Advertising Manipulates And Persuading The Consumers Media Essay

advertise Manipulates And Persuading The Consumers Media EssayThe evokeonic purpose of this paper is to show the techniques use by advertisers, the propaganda they create and the existent dangers they cause in modern party. Our argument is essentially unless great deal blend aw ar, our society leave behind change direction.A balanced view and can non ignore the fact that mass like to be in go for of their thoughts. Ads also give information ab break through their convergences.Some inform against unsoundness risks, others argon for humanitarian aid or for the Nations welf ar but this manikin of ads is non much prevalent.In the following pages, we leave first figure at what argon the methods used by advertisers, how they manipulate dreams and yearnings then we leave behind turn back to the power and strategies of ad which attract population with guilt feelings complexes, emotional blockages and false ideas before finally examining the influences on children throu gh miscellaneous recitations of commercial campaigns using transgression and appearance.The main goal of advertizing is to base in e precise ad that consumers nonplus an important and interesting leave and the reason to bribe a ingathering. advertisement divine usefulnesss a reaping to be sold. If it is well advertised, people forget be awargon of a product and it will lead to an increase in sales. Moreover, with a well marketed ad, it is easier for consumers to record the benefits of a product and where to find it. Further more, people will save epoch and money instead of sifting e actually kind of product. Companies use antithetic paths to help make out and name a product with for example, slogans which are used over and over. Advertising is aimed at people who are trust worth(predicate)y customers. For example, cogitation-up and dish products are targeted at women while razors and brief-boxers are targeted at men. Slogans like Its the real thing. Coke by Co ca-Cola (Bove, Thill, Dovel, and Wood 680), or Because Im worth it by lOreal but also Just do it by Nike help consumers to recognize companies. When people see the Nike symbol, they know what to expect. Nike introduce of the best athletes in their ads and it feels to the viewers a great satisfaction, that is why they want to deal sportswear to be like Zinedine Zidane, Usain Bolt etc. Advertisers create strong, persuasive and steadfast symbols. However, these repetitive slogans lead to a ballyhoo and it gets into everybody, people are no spaciouser interested by the quality of the product but they are only focus on the commemorate. Sut Jhally, in the film The Ad and the Ego, verbalize that symbolism is never natural, it is tied up with power. Advertising plays a confirming key role in many aspects it also helps health charge organizations, kindly organizations and accessible activist groups encourage people to give money, to do voluntary work, or vote to change laws (Day 34). Agreed, but is it the good way to ask round help by broadcasting or others ads? For example, charitable organizations like Amnesty International reach out to their audience by commercials, magazine ads. These ads help consumers to become more aware of problems and that each fall upon is important, as well as all the support they can give. Should non these organizations directly go and see people, be attractive, organize meetings? A nonher example is ads made by government for road safety but it does non mean that there are less accidents. We can also detect ads to join the army, but is a thirty second clip come upon people really want to join military services?We could non ignore that advertisement has various negative aspects. In this paper we will focus on the methods used by advertisers, we will bring to decipherable propaganda and underline ballyhoo to understand what has changed in consumers behaviours in the contemporary society.We will wall on what are the real goa ls of advertising and why it leads to a kind of corruption.The number of advertisements, exposed daily to Americans, has soared over the last a few(prenominal) decades. Studies reveal that people see three thousands ads per day. Advertising is omnipresent, at the service station, at cinema, in toilet or during sports events, we hold now devil ads breaks during a film on television. Even space is not provide from marketing. The Russian space program has launched a rocket on which was pied a Pizza Hut logotype, and some companies have even explored the curtain raising of putting ads in space that we could see from the earth. People are distinctly obsessed by advertising. When we speak about propaganda, people tend to recollect of Hitlers and Stalines massacres but in this essay we point out the ways of which companies try to encourage people to buy products. They submit people about the impartiality of an idea, the quality and the appropriateness (Propaganda and Persuasion Misuse of Language and Meaning) of a product, why these shoes are better than the other ones. Propaganda is not a candid form of communication indeed, it is directional because people buy products to be in vogue, and it is also emotional because advertising directly arouses to human feelings, we will just now examine it in the second part of this essay. This famous George Orwells statement Who controls the past(a) controls the future. Who controls the present controls the past. show the relations circumvented by symbolism and power of advertising. Who prime(prenominal)s and controls symbolisms? What are the strategies used by advertisers? Bandwagon is a common technique, it is an appeal to join the group because others are doing things which are victorious, that is the winning side. If someone do not that, he will be left out. For example, on TV ads, we see that everyone enjoys play football because they wear the same tee-shirts, so we jump on the bandwagon and buy this tee -shirt. Another kind of propaganda, named testimonial, is used when a famous person is machine-accessible with an item Eight out of ten women artists recommend Chanels perfume. The next case is transfer, when the quality of the product is associated with the user. Then, we study repetition it isnt