Advertising

Summary

Advertisementis virtually anywhere and everywhere. Nowadays, it is almostimpossible for business people and manufactures to sell theirproducts without advertisement. Various forms of advertisement haveemerged in the recent past. In this research, I have looked variousforms of advertising that have been exploited in the chapter ofadvertising through various articles. This chapter is one of thechapters in the book ‘Navigating America: Information Competencyand Research for the Twenty-First Century. The articles highlightedin this paper are ‘New Branded World from No Logo’ by NaomiKleni, ‘Fighting Obesity but Fronting Junk Foods’ by BarbaraMeltz, ‘Group wants Shrek off Anti-obesity Campaign’ by DavidGary and ‘Stealth TV: Channel One Delivers News and tothe classroom’ by Baker and Smith. All these articles, in one wayor the other, are showing how advertisers are exploiting theirpossible consumers. There is an introduction which introduces you towhat the paper entails as well the main body which is the maincontent of the paper. The body explains in detail how these articleshave listed ways through which advertising is not as good as it issaid to be. A few examples are listed in this paper. These examplesinclude HHS wanting the Shrek animation to be removed fromanti-obesity campaign, how firms are using the needs that consumershave to exploit them through advertising and how these advertisingare not really what they claim to be. In general, the researchcompares all the articles.

Inthe world that we live in right now, you cannot afford not to knowwhat advertisement is. Actually, advertisement is not only known tothis current generation, but the past generations as well. is a way of marketing products or services. is anything produced so as to help a person sell something. There arevarious modes of advertising. These modes vary from visual, touch andeven feel. includes commercials carried out on radio aswell as television, street billboards, banners, print ads inperiodicals, and even the manner in which a product is packaged.Network advertising includes spam messages as well as viral ads. Theyare basically everywhere. And as long as there is going to beproduction and consumption of products, advertising will never end.The question then is, is advertising adding value to consumers ornot? More often than not, advertisers have taken advantage andexploited the possible consumers in more than one way. Is advertisingreally educative? Does the advertiser have his possible consumers’interest at heart? The truth is there are always two sides to everycoin. As the producer enjoys an increase in demand through adverting,the consumer on the other hand might be misled through scamadvertisement. Through many advertisements, consumers are misled andtaken advantage of. Every one of us has quite a number of needs thatwe want satisfied. These needs range from psychological needs tophysical needs. The truth of the matter is, all humans have certainbasic needs, such as food, companionship, security and many others.Advertisers have taken this chance to exploit us and lead us intodoing things that are not really helpful for us.

Likeit or not, advertising has made us lose track of our own basic needs.Our health is continually deteriorating because most of us want totry out something that was advertised so as to belong and fit in acertain social class. We are buying things just because it is ‘cool’to have them but not because we need them. What we see or feel inthese advertisements is not really what we get! (Thesis statement)

‘Groupwants Shrek off Anti-obesity Campaign’ is an article by Grew(2012), that deliver its message by using arts. Shrek is a hugecartoon that is used for anti-obesity drive as a representative. Somechildren advocacy groups want this animated giant to be removed fromthe program since it does not reflect the intended message. Thechildren advocacy groups argue that how can an ogre that isoverweight and out of shape be used to represent anti-obesitycampaign. This is utterly ridiculous. Additionally, the department ofHealth and Human Service has argued that Shrek does physicalactivities that help it keep fit. The Department of Health and HumanService (HHS) want Shrek to restore the previous image arguing thatchildren need to understand that one does not need to have an athletebody to be healthy. HHS adds that, you can still be healthy even ifyou are overweight. However, Meltz (2012) vehemently opposes thisnotion. She says that there is no way one can be overweight and atthe same time be healthy [ CITATION Bar121 l 1033 ].In her article of ‘Fighting obesity but Fronting for Junk Foods’,Meltz (2012) expresses the fact that Shrek eats a lot of snacks andhe is out of shape. It is quite hypocritical for the department ofhealth and human services to run a campaign against obesity whileusing totally opposite advocate to convey that message. Meltz (2012)adds that, there is a conflict of purpose as well as interestdisplayed by Shrek animation. New branded world from no Logo is anarticle that expresses the idea of manufactures dealing so much withbrands and not the product itself [ CITATION Nao121 l 1033 ].Klen(2012) reports that, brands were seen to be more important thanproducts. In this article, Klen (2012) mentions that, it was hard forAmericans to recover from the Depression of 1938, because America hadlost sight of the importance of manufacturing products, since theywere relying on brands. As a result, advertisement left a deeperimpression due to branding. Klen (2012) reports that branding wasmeant to boost as well as improve the price course of a product. Sheshows an identity crisis when she mentions that branding had become asource of marketing to youths (Klen, 2012). The article reports thatin 1980, the public was suffering from a bad case of what is known inthe industry as ‘brand blindness’ [ CITATION Nao121 l 1033 ].All thesethree articles provide distinct insight on how advertisement misleadsconsumers.

Advertiserstake advantage of consumer weakness as well as ignorance, and convertit into their advantage. A good example given by Meltz (2012) is,when Nike was leveraging the deep emotional connection that peoplehad with sports and fitness. Klen (2012) adds, “This is aproposition that the basic and irreversible function on an industrialeconomy is the making of thing that the more things it makes, thebigger will be the income, whether dollar or real”. Klen (2012)conclude that, advertisers have realized that there is an appeal fora certain product, hence using that need to exploit the consumers.And from this point, Meltz (2012) and Klen (2012) sails in the boatregarding false advertisement.

Anotherarticle that points this factor out clearly is that of Baker andSmith (2012). They report that Channel One (which is a TV stationthat airs a health program) does not offer any statistics to provethat its programs are beneficial to students. Baker and Smith (2012)explains that schools were not getting such a good deal from Channelone. The Channel warns students to resist peer pressure to take drugsbut on the other hand it airs ads stressing ways to be cool and bragsto advertisers that controlled viewing in the classroom is the idealway to play on teens’ insecurity and desire to fit them [ CITATION Bak12 l 1033 ].This is dangerously hypocritical! This is a mismatch of purpose andinterests’ confliction.

Conclusion

Manyconsumers rely on advertisement to make choice of products orservices they will go for. However, from the five articles, it canclearly been seen that not every advert is genuine. There are somewith misleading information, which exploit the consumer ignorance inorder to convince them that, the products or services advertised arethe best in the market. That means that, consumers ought to gatherinformation regarding a product or service and not necessarilyrelying on adverts, since all that glitters is not gold.

References

Baker&ampSmith. (2012). Stealth TV: Channel one Delivers News and Advetising to the classroom. In J. Warts, Navigating America: Information competency and reserch for the twenty-fisrt century (pp. 164-169(570-575)). Washington DC: Adventures Works press.

Grey, D. (2012). Group Wants Shrek off anti-obesity campaign. In J. Warts, Navigating America: Information competency and reserch for the twenty-fisrt century (pp. 174-175 (580-581)). Washington DC: Adventure Works Press.

Klen, N. (2012). New branded world from no logo. In J. Warts, Navigating America: Information competency and reserch for the twenty-fisrt century (pp. 140-151 (546-557)). Washington Dc: Adventure Works Press.

Meltz, B. (2012). Fighting Obesity but Fronting for junk food. In J. Warts, Navigating America: Information competency and reserch for the twenty-fisrt century (pp. 175-176 (581-582)). Washington Dc: Adventure Works Press.

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