Advertising helps greatly in showing the consumers what they really want. In the process of advertising there are various techniques that are applied that may either bring about positive or negative effects to the products. This is usually brought about by the way various advertisers present their adverts to the consumers. According to most researches obtained from the general population about advertisement, the highest percentage of people take advertisement to be a good thing. This is because they believe it to be informative and essential.
Despite of this, in my own point of view advertisement has got a lot of negative influence to the consumers and the general society. Some of the aspects that make advertisement to be taken negatively by the consumers are; on the ethical aspect, advertisement has a completely demeaning consequence to the public; on the economic aspect, it is believed to be economically improvident; and on the social aspect, it provides little truth about a certain product. All these aspects are the few examples of the aspects of advertisement that render it to being negative to the society.
Advertisement is perceived by the various intellectuals as a thing that greatly corrupts our society thus criticizing the social orders of that make up the society. According to Christopher Mayhew, advertisement teaches other different things that do not match with what the society teaches us in the aim of upholding good societal teachings that are essential. Christopher and Tory argue that` Advertisement introduces people to the good things of life’. This means that these things are full of pleasures of the world. These pleasures are the things which we can only buy after they have been advertised but we cannot instill them in us so that they can be guiding us in our daily endeavors. The advertisements cannot inculcate in us good manners, honesty, kindness, friendship, sense of duty or the respect for the laws that govern us. These are the morals that enable people to coexist in a smooth and desirable environment. Instead the advertisements lay their basis on things like aperitifs, chocolates, aperients, deodorants, cars, and perfumes. These are only things which that can be bought in order to satisfy the human desires and they cannot help in crafting the society to the desired shape. According to me it is of great importance for the society to uphold the importance things that help in steering it ahead of all the activities that touch on its social well being.
On the ethical aspect, advertisements also play a big role in emphasizing emotional and the sexual desires. This defies what Williams believe in. He believes that` advertising keeps the industrial wheels turning’. This is true but there are other advertisements that do not uphold the ethical values of a given society. According to the society, things that are touching on sexual matters are perceived to be very crucial. Sexual matters should not be discussed openly without taking into consideration the various people that are involved. They are believed to be only for the people who have attained the age of discussing this. All the products related to sexual matters should only be exposed to the people who have attained the age bracket for this. In the contrary, it is so hard for the advertisers to only target the age that should be associated with sex matters. Due to this they make their advertisements open to the general public not excluding the young children. This leads to moral decay to the general society because the young ones are exposed to various issues which do not uphold the required morals of the society.
On the economical aspect, there have been a number of critics that take the issue on advertising as a phenomenon that focuses on individual sectors. Advertisements focus on certain products that do not make people more productive when they engage in them. In turn these people become less productive and of less important to the general society. The consumers of these products are reduced to people whom they were not in their earlier lives. They become less economically productive thus dragging the performance of the economy of the society. These products include alcohol and junk food. These two products have various consequences when they are taken. Junk food leads to obesity that makes people to have week bodies despite of them being fat. The alcohol makes people to become drunkards and may cause various diseases that might claim the lives of the consumers. Such kind of adverts on the products that cause negative effects to the people should be discouraged because they make our economy to grow in a slow pace when the consumers get affected by these products.
On the ethical aspect, Professor John Cohen criticizes advertisements by arguing that `advertisements only tell half the truth’. They are believed to only present a little truth about the products that are advertised. The advertisers lure their consumers through providing sugary information about the products which at times is not the truth. They only do this so that they can attract more of their producers. In doing this they are able to attract a lot of consumers who buy their products so that they can enjoy the good things that have been advertised in these various products. It is of great importance that the advertisers give adequate and more information about the products. This information should be factual and honest. Therefore, through the advertisers giving information which is not factual and honest about their products is an issue which does not support the good morals of any society. This is the major thing that contributes to advertisements to be perceived in a negative way by various consumers and the society as a whole. It is of great importance for the advertisements to be representing genuine information about the various products that the consumers might get interested in.
On the economic aspect, advertisements are supposed to represent the major issues in the society that aim at raising the economy. According to Christopher Mayhew, Williams and John Kenneth who is an economist believe that institutions such as schools and hospitals are the ones that are supposed to be captured greatly in the advertisements. In most of the advertisements various things are highlighted which do not focus on the crucial things that would help the general society. Things such as hospitals and schools are the ones that should be greatly focused on. They are the ones that are needed greatly by all the people in a given set up. Despite of doing this, the advertisers focus their attention on the industrial outputs and on the things that detract humankind from its nonindustrial aspirations. In order to steer any economy ahead the schools and the hospitals are the ones which should be given the number one priority. The schools provide education to the people who are given the mandatory to draw economic models that enable our economies to grow. On the other hand the hospitals provide good treatments to the health of the people who help in building thee society.