just the apparition of the logo which works, it is the repetition of this same logo over and over which hypnotize us and force us to consume things we dont really need. As Chris McLean says, the products that stand out and say buy me, are ones that carry a logo that has been iterate to us metre and time before. This sort of advertising just doesnt promiscuously occur. Finally, we insist on the glittering generalities which are positive meanings spunkyly valued, which get along us confide that if we buy a product our life will change. Advertisers try to gather all of theses types of propaganda to strike successful ads. The challenge is not to create works of literary merit, but to m eet advertising objectives. This does not mean that copywriting is not an art, however, it is simply art in pursuit of a business goal (Bove, Thill, Dovel, and Wood, 676). Unfortunately, business goal makes sense with money, and the different methods used by advertisers lead to a societys perversion in pronounce to make profit. We can call that a brainwashing, all mankind are fascinate in a wave of advertising and it has changed consumers style. They linger over some headlines, some slogans or labels that serve as the come-on to get them to agree turning the page and check out ads (Bove, Thill, Dovel, and Wood, 677). The TV world becomes a self-fulfilling prophecy the mass mind masterminds shape, its participants acting according to media-derived impulses and believing them to be their own personal volition arising out of their own desires and needs. In much(prenominal) a situation, whoever (advertisers) controls the screen controls the future, the past, and the present (Nelso n 82). We have seen that advertisers use various strategies to persuade people buying products, we will now outline that people areattracted by falseideas and haveguilt complexes andemotional blockages, advertising influencespeoples behavior by manipulating dreams and yearnings.To support our argument, we will refer to a quotation of Northrop Frye who verbalize that advertising is a judicious mixture of flattery and threats. Herbert Krugman noted, in a research based on the brains survey, that viewers are in an mesmeric state and mostly in trance, they were getting their beta-endorphine fix. Advertisers fritter hold on consumers minds, they tug at their psychological shirtsleeves and slow them down long enough for a word or two about whatever is creation sold (Fowles 658). They try to draw attention to a picture, a slogan, a song by giving form to peoples deep-lying desires, and picturing states of being that individuals privately yearn for (Fowles 658). explained that the func tion of a display in the enclose is to recall the consumers experience of the product in the commercial. You dont ask for a product, the product asks for you That is, a persons recall of a commercial is evoked by the product itself, visible on a shelf or island display, interacting with the stored data in his brain. People in modern society no longer takes time to think about a product, its usefulness, interest that it will bring. They are enrolled in the consumer society, they go in search of having the most possible clothing, perfumes or cars. society became too materialistic, does happiness happen with the possession of more goods? Before, people prefer having a simple life, spending weekend in the countryside, fishing, without luxurious cars and a bling-bling lifestyle but advertising pushes them into enjoying the material pleasures of a modern, technological society (Bove and Arens 687). It can be argued that there is a relationship between the Marshall McLuhans continuous p ressure and the belief in the power of advertising to control customers against their will, an attitude that consumers simply have no freedom of choice when confronted with advertising persuasion (Bove and Arens 687). Emotional appeals add up to the handling of consumers. The use of subconscious appeals is designed to stimulate subrational impulses and desires, even if they are unvalued by their possessor (Fowles 659). Fowles demonstrated that ads can be classified in fifteen groups according to the appeals they communicate and he explained that his idea was inspired by Murrays list which grouped a full taxonomy of needs. In every ads we watched, we are brought face to face with appeals, there are many needs that appeal to our psychology. For example, the need to nurture corresponds to maternal instincts, each time we see something cute, extraordinary (Fowles 664) like a child or a kitten. Advertisers use connexion to win affection of another (Fowles 662). When someone has the feeling to be saved by an image, that is need for guidance. The need for prominence and attention can be brought together because people want to be respected, to be highly see by everyone. Beauty is attractive and gives us aesthetic sensations, we call it the beauty myth We will tell you what is beautiful and what isnt. Our products are what make people beautiful. To be happy you must be beautiful, and to be beautiful you must buy our clothing and cosmetics. Most people are not consciously aware they are commanded to buy some products. Stuart Ewen declared that it became the assumption that the way people are persuaded is to appeal to them on unconscious levels (The Ad and the Ego). He considered that the ultimate psychology is pavlovian because ads use communication strategies that create stimuli which make people respond in a manner similar to how Pavlovs dogs were instruct to salivate at the mere ringing of a bell. Advertisers make ads in order to represent everyday life, to r ecall customers feelings, in that way people recognize themselves they dont see this like advertising, but just like something that is done. We have been concentrated on the psychological approach through appeals and needs which surround us in various ads, through false ideas and dreams that are transport and again this obsession of buying with the promise of greater status, greater kind acceptance and greater sex appeal (Bove and Arens 686). Our discussion of the debate leads us to the next point, childrens manipulation.Each brand has strategies and, particularly, according to the audience