Advertising

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Anashe Abramian

Mass Communication 101

Dr. Mike Eberts

Nov 0,00

Advertising

Advertising is a very powerful tool that can be used for both good and bad. This power can make people to do many things that they normally would not do. Ads can make people to buy a particular thing, that there is no need of having it. They make you to pay a price for something that is not really worth the price. Ads can sell value; success, romance and they tell us how we should be not caring about who are we.

Advertising is about whole different kinds of values. Everybody is affected by ads, even people who believe that they are not influenced. Its just the matter of that they are not aware of it. There are too many ads around us that no one can escape form them. Each ad targets a particular group according to gender, age, race, and income levels with a great psychologically approach. Advertisers are powerful leaders. They actually study reaction of people and then they are able to grab that specific audience by using their emotional lacks. They use our unconscious theory by showing us that the ideal life that we always wanted will become true if we use that particular product, which is being advertised. Basically the advertisers use whatever that is interesting and possibly can grab the attention of the targeted group. For example to sell a product for teenagers, advertisers will try to make you believe that if you buy this object, you will be able to have a great relationship with all your classmates and especially you will be very popular and attractive to your opposite sex. In case of women, according to ……. Women are surrounded by an idol of beauty that is being repeated over and over again in different kinds of ads to sell many different female products. Then women get a scene, that if they don't have the same qualities that the accepted beauty standard has; there is something wrong with them. They see colorful, always happy, attractive, interesting, active young girls that are center of attention; and then think that their ordinary life has to be exactly like that. In the other words their physical appearance becomes the most valuable solution to get the things that they could not ever get, and because females are more sensitive and emotional, they start to feel guilty that they don't have these beauty qualities, which results too many female to be affected by ads more than males.

Advertising is not a matter of how good the product is. Most of the ads don't even talk about the product itself; actually ads are approaching you with your emotions without saying a word especially about the product. So one will start to feel guilty that they don't have the product. First thing that the advertisers do is that make you think that you have a problem and you seriously need help. Plus they make you believe that they are the survivors. They make you believe that happiness can be bought, and that product is the key to your happiness. They make our ideas to ideals and make us to believe that life can be so bad and miserable if we don't have that item. This is when having a certain item turns to be a "must-have" for the targeted group.

With purchase of the product we feel relived, thinking that we bought happiness and that big lacking need gives us self-confident for a while. But the truth is when we go back to our ordinary life we figure out that every thing is kind of the same and our real problem has not been really solved by buying that thing, or we discover it does not do what we thought it would do for us. That's why we become influenced by other ads again, and continue the shopping circle.

Commercial has no borders. Power of images is way more than power of words and that's how advertisers win. It doesn't have to be direct; ads can be in movies done by our favorite stars. The believe that an object can instantly change us, reform us, and will magically transform our lives to our great ideal dream, makes us to continue buying stuffs that we don't need or even are not good and healthy for us. Overall, purpose of all ads is to give viewers the desire to buy more and feel helpless, weak, and powerless without the product. That is how advertisers lead people and make success in selling a product.

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