Today we all live in the consumerist type of the society, which is heavily concerned with the type of things we own, consume, and do. Many of the international gigantic companies are making use of the above, and oftentimes are exploiting the behavior of their customers and clients for the pure sake of own benefit and prosperity. In this essay I will focus on the negative effects on the society, in particular on the exploitation of customers feelings or beliefs, of the modern advertising and marketing concepts. For years, the population has been exposed to different forms of media. Newspapers, magazines, television, films, radio, and more recently the Internet are ways of promoting ideas, spreading news, and advertising products. Today we are facing a situation when our moral values are being degraded by the bombardment of impropriety by the media.
Scholars would be quick in pointing out the reason why these messages have such a negative effect on people. There are two main tactics advertisers use to sell their product: either imply that their product will bring about the achievement of a particular (usually real) good, or make their product the object of desire, therefore making it an apparent good to people (lately, however the focus of most of the advertising or promotion campaigns has shifted from selling the product or service to selling the image or experience associated with that particular product or service) (Beeson, 38).
The Essay on Opinion Leaders Product Advertising Research
... Turnball and Meenaghan (1980) also relate this topic to advertising, stating certain product characteristics may be especially appropriate for interpersonal conversation, and ... that certain product characteristics may be especially appropriate for interpersonal conversation, and these could be emphasised in mass media advertising (Turnball and ...
The prblem with assciating prducts with the achievement f a gd lies mre in the realm f truth than in gd, because it lies in whether r nt the prduct can truly live up t its claims. The relatin between a prduct and the achievement f a gd is an bjective truth, thugh the gdness f said prduct might nt be. The statement that Prduct X will make yu mre ppular, slve yur prblems, r let yu lead a happy life (statements usually implied in these advertisements) is generally nt true. When advertisers make these statements, therefre, they are directly misleading the public. The ther tactic used, hwever, is a bigger prblem, being nt nly harder t identify but having mre prblematic effects. Since sciety likes t think f the gd as a subjective thing, it wuld seem t be acceptable fr advertisers t qualify their prducts as being gd. Advertisers cmmnly explit this by assciating their prducts nt with the apparent gd they are truly assciated with, but with ne f thse real gds.
Thugh these prducts are by n means needs, the assciatins make peple believe that the advertised prduct embdies the gd they need, and t achieve that gd they must buy the prduct. Cmpanies dnt advertise perfumes, fr example; they advertise relatinships. They dnt advertise clthing; they advertise independence. Slwly, as peple hear these messages mre and mre, they start assciating mre imprtance t the prduct than t the gd invlved, like a srt f idl-wrship — and here is where the real prblems set in. Nw that advertisers have peple sld n the prduct, they can influence peples desires. This is what Kavanaugh saw when he said advertising is damaging scietys mral values (Kavanaugh, 23).
Calvin Klein, fr example, has already becme ne f thse cmpanies whse prduct has becme mre imprtant than the gd they represent — in ther wrds, Calvin Klein prducts are nw in and f themselves the gd sme peple try t achieve. Thus, when their ads shw immral situatins r actins (like the infamus child prngraphy ads that spurred many debates and a lawsuit against the cmpany), peple assciate these immral actins with the gd Calvin Klein prducts, and peple will slwly grw desensitized t them. Sexuality in advertising is nw a majr area f ethical cncern, thugh surprisingly little is knwn abut its effects r the nrms fr its use (Baltimre Sun; pg.
The Term Paper on Advertising And The Media
"Ring around the collar," "Once you pop, you can't stop," "Just do it." Television viewers today are bombarded with increasing commercial content. From the barrage of 15-second commercials every seven minutes, to product placement, to infomercials, when the viewer watches television, they are constantly exposed to some form of advertising. Beyond the minor annoyance, very few people think that ...
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Sex has becme a driving frce, which is causing a lt f peple t feel uncmfrtable even at hmes when they pen up a newspaper r turn n the TV. In my point of view, one of the most relevant issues when talking about the negative effects that advertising industry poses to the society is tobacco products promotion. Good thing that United States decided to ban the advertisement of that kind on the television, however the rest of the world has been exposed to very interesting examples of that sort. One of them is a very popular in the middle of the 1980s commercial of Camel cigarette brand produced at that time by R. J. Reynolds International. The commercial featured a very masculine man conquering the jungles of Amazonia or deserts of Africa.
