What Effect Does Advertising Have on Us, What Techniques Do Advertisers Use, How Does It Affect Our Everyday Life and Our Buying Habits?

Only available on StudyMode
  • Download(s): 878
  • Published: November 5, 2008
Read full document
Text Preview
As an aspiring advertiser I have chosen to study how advertising effects us, I think it is important for me to learn more about the industry and what techniques they use to pull a response from their audience. I will be researching into the different methods used for different target audiences. Children make up a key portion of the demographics and are highly susceptible to advertising, either through magazines or television. I want to see how children receive these adverts and whether they act as a positive or negative influence in their childhood and whether it affects their future buying habits. There are lots of discussions on age bans or restrictions which will also becomes apart of my research as this topic is related to a top issue in recent news stories, about screening and controlling what children see. As a hopeful future advertiser I want to use my findings in order to be more successful in the industry, it will help me reach target markets more precisely as I will have an insight into how to reach an audience and to gain a specific response, the information I gather should help me be able to design adverts to sell a product effectively. Advertising is where business interests, consumer needs, creativity, and government regulation meet in a public form. It is usually used to change or influence peoples attitudes, adverts aim to sway you to buy one products over another, or they promote the habit of continuing to buy the same product. Advertising “has been a growing feature of the commercial scene (and hence the social scene also) over the past two centuries”. John Wilmshurst, Adrian Mackay, 1999, 2nd ed. The Fundamentals of Advertising. In one form or another advertising has existed since the beginning of recorded civilization, it started to develop into the form of advertising as we know it now, as the industrial revolution took place. Many of the methods first used to advertise are still used today, such as Newspapers and ‘sandwich men’ who wear a board on their front and back with advertisements of shops or restaurant’s, it is only with the development of technology we now use Television and the Internet. This has enabled advertising to become an integral part in our everyday lives, “the modern world depends on advertising. Without it producers and distributors would be unable to sell, buyers would not know about and continue to remember products or services”. Frank Jefkins, Daniel Yadin, 2000, 4th ed. Advertising. Advertising has changed rapidly with the advances of technology and is now available everywhere you go, from newspapers, magazines, television and the internet, to supermarkets, buildings and transport. Due to its high visibility in the public eye it makes it very vulnerable to criticism, issues such as false, misleading and inappropriate advertising are some of the criticisms made. Along with statements such as “It is a waste of money that would be better spent on price reductions or product improvements…it encourages people to spend money they can ill afford on things they would be better off with out…the sheer weight of advertising ‘forces’ people to buy things they would not otherwise buy”. John Wilmshurst, Adrian Mackay, 1999, 2nd ed. The Fundamentals of Advertising. Although we are aware that adverts are designed to persuade us to buy their product or service, many of us do not like the sneaky manor in which is done. For example in many adverts subliminal messages are used “beneath our level of awareness, so that the appeals which move us are often, in a sense, hidden” Vance Packard, The Hidden Persuaders. This makes the consumer feel they are not in control of their buying habits. Social issues have pushed adverts to advertise products which would not have been allowed, not many years ago, for example contraception and adverts of a sexual nature. Many people do not agree with this type of advertising because children of whom the content is too old for can see it. Children’s advertising...
tracking img