Advertising: Information tool, manipulation tool, or Beyond?
The impact of advertising in our society is a fiercely debated topic, and has been ever since its conception in its most basic form. Advertisers make their ads stand out by using humor, ongoing story lines, unexpected dialogue, unusual techniques, attention-getting spokespersons, or simply by repeating the ads so often that people can’t help but remember them. According to the majority advertising is a form of communication that typically attempts to inform or persuade potential customers to purchase or to consume more of a particular brand of product or service. This is not a surprise, advertisements are everywhere. Society is so used to it that they just see it as a tool for letting others know about a product. The majority sees advertisement as an information tool. Unfortunately advertising doesn’t have that purpose anymore. According to Chuck Blore said: “Advertising is the art of arresting the human intelligence just long enough to get money from it”. Just until the 1800’s advertising was an information tool, then it became a manipulation tool because of mass production during the industrial revolution. Everything stayed the same until the 21st century. This century had changed the whole concept of advertising, now advertising is something beyond information or manipulation. Advertising is a tool to create costumers (yes, create!). Now publicists create needs, preferences, beliefs, points of views, and everything they need to get money without measuring their acts. Advertisers are changing customers’ true desires instead of selling their products to the ones who needs them.
Advertisers create needs. Its not true that every time someone sees a Burger King ad he/she is hungry, its just part of the advertiser’s job. They make every ad incredibly appealing so that everyone who sees it believes that he needs a burger right away, or at least something to eat. Haven’t you noticed that those kinds...
References: Day, Nancy. Advertising: Information or manipulation? Enslow Publisher, 1999.
Scivicque, Christine. December de 2007. February de 2011.
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