The Relationship of Self and Advertising
Advertising has an extremely strong hold on society. Due to the overwhelming presence of mass media in popular culture, products are often recognized solely by how they are portrayed in their advertisements. Regardless of how truthful or misleading it may be, advertising is how companies spread the message about what they have to offer to the public. Advertising appears in various forms, including printed material, television, audio, and even down to its simplest form-word of mouth. Without good advertising, a product would not succeed and would lack added publicity given to it through advertising. Consumers would not always be informed of the best products and prices without ads. Both the corporation and the consumer directly benefit from advertising. However, potential buyers should proceed with caution. There is misleading information circulating through advertisements on a daily basis. Products are often glamorized and appear as something they really are not. The truth is that people can be easily influenced by advertisements that appeal to them. Until this group of consumers can see through the hype often associated with advertising, they will continue to be mislead by the ads presented before them.
Manufacturers' dependence upon advertising is evident on everyday television, but is especially obvious during Super Bowl night, one of America's most hallowed evenings. A few seconds of advertising to the countless number of football fans watching the Super Bowl can cost businesses millions of dollars. If this were not an effective means of drawing customers to a product, nationally renowned companies would not spend this much money for just a few words about them during the halftime show. Advertising is what introduces new products to the public. When introduced in advance by an ad, news of a new creation has more time to reach more potential buyers, thus making the product more popular on its release date. Brand names and consumers' loyalty to particular brands are often strengthened through advertising. When an item does not have obvious superior qualities over a similar model produced by a competitor, advertising can be used to associate quality with a certain brand (Scheidell 28). Companies are rewarded for creativity in advertising by a greater market share. To gain this much desired market share, ten million dollar ad campaigns work well, but simple aspects of a less expensive advertisement can boost a business's sales just as effectively.
Advertisements are intended to appeal to potential buyers. By using either humor, human sexuality, or trendiness, ads can often find a place in a consumer's memory for an extended period of time. Everyone remembers "where's the beef?," a catchy phrase used by a fast food restaurant to promote hamburger sales back in the 1980's. This was not shown at halftime of the 1986 Super Bowl, but these...