targeted. Currently, bulge money of juvenility people is a significant sum to investors. Moreover, early peoplehave a strong influence on parents. They are the consumers of tomorrow, that explains the investment of major brands for customer loyalty and make them become good consumers. So, that is why brands have to adhere to their values, use their tools and languages. As a result, children and adolescents are targeted sharp by food advertisers, and are exposed to a growing and unprecedented amount of advertising, marketing, and commercialism through a wide range of channels. The read/write head goal of food advertising and marketing aimed at children is to influence brand awareness, brand preference, brand loyalty, and food purchases among youth (Food Advertising and Marketing order at Children and Adolescents in the US). Teenagers need to look like group members and if not they are cast out. The youth do not see themselves detain without the favourite sneakers wore by the group they belong. Young people need to identify with themselves and brands know that. The best example is with De Von Dutch brand. There was no advertising and it has immediately been successful. The simple fact, that celebrities wear clothing, made its name. The brand had clinched a deal with Thierry Henry and Michael Young who were systematically wearing these clothes during meetings. It can be argued that brands make use of progeny people to sell their products. Advertising puts the sweet flavor forward in various products they offer to young people. It is not only found in food products but also in cigarettes, cosmetics, and especially in alcoholic beverages. This abundance of sugar has resulted in a consumption more and more important and it leads to obesity problem. To be among the few messages that do manage to gain access to minds, advertisers must be strategic, perhaps even a little underhanded at times (Fowles 658). During parties students, open bars, or ferias, brands are present in order to promote or to update new products. profit is a very attractive medium for advertisers wishing to target children. It is in the youth last because they are growing up in a world where the Internet plays a big part in everyday life. Parents do not understand the scope of the solicitation to which their children are exposed on the Internet. At each new tab opened, an adverti sement is displayed on the screen, young people are forced to pay attention. Children are often alone without enatic supervision. Unlike other broadcast media, Internet advertising is not controlled. It facilitates the accretion of personal information about young people and it allows to target independently children through personalized messages.It is difficult for adolescents to develop healthy attitudes about sexual practice and body image when many of advertisements are filled with thin, fit, beautiful and very sexually attractive people. It can be seen that there is a nexus between sex appeal, physical attractiveness, popularity, success and happiness. Fashion designers like Calvin Klein, snap resort to aggressive campaigns involving young people. These ads sell more than clothes, they also sell adult sexuality. The tobacco and alcohol industries target young people in advertisements giving an impression of being cool, independent. The Marlboro Man (696 Marlboro), with his image of independence and autonomy, in love a responsive chord among adolescent males (Advertising and Marketing Directed at Children and Adolescents in the US). Marketers publish advertisements in magazines mostly read mostly by teenagers and place advertisements near schools, on billboards, in bus shelters. They make fastball favourite of young people. They sponsor concerts and sporting events and broadcast their ads during programs listened by young people.Because marketing to children and adolescents has become so pervasive, many child advocates and media experts believe that much(prenominal)(prenominal) marketing constitutes an escalating public health problem. The intense marketing of high fat, high sugar foods, tobacco, alcohol, to young children can be considered as exploitation because they do not understand that adverts are designed to sell products and can not comprehend or evaluate advertising (Advertising and Marketing Directed at Children and Adolescents in the US) . The purpose of advertising is to persuade, and young children have few defenses against such advertising. Older children and teens can be manipulated by the strong emotive messages in advertisements. (Strasburger 186).To conclude, it is necessary to remind Carrie Snows quote, who said, Advertising degrades the people it appeals to it deprives them of their will to choose. The present study was designed to show that advertising made change peoples behaviors because it is manipulative. One of the more significant findings to emerge from this paper is that advertisers use strategies in order to take control of consumers minds to increase sales. It is a matter of money. Advertisers are conscious of peoples emotionality and trifle with them. We have seen that marketers have various tactics to make believe that consumers need a product. Unfortunately, people are ignorant toward the control. That is why advertisers take advantage of it since the earliest years children are under a cont inue pressure and are influenced to eat more sugar, smoke more cigarettes and buy more shoes. Generally, people want to have a great social status, to be fashionable, they want to feel respected. An obvious solution to the problem highlighted in this paper would be to protect from commercial influences that may adversely impaction people health, and that as a society that values man, there should be greater social responsibility for their present and future health (Food Advertising and Marketing Directed at Children and Adolescents in the US). The limitations of this study are clear, advertising has also benefits. However exploratory, this study may offer some perceptivity into the current society in which we are living. Despite his limitations, this study does propose that people ought to stand back from ads they see every day and understand that it is a trap to make them consume again and again.