the power of advertising essay

The Power of Advertisements Essay

Advertising is described as a form of communication that focuses around persuasion as a mode of selling products, services or an idea in terms of ideology. The resultant factor of advertising is to drive consumer behaviour in respect to a product. Advertisement works by branding of an image or name to a product, this in itself causes consumer to associate some qualities to the product in question.

Advertisement has over the years taken a dramatic metamorphosis that has seen it going global in a matter of seconds; this has been facilitated by the web and the introduction of online advertising. Although advertisement is largely used in a product market as being the best mode of selling in a competitive market, it has been adopted in the world of politics as the surest way of selling one’s ideology to the masses.

In America, politics over the years have moved from the conventional way of campaigning where candidates used to move from one state to another to advocate for their manifesto and ideology. Today all it needs for an aspirant is to set up a web page and any one in the world can access it. Campaigners use advertisement as a form influencing the voter’s decision making process.

Campaign advertising generally takes two forms; it can take either emotional advertisement that focuses around empathy of the voters by persuasion where a particular person or party tries to be associated with the voter’s grievances. The other form of advertisement takes the form of attack where a person discredits his opponents based on their record or ideas and tries to sell himself and ideas as being the most viable and geared towards elevating the burden of the masses.

Attack advertisements are also referred to as smear campaigns although they form the basis of what is referred to as dirty campaigns; they are legal as they criticize the opponent views and ideas as not being viable. Over the years this mode of attack campaign has progressed and moved to a high platform. The most popular and widely watched of this form of advertisement is the head-to-head debate that is viewed by millions across America on the local television channels.

Although campaigning dynamics have changed over the past few years, what has remained the same is the fact that most political association or grouping employs the services of political scientists to design their campaign strategies as a means of carrying them towards achieving their goals.

The question that arises then from the discussion is how the public view political campaigns and the strategies employed. A good example is a case where people dislike negative campaigns. Such people are of the view that it lucks the gist of being informative thus it is mostly ignored as being untruthful and thus voters cannot relate to.

Another school of thought is that of the view that positive campaigns although it does not change its “tone” may not be truthful and thus it plays on the voters’ vulnerability and emotions rather than the content of the information they are giving. One of the paramount issues that remains in all campaigns is that campaigns are used by politicians to expand their political propaganda which they use to woo voters to their side of the political divide.

According to some analyst and journals which are of the view that negative campaigns tend to reduce voters turn out although this may be true in some instances it is crucial to mention that negative campaigns tend to offer the voters with a wide range of information in regard to each candidate policies.

This information may tend to be delegated with the purpose of mudslinging their opponents. The process allows for accountability as each of the candidates own up for what they have been accused of, which under normal circumstances they would not be obliged to do.

The other question that comes to mind in relation to political campaigns in America is the issue of how politicking affects and impacts on the citizen behavior. Although there have not been concrete studies of how and to what effect these political actors use these emotions for their own gain, there is a substantial evidence that they play on voters ignorance or luck of information.

For instance, most parties hold conventions and stage various rallies to drum up support for their candidates in areas where they have staunch followers. Based on some analyst social movement elicits sympathy from the voters. Advertising goes hand in hand with media and this has brought a lot of debate as to whether social media influences the voters view and perspective in voting.

It is widely believed that most media stations or what we may refer to as local televisions have been known to tilt the scale for some of the candidates in reference to the time given to a political advertisement to air. It is proven that an advertisement that tends to take long and receives wider coverage tends to be more effective in reassuring and convincing the masses.

Media tends to play on voters psychology in terms of opinion polls where a certain candidate may be the most preferred in a certain state although at times this may be true as it may also be used psychologically to capture the undecided voters who mostly constitute the majority of the voters.

In addition to capturing the voters mind, the media influences the ideas that most candidates give as their ideology, for instance most candidates will always place their promises on the masses demands regardless of whether they are viable or not. They try to please the masses; the media comes in as means to which these ideas are transmitted and at times emphasized, whereas the media is supposed to act as the watchdog, at times it forfeits its obligation in favor of certain candidates.

Looking at the previous American general election and taking into perspective the You-tube advertisement in particular Barrack Obama “same path” and Senator John Mc Cain advertisement “problem just became nightmare’.

In Mr.Obama’s advertisement, it is an emotional approach to the issues of tax cut, job employment and tries to highlight the cons of the previous administration based on economic performance where the rich were allowed high tax cut compared to the majority of citizens who basically fall short of that group. This type of advertisement tries to woo the voters by discrediting the previous administration policies and giving alternative options to the voters and show casing how his policies will reduce the plight of the voters.

