Advertising Age Essay

2324 words - 9 pages

Leo Burnett, a 20th-century advertising executive, has once upon a time boldly stated, “Good advertising does not just circulate information. It penetrates the public mind with desires and beliefs.” Years ago children had a couple of dolls and a Lego set, and that was all they needed. The children of today, however, are raised differently. Money buys them iPads, laptops, videogames, but somehow, they still want more. In the contemporary world of ever-growing consumerism, people’s needs and wants have started shaping according to the commercial and the cultural environment they are exposed to. The advertising industry takes advantage of people’s constant desire to live a better life and possess nicer things. Production is expanding with high speed due to the same reason. This essay will discuss the basic aim of advertising – to convince customers they not only need but also want a certain product – by comparing and contrasting the opinions of John Kenneth Galbraith, a noted scholar, and F.A. Hayek, a professor and Nobel Laureate in Economics.
Advertising nowadays is a powerful phenomenon; far more powerful than several years ago when social networks and the internet were not a part of everyone’s daily routine. With such a variety of media channels, contemporary marketing has become extremely influential. Not only that, but also the extent to which consumers allow ads to penetrate their minds has been fascinating scholars and psychologists for years now. Numerous studies throughout the academic world are trying to explain the effect which advertising has on consumers – how do they manage to promote their products so successfully; do people really need them? For example, a paper by Melanie Dempsey and Andrew Mitchell on this specific issue was published in 2010 in the Journal of Consumer Research. The study explained a marketing phenomenon called affective conditioning – “transfer of our feelings from one set of items to another.” In other words, advertisements appeal to consumers by putting things they feel positive about next to the actual promoted product. This way, the audience feels attracted to the product on a subconscious level because it associates it with other favorite things. A specific example of this phenomenon is the ad for the fabric softener Lenor Parfumelle. The video portrays a late-night Parisian setting, a mystical women wearing a couture dress, going to Champs-Élysées – all are things that a contemporary housewife doing her laundry and boring chores everyday dreams about. Lenor is not necessarily the best brand on the market. Its ads however are portraying an appealing world to which women want to escape and, therefore, are selling the products very successfully. This is one of the numerous examples of advertising penetrating the consumers’ minds and acting as catalysts for new needs, wants, and desires.
The American-Canadian economist John Kenneth Galbraith describes and analyzes the same phenomenon by referring to it...

Find Another Essay On Advertising Age

Television Advertising aimed at children in Australia should be banned

982 words - 4 pages age of 7 - 8 years children have the ability to discern the intent of the advertisements. As a result, in Australia, TV advertising can have a negative influence over children minds. Kids get used to a certain kind of lifestyle, which is shown on the television advertising.In conclusion, television advertising aimed at children in Australia should be banned. This is due to the fact that most of the commercials directed toward children are harmful

Tobacco Advertising Essay

1868 words - 7 pages may be complicated by inadequate of data collection or poor implementation of the ban, they have yielded convincing data that a complete ban on advertising makes an important contribution towards reducing smoking prevalence. Selected studies are summarised in the table below. Country, year Description of anti-tobacco measures Effect Norway, 1975 Complete ban on advertising and sponsoring, coupled with health warnings, public information and age

Marketing Our Youth

2494 words - 10 pages children, but their parent’s as well. It is estimated that the child spending market (through age 12) entertains an increasing $500 billion from direct purchasing alone, plus an additional $500 billion through indirectly influenced purchases (Advertising Educational Foundation). In other words, half of the profits accrued through the child market were ensued because children have the ability influence their parent’s decisions, not the other way

Ethical Analysis of Sweden's Push to Ban Advertising to Children

1250 words - 5 pages advertising children’s products (Mitchener, 2001, para. 10).Ethics theoriesDuty and rights-based ethics are demonstrated through Sweden’s enactment of legislation banning advertising during children’s programming. Sweden believes that it to be their right and duty to protect children under the age of 10 from the influence of stealth advertising, based on research that was previously conducted. The government’s efforts have been

Alcohol Advertising

1649 words - 7 pages people. Many that argue that peer pressure to drink is the major influence of young people strongly overlook the role of advertising. About one third of Americans chose not to drink at all, another third drink moderately, and the final third drink regularly. Ten percent of the drinking-age population consumes 60 percent of the alcohol which means that 40 percent of the alcohol being consumed today is consumed by minors. If alcoholics were to

