The Influence of Advertising On Society and the Power Of Effective Commercial

Topics: Advertising, Marketing, Consciousness Pages: 7 (2236 words) Published: February 27, 2007
Today advertising is the most influential way to catch a person's attention. Usually all business entities use ads to attract their consumers. An interesting question appears about how the short and simple introspective effects used in commercials make us fall prey to outright persuasion. It seems to me that advertising has been riddled with a lot of mystery and contradictions. There are various techniques that ads use which make a person feel that he or she needs a particular product. Each commercial maker uses very unique strategies designed to attract the attention of a specific social group(s). When ad companies are creating a commercial they always are concerned about all of the ingredients which will make their ads successful such as psychological and sociological approaches as well as multicultural, demographic, and target marketing. The specialized services that ad companies provide make the advertising business one of the highest profit making businesses in the world. Other businesses can't survive without advertising since commercials persuade the customer about products or services a company sells .

The power of advertisement corresponds to the use of different techniques like changes and the process of repetition. By utilizing the process of repetition, small distinctions of the product can produce major perceived differences between brands. The advertisement emphasizes points that favor a brand. It doesn't have to really persuade us - merely raise our awareness of the positive perspective. From the psychological point of view repetition increases our familiarity with and acceptance of the claims of the advertisers. In the absence of evidence to the contrary, there is a greater likelihood that viewer will begin to believe that the claim is true as the viewer becomes more familiar with the product through the repetition of the ad. Basically the ad tends to make us think that if what is said in the ad is not true, it will somehow be challenged. Despite, if the ad is repeated constantly and not challenged, our minds seem to regard this as a prima facie evidence that it is true. For instance, the "Orbit" chewing gum company tries to make people believe that their product really defends the teeth against decay and it whitens them as well. On the other hand we have "Dirol" chewing gum company which basically makes the same claims but uses a different colo scheme in the ads so the viewer knows it's a change in product. So depending on which of these two ads a person sees more often when he goes to the market for another reason he usually buys it. Registering an advertisement claim in our minds doesn't necessarily mean that we believe it, although it makes us aware that there are claimed differences between brands. Much of the advertisement creates only marginal differences, but small differences can build into larger differences. At the same time, consumers have opportunities to evaluate the product or services promoted by a company and make a decision based on which of the companies presents its product better. Thus, it comes down to focusing on image in advertisement which seems like very important part of an influential and effective commercial.

According to Max Sutherland, the author of the book "Advertisement and the mind of the customer", the image of ads aims not to show the brand itself but who the user of image likes, who shows the product, in what situation, and where it takes place. Different images are used depending on specific targeting to the consumer group. As it was maintained before, advertisers are also concerned about social groups in terms of diversity and demographics such as age, gender, culture, and religion, etc. Demographics determine which images advertisers use to make their claims. For all the times, one of the most powerful commercials are the ones that use sex images in their promotions Experts say that this imaginary audience consists of more then half of the society without not a...

Bibliography: Published by National Library of Australia, 2000.
2.Ogilvy, David. Ogilvy on Advertising
Published bt Random House, New York, 1985
3.Reichert, Tom. The Erotic History of Advertising
Published by Prometheus Books, New York, 2003
4.Zyman, Sergio The End of Advertising as we Know It
Published by John Wiley & Sons, Inc., Hoboken, NJ, 2002
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • advertising Essay
  • Advertising Essay
  • Creativity Makes Advertising Effective Essay
  • Advertising Essay
  • advertising Essay
  • Advertising Essay
  • The Influence of Advertising Essay
  • The Power and Influence of Advertising Essay

Become a StudyMode Member

Sign Up - It's Free