Does Advertising Manipulate People?

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  • Topic: Advertising, Advertising campaign, Promotion and marketing communications
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Does advertising manipulate people?
Discursive Essay

Alexandra

ID

Almaty 2010

Discursive Essay Outline

Essay question: Does advertising manipulate people?

I.Introduction

Thesis statement: Even though advertising today is a big informative source that gives people possibility to know about great diversity of products, advertising controls human desires and mind. II. Body

A. Advertising manipulates emotions of poor people in their mind by using the exploitation of the specific language. 1. deleterious impact.

2. unrealizable desires.

3. anxious consciousness.

B. Advertising demonstrates objects of people’s wishes on TV screen by catching the attention of impoverished people. 1. involving famous people.

2. manipulating people’s wishes.

3. costing enormous sums.

C. Advertising informs people about latest products on the world market by emphasizing the advantages of a certain product. 1. announcement about new goods.

2. creation of strong brands.

3. motivation for healthy life.

III. Conclusion

Being a great informative source about new products, advertising manipulates human wishes and limits the freedom of their own choice. Does advertising manipulate people?

Advertising largely defines our image and lifestyle, inevitably has an impact on our views and attitudes towards themselves and the world around us. People often give in to all sorts of tricks that advertising campaigns create and quite often people do not notice that the ads very skillfully manipulate them and their desires. People do not see how they becoming forced victims of commercials, and as a consequence, yield to this dangerous manipulation. But advertising has its advantages as a major factor for the promotion of the product and a powerful source of information for consumers, promoting various new products. Even though advertising today is a big informative source that gives people possibility to know about great diversity of products, advertising controls human desires and mind.

Advertising manipulates emotions of poor people in their mind by using the exploitation of the specific language. And also advertisers suggest features about their products without directly claiming it to be true. Companies seriously rely on their slogans and advertisements to make a profit, and the language used in these various forms of media have a huge impact on their effects on the consumer. According to DeRego (2008), advertising also persuades, by playing with your emotions and appealing to the need of belonging (para. 4). Firstly, advertising has deleterious impact on the people’s psyche and leads to some bad consequences, as it forces them to buy a particular product. Jeffrey Schrank (1976) states that the simplest and most direct way to study ads is to start through an analysis of the language of the advertising claim (para. 3). Some claims are honest statements about products and others are completely lies. People can not be sure that all information claimed in advertisements is ethically accurate. Thus, advertisers are ready to go to any extreme, to somehow get our attention and affect on our feelings. Secondly, during the commercials some incredible matters are often shown that are unlikely to occur in the life of an average person, a person has a feeling of unrealizable desires that leads to all of the different complexes. According to a poster maker Benetton (2001), "Advertisements do not sell products or ideas but a false and hypnotizing model of happiness. Half-truths rule the world of advertising" (as cited in Dodano, 2002, para. 5). It means that commercials and advertisements creators can use metaphors and trappings while presenting the advantages of their products. If the advertise we see on TV for instance, attract us, we tend to go and buy the...
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