On John McCain’s advertisement, “problem just became nightmare” it takes what we may refer to as a smear campaign because it comes to discredit him as being ignorant and a liar, as each of his policy statement is over written by what he had said earlier or just disputing his own words later.

For instance he is quoted in a US daily as saying he is well-endowed in terms of military knowledge than economics and later on in an interview he says that he is a good strategist and economist, on a visit to Iraq, Mr. McCain claims to not using an armored vehicle and that he walked through the city without much security later on we learn that the security he was accorded was massive including being escorted by two black hawk helicopters and Apache gun ship. This sort of advertisement smears his reputation as being a chit.

Lastly it is imperative to understand that political campaigns may be used as a means to tackling a mess that has been made in terms of an over statement made by either the candidate or people who are believed to be close to the candidate and who pull weight in terms of voters confidence.

A good example is that advertisement of Senator John McCain “John McCain vs. John McCain”. The advertisement comes as a means of salvaging an already bad situation to show that Mr.McCain is a straight talker who puts things straight and he accepts his shortcomings.

In conclusion, the debate about advertisement playing a key role in American politics will always be there as it is the most efficient means of capturing a massive audience and selling one’s ideas. Whether it takes a negative or a positive means it remains one of the most successful modes of campaigning.

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IvyPanda. (2018, October 17). The Power of Advertisements. https://ivypanda.com/essays/the-power-of-advertisements/

"The Power of Advertisements." IvyPanda , 17 Oct. 2018, ivypanda.com/essays/the-power-of-advertisements/.

IvyPanda . (2018) 'The Power of Advertisements'. 17 October.

IvyPanda . 2018. "The Power of Advertisements." October 17, 2018. https://ivypanda.com/essays/the-power-of-advertisements/.

1. IvyPanda . "The Power of Advertisements." October 17, 2018. https://ivypanda.com/essays/the-power-of-advertisements/.

Bibliography

IvyPanda . "The Power of Advertisements." October 17, 2018. https://ivypanda.com/essays/the-power-of-advertisements/.

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Today the high sales of popular consumer goods reflect the power of advertising and not the real needs of the society in which they are sold. To what extent do you agree or disagree?

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It is sometimes argued that rise in demand of much sought after consumer goods is more due to advertising techniques  than  any pressing needs to own them. I strongly agree with this argument and will provide reasons for such agreement. Over the years, brand promotion has become more innovative and prevalent. First of all, brand endorsement in various public and private events has skyrocketed to all time high. For example, in sporting events like Indian Premier League, players endorse various consumer products ranging from shoe polish to fairness cream.Another example is, in movies and online videos, commercial products are strategically placed to draw public attention. Consequently, public persona gets influenced subtly and contributes to the rise in sales of such items. Another reason for rise in sales is increased desirability of popular products. Through digital platforms and media events, companies hype every new feature introduced as latest and greatest.As a result, society craves for such products and rush to either buy or upgrade existing products. For instance, every year mobile companies introduce updated version of gadgets with the latest technologies and charge a bomb. Companies highlight these features as must have and influence society to buy them. Till a few years ago, people would continue with the same mobile phone for years.But in recent times, the trend is to upgrade mobile phones frequently, thanks to innovative marketing strategies. Having considered  a range of arguments,  I have drawn the conclusion that advertising strongly influences society to buy consumer goods, resulting in higher sales. From celebrity endorsements to hyped technologies, advertising significantly influences consumer’s spending behavior.

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Home — Essay Samples — Sociology — Marketing and Advertising — The Power of Advertisements: Persuasion, Components, and Ethics

The Power of Advertisements: Persuasion, Components, and Ethics

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Published: Mar 8, 2024

Words: 619 | Page: 1 | 4 min read

Table of contents

Introduction, types of advertisements, components of advertisements, effectiveness of advertisements, ethical issues in advertisements.

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2020 Theses Doctoral

Essays on Advertising

Choi, Woohyun

According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.

Geographic Areas

• United States
• Internet marketing
• Internet advertising
• Television advertising
• Competition
• Google (Firm)

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Introduction

Advertising is an essential element of any business's marketing strategy. It is a means of promoting products and services and creating awareness among consumers. However, advertising not only informs and influences consumers but also affects their behaviour. Understanding the impact of advertising on consumer behaviour is crucial to ensure effective advertising efforts. In this article, we will discuss the significance of comprehending the influence of ads on consumers.