The advertisement would usually start with showing this person in a very tough, even life-endangering situation, and later on evolve into a peaceful scene, which would show that person relaxing and having a next Camel cigarette. Thus the selling company wanted to focus the attention of the viewer on the positive side of smoking, which is a necessary attribute of any courageous person who has sustained all of the trials facing him. However, the advertisers have never shown how this person was coughing and heaving troubles breathing when being filmed in the advertisement (Wilson, 56).
I remembered that a well-known Marlboro cowboy died of lung cancer (caused by smoking).
A good deal of research has been done on the effects of cigarette advertising, and the studies fell into two categories: statistical and perceptual. The statistical studies used econometric analyses to identify factors that significantly affected cigarette sales over a fixed period of time.
The perceptual studies used a variety of methods to determine how cigarette ads affected readers opinions about smokers and smoking. These studies all showed that cigarette advertising does have an impact on its audience. Crowley & Pokrywczynski (1991) studied the perceptions of 341 individuals within the advertising industry on the effects of cigarette advertising. The subjects were asked to quantify their agreement or disagreement with 20 statements using a five-point scale (1 indicating strong disagreement and 5 indicating strong agreement).
The Term Paper on Cigarette Advertising Ads Smoking Studies
The issue of cigarette advertising has been controversial for many years. Recently, opponents of cigarette advertising, believing that the ads encourage young people to take up smoking, have called for stronger governmental controls. Proponents claim that a product that is lawful to produce, sell, and consume has every right to be advertised. This article examines recent research on the effects of ...
The mean response for the statement Ads dont get young people to start smoking was 1.98. For the statement Ads dont influence consumption, the mean response was 2.05; for the statement Ads get people to switch brands, the mean response was 3.35; for the statement More counter-advertising is needed to reduce cigarette smoking, the mean response was 3.78 (Crowley, 52).
More to it, the cigarette advertisement has its effect on the future of any state, on its children.
Mizerski (1995) examined the ability of 790 children aged 3 to 6 years old to identify the relationship between cartoon trade characters and the products they advertise. The subjects were also asked to give a good/bad preference for the product. The trade characters included Joe Camel, the Marlboro Man, Captain Crunch, and Mickey Mouse. The study found that older kids could make more matches with 25% of 3-year-olds and 72% of the 6-year-olds correctly associating Joe Camel with cigarettes (Mizerski, 12).
Another interesting study supports the idea that most of the companies are exploiting positive images of negative things for increasing the level of sales. Loken and Howard-Pitney (2001) studied the effectiveness of cigarette ads on women.
The authors asked 115 college-age women to rate the attractiveness, persuasiveness, and credibility of eight cigarette ads, four showing a healthy woman smoking and four showing simply a cigarette or pack of cigarettes. The authors found that the ads with the model were rated more attractive and more persuasive (Loken, 21).
One of the recent examples is a print ad of Winston brand. Having pictured a woman with cigarette it has a saying: Do you think I dont know how to relax? The message is evident: only a person who smokes can have own ideas on how to spend free time, the rest of the people should immediately start smoking in order to understand what it is like to really relax. Having considered all of the above facts we all must understand that advertising business needs new censorship rules. We are responsible for the future of our country and should unite our efforts in preserving clear perception of the surrounding things. Advertising plays a ntable rle in the mral grwth — r stunting — f sciety.
The Essay on Women Smoking During Pregnancy – Effects On The Children They Carry
Women Smoking During Pregnancy - Effects On The Children They Carry Women Smoking During Pregnancy - - Effects on the Children They Carry: There are many effects that cigarette smoking by pregnant women have on their fetuses. The relationship between maternal smoking and fetal development shows that smoking can induce spontaneous abortion, affect birth weight, and bring about fetal malformations. ...
Thugh the jb is t make peple envisin their prduct as gd, they ften make peple envisin the values their ads advcate as gd as well. Advertisers therefre have a respnsibility t sciety t advcate prper mral values in their advertising, r at least nt advcate imprper mral values. And sciety shuld frce them t uphld these prper values instead f the scially damaging nes many advertisers nw use.
Bibliography:
Kavanaugh, Frank. Social Effects of Marketing. New York: Koffe House, 1997. Sex in Advertisements. Baltimore Sun.
June 1999, 25. Wilson, Gary. Ethics of Tobacco. Dublin: Dublin Publishers, 2000. Crowley, Michael, Joshka Pokrywczynski. Perception Studies. Colorado University, 1991.
Mizerski, Jugas. Commercial Effect on Children. Budapest Business School, 1995. Loken, Chris, Jason Howard-Pitney. Media Against Women Study. Baltimore, Counterpart Researching, 2001. Beeson, Mike.
Marketing Techniques. Denver: Priscilla PubCo, 1996..
