Advertising: the Good and Bad

1195 words 5 pages
Advertising is a persuasive communication attempt to change or reinforce one's prior attitude that is predictable of future behavior. We are not born with the attitudes for which we hold toward various things in our environment. Instead, we learn our feelings of favorability or unfavorability through information about the object through advertising or direct experience with the object, or some combination of the two. Furthermore, the main aim of advertising is to ‘persuade' to consumer in order to generate new markets for production.
"Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and
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Advertising also encourages people to buy products by making them think that purchasing and consuming are the major activities of their lives. It is said to also evoke fears of inferiority upon the consumer by depicting the ‘normal' person as young, attractive, wealthy, and successful. This may encourage a person to act on his or her desire for success and, for instance, go out and purchase that particular brand hoping to emulate the seeming success of the person depicted in the advertisement. In opposition, advertisers state that the public is intelligent enough to, and quite capable of, making up its own mind and will definitely not buy anything they do not want or need. People are not inclined to be swayed by false claims that they need a particular product, and will usually be very discriminating in what they take as being true. Just because advertising sometimes can help generate consumer interest in specific brand names does not also mean that every advertised effort will get people to make significant changes in their behavior. There are numerous differences between selling brand name products or services and convincing people to change the way they live their lives (Wolburg). "Ethics is about winning in the long term. Good business and good ethics are not a contradiction in terms" (Wyburd). Society may argue that advertisers will use any means necessary to sell their product or service, but

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