The impact of advertising on consumer behaviour

• Advertising influences consumers' purchasing decisions: Advertising plays a significant role in shaping consumers' buying behaviour. Ads are designed to create a sense of urgency, need, or desire in the minds of consumers, which can persuade them to buy a product or service.
• Advertising affects consumers' perception of a brand: Advertising can impact how consumers perceive a brand. A well-crafted ad campaign can create a positive brand image in the minds of customers, while a poorly executed campaign can tarnish a brand's image.
• Advertising creates brand loyalty: Consistent advertising efforts can create brand loyalty among consumers. When a consumer repeatedly sees an ad for a particular brand, they develop trust in the brand and are more likely to remain loyal to it.
• Advertising shapes consumers' preferences and attitudes: Advertising can shape consumers' attitudes towards a particular product, service or brand. It can influence how they perceive a brand's value, quality, and benefits, influencing their preferences.

It is crucial for businesses to understand the impact of advertising on consumer behaviour to use it effectively to promote their products and services. Proper analysis of advertising campaigns can help businesses develop a better understanding of their target audience and how they respond to advertising efforts, allowing them to refine their advertising strategies.

The Science of Advertising

Advertising is the art of persuading people to buy a product or service. But how do advertisers get into the minds of consumers to convince them to make a purchase? This is where the science of advertising comes in.

The Role of Consumer Psychology in Advertising

Consumer psychology plays a crucial role in advertising. Advertisers need to understand what motivates consumers to make a purchase, and what factors influence their decision-making process.

Some of the factors that advertisers need to consider include:

• The consumer's needs and desires
• The consumer's values and beliefs
• The consumer's social and cultural background

By understanding these factors, advertisers can create ads that are more effective in persuading consumers to make a purchase.

How Ads Manipulate and Persuade

Ads use a variety of techniques to manipulate and persuade consumers. These techniques include emotional appeals, social cues, and cognitive biases.

Emotional appeals are one of the most effective ways to persuade consumers. Ads that use emotional appeals tap into the consumer's emotions, triggering feelings of happiness, fear, or sadness. This can lead the consumer to make a purchase based on their emotional response, rather than a rational decision.

Social cues are another way that ads manipulate consumers. Ads may feature social cues, such as celebrities or popular products, to make the consumer feel like they are part of a group. This can create a sense of belonging, making the consumer more likely to make a purchase.

Cognitive biases are another technique used by advertisers. Cognitive biases are mental shortcuts that our brains take when we make decisions. Ads may use cognitive biases to influence the consumer's decision-making process, such as by framing the product in a positive light, using scarcity to create a sense of urgency, or offering a discount.

Overall, the science of advertising is a complex field that requires a deep understanding of human psychology. By using techniques such as emotional appeals, social cues, and cognitive biases, advertisers can create ads that are more effective in persuading consumers to make a purchase.

Impact on Purchasing Habits

Advertising can have a significant effect on consumer behavior, influencing their purchasing habits, creating desire, and guiding decision-making processes. Here’s how:

Creating Desire

Advertisements create a sense of desire among consumers by showcasing the benefits and features of a particular product or service. They use persuasive language, appealing visuals, and emotional appeals to stimulate the consumer's senses and make them crave the product. For example, the famous Coca-Cola Christmas ads create a sense of warmth and togetherness that makes people want to share a bottle of Coke with their loved ones during the festive season.

Influencing Preferences

Advertising plays a significant role in shaping consumer preferences. Brand positioning, brand image, and brand recognition are all achieved through advertising. Consumers are likely to choose brands that resonate with them and match their values. Advertising helps to create and reinforce brand image, making a lasting impression on consumer's minds. For example, Apple's "Think Different" campaign positioned the company as an innovative, cutting-edge brand that resonates with people who value creativity and originality.

Guiding Decision-Making Processes

Advertisements guide the consumer decision-making process by providing information about the product or service, offering comparisons with competitors, and highlighting the unique selling points. Consumers often turn to ads to learn about new products or to compare prices, features, and benefits. For example, online display ads for hotels that promote amenities like free breakfast, free Wi-Fi, and pet-friendly policies can influence consumers' decisions when booking their accommodation.

Examples and Statistics

• Research has shown that advertising has a positive impact on sales, with brands spending around $180 billion globally on advertising in 2020 alone. (Source: Statista)
• A study found that 70% of consumers are more likely to purchase from a brand that they follow on social media. (Source: Forbes)
• Advertising has been found to influence children's snack preferences, with those exposed to food ads more likely to choose unhealthy snacks. (Source: Pediatrics Journal)

Overall, advertising plays a crucial role in influencing consumer behavior and guiding their purchasing habits. By creating desire, influencing preferences, and guiding decision-making processes, ads can have a significant impact on sales and brand success.

