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Objectives in the effects of tv ads on consumer behavior
Television advertisements influence consumers
Advertising impact on society
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Honest Friend or Smart Enemy
Television commercials usually attempt to advertise all types of products to attract our attention toward them, and encourage us to spend money on products they are advertising. A majority of what advertisers sell consists of customer items like cars, clothing, food and services that people desire to own. Many families complain about T.V. commercials as an offensive way for companies to attack family values and push families to consume advertised products. T.V. commercials have made an excellent, consistent, strong track record of supporting merchandise and services for over half a century, and they have numerous benefits for local, regional, and nationwide businesses. Fast food advertising is one of the main parts of T.V. programs because that industry spends
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McDonald’s as the one of the biggest advertisers in the world uses different methods and styles in its advertisements to prove its customers that McDonald’s is the most favorite restaurant for any age, race, and class.
There is a considerable difference between fast food restaurants’ advertisement and what they represent in reality. Consumers experience various quality of food from what it is advertised to what it is represent. From customers’ viewpoint, a restaurant is not all about the food but also it is about the trust that they must gain among people to increase peoples’ likelihood of their product, which result in increasing profit for the company. McDonald 's advertisements encourage consumers to believe that the restaurant is, as Schlosser states, a "trusted friend" by showing MacDonald 's is an honest, reliable, and safe place for everyone. While we are receiving data, we are categorizing it based
Advertisements are one of many things that Americans cannot get away from. Every American sees an average of 3,000 advertisements a day; whether it’s on the television, radio, while surfing the internet, or while driving around town. Advertisements try to get consumers to buy their products by getting their attention. Most advertisements don’t have anything to do with the product itself. Every company has a different way of getting the public’s attention, but every advertisement has the same goal - to sell the product. Every advertisement tries to appeal to the audience by using ethos, pathos, and logos, while also focusing on who their audience is and the purpose of the ad. An example of this is a Charmin commercial where there is a bear who gets excited when he gets to use the toilet paper because it is so soft.
McDonald’s, which has operated in London successfully for thirty years, has recently become aware of dropping sales which have been attributed to the country’s growing health concerns. The plan the British marketing team has developed includes sending the famous “golden arches” on hiatus while a new campaign will attempt to reposition the fast-food chain as a healthy choice for consumers. The theory is interesting, due to McDonald’s strong consu...
Americans are constantly facing obstacles to healthy eating. Obesity is something that is growing rapidly in the United States. Some Americans argue that fast-food restaurants play a major role in obesity. In “Preventing Obesity” Barbara Mantel states, “Four of the companies — Cadbury, Coca-Cola, Hershey and Mars — pledge not to advertise any food and beverage products on programming for children younger than 12, and the remaining firms pledge that 100 percent of their children's advertising would be for self-designated ‘better-for-you’ products ” (805-806). Whenever children see a junk-food or candy commercial they are instantly attracted to it, it might be because of how colorful they are or the usual toy they receive when they buy kids
What these advertisements fail to convey is the necessity families possess to enjoy a healthy meal together at their own dinner table, at least occasionally. In the quick fix of a drive-through, members of society are satisfying physical hunger, neglecting emotional hunger, and neglecting nutritional needs. McDonalds is also failing to express the physical repercussions of
From a study completed by Chicago-based Research International USA completed a study called “Fast Food Nation 2008. The panel consisted of 1,000 respondents of ages 16-65 who provided their inputs with an online survey which was conducted between March 13 through 2008. Which was based on results on fast food restaurants like McDonald’s, Burger King, and Wendy’s are gaining popularity even through the economic hardship and recession. Marketing strategy has become more of influence on kids and young American’s. As population grows and the demand increases of fast food restaurants are expanding their stores to capturing more consumers. Fast food chains are also willing to change their menus to continue to gain and retain repeating customers. With each generation that passes, brings fast food chains into more homes and continues impacting lives.
In fact, according to the “AAP News and Journaling Gateway,” food marketers spend $2 billion in endorsing food products, and another $2.5 billion per year in publicizing restaurants. Unfortunately, only 3% of these advertisements promote healthy and nutritious foods. Companies don’t think about what’s best for children. Instead they do all they can to try to extract money from them. Fast food franchises continue to get more and more savvy, using toys and cartoons to market their fast food products to children as young as 3. Today cartoons and toys are featured in nearly 20% of fast food
The main target customer for McDonald's includes parents with young children, young children, business customers, and teenagers. Perhaps the most obvious marketing for McDonald's is its' marketing towards children and the parents of young children. Ronald McDonald was first introduced in 1963 and marked the beginning of their focus on young children as a critical part of their ongoing business. Parents like to visit McDonald's because it is a treat for the kids, and the kids enjoy the cartoon like atmosphere. McDonald's also targets business customers as a part of their core business. Business customers may stop during the workday and can count on fast service, and consistently good food. Another major target of McDonald's marketing is to teens. Teens find the value menu especially appealing and McDonald's markets their restaurants as a cool place to meet with their friends and to work (The Times 100).
