and Benetton, the latter being the modern piece of media in this comparison.
The chosen article is Two Cheers for Consumerism by James Twitchell. In this article he talks about consumerism, commercialism, and materialism. He argues the stand point of consumers and the role they live by every day. In other hands the critics, Academy, gives the consumers and overview description to their consumers.
Goldman opens our eyes here to the idea that advertising is something required for the free-market to function properly. One of the biggest things in the market affected by advertising is media which would not exist at a fair market price today if it were not for advertising. Goldman continues to justify this argument up by pointing out that, at its core, advertisement is just a way to provide information, nothing more and nothing less. It is there to make people aware of their options and show them what is available on the market. Goldman also points out that there are multiple arguments for and against advertising as a whole and what it is meant to accomplish, this in itself allows for one to conclude that advertising is exactly like any other product of the free m...
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.
Williamson, J. (1984). Decoding Advertisements: Ideology and Meaning in advertising. Marion Boyers Publishing (5th Ed.)
For my semiotic analysis I chose to talk about a commercial for ‘Be delicious’ from Donna Karan New York to demonstrate how advertising generates its meanings, construct the image and behaviors ideology in order to attract customers.
Sut Jhally, a professor at the university of Massachusetts of whom won the distinguished teacher award, wrote in his essay “ Advertising at the Edge of the Apocalypse” that : 20th century advertising - the most powerful propaganda in human history - will destroy the world as we know it. The survival of the human race will depend upon our ability to minimize the harmful effects of Advertising. These effects will have lasting impacts on our culture, joy, and future.
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
Mooij,M de.2004.Consumer Behavior and Culture: Consequences for Global Marketing and Advertising. Sage, Thousand Oaks, CA.
... and Engel, J. (2007). Consumer Behaviour An Asia Pacific Approach. Australia: Nelson Australia Pty Limited. 172.
O’Sullivan, Geremiah. “The Social and Cultural Effects of Advertising.” N.p., n.d. Web. 14 Mar. 2014.
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.
“Not Being Advertised…How The Advertising Business Has Changed Over Time.” Ezine Articles, Allan Kalish, 22 December 2005. Web. 4 October 2009
Advertising." Current Issues: Macmillan Social Science Library. Detroit: Gale, 2010. Opposing Viewpoints in Context. Web. 4 Dec. 2013.
Advertising is an information source to inform people about the products and new prices of the company which can help them to make informed choices. More recently, huge amount of money has been spent on advertising throughout the world. Different types of advertisement such as television, radio, magazine, newspaper, the internet, billboards and posters can influence consumer’s behavior positively or negatively as there are different arguments and opinions. This essay will focus on the purpose of the advertisement for the company, the positive effects and negative effects of advertisement on consumer behavior.