Brand Perception

Brand perception is the way consumers view and interpret a brand. It is shaped by various factors such as advertising, product quality, customer service, and social media presence. Advertising plays a vital role in shaping consumer perceptions of brands by creating certain associations, establishing credibility, and cultivating loyalty.

Associations

Advertisements create associations between a brand and certain aspects such as quality, reliability, and value. For example, ad campaigns that emphasize a brand's affordability and value can create the association of the brand being budget-friendly. Similarly, ads that showcase a brand's commitment to quality can build an association of trust and reliability.

Credibility

Ads can also establish a brand's credibility. By highlighting a brand's unique features, awards, and customer testimonials, ads create a perception of expertise and authenticity. For instance, an ad campaign that touts a brand's innovative technology can establish its credibility as a cutting-edge industry leader.

Finally, advertisements can cultivate loyalty among consumers by creating an emotional connection with the brand. Ads that showcase a brand's values, such as sustainability or social responsibility, can appeal to consumers who share those same values. Moreover, ad campaigns that build a brand persona are likely to create a loyal fan base that feels a personal connection with the brand.

Overall, advertising plays a crucial role in shaping consumer perceptions of brands. It can create positive associations, establish credibility, and cultivate loyalty. For instance, a study found that after viewing a brand's ads, consumers were 70% more likely to purchase the brand's products or services. Therefore, it is essential for brands to invest in effective advertising campaigns that help shape the desired consumer perception.

The Future of Advertising

In today's digital age, advertising has become an essential component of businesses. With the advancements in technology and changing consumer preferences, advertising is evolving at a rapid pace, challenging businesses to keep up with the latest trends and adapt to new strategies.

Advancements in Technology

The integration of artificial intelligence, machine learning, and data analytics has transformed the advertising industry. Brands are now using data to develop more targeted marketing campaigns and personalized communication with their customers. Emerging technologies such as augmented reality, virtual reality, and voice-activated assistants are also changing the way advertisements are being delivered to consumers.

Changing Consumer Preferences

As the power of information has shifted from the advertisers to the consumers, they are becoming more conscious of the advertising messages they receive. Brands are now focusing on creating authentic and engaging content to build lasting connections with their customers. Social media and influencers are playing a vital role in shaping consumer preferences, where customers are looking for authenticity, transparency, and personalized experiences.

Ethical Considerations and Potential Implications

With the increasing reliance on technology and data, there are ethical concerns surrounding data privacy and security. Consumers are now more aware of how their data is being used and expecting businesses to handle it responsibly. Additionally, the rise of deep fake technology, which can create realistic but false content, raises questions about the authenticity of advertisements and the potential implications it can have on society.

• Advancements in technology are changing the way advertisements are delivered.
• Changing consumer preferences require brands to create engaging and authentic content.
• Ethical considerations around data privacy and deep fake technology demand responsible advertising practices.

As businesses navigate the ever-changing landscape of advertising, understanding these trends and their implications is crucial to stay ahead of the game in the future of advertising.

Advertising has a significant impact on consumer behaviour, as it influences their decision-making processes and purchasing choices. In this article, we have highlighted some of the key points that demonstrate the influence of ads on consumer behaviour. We have seen how ads can create brand awareness, shape attitudes, and affect people's emotions towards a product or service. We have also discussed the role of advertising in influencing consumer preferences and driving sales.

It is important for consumers to become more aware of the influence of advertising and make informed decisions. By being more critical of the messages conveyed in ads, consumers can avoid falling prey to marketing strategies that are designed to manipulate their behaviour.

Key Takeaways:

• Advertising plays a crucial role in shaping consumer behaviour.
• Ads create brand awareness and influence consumer attitudes and emotions.
• Advertising drives sales and can affect consumer preferences.

As consumers, it is important to be mindful of the impact that advertising has on our behaviour. By questioning the messages conveyed in ads and making informed decisions, we can avoid being influenced by marketing strategies that are designed to manipulate our choices.

Take action now: Become more aware of the influence of ads by critically evaluating the messages conveyed in marketing campaigns. Research the product or service before making a purchase decision and seek out recommendations from trusted sources.

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Marketing: The Power of Advertisement

Marketing is an integral part of life in the modern world. Numerous products are advertised to potential customers daily through various means, from billboards and magazines to online pop-ups and interstitial ads. The insistent prevalence of ads may point to the conclusion that their sheer number is indicative of their ineffectiveness as people are acutely aware of their purpose and are somewhat resistant to it. It can be argued that depending upon the producer and the receiver, advertising can wield a lot of power and influence in society.

