Advertisements: The Consumers Standards in Buying Products - Essay Example

Toothpaste for example is often associated with Colgate because it was the first to have mass produced it. People for decades stuck to Colgate toothpaste because of the thought that pioneers are the best based on their experience and expertise. Today, however, such ideals are dwindling. Thus, the modern psychologists of advertisers need to know what has changed in the consumers’ standards of buying products. Taking our example earlier, Colgate toothpaste producers did not stop where they started but over the years, improved their products.

Due to this need to improve and maintain a good quality of products that would be competitive in the market, Colgate also employs chemists who modify the products to meet the needs of contemporary users. Modern consumers are now more informed and meticulous. Therefore, advertisements are made to appeal to their logic and information. Colgate for instance has a variety of toothpaste that cater to the different needs of consumers. For people who have sensitive teeth, a toothpaste that makes the pain of sensitive teeth go away is specially designed to solve the problem.

In the advertisement, it is claimed that it is clinically proven that certain toothpaste relieves pain quickly. This may be attractive to the consumers because it not only meets their needs but also backs its claim with a clinical study. Thus, for an advertisement to lure modern consumers to buy the product; the needs of consumers should be identified, and explaining how the product works well for them would be very beneficial. On the other hand, an advertisement that does not meet the needs of consumers is not effective.

For example, consumers nowadays are always busy so that fast foods are very appealing to them and in contrast, eating healthy foods would not be a good idea for them because it takes a lot of their time. Food chains that are serving healthy foods at higher rates can use models who look healthy, fit, glowing, happy, and energetic; attributes that are needed by the modern consumer-worker to be able to meet the demands of everyday living. For the consumer to be like the model/s, they are encouraged through advertisements that appeal to their needs, to eat in the advertiser’s restaurant that serves healthy foods.

With the many companies and products coming out in the market, there is strong competition going on between producers. It is then important for them to advertise to make their products known and to inform consumers about what they can benefit from their products. In effect, there is an overload of advertisements that all claim to be better than the other. This would be good because researchers are forced to do their jobs well to better the products. However, there would also be an overload of information that may result in confusion among the customers which in turn might make them stick to the products they have been used to.

This makes an advertisement for new products and companies risky or even useless. Personally, advertising is good because it gives a lot of information. In effect, whenever I am skeptical about information, I research the information. I think there are a lot of good advertisements that challenge consumers to be more vigilant and intelligent. On the other hand, though, there are also a lot of advertisements that may not be good for growing children. Soaps, alcoholic drinks, and perfume advertisements often show sensitive parts of the human body that imply sensual desires and the fulfillment of which.

This could be just fine for the adult viewer nevertheless, advertisements are not chosen for certain viewers. Adults and children alike are exposed to such advertisements which could be harmful to the molding of the children’s growing minds especially since advertisements are shown daily and many times over an hour or day. They say that most learning is acquired through the eyes so whatever is often seen on television would affect the molding of a viewer’s thoughts and ideals. Similarly, I view advertisements every day whether I watch the evening news or a variety show.