Advertising: Information or Manipulation? Essay
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Advertising: Information or Manipulation?
In today’s difficult economy who can afford to spend their hard-earned money carelessly? Americans want good quality and low prices, and businesses that advertise their product make saving money possible. Advertising was created for one reason, so businesses could make known their product (Black, Hashimzade, and Myles). Some consumers may argue that advertising is not informative, but that it is manipulative because some advertisements make false claims. Fortunately, there are regulations and consumer rights that promote truth in advertising. Consumers must embrace their rights to keep advertising the way it is meant to be. Advertising is meant to be informative and not manipulative, and…show more content…
Consumers save time and money by not having to look for the best and cheapest deals themselves (Black, Hashimzade, and Myles). Advertising helps Americans make more informed purchases by delivering the information directly to them. However, Americans must use this privilege responsibly. If an advertisement seems misleading, consumers should refuse to give the company their business. It is unreasonable for consumers to feel that advertising is manipulative when their actions greatly affect its production. Businesses also benefit from advertising. Obviously, advertising enables business owners to provide information. Since this attracts more consumers to shop with them, they are able to provide better quality products at reasonable prices. If a business was unable to inform the public about their products they would receive a lot less business and consequently receive less profit. Less profit means higher prices and less selection for consumers, and the inability to pay employees. When a business does not have funds to pay employees this begins the vicious unemployment cycle (Madura 473). The long-term effect of business without advertising is the elimination of employees, fueling the high unemployment rates. When businesses are able to advertise they are also providing great benefits for the economy (Milton 9). Americans are looking for the best deal and convenience, which they usually find through advertising. Consider the
In today’s cut throat competition companies often use aggressive advertising to push their products in the market. My essay will discuss ways and techniques in which advertising is used as a medium to push products thereby making it manipulative in most cases.
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With the advent of new products and technology, consumers are becoming sensitive towards their needs and businesses across the globe are finding newer ways to increase their turnover. Advertising is one of the most used ways in an effort to increase sales and advertising is also often the most misused way to target audience. Advertising leads to huge spending by corporates and these companies in turn pass on their advertising costs to the end users. Unfortunately, most people do not understand this and react rather emotionally to an ad that features their favourite movie star or sportsperson. Many multinational companies with inferior products in a bid to own a larger market share get their brands endorsed by famous celebrities and the results of such an action can be disastrous unless the products being endorsed really deserve to command the maximum market share. Advertising also makes use of constant remembrance techniques which sometimes can be really pushy, unwelcome and persistent.
Advertising gone wrong
“Advertising both informs and transforms the product by creating an image that goes beyond straightforward facts.” (Wells et al, 2003:14). Over the years advertisers have come to realise the power of advertisements and their ability to attract more masses in huge numbers. As we moved forward from 1990’s, there has been a very noticeable change in the kind of advertisement taking place and also the importance of advertisement.
“The most dramatic change affecting advertising has undoubtedly been the growth in importance in promotions, both consumer and trade. Advertisements leave a long lasting impact in the minds of the consumers.” (Jones, 1998:16).
The above quote clearly describes the impact of advertising on the minds of consumers and how long lasting such an effect can be. There have been numerous studies and debates concerning ethics in advertising and how advertising manipulates our minds without us even recognizing it.
In 2004, the American Association of Advertising Agencies got a consumer survey conducted. The survey conducted on behalf of the association by Yankelovich Partners, the market research firm aimed to collect consumer perceptions about advertising. The survey had astonishing results. Over 54 percent respondents said that they “avoid products that overwhelm them with repeat advertising”.
Over 60 percent said “their opinion of advertising is more negative than a few years ago”. 61 percent felt the “amount of advertising they were exposed to was out of their control”. 65 percent felt they were exposed to too much advertising without them needing it and interestingly 69 percent said they were interested in products that could help them block marketing. The most relevant piece of statistics showed that 45 percent of respondents said advertising “detracts from the experience of everyday life”. The survey clearly pointed out that advertising plays a big role in helping a business gain competitive advantage over other similar businesses not necessarily on the basis of its product quality.
Advertising is the ultimate way of psychological manipulation and advertisers need to be very tactful while developing advertisements so that they target and influence multiple age groups, genders, and personalities. Advertisers use tactics like referencing ads to ideal scenarios that consumers would love for themselves, showing “expert” opinions, tickling the emotional side of people, and giving them a “feel-good” situation. As buyers, we need to play the devil’s advocate, and question what we see in advertisements and not believe it blindly.
Advertising is centred around creating demand and making people switch from competitors’ products. There are a variety of ways in which an advertising manager chooses to advertise. However, sometimes these ways can create problems by excessive persuasion that subtly crosses boundaries of manipulation. There can be question related to morality as advertisers try too hard to convince consumers to buy their products. Advertising ethics is directly related to our lives as each buying decision we make alters our long term perception concerning the product bought and if the product is purchased just on the basis of advertising without considering its actual benefits or merits over its competitors, the effects can be disastrous.
THE MEDIA BUSINESS: ADVERTISING; A survey of consumer attitudes reveals the depth of challenge that the agencies face, The New York Times. Retrieved on 28th August 2016. http://www.nytimes.com/2004/04/14/business/media-business-advertising-survey-consumer-attitudes-reveals-depth-challenge.html?src=pm
Jones, J.P., How Advertising Works- The Role Of Research, Saga Publications Inc, United States Of America, 1998.
Wells, W. Burnett, J. and Moriarty, S., Advertising Principles and Practice, 6th Edition, Prentice Hall, New Jersey, 2003.
Winning Entry 1- Written and submitted by Joyce Reyes
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