Advertisement is exceptionally potent as it is more subtle than consumers realize. Contrary to popular belief, effective marketing rarely inspires immediate action (Hollis). Instead, it suggests purchasing a product by fostering positive emotions in the customers through a carefully designed campaign. Such adverts may, for example, include catchphrases devised to remind viewers of a commodity and how it makes them feel (Hollis). The association between the clients’ own pleasant memories and the product triggered by the advert they see or hear leads to actual acquisition (Hollis). Thus, efficient marketing promotes a connection with the product, resulting in multiple purchases.

The subtlety of advertisement can be seen in how marketing campaigns create connections with existing and potential consumers. For example, music can be utilized to create the needed association with the product or service (Maheshwari). Soothing or energetic tunes can remind clients of the merchandise and prompt them to learn more about it or to acquire it again. Moreover, a song or a jingle can become so emblematic of the company people will always think of it when they hear it. Hearing a McDonald’s tune can lead to a person thinking of the restaurant, the last time they had a burger there, and the desire to revisit the establishment. Overall, subtle reminders of the product are more potent than the open call for purchase.

Efficient marketing campaigns tend to be memorable in order to stand out and attract new clients. Although creating positive associations can lead to the existing customers staying loyal to a company, this approach does not always work with people who are unfamiliar with the product or services offered. As there are many competitors on the market, an effective advertisement should be both unusual and singular to distinguish itself from others. For example, a couple sitting in two different bathtubs is a unique image from a Cialis commercial and will always be associated with the company by those who saw it (Hollis). Bizarre adverts can construct an impression and create an association with a brand based on their unusual marketing approach.

Furthermore, visually stunning images are likely to leave an impression on the viewers. According to Sapna Maheshwari, carefully conceived commercials with a compelling story and a suitable video sequence can be memorable and translate into purchases. The selection of colors used in advertisements, for example, a woman with red nail polish and lipstick driving a red car, can lead to a formation of a specific association with the brand (Maheshwari). The effort put into the marketing campaigns to make them more memorable illustrates how powerful advertising can be.

The influence of advertisement can be seen in how it is targeted at different customers. Maheshwari discusses Toyota’s marketing campaign for its new car as an example of one product being successfully promoted for diverse groups of clients. The campaign included a variety of commercials with actors of different ethnicities employed to endorse the vehicle (Maheshwari). As people are more likely to relate to a product advertised by a person of the same race or minority group, Toyota utilized this tendency to appeal to different customers.

New technology plays a substantial role in how advertisements are targeted at different people. In the example above, Toyota used the viewers’ programming preferences to determine what version of the commercial to air (Maheshwari). Today, online search histories allow companies to decide what product, company, or service should be shown to the users. According to Martijn, a substantial portion of the earnings of such search engines as Google comes from advertisements. There are numerous protocols and algorithms put in place to suggest a purchase to a potential buyer (Martijn). Overall, marketing is constantly developing and employs new technologies to appeal to customers.

Advertising can drive people’s decisions and lead to a company either being successful or not being able to surpass its competitors. Effective campaigns are targeted, create positive associations, and leave a memorable impression to create a lasting relationship between the brand and the customer and distinguish themselves from others. This versatility and ability to adapt to a variety of clients make advertisement one of the most powerful forces in society.

Works Cited

Hollis, Nigel. “Why Good Advertising Works (Even When You Think It Doesn’t).” The Atlantic , 2011, Web.

Maheshwari, Sapna. “Different Ads, Different Ethnicities, Same Car.” The New York Times – Breaking News, World News & Multimedia , Web.

Martijn, Maurits. “The New Dot Com Bubble is Here: It’s Called Online Advertising.” The Correspondent , 2019, Web.

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Essay On Advertisement

500 words essay on advertisement.

We all are living in the age of advertisements. When you step out, just take a quick look around and you will lay eyes upon at least one advertisement in whichever form. In today’s modern world of trade and business, advertisement plays an essential role. All traders, big and small, make use of it to advertise their goods and services. Through essay on advertisement, we will go through the advantages and ways of advertisements.

The Various Ways Of Advertisement

Advertisements help people become aware of any product or service through the use of commercial methods. This kind of publicity helps to endorse a specific interest of a person for product sale.

As the world is becoming more competitive now, everyone wants to be ahead in the competition. Thus, the advertisement also comes under the same category. Advertising is done in a lot of ways.

There is an employment column which lists down job vacancies that is beneficial for unemployed candidates. Similarly, matrimonial advertisement help people find a bride or groom for marriageable prospects.

Further, advertising also happens to find lost people, shops, plots, good and more. Through this, people get to know about a nearby shop is on sale or the availability of a new tutor or coaching centre.

Nowadays, advertisements have evolved from newspapers to the internet. Earlier there were advertisements in movie theatres, magazines, building walls. But now, we have the television and internet which advertises goods and services.

