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Many advertisements are flashed on television or computer screens of millions of Americans every day that help influence their lives therefore advertising has become an important issue in today’s society. Advertisements are essential for business people because that is how…
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Download file to see previous pages However, misconceptions can arise from such ads that will affect the very lives of consumers. For example, the product being advertised claims or gives the impression that it can make the consumer become as fit as the model when in fact it has nothing to do with how the model looks like. Viewers who associate the product with the model’s great physique will then buy without actually researching further about the effects or importance of the product. Consequently, the issue on intelligent buying arises which makes the topic on advertising even more important.
In Charles O’Neill’s The Language of Advertising, he presents how advertisers convey their messages in subtle ways that often trap the consumers in various ways. One of his points is that, advertisers often appeal to people’s emotions. For instance, he explains that in promoting the pick-up truck called the Ram, an ad that features the background of a farm and portrays hard-working farmers is used along with the reading of a poem entitled, “So God Made a Farmer” (323). Although the ad was simple and it did not use any attractive, naked men or women in the scenes, it was very successful because many viewers were emotionally touched by the ad, having them associate with the American culture that the ad reflects. Another means advertisers utilize is the use of sexual perceptions. They use men and women that are famous and beautiful which the majority would appreciate and desire to be associated with. Moreover, the advertisements adjust to the modern people’s attention span. Since people are often busy, they do not have the patience to listen to long sentences that will appeal to their logic. Instead, they need short, simple sentences that may give them empty and often unreliable information. O’Neill argues that advertisers are making consumers stupid in many ways. For instance, because advertisements primarily aim to convince consumers that they need to buy their products, ...Download file to see next pagesRead More
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