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Advertising’s Positive Influences Essay

1060 words - 4 pages

Food and drink, cars, alcohol, cigarettes — “The average American is exposed to some 500 ads daily” (Fowles 540). Are advertisements influencing people negatively or positively? According to Jib Fowles in “Advertising’s Fifteen Basic Appeals,” advertisers create ads that appeal to one’s motives (541). Regardless of negative outcomes, people believe that buying advertised products will help satisfy their basic needs. Based on Fowles’ article, although advertising has some negative aspects, advertising influences people positively by fulfilling the needs to nurture, achieve, and for affiliation.
Advertising influences people negatively; it convinces people to buy unneeded or unhealthy products. People often waste money on items because they tend to not notice the negative aspects of an item. A nice car, such as the 1954 Cadillac advertisement shown in Laurence Behrens’ and Leonard J. Rosen’s portfolio, is not a required product to have (580-581). However, this advertisement attracts one. When I saw various celebrities in proactive commercials, I decided to buy the product because I believed how effective it was. I did not have great results from Proactive; in fact, I experienced improved results with Aveeno’s Ultra-Calming Facial Cleanser. Although this product was three times cheaper, Proactive influenced me to buy their product by using celebrities in their commercials. Ads including products like cigarettes, influence people negatively because they are harmful to one’s health. As stated in a Camel cigarette ad, cigarettes are clearly dangerous to one’s health, “Warning: The Surgeon General Has Determined That Cigarette Smoking Is Dangerous to Your Health” (Behrens and Rosen 569). This ad shows a man attracting a woman while lighting up a Camel cigarette. In conclusion, despite the negative side effects, people are convinced to buy cigarettes. Another example, “We glance at a picture of a solitary rancher at work, and “Marlboro” slips into our minds,” negatively influences one but captures attention (Fowles 540).
Even though products are unneeded, advertising fulfills the need to nurture. Fowles defines the need to nurture as “the need to take care of small, defenseless creatures” (546). One successfully raises their family by accomplishing their need to nurture. Failing to accomplish this motive, “we could not successfully raise up our replacements” (Fowles 546). This need appears in advertisements by showing one, as Henry A. Murray explains, “feed, help, support, console, protect, comfort, nurse, [and] heal” another (Fowles 546). For example, in the NyQuil ad, the wife gives the husband NyQuil to heal his sickness (Fowles 546). Advertisers attract one’s need to nurture by appealing to their senses. Campbell’s vegetable soup includes the phrase, “It brings them [children] all the sturdy goodness of 15 different garden vegetables combined with a rich, invigoration beef stock” (Behrens and Rosen 585). Dog food advertisements like Caesar’s...

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