As a large section of society spends a lot of time on the internet, people are targeting their ads towards it. A single ad posting on the internet reaches to millions of people within a matter of few seconds. Thus, advertising in any form is effective.

Benefits of Advertisements

As advertisements are everywhere, for some magazines and newspapers, it is their main source of income generation. It not only benefit the producer but also the consumer. It is because producers get sales and consumer gets the right product.

Moreover, the models who act in the advertisements also earn a handsome amount of money . When we look at technology, we learn that advertising is critical for establishing contact between seller and buyer.

This medium helps the customers to learn about the existence and use of such goods which are ready to avail in the market. Moreover, advertisement manages to reach the nooks and corners of the world to target their potential customers.

Therefore, it benefits a lot of people. Through advertising, people also become aware of the price difference and quality in the market. This allows them to make good choices and not fall to scams.

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Conclusion of Essay On Advertisement

All in all, advertisements are very useful but they can also be damaging. Thus, it is upon us to use them with sense and ensure they are entertaining and educative. None of us can escape advertisements as we are already at this age. But, what we can do is use our intelligence for weeding out the bad ones and benefitting from the right ones.

FAQ on Essay On Advertisement

Question 1: What is the importance of advertisement in our life?

Answer 1: Advertising is the best way to communicate with customers. It helps informs the customers about the brands available in the market and the variety of products which can be useful to them.

Question 2: What are the advantages of advertising?

Answer 2: The advantages of advertising are that firstly, it introduces a new product in the market. Thus, it helps in expanding the market. As a result, sales also increase. Consumers become aware of and receive better quality products.

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IELTS Essay Agree or Disagree # Power of advertising

Today, high sales of popular consumer goods reflect the power of advertising and not the real needs of society in which they are sold. To what extent do you agree or disagree. Write at least 250 and include any relevant examples from your own knowledge or experience.

Sample Answer

Advertising has been defined as the most powerful, persuasive and canny tool that helps in control over the users. It has evolved over the course of years and there is no denying it is more influential than ever. It is argued that the real needs of the society are being diverted by advertisements as people are purchasing popular products rather than buying according to their needs. I wholeheartedly agree with this statement and in the following paragraphs, I will give my reasons. Firstly, Multi National companies run special campaigns and get influential stars to promote their products. The star power attracts potential buyers towards their merchandise which alienates the needs of the customers. Coca cola is the world’s leading soft drink maker and has roped in various well known people to promote their sugar laden beverages. Furthermore, they never advertise the harmful effects of their products and everyone involved with the advertisements is well aware of it. Secondly, we are surrounded by advertisements. Every median of media like print, digital is filled with advertisements about products. Media companies are only interested in generating revenues while neglecting the drawbacks of advertisements. Studies have shown that on an average around 20 percent of the newspaper is filled with ads. Goods are marketed in such a manner that even though they fall out of one’s reach, companies with the help of lenders and fixed payment schemes find a way to sell their products. Various trends have shown that we are becoming more materialistic as a society and companies are out there to exploit it. To sum up, advertisements may help companies sell their products and reach to a wider audience but according to me they are exploiting the people’s needs. The amount of advertisements in the media should be regulated to a certain extent. (300 Words)

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What Is The Power Of Advertising?

Advertising has the power to establish awareness, the power to set the agenda, the power to suggest as well as influence, the power to convey new information in addition to the power to persuade. Advertising has short-term power (sharing new information, building awareness, enhancing credibility, etc.) and long-term power (sharing brand image, attaching emotional values to the brand, building positive reputation, etc.).

Advertising has been said to be the most powerful, persuasive as well as manipulative tool which firms have in order to control consumers all over the world. It is a type of communication which typically attempts to persuade potential customers to buy or to consume more of a specific brand of product or service.

Its impact on the society through the years has been amazing, particularly in this technology age. Influencing people’s habits, creating false needs, misrepresenting the values and priorities of our society with sexism as well as feminism, advertising has developed into a poison snake ready to hunt his prey. However, conversely, advertising has had a positive effect to help the economy and society.

What Is A Good Advertisement?

A good advertisement gives us all the information we need something even before we think that we do. It gives us the opportunity to look into the ideal life, the ideal body, the ideal mate, all wrapped in an ideal world.

Effective advertising reaches possible customers and tells them about your products or services. Ideally, advertising needs to capture the prospective customer’s attentions and entice them to make use of your product. Regardless of the method, all your advertising needs to be clear and consistently reflect the unique positioning statement of your business.

