Advertising – Information or Manipulation?
Advertising is used to masterfully engage the mind of the consumer to motivate him or her to buy the advertised product. Advertising is about more than just selling products, it is about branding. Branding refers to the process of impressing a company name or a product name onto the consumer’s consciousness. Advertising is important because it creates awareness among consumers about products available in the market. It helps to create demand for products. It enables the consumer to choose from a number of products available in the market.
Though we try not to let advertising influence purchases, in this day and age it’s almost impossible. Advertisements are everywhere from the phone, to the internet, most people rely on personal testimonials or first-hand experiences when it comes to purchases, but in times where not much information is known about a set of products, whoever spent the most money advertising or a catchy advertisement usually wins more customers. The advertisers worldwide are succeeding in making people change their lifestyle and spending habits. The manipulation works best on the youth and children, who are at a disadvantage to decide between what is right and wrong.
It’s no surprise that millions of dollars are spent on advertising during cricket matches or that the average consumer is exposed to over thousands of print advertisements, online advertisements, and magazine and billboard ads a day. Advertising can either be a great source of information or a great manipulator, depending on the consumer it serves.