Let’s begin with the fact that there are advertisements at about every street corner, television channel, radio station, and social media website that we come across. Unfortunately, a majority of them promote fast food, their low prices, and target their advertising to children. This has not lead to substantial improvement in the marketing of healthier food because statistics show that about three out of every four food related commercials advertised to children fall into the unhealthy groupings that contribute to the obesity
Media is so rampant, a whole chapter of human history can be written only based on advertisements and commercials. Not only does the media show the progress of human history, but it also shows human emotions, social behaviors, moral values, and many more attributes. People are literally surrounded and bombarded with advertisements; with every turn of a head or click of a button they hear and see commercials, billboards, and radio announcements. These forms of media extract the important wants and needs of society. Some of these wants and needs include food, fashion, sex, health, and money. This essay will not only analyze human behavior through advertisements, but explore the major advertising topics and strategies.
In the U.S., the average person sees 25,000 commercials a year. These commercials are not just advertising a product. They are also advertising the values and lifestyles that surround it. Take, for example, our countries burst of patriotism after the September 11th attacks. Soon after the attacks, the cover model of Vogue appeared on the November issue wearing an American flag T-shirt, and a page of the magazine was dedicated to advertising the new style of “chic, patriotic” clothing. Television commercials as well have taken a turn towards patriotism, some in very subtle ways. It seems that many ads now emphasize families, comfort, sentimentality, and security, things that are desired by many U.S. citizens after the attacks. Through indirect messages, ads not only promise these things to those who purchase their products, they also promote these desires and feelings, wrapping us all up in warm, patriotic comfort instead of encouraging any kind of critical thinking or examination of the issue at hand. Few of us are safe exempt from receiving these messages, as 98% of all homes in America own a TV set, and the average person spends four hours a day watching it. Unfortunately, it isn’t just the c...
food messages in television program content and commercials. American Journal of Public Health, 80(6), 738-740.
In these segments, a picture of the cigarettes would flash upon the screen for a millisecond to a second. Since then, commercials have been more regulated in content. However, where there’s a will, there’s a way. Now companies are targeting the young kids by advertising during kid television shows and introducing products, such as Burger King’s Satisfries. Burger King’s new fries are advertised as a healthier alternative to their older fries. Commercials such as Burger Kings, “Get Satisfried” commercial influence the youth to purchase the new “wholesome” potato fries.What is the difference between the two? Nothing, they are fried in the same grease that the fries and other fried food are prepared in. These fries are put into the children’s kids’ meals and sold off as healthy when they are just a carbon copy of their “older” fries. Statistics reveal that kids see about 400 to 500 advertisements a year. Major chains including McDonalds, Burger King, Wendy’s, Subway, and KFC advertisements in the last few years have had a few positive developments such as some healthier sides and beverage in most restaurant kids meals. In fact, 2012 the fast food industry has spent $4.6 billion in advertisement targeting the youth. At least 3% of all kid combo meals have met the Children Food and Beverage Standard and Kids Live Well nutrition standards. Although there are standards to advertising through the media, only 3% is not good enough to combat
McDonald’s has been one of the biggest fast food chain corporations that has worldwide share in the food market. The company’s appeals were fast service, menu varieties, and affordability, which capture majority of customers’ psychological needs. Furthermore, McDonald successfully builds a relationship with consumer by promoting donation campaigns and vitally involving in societal activities. In recent years, McDonald’s sales decline is affected by food scandals causing public mistrust of its food ingredients, which deviates consumers from fast, cheap and convenient food.
McDonald’s has expanded globally into 31,000 worldwide outlets and employed more than 1.5 million people in more than 119 countries (Kulkarni, Lassar, Sridhar & Venkitachalam, 2009). Nevertheless, McDonald’s always faces negative perception and commonly related in serving unhealthy and junk foods amongst its customers around the world (Currie, Dellavigna, Moretti, & Pathania, 2009). It is not only the negative perception of public, but McDonald’s have been attacked and accused of selling unhealthy food in several countries, including the US, China, Belgium, Holland, India, Russia, Sweden and the United Kingdom (Wilson, 2009). Meanwhile, the core of the current problem is that customers’ still buy fast foods, even though they have negative perceptions on McDonald’s as regards to unhealthy foods. At this point, customers are confused about fast food nutrition messages provided by McDonald’s, while it is still perceived as bad images (Deng, 2009). In order to overcome this issue, there are changes in McDonald’s marketing and communication strategies as they have started to plan strategic action with two objectives; first, to change the image of McDonald’s from junk food restaurant to a healthy food restaurant, as this will attract health conscious customers and at the same time can enlarge the market scope. Secondly, to change behavior of the existing customers who keep on taking only junk foods, and to persuade frequent fast food users to change their lifestyle by buying balanced meal with McDonald’s new healthy foods (Deng, 2009). ).
Children watch an average of 2 hours and 17 minutes of television each day, 16 hours each week, and are exposed to 25,600 advertisements a year, with 22% of these advertisements being for food (Holt et al. 2007)(Rose, Merchant, Bakir 76). The majority of children aged between five and eight have some understanding of TV advertising, they are capable of differentiating programs and commercials especially if this understanding is measured by non-verbal rather than verbal measurement. Advertisers create ways to invade the minds of people everyday. Products and services surround our everyday lives and most influence children. Mottos, catchy phrases, and animated figures are just a few of the ways advertisers target the younger generation. Advertisers are influencing their wants and needs, as well as what’s in style and what is not. The industry gets exactly what they want, dedicated customers for life. Advertising is creating issues for children and affecting their lives. They understand TV advertisements at a young age, which can affect their thought and purchasing processes and the fast food industry is a leader in advertising and leading to childhood obesity.