Is advertising manipulation?
Advertising, a word with a large background that is similar to marketing plays an important role in the world of media and other parts. The first things that come into mind when we talk about advertising are money, customers, and adequate services. Advertising exists to help society by giving them information on products and services and make purchases according to people’s desires and needs. The global market place is seen as a giant negotiating table where everyone is a participant whether they realize it or not. Negotiating has become a way of life for many people and it is through this phenomenon that advertisements came in. Advertisements have increased with more creativity versions that seek to promote a better or a cheaper service that will likely appeal to the ignorant as well as to the most intelligent consumer. Advertisements seem to negotiate on the likes and preference of the consumers buys offering what the consumer wants.
Advertisements are not essentially negative in nature but they have turned to be a major manipulator of the consumer and buyers perceptions. However, with the growth of the media, people are on daily basis being bombarded by hundreds of messages that seems to appeal to their normal everyday lifestyle. The advertisements will touch on major key areas such as transport services, health, clothes, vehicles, creams, soaps as well as drinks. The advertisements will be seen in various messages that crop up in a number of newspapers, magazines, televisions, radio and currently as pop ups in various web sites. The messages are so distinct that one cannot help to avoid them. For example, one may be driving to work listening to their favorite radio program and this is then followed by a series of advertisements (Brett, 2003, p. 249-273). The use of manipulation in advertisement has become a major trend. Advertisement is seen as the act of passing of information that is meant to bring about the attention to a certain service, product or need. Advertisements involve use of paid announcements that are found in magazines, newspapers, billboards, television and radio (Erdogan, 2002, p. 257). However, advertisements have been associated with manipulation that involves the management and skillful act of influencing that is especially seen as influencing in an unfair manner. Advertising objective is aimed at allowing the consumer to be aware of the various products that are on offer and who is offering them. The consumer is then left to make a conscious decision on the product that they prefer based on their needs and the ability to purchase the. That is hardly manipulation, however, for manipulation to occur the advertiser has to intentionally influence the buyer. A basic example of manipulation is where an advertiser for batteries runs an advert that says that their batteries lasts ten times more than the other normal batteries. In this case they have manipulated the consumer into thinking that their batteries lasts more than the other batteries which might not even be the case. Manipulation in advertisements has also been seen in the Middle East where advertisements are run that speak of the bad traits of the products from the west and the people are encouraged only to buy certain products that are from their countries (Morris, 1978, 15). The hierarchical of effects model is a theory that aims at clarifying on the objectives found in an advertising campaign for a particular advertisement. It is a model that suggests that there have to be around six steps that are involved when a consumer decides to makes a purchase. The steps include awareness, knowledge, the liking, preference, conviction and the final purchase. The first steps are seen to be mostly influenced by an advertisement that is manipulative in nature that seeks to appeal to their liking and preference that is perpetuated by the information given about the product that...
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