Advertising In Advertising

Advertisements work in such a way that we grow to envy those we are not; they exploit our perceived flaws by displaying a person who is the living and breathing version of who we wish to be. John Berger in his book, Ways of Seeing, explains that publicity works by convincing his reader that advertisements use envy to entice the public to buy products: “Publicity persuades us...by showing us people who have apparently been transformed and are, as a result, enviable” (131). Though Berger published his book in 1972, his arguments about envy and publicity still hold truth, perhaps now more than ever. Furthermore, the more present advertisements are in our everyday life, the more envious our society becomes. With the power of envy, those who fall under its spell become choiceless, and therefore powerless. Berger also argues in his book that there is a correlation between the number of advertisements we see and the less freedom Americans possess. However, Berger believes that capitalism hides this powerlessness with the illusion of choice: “Publicity helps to mask and compensate for all that is undemocratic within society” (149). This idea Berger has relates not only to the advertisement of products, but also to present-day politics. Withheld information creates power using envy which is used in both advertisements and the US government. As more envy is created with modern day technology, and we become more immersed into social media, the further we stray from democracy.

Advertisement, just the word brings thought of the super bowl, Times square, and the skip button. Ads have a very difficult job in that they have to present something to the viewers that no viewer wants to see. On television, commercials are seen as annoying and unnecessary; it is the time where you run to the bathroom or leave to get your favorite snack so that you can actually enjoy the programming on television. Advertisers know this and to make sure people pay attention to the commercials they started to play dirty. Steve Craig, the man who wrote the article, “Men’s Men and Women’s Women”, writes about the tricks that advertisers use in order to manipulate their audience. He writes about how commercials use specific details to make sure their specific audience are impacted by the commercial. Not only that but the whole marketing industry has been known to use statistical data and numbers to manipulate innocent victims as explained by Malcolm Gladwell in his article, “The Science of Shopping”. Sociology is also a subject of interest for ad men and women as they use social fads to make special ads that target the majority of people. This concept is even more explained by James A. Roberts in his article, “The treadmill of Consumption”. Like so many others I was simply unaware of the schemes that advertisers use. I previously saw ads as nothing more than a way for companies to promote their product, but the authors mentioned above changed my whole perception on ads by

Since the early 1800s, advertising has been crucial in shaping the people’s minds. The uses of advertisements in a modernized society include presenting problems to the public and asking for help solving such problems in a people friendly way. Corporate companies also utilize advertisements to prompt people to purchase their product; however, there are also companies that use advertising as part of a nonprofit campaign to reveal the truths of verbal abuse, physical abuse, climate conservation, and other deeds that the government often shields the public from.

Advertising began before America was colonized, it has always been used as a way to sell goods and get the name of your product out. Companies put up posters, billboards, and give out samples of their products to make their product seem to be the newest and the best you can buy. The idea of advertising has never changed, it puts out the idea that one product is better than another. Companies use strategies that we do not realize to attract us to their product. Such as cigarette franchises would make smoking look cool by having famous actors and actresses smoking their product on a poster or in a commercial. One company in particular called Lucky Strike, a cigarette company, used some hidden rhetoric strategies in their advertisements. To get consumers to purchase their cigarettes they have a young, pretty women pose for the poster, they use certain colors to make the customer to feel comforted by the product, and they use specific words to get the point that their cigarettes are the best a person can buy.

How much are ads part of everyday life? The New York Times recorded a study by Yankelovich, a market research firm, and they estimated that people living in a city see up to 5,000 or more advertisements a day. By the same token, children are heavily exposed to advertising, and most of the ads today are directed right at them. Advertising to children is a big part of the market today. Therefore, advertisers should not market to children because it is unethical. It can influence children’s behavior in a negative fashion, and markets can exploit children, and can use the media to reach children at young ages even though they are not able to understand its intent.

Walking through any store, there are things that one might not need, but his or her attention is drawn to for some reason. This is the sales goal of any business, to make the consumer want things they would otherwise not buy. Any combination of techniques is used to draw the eye to certain products. From certain items trending, to commercials promoting new products, or even using the senses to tempt shoppers is what works time and time again to reach, or go above projected sales. Advertising has created a culture of irrational shoppers by using different psychological methods to sell consumers products.

Media has become a part of our everyday lives. From the first moment we wake up to the last moment we go to sleep we are always exposed to media. Media usage and consumption has drastically changed from a way to receive information to a bombardment of products and companies. Television, radio, movies, and magazines are all examples of different mediums used for media transmittance. The average person is exposed to more than 4000 advertisements each day (Colette, 2015).

Advertisements are all around us, it is seemingly impossible to go even an hour without seeing a billboard, banner, logo, or commercial that is trying to convince us to do or buy something. Due to their saturation in our everyday lives it is easy to assume that it has always been this way, but that is not the case. Modern advertising in many ways began 150 years ago by the Pears Transparent Soap Company which led by a man named Thomas Barrett developed an ad campaign which differed from others at the time. The ad pictured above is one such Pears Soap ad. It appeared in This ad by today standards is highly offensive to most but in its context and within its target audience it was a highly effective ad and additionally has many similarities to modern ads. In this essay we are going to examine the context that it was published in and the methods that might have made it effective, and how those methods are still used today.