Word-of-mouth advertising has been around as long as mankind has communicated and traded goods as well as services. In addition, word-of-mouth advertising is considered the most effective form. It has the desired qualities of strong credibility, high audience attention levels, and friendly audience reception.

It features open-ended conversation with questions as well as answers about the product, psychological motivations to purchase, memorability, efficiency in addition to frequency. Word-of-mouth advertising passes product information to a lot of other potential buyers (and might even include promotional trial demonstrations as well as free sampling), at little or no cost to the business. Whenever possible, a small business should build an advertising programme which results in word-of-mouth advertising. Satisfied customers are your best advertisements.

How Profit Is Generated

In the business market, the chief and principal key in order to get profit is by the active consumption of a product in the marketplace. Nonetheless, firms have taken advantage of that and have created misleading needs to consumers.

The only real need, it would appear, are for nourishment, clothing as week as housing. In other words, people are able to live without television, internet, iPod, and the like. However, the impact of commercials and advertising have made people feel the requirement of something else than food as well as shelter.

Advertising works through the human emotions and vanity. It appeals toward the psychological domain turning into a temptation for people whose minds are at rest. For example, if a person is at home watching TV, very comfortable and suddenly, a commercial promoting any type of food and drink comes up, that individual will be hungry and thirsty in a couple of minutes. The advertising influenced his mind, provoking an involuntary reaction to do what the commercial caused him to do.

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The power of storytelling in advertising

5 Minutes with Eunjin Kim

Television advertising is constantly evolving to create connections with potential consumers. One recent trend has been away from the traditional second-person type of commercial, where the actors pitch directly to the viewer, toward a third-person approach, where the actors tell a story. What’s behind this trend toward more narrative advertising, does it work, and why?

These are the kinds of questions that Eunjin “Anna” Kim , who joined USC Annenberg as an assistant professor in the public relations program this fall, has built her academic career exploring, first as a doctoral student at the University of Missouri School of Journalism, and then at her previous position as an assistant professor in the Temerlin Advertising Institute at Southern Methodist University.

For most of their existence, TV commercials have been like, “Hey, buy this product! It’s faster, cheaper, more efficient!” It’s kind of annoying — even the tone of the voices. Then, around 2012, I started to see an increase in commercials that tell stories. They don’t always talk about the “selling point,” which was always a big deal in advertising: Why do you have to buy this product? Instead of simply telling you about the benefits of the product, they show how the advertised product can help you achieve your consumption goals. It doesn’t really say anything directly about the product, but still it’s very persuasive. 

It’s more about a feeling, and a narrative, right?

Yes, it touches a human emotion and makes a connection. The power is that it’s not really intrusive. People don’t always react well to being told to buy a product. But, structural elements in the narratives, such as the presence of a main character in a story and their actions in the plot, enable a viewer to relate to the story in the ad, which in turn generates more positive feelings in the viewer. Such connection is known to promote vicarious learning through the main character’s feelings, thoughts and beliefs, and is likely to lower the viewer’s resistance to the ad story. 

The growing popularity of such storytelling ads has spurred a lot of research interest in narrative persuasion. Researchers have found a positive relationship between story ads and advertising persuasion, and offered various explanations, but the insights generated by previous research were a bit fragmented and overlapping.  So, I wanted to come up with an integrated framework to determine why a story ad is more persuasive than a non-story ad. That was my dissertation.  

The second aspect was, okay, now we know story is more effective than non-story, but not all stories are equally effective. What makes some stories more effective than others, and when and how is one story more likely to be effective than another? You create a great story that is entertaining, fun and credible, but if a brand is not well integrated into the story, your ad may not do much for claims about the benefits of the brand. Then you are kind of wasting money. If you go too far, and there’s a crazy story, and then at the end of the commercial, there's a weird voice-over, followed by a brand logo, it can be awkward.

So, brand integration is still critical?

Branding is a process of creating meaning, and attaching that meaning to the brand, and then building a relationship between that brand and the viewer. There are three kinds of relationships: functional, emotional and symbolic.

For example, let’s say, this ibuprofen really helps you recover quickly from your headache. The ad shows a woman suffering from a headache, and then she feels a lot better — that's the functional relationship. An emotional relationship is when a brand makes you feel good about using or owning the brand. Think about one of Budweiser’s famous Super Bowl commercials, “Puppy Love,” which tells a touching story about a friendship between a cute golden retriever and a Clydesdale. Finally, the symbolic relationship would be that Audi commercial from a few years back: A dateless high school student was reluctant to go to prom, and his dad gave him the keys to his new Audi, which gave the teen confidence. That’s symbolic — the car is aspirational, a symbol of who you are, or who you wish to be.