In order to understand that the most of the advertisements have negative contribution to the consumers and the society one is required to take an example that contains all the parts that are used in composing a good advert. For instance ‘sprite helps one to obey his or her thirst’. This advert is used worldwide to market this Coca-cola product by showing that people who take Sprite are the only ones who obey their thirst. In the real life one can obey his/her thirst through taking plain water which is believed to be affordable to everyone. This is one of the adverts that show how advertisers use sugary language so that they can convince their consumers.
According to the negative influences stated above, I believe that the advertisers should at least provide the factual information about the products they advertise. This will enable the consumers to purchase genuine goods that will provide them with the item they intend to get from these products. In turn this will help in building the trust between the producer and consumer.
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Essay On The Influence Of Advertisements - With A Free Essay Review
Consumers Are Faced With Increasing Numbers Of Advertisements From Competing Companies. To What Extent Do You Think Are Consumers Influenced By Advertisements? What Measures Can Be Taken To Protect Them?
These days competition are becoming cut-throat more and more, so companies focus on advertising to take a head of rivals and keep their position which are at risk. Therefore there is no doubt that the tidal wave of advertisements impacts deeply customers because new approach which companies choose for advertising. I will explain some of them and also mention how to protect customers.
To start with, advertising which is sometimes considered as a modern art, try to take some intricate and impressive method to persuade people that especial products can make their lives better . In this regard, advertising companies employ prominent and famous people such as actors, artists and even athletes. They are making an attempt to convince customer to associate some well-known brand with successful people. These type of advertisements discreetly compel us to accept such seductive idea that buying that goods can bring happiness and triumph. In addition, advertising companies aim to temp children, who become easily influenced. Afterward children put much pressure on their parents and force them to buy goods.
Nevertheless, there are some activities which may halt such worrying trend or slow it down at least. First Of all, I think it could be helpful idea that advertising which focus on children should be banned or restricted. Furthermore, companies should be encouraged to introduce their productions and show the advantages of their instead of some exaggeration massage which are usually seen on TV.
TO sum up, people these days are affected by advertisements, which try to persuade customers to buy goods by conveying this illusion that these product can make them look happy and successful. In addition, they aim children to temp. I think government should tale a step to halt that trend such as restriction advertising and encourage companies to introduce their products truly
ESSAY REVIEW (So to speak)
I think you should try to answer the question more directly. The first part of the question asks "to what extent are consumers influenced by advertisements?" Most of your second paragraph, which is the paragraph that comes closest to addressing this question, is concerned with describing the activities and motivations of advertising companies. Note that statements about what companies do does not address the question of whether and to what extent consumers are influenced by advertisements. You do, however, write the following sentence, which seems like a direct response to the question:
"These type of advertisements ... compel us to accept [the] seductive idea that buying [their?] goods can bring happiness"
The problem with this sentence is that it is not true, at least not in any meaningful sense. Advertisements don't compel us to accept that idea. I'm asserting the truth of my claim (advertisements don't so compel us) without providing evidence or a supporting argument. Perhaps you think that is unreasonable on my part. I would counter that possible objection to my claim by saying that's it's unreasonable on your part to make the opposite assertion without providing a supporting argument. That brings us to an impasse.
Okay, Ill give in. Here's an argument. There used to be a cigar called "Hamlet." Perhaps there still is. There used to be a commercial for this cigar that showed someone suffer a good deal of bad luck before lighting up his Hamlet cigar and smiling. Then someone said "Happiness is a cigar called Hamlet." Sometimes they used celebrities. They used music by Bach (Air on a G String). There's a wikipedia page about it. Some of the advertisements can be found on Youtube. It was a really big deal in the world of advertising. I bring it up, however, because it was the first advertisement that came to mind on hearing your claim that advertisements compel us to accept the idea that buying goods can bring happiness. This advertisement explicitly states that happiness "is" their product. Why does this example prove my claim right, then, instead of proving your claim right? It does so because the point of the advertisement was not to convince you that if you smoked a Hamlet cigar, you would be happy. No one is really that stupid (well, perhaps lots of people are that stupid, but the advertisers weren't so stupid as to rely excessively on the stupidity of their potential customers). The actual message of the advertisement was that life is messed up, but it's a bit more sufferable with a Hamlet cigar. The bit about happiness was just irony; it was a joke. If you bet everything on red and it comes up black (I think that's how it went for one of the guys in the advertisement) having a cigar in your gob isn't really going to make you happy, and you know it. It was ironic hyperbole. Consider, after all, the fact that the cigar shares its name with one of the most miserable and whiny characters in the history of English literature. It's a cigar for those contemplating suicide. But even the real claim ("Hamlet" makes it possible to endure life) wasn't the real point of the advertisement. The point was just to make a funny ad that people would talk about, and the point of doing that is to make the product a brand, to make it, in fact, an absolutely memorable brand. The last time I saw one of these ads was over 20 years ago. "Hamlet" is the only brand of cigar that I know by name.