The effectiveness of advertisements in informing individuals about objects and organisations has been of interest to researchers for several years (Stern, & Resnik, 1991).  Television advertisements have been deemed to be one of the most effective ways of informing individuals about health issues (Dalton, Bolitho, Carr, Commons, & MacLachlan, 2006).  Further, in the 1990s when the HIV/AIDS epidemic occurred, although they contained controversial material, television advertisements were suggested to be the most effective way of educating the community about preventing the viral spread (Nowak, Jorgensen, Salmon, & Jason, 1993).  Previously, marketing companies had to rely on traditional research methods such as; self-reporting, focus groups, and questionnaires, to gain information about consumer behaviour (Venkatraman, et al., 2014).  These measures, however, have been proven to be limited, as they rely on the participant’s ability to accurately evaluate and interpret their emotions (Nisbett & Wilson, 1977; Vecchiato et al., 2013).  It has also been suggested that these traditional methods may lead to motivational biases, especially when completing a self-report (Ohme, Reykowska, Wiener, & Choromanska, 2010). It is predicted that Australia will spend $15.4 billion dollars on advertising in 2017 (Dentsu Aegis Network, 2017), therefore it is important for researchers to identify what factors make advertisements effective.

Congresswoman Shirley Chisholm once said “when morality comes up against profit, it is seldom that profit loses.” Through the media, the internet, television stations and even newspapers, the world is surrounded by advertising. Not many people are aware of the intentions behind the execution and creation of each and every one of those advertisements. The corporate world plays a huge role in the marketing ploys created to deceive consumers. Using multiple tactics, corporations intentionally manipulate consumers into buying their products. Corporations will exploit consumers by manipulating, misleading, confusing or blatantly untrue information through advertisements and public relations to fuel their profit motive. This paper will analyze how corporations execute this process while trying to maintain a profitable corporate image. It will cover the multiple types of brainwashing procedures that corporations use and the strategies used by public relations to avert critics and non-believers through the years.

Humans have evolved since the time they populated the Earth. Over time, the countless ideas, inventions, and many theories have improved our extended lives, but what about the Earth? As time has gone on, humans have continued to diminish the fragile state of the Earth. The advertisement clearly depicts a once plentiful Earth now slowly being depleted of its most important resource- trees, in attempt to influence the audience into feeling a sort of affection toward their environment.

Twenty-five billion dollars is a lot of money. This kind of money could hire 50,000 teachers for 10 years, power over 700,000 homes with solar energy, or even buy you 25 billion cheeseburgers from McDonalds. Instead of changing the world or indulging in the greasy goodness of fast food, more than twenty-five billion dollars is spent on advertising for alcohol, tobacco products, and prescription drugs. This incredible amount of money and the advertisement that it is spent on have an intense effect on the likelihood of substance use in adolescents in many ways. Companies that monopolize the drug industry should be required to limit the amount of spending use on advertisements and exposures that glorify and promote the use of substances such as alcohol and tobacco that is easily accessible to children and teenagers by at least half. In addition to the reduction of advertising, many different aspects of substance abuse prevention must be implemented by parents, schools, and the government.

Advertising is the way large businesses reach out to the general public and reel them into investing in their products in any way possible. From alcohol to cigarettes, clothing to makeup, advertisements attempt to entice their viewers into believing certain ideas about the products being sold and what they can do. One of the most common appeals used in advertising is the transfer of image. This appeal is used to give the consumers the belief that through the use of the product advertised, they too can have or become whatever they see in the company’s promotion. The three ads I selected for Joop! Cologne, Bushmaster Firearms, and Ford Sports Model Minivans, are all examples of the transfer of image appeal because each works to convince men that through the purchase and use of these products, they will be strengthening and improving their masculinity.

Advertising is a persuasive communication attempt to change or reinforce one’s prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade’ to consumer in order to generate new markets for production.

The world of advertising is an intricate mix of psychology and determination, with advertising companies using their vast supply of resources to create the most appealing representation of their product or service. Unfortunately, people nonchalantly skip ads on YouTube, walk out of the room when commercials come on, or put ad-blocking software on their computer so they don’t have to see them altogether. All anyone wants to do is watch what they want, when they want it, without interruptions; eagerness is a completely natural trait, of course. Humans are inherently impatient and selfish; people want to benefit as soon as possible. However, these are examples from the world of technology. Short videos and pop-ups can easily become irritating for anyone, but what about a fixed picture for a product? There will always be an ad in a magazine, as the distributors need money to sustain themselves. Static photos should be planned with caution, as they are a permanent fixture for the product being advertised. For reference, in this essay, an advertisement for the Palm Centro2 phone will be examined. The advertisement has one side titled “chaos” and the other “order”. Below chaos, there is an arm with short notes written in marker. It even goes as far as to write reminders on the fingers as well. In opposition, below order is a picture of the product. Under the two photos, there is a few other Centro2s that differ in color to the one shown below order. On the bottom, it says the