Improvement in advertising, enhances consumer culture of society - Essay Example

?Sur Improvement in advertising, enhances consumer culture of society It is widely acknowledgeable in our lives today that there isgreat improvement in advertising that in turn enhances our consumer culture both from positive and negative angles. What comes into question as to this trend is the power of advertising and consumer. The debate about this brings to the fore one fact that these two phenomena are interdependent in their drive of society. This can be better seen with reference to a television ad that has been considered outstanding for its impact on the audience and expected return to the advertiser. One such advert is the ‘Impossible Field’ by Adidas that featured English football icon in striking David Beckham as well as other Adidas top list players, playing football on a steel girders field. They play against the odds of darkness and height, showing the balanced properties entrenched in the Adidas Predator soccer boots that were newly released in the market. It becomes apparent that the girders refer to a football field’s raised lines. One by one red dressed players courtesy of the athletic capacity and superior ball skills of the Adidas team are knocked off the girders. Eventually the ball is kicked with a high force into the goal that the goalie gets knocked back into his net (Maryon, 1). The entire goal falls back into what can be described well as nothingness, hence the tagline of “Impossible is Nothing”. It leaves a lot of imagination as to the influence this had on the marketability and consumption of the Adidas products. The best possible results expected and realized in the strongest business terms possible. At this point, it can be appreciated that of all the weapons of marketing, advertising affects most the minds of the viewers because its exposure is considered much more. This is better understood by defining advertising as a way of communicating for convincing an audience to take purchase decision concerning a product or service as well as delivering information to viewers. In a study that examined effective advertising and the related influence on the buying behavior of consumers, there was found a moderate relationship amid independent variables (emotional response and environmental response) and dependent variable (consumer buying behavior). This finding indicated that consumers purchase brands according to their emotional attachment (Niazi, Javaria and Shah, 114). In essence television advert combines audio, visual and text form that appeals to a consumer. This demonstrates the power that advertising holds especially concerning the decision of consumers to purchase a product or service. It can therefore, be argued that advertising greatly influences the marketability of a product or service in this dispensation of diverse products, superior quality and high innovativeness across various industries. Consistent with the findings above a study focusing on advertising and its connection with consumer behavior with special reference to nestle limited highlights the power of advertising and consumer. From the outset marketing offers a key to gain real access just to those brands that match best to the present environment i.e. “imperative” that can be delivered the people’s needs and they are eagerly waiting to make a purchase at the appropriate time without any dilly dallying (Kumar, Gangal and Singh, 112). It was found that consumers are greatly influenced via advertising in their preference as concerns the brand. This preference is mainly due to the brand’s rich quality and attractive advertising policy. In that regard TV advertisements of the brand influence the consumers’ buying most. The brand’s language and creative presentation of TV advertisements are successful to convey Emotion, Message, Value system concerning the product (Ayanwale, Alimi and Ayanbimipe, 9). In a nutshell advertisement has an effect on the consumers’ buying behavior. Thus, companies benefit from advertisement campaigns not only in terms of retaining their market share but also in heightening itself. This however, does not mean advertisements are up to the task as they deviate from the intended purpose when looked at critically. In essence some advertisements also show the evil that a particular brand perpetuate behind providing the purported intention of appealing to consumers and informing them. For instance, the television advert involving adidas could be criticized on the basis of practicality on the field and potential harm that may arise from the new issue of boots. This may discourage use of such products because of the perceived damage that may befall the user. This may be consistent with a television advert that involves dairy products in the United States of America which has been used by some professors to explain the evil behind making these products (Awesome Inc. Templete, 1). Essentially, the animals and employees in the dairy farms were shown as being taken through a treatment that compromised the value that one could get from the products. As such that who have the knowledge and push to analyze the adverts realizes that there is something that is either not reported or reported in the background that is not seen by un keen eyes. When it is elevated it dawns to the audience that something extra is yet to be proved to them to tilt their preference towards a particular brand. For instance, one can argue that only superstars have been selected to be adidas football players whereas the opponent is less known which naturally rules the advert out on the basis of superior skills versus inferior skills. In a nutshell the goal of advertising is to persuade or encourage viewers to take some action and even reassure shareholders or employees that the company is successful or viable but ideological and political advertising is also common. At this point, it is observable that advertising is meant to tilt the attitudes and behavior of consumers but the effect of consumerism and advertising on all aspects of culture and society-from choices of products to the way people present themselves (Makhijani 1). Both young and old are influenced to behave in a particular manner which may be harmful. This is particular due to physical, social and emotional harm that result from consumerism via advertising. Moreover, advertisers are displaying deceptive environmental claims and false advertising in their quest to satisfy the augmenting public concern on over threats to environment. Therefore, the negative impact of advertising and consumerism on the culture and society cannot be ignored. Consistent with this is that the consumers although they have their power of choice they are made to concentrate on the quality of the players rather than the quality of the shoes. In essence, they will consume the product because of their association with the players and not their rationale in judging amongst products. Generally, the advert ‘Impossible field’ has been able to communicate the quality of the adidas shoes thus encouraging or persuading potential consumers to purchase. However, in this era where advertising is moving to platforms such as material promotional blogs and interactive social media it has become obvious that most of the advertisers are perpetuating evil practices. This is done majorly in advertising’s ability of adapting to the changing environments of media, spreading the consumer culture disease. As a result of the ability of advertising to spread the ads such as this of adidas around the world quickly, consumers are affected or swayed towards the products hence enhancing consumer culture. Works cited Awesome Inc. Templete. Arielle's Advertising and Consumer Culture Blog. 12 November 2010. http://arielletaylorfisse.blogspot.com/. 8 December 2013. Ayanwale, A B, T Alimi and M A Ayanbimipe. "The Influence of Advertising on Consumer Brand Preference." Journal of Social Science (2005): 9-16. Print. Impossible field. Dir. Dean Maryon. Adidas. 2006. VCD. Kumar, Naveen, K Vijay Gangal and Kirti Singh. "Advertising and consumer buying behavior: A study with Special Reference to Nestse Ltd. ." International journal of Research in Commerce and Management (2011): 112-122. Print. Makhijani, Shakuntala. Advertising Adapts and grows, Spreading the Consumer culture Plague. 26 March 2013. www.worldwatch.org/advertising-adapts-and-grows-spreading-consumer-culture-plague. 8 December 2013. Niazi, SK Ghulam, et al. "Effective Advertising and its Influence on Consumer Buying Behavior." Information Management and Business Review (2012): 114-119. Print. Read More