I'm going on like this because I don't really want to waste your time talking about the essay. That would be a waste of your time because the essay doesn't really answer the question. That's all I've got to say about it: It doesn't answer the question. And you really ought to try to answer the question. So start over.
But I'm also going on like this in order to give you an idea of how you might go about answering the question. Instead of looking at advertising in general, or even one general type of advertisement, look at a specific advertisement that had an impact on you. How did it achieve that impact? What was the nature of that impact?
Examples are incredibly powerful things. If you make a general statement about something like advertisements, you are almost guaranteed to make an untrue statement which anyone with a specific example can come along and refute. Examples, if you have enough of the right kind at your disposal, allow you to introduce nuance and complexity into your argument. And nuance and complexity are the very stuff of essays, or at least of essays worth reading. Examples allow you to say "On the one hand, Yes; On the other hand, No!" If you can do that, you are patently not writing an essay that is one-sided (for how can it be one-sided if there are two hands). Examples allow you to say, Although X looks a little bit like the truth, Y looks more like the truth. If you can do that, you will have mastered the art of subordination. Subordination is great. Subordination allows you to differentiate between different degrees or relevance or importance or value. (Subordination also allows you to agree with the person you are disagreeing with in wonderful ways: Although you make a valid point, you're missing the important point, so please go home).
You are being asked "to what extent are consumers influenced by advertisements." I think the only true general statement you can make here is this: "to varying extents." You can fill that out a bit if you like: Some consumers are not influenced by some advertisements and strongly influenced by other advertisements. Some consumers are not influenced by any advertisements. Some consumers are strongly influenced by most or all advertisements. Some consumers are slightly influenced by some advertisements and more strongly influenced by others. One can go on like that until the reader has been bored to death.
The question you are being asked, again, is "to what extent are consumers influenced by advertisements." Note the words "to what extent." Once you've accepted that the answer is "it varies," then you are free to pick out some juicy examples to demonstrate the way in which it varies.
But the question you are being asked, let's face it, is a stupid question. There are a billion different advertisements and seven billion different consumers. A reasonable prompt would be "Discuss some of the ways in which consumers might be influenced by advertisements" or "Discuss some of the strategies adopted by advertisers."
The question you are being asked is only not a stupid question if you can find an approach to it that makes sense. Perhaps it is possible to approach the question from the side of the consumer instead of the side of the advertiser. You do this to some extent when you mention children pestering their parents to purchase goods seen on television. One might also cite the example of people purchasing brand goods instead of inexpensive alternatives.
I remember another add from about 20 years ago (sorry about having to go so far back in history, but I basically stopped watching tv 20 years ago) for a beer called Stella Artois. This ad showed someone enjoying his Stella until he was presented with the bill, at which point he appears to have a fit. The tag line was fabulous: "Stella Artois. Reassuringly Expensive!" Think about what that kind of advertisement is communicating, and what it reveals about the nature of the influence advertises want to have: they want people to be convinced that they are going to be buying a product that they wouldn't be ashamed to be seen with. The point is not that if you drink Stella you will be happy. The point is that if you drink Stella, you won't be embarrassed (of course, the point is also to convince you to spend a few pennies more on the beer). It seems that these days Stella has become just another mass-produced beer, which is a tribute to the success of the campaign. They first get the cool people to drink it. The cool people stop drinking it once everyone else is drinking it, of course, but if your still selling to the cool people twenty years after your advertising campaign, you've failed.
You are being asked "To what extent, etc." Well, I'm tired now, but I'll say two more things.
1. Consumers are faced with increasing numbers of advertisements. I know that must be true because I plagiarised from the prompt, and prompts always tell the truth (except when they lie). Given that indubitable truth, it follows that enough consumers are sufficiently influenced to justify the increasing numbers of advertisements, more or less, and ignoring the case of the companies that go south.
2. Lots of people are massively in debt. (Obvious logical steps omitted here.) Therefore, consumers are massively influenced by advertisements.
Submitted by: bahramianmahmoud
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