Television Controversial Advertising

1405 words - 6 pages $ 12 billion per year on advertising messages aimed at the young market. Additionally, the average child watches more than 40,000 television commercials per year. The six- member team of psychology found that children under the age of eight lack the cognitive development to understand the persuasive intent of the television advertising and are uniquely susceptible to advertising's influence". http:// This research has explained it all

Advertising of Hard Liquor on TV in The United States

2179 words - 9 pages Good Practice for distilled spirits advertising. According to DISCUS the code has two fundamental principles: " (1) to ensure responsible, tasteful, and dignified advertising and marketing of distilled spirits to adult consumers who choose to drink", and " (2) to avoid targeting advertising and marketing of distilled spirits to individuals below the purchase age" (WWW, DISCUSS Code of Good Practice: An Enduring Example…). The

This paper explores consumer receptiveness to Bluetooth delivered advertising in the paper titled, 'Next Generation Mobile Marketing: How Young Consumers React to Bluetooth-Enabled Advertising'.

640 words - 3 pages towards mobile advertising and in particular towards Bluetooth. The study also examined the influence of peers on respondents' behavioral inclinations. Secondary research indicated that consumers in the 19-29 years age group were the most accepting of mobile marketing and the most receptive to new technologies. Accordingly, the survey sample consisted of individuals from this age group, of which 54% were students, 44% were employed and 2

Marketing on Television, Broadcast? or Cable?

1148 words - 5 pages MARKETING ON TELEVISION BROADCAST? OR CABLE?INTRODUCTIONThe focus of this issue analysis is on the television industry. Historically television's success has depended upon its ability to attract both audiences and advertising dollars. Presently, broadcast television continues to attract the bulk of television advertising dollars. Cable television, continues to grow and gain market share and is now slowly emerging as a significant and important

Advertising in Schools

1281 words - 5 pages programsAds in classroom materials include any commercial messages in magazines or video programming used in school. A perfect example of this type of advertising is "Channel One". Channel One is a 12-minute daily news show for students in grades 6 through 12 that includes two minutes of age-appropriate ads for products like jeans and soft drinks.In exchange for airing the program each day at the same time for three years, Channel One gives


2688 words - 11 pages advertisers miss used advertising in a proper way and ignored moral and ethical issues it will harms its audiences. Segmenting markets should be based on understanding audience's culture. Advertisers can guarantee the success of his message if he considers demographic, age, educational and income level of his audience whom are going to receive his advertising. Also, the message of advertising will be more powerful if it absorbed the arts of that

Similar Essays

In What Ways Does Advertising Effect Young People?

601 words - 2 pages television and listening to music (Alcohol advertising and youth 2007). Furthermore, in a study between 1977 to 2001 it was concluded that young people are affected by large number of advertisement in magazines (Alcohol advertising and youth 2007). To sum up, film and music advertising encourages under age to be more attracted to alcohol consumption. In conclusion, fast food and junk food advertising delivers unhealthy messages to young people

Role Of Advertising And Its Impact On Society.

2399 words - 10 pages Prentice Hall International, Inc., Upper Saddle River, New Jersey.Jack, E (1980). Advertising: The Process and Practice. Published by McGraw-Hill Book Company Sydney.Sawyer, L. (2004). Future rests with best of best. Advertising Age, 75(19), 26-27.Waller, S.D., Fam, S.K. & Erdogan, Z.B. (2005). Advertising of controversial products: a cross-cultural study. The Journal of Consumer Marketing, 22(1), 6-14.Waller, S.D. (1999). Attitudes towards

Brand Name Products Essay

2359 words - 9 pages television, newspapers, direct mail, radio, Yellow Pages, magazines, the Internet, outdoor advertising, and a variety of other media, including transit ads, novelties, and point-of-purchase displays. (These rankings are measured each year by Advertising Age, an advertising trade magazine, and seldom vary.)In 1999 television attracted about 23.4 percent, or $50.4 billion, of the advertising dollars spent in the United States. Television is

Ages Of Advertising Essay

1778 words - 7 pages , advertising has evolved from the preindustrial age through the industrializing and industrial ages and the birth of ad agencies to the golden age of advertising and finally to the postindustrial age. This paper discusses the transitions between the ages and what factors led to one age ending and the next age beginning.The Preindustrial AgeDuring the preindustrial age, advertising was reaching far beyond the simple signage and word of mouth of local