There’s a lot of talk about the power of “influencers” in advertising and marketing now. How do you see them fitting into companies’ overall strategies?

Influencer marketing has become one of the hot topics nowadays. But actually, we know that using the influencers as a marketing tactic can sometimes backfire, particularly with media-savvy millennials. As with any other approach, it’s really important to convey the authenticity of the story you’re telling.

What classes are you teaching now, and what is your favorite part of teaching them?

This semester, I am teaching two undergraduate classes, Introduction to Advertising (PR 340) and PR Research Methods (PR 463). In both classes, I love the energy, diversity, curiosity and enthusiasm brought by my students. 

I take my role as an instructor/mentor seriously. Students are living in a world of hyper-competition, which creates feelings of insecurity, anxiety, and self-doubt in spite of their high achievements. I believe one positive encounter can make a big difference in their life. So, I strive to nurture relationships with my students by keeping my communication lines open and making myself available so that I can provide support. 

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The power of advertising: prioritizing value over profits.

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Founder & Creative Director at advertia digital, Prague-based creative agency working for brave brands worldwide.

Advertising is everywhere. We are always being persuaded by it, whether it's through billboard ads or posts in our social media feeds. As someone who has worked in advertising for over a decade, I think it's high time for the field as a whole to undergo a profound paradigm shift. Yes, I am talking about finally having a word in what you work on as an agency and being able to say no to certain things.

I argue that the current strategy of the industry needs to be rethought from top to bottom. Let's talk about some concerns that have raised themselves in the current advertising industry.

Since ads can affect how people think and act in both good and bad ways, they raise ethical questions by their very nature. For instance, it is currently permissible for cigarette companies to run ads alongside those promoting programming schools. I think we can agree that one advertises a harmless product, while the other encourages ignorance. The advertising business has a duty to consider the effects of its campaigns on society as a whole and promote those messages that are ultimately positive. But we need to find the fine line first.

According to a 2018 survey by Edelman, 64% of customers around the world change brands, avoid them or even boycott them based on how the company handles social issues. Because of this, people are more likely to buy from businesses whose marketing campaigns promote socially responsible practices. Of course, this is just the start. It's time for businesses to adopt a more global shift in perspective.

Recognizing the role of psychological manipulation in advertising as part of this shift is key. While trying to get people to buy more, advertisers typically use both positive and negative communication strategies, which may have a major impact on customers' choices. Advertisers must be aware of these consequences and work to create ads that not only adhere to ethical standards but also show respect for customers' independence and discernment.

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Advertising that plays on people's fears in order to get them to buy something or take some kind of action is one example of unethical behavior. Consumers' mental and emotional health may suffer as a result of this strategy. Instead, businesses should work to gain customers' confidence by being open and giving them access to a variety of options. The media plays a pivotal role in this. Since they are focused mainly on either sensations or tragedies, this necessitates a shift toward value-based journalism and content moderation, and away from sensationalism and clickbait.

The advertising industry also needs to take a hard look at how it promotes contentious goods like booze. Marketers may help foster more positive and constructive dialogue by being conscious of the messages they spread. For their efforts to have a positive influence on society, marketers need to put the greater good ahead of financial considerations. This means the advertising industry as a whole needs to be rethought from the ground up, with a focus on long-term success instead of quick profits.

In addition, businesses must make sure their employees share their morals and ethics. I believe there is a link between a company's emphasis on hiring people with similar beliefs and the creation of responsible and revolutionary advertising.

What can we do?

There are a variety of actions that businesses can take to foster a more revolutionary approach to advertising. To begin, do an ethical audit of your client portfolio to guarantee they are in line with your standards of modern society. Some of the variables to focus on might include overall value for society, healthiness/quality of the products, the history of founders and management, CO2 emissions, and the industry they work in. You, as a professional, have the sole right to decide who to work with, according to your rules.

This approach has many benefits that go beyond traditional measures of success, such as keeping clients and making money. Companies can get closer to their customers by showing that they care about being open, trustworthy and socially responsible. Taking a stance on a social issue reveals that a company cares about more than simply making money.

In conclusion, the advertising sector has to undergo more extensive reform than just emphasizing ethical advertising. Advertisers may win over consumers and make money by putting the greater good of society ahead of their own bottom line. The advertising sector has a duty to spread ideas that are good for society. In addition to gaining the confidence and loyalty of their customers, businesses that take a stand on social problems and connect with societal ideals will help make the world a better place.

Now is the time for a paradigm shift in the advertising sector. Those in the business world have a great opportunity to help shape a better tomorrow by embracing this shift toward a more responsible, fair and sustainable way of life.

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