.. example, in car advertising, some advertisers often say that their cars are fast, safe, and luxurious, but they do not mention that these cars are the most expensive in their category. As a former director of promotion for the Time magazine, Nicholas Samstag puts it “the half truth is the essence of advertising” (Clark 15). That ‘s why advertising has devaluated some words like “real” or “natural” which mean whatever each advertiser wants them to mean. For example, there are chocolate chips with “all natural” ingredients, “all natural” cosmetics and so forth (Clark 18).
So we see the advertisement of “Kinder” chocolate saying that has only natural ingredients, without mentioning the preservatives that it contains. In addition, advertisers trying to paste up more appealing images to the products, they give them an added vague value. Charles Revson, the founder of Revlon, often says that in the laboratory he makes cosmetics but in the store he “sells dreams”. Many products may be transformed into glamorous, full of colours and image products. A very good example is chocolate mints After Eight, which are mass produced and affordable for children to purchase with their own pocket money, and they have a luxury image (Clark 25).
Moreover, advertising has been dominated in the media in such a way that has the ability to be all-invasive. Professor of Advertising, Kim Rotzoll, has a good explanation. Advertisers, he says, are not in a position to enforce, but they have the power to dominate by transmitting us their messages through our television programmes, through our magazines etc (Clark 15). Besides, according to Eric Clark “advertising is far from impotent or harmless; it is 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 real change. The power to prevail” (Clark 20).
So still in the postindustrial society, advertisers produce consumers by controlling their ideas and beliefs (O’Barr 203). That’s why the Times say that advertising works – without our knowing that it is working on us. Good advertising works – with still greater stealth (Clark 13). Furthermore, advertising is harmful to the children, too. From the earliest years of children, advertisements shape the way of their lives, and what to consume. Many commercials showing boys playing with cars and girls playing with dolls create different tastes and preferences for each sex (O’Barr 205). Children see about 20.000 thirty-second commercials each year, which stands for three hours per day (Clark 188).
Thus, every day companies sneakily draw children with complicated baiting techniques. Such a technique is found in some advertisements that show “cool” children consuming the products that companies advertise. So advertisement offering a parade of toys, games, and foodstuffs, impede on Saturday morning cartoons. Usually we do not know the image making and role modeling that such commercials transmit to the children. After all, we should remember that children simply want some products without being concerned about the quality of these goods (Bosch 21). An academic, Donald Roberts, in order to prove the influence of advertising to children shows an experiment.
In this, a list of boys’ Christmas present requests created from two researchers, J.R.Rossiter and T.S.Robertson, in both early November and late December. They estimated the amount of exposure to commercials and the way children responded to these commercials. They concluded that children with stronger defences chose fewer television – promoted toys in November than did those with weaker defences. On the contrary, by late December, distinctions on defences made no difference. So a big advertising campaign was enough in order to change the tastes and preferences of even the most resistant children (Clark 201).
Finally, advertising prevents new entrances in the market: That, permits to inefficient large manufacturers to govern the scene because newer (and probably more efficient) producers cannot afford the large advertising budgets required in order to get into the market. So advertising becomes an entrance obstacle that discourages ethical competition and gives an impulse to conditions in which a few manufacturers have an unhealthy “oligopolistic” control of prices and supplies of commodities. For that reason, advertising leads to a significant deviation from the perfect market (Leiss and Kline 16). Also, the supporters of the idea of advertisement believe that the last benefits the firms too. First of all, as a result of the better informed consumers, firms lower the prices and improve the quality of their products and second because there is better communication between the consumers and the firms (Haefner and Rotzoll 87). It is suggested that advertising benefits the advertisers in an unethical way. First of all, companies are forced to advertise in order to frustrate the invasion of brand enemies without extensive changes in quality or price of the products.
Thus, advertising is an added cost to the consumers, without benefit to the last or the competitiveness of the market (Leiss and Kline 16). If there is any real and useful information in the commercials, it could be better provided on the labels of the products or by the salesmen in the stores (Leiss and Kline 15). Moreover advertising creates brand loyal consumers that do not pay much attention on the price of the products. Also, it affects the tastes and preferences of the consumers. All of the above give the ability to the firms to charge higher prices and to be uninterested in the quality of their products (Rotzoll and Haefner 87).
In addition, the reasoning process taught by the commercials deserves attention, because of a faulty logic that fosters conclusion without all the information that could probably be associated with. Although this problem is not very important in deciding which breakfast cereal to buy, it is very dangerous and sneaky in presidential elections, where the consequences are more conspicuous (O’Barr 205). That is because each candidate has created propaganda that might distort the beliefs of the voters. That is why advertising is appealing to the government. Making an advertising campaign against heroin use as the best way of spending money is debatable, but it enables the administration to be seen caring (Clark 31).
So, to sum up that advertisement exists only in order to return profits to the advertisers by many tricky ways. Some of these are the use of persuasion at the consumers, the faulty – logic messages, and the influence on children. All these acts, definitely, are not for the benefit of the consumers. Marketing Essays.