Advertising: information or manipulation - Essay Example

? Since the ancient time when man started to produce and market products, advertising had been existent though in the nascent stages. But it had onlybeen after so many years, that the business community understood the real need for advertising. They understood the real potential behind advertising, since it was considered to be the most powerful medium by which information of the products and the services, that are being produced and rendered by any business firm is being made available to the general public. As a result advertising became a major tool, for successfully marketing and selling any product or service. Today advertisements are all over the world in different forms like media, print and many other forms some of which are not easily recognizable to many but yet are very effective. (www.zenzibar.com) But the real question is whether by means of advertising, correct information about product or service is being rightly conveyed to the people or is it just a form of manipulation of facts? Indeed most of the consumers do feel that, advertising is a form of manipulation of the facts by the producer of the product whose main aim is to promote and sell the product for a profit. As a result the information that is being packed in the advertisement, are often things that are in favor of the product and the advantage goes only for the producer and not to the ultimate consumer. This is the belief that most of the consumers worldwide have in mind. But is it correct to say that most of the worldwide advertisements published by the producers could be only a form of manipulation and does not give any type of information? Yes it is regarded by many that, advertising is indeed a method of attracting consumers into buying a particular product or service by showing the benefits which are hidden within it. Though there are many companies and business firms who play a fair game, there are many others who manipulate their advertisements in such a way that, it attracts particular segments of the market. For example there are advertisements of toys, computer games and many others, which use manipulations so that kids are attracted to their products, thereby putting enough pressure on the parents who are forced in turn to purchase the products. (www.associatedcontent.com) The buying capacity of the present generation has undergone so much of change that, they are ready to throw out money for buying costly play stations and computer accessories. In other cases there are advertisements for health care, beauty products, apparels and several others, which completely focus on women. Thus the advertisements of most business firms can be compared to a sort of covert operation, which is done primarily to promote their products and services while the consumer’s interest is only given a secondary thought. But do all the firms who indulge in using advertising manipulations successful in their business? The answer is a big no. This is because with the passage of time it shows to the consumer the real value of such products, which are given a false projection by the companies through the manipulative strategy, which they adopted in selling their products. Another question that comes to mind is whether, almost all the firms who advertise their products use the manipulative strategy? The answer is again a big no. In this world there are many business firms who rightly believe that, the consumers are the reason why they survive in the business field and by giving false information to the consumers through their advertisements, they will be harming their own business interests. As a result they pay very good attention to the way they advertise their products. There are a whole lot of companies present in the world, who value their consumers much more than anything and give the correct set of information in their advertisements without any form of manipulations. Hence advertising manipulations done by the companies will be only successful only in the short run. In today’s modern world most of the business firms believe that, without the use of such manipulative strategies in the advertisements, they would not be able to attract and motivate the consumers into buying their products, since there is stiff competition in the markets. But the argument is whether it is correct on the part of the business firms to indulge in such type of manipulations? Most of the business experts feel that, business can survive only if they make profits and for this they have to use the right type of marketing and advertising strategies, which would enable them to meet with their business goals. But presently it is found that most of the business firms who use these manipulations through advertisements are more concerned about filling their pockets, than giving the right value to the consumers who purchase their products. It has been seen that the economies of various countries around the world, mainly suffer due to such advertisements manipulations. Thus such companies who use manipulative strategies make hefty profits at the cost of the consumers. (www.associatedcontent.com) The question now boils to the point as to which business products, are prone to such advertisement manipulations? It is seen that consumer durables and especially the electronics segment, come under chronic advertising manipulations. The price of such products increases on a daily basis and consumers are very much attracted by electronic goods that are advertised by the companies and they are ready to pay large sum of money to purchase such products. Indeed it is one particular segment where the consumer durable companies exploit the consumers, through their advertising manipulations. In many such cases it is found that, the information that the companies provide about the products may not be true and will be well designed, only with an ultimate aim of selling their products. Such manipulative advertisements are easily gobbled up by the general public and they crave for such products. But on the other hand if the consumers are a little bit aware of such advertisement manipulations and remain vigilant and look into the intrinsic value of the products, they will not be easily fooled. But the fast paced life of modern man along with the purchasing decisions depending on various kinds of factors mean that most of the business firms are making merry with advertisement manipulations. So it is clearly seen that with each passing day, the advertising strategies that are being adopted by most of the business establishments, use manipulations to woo their consumers. In most cases consumers get a set of distorted information, which makes them to like the product sold by the company. But why do business establishments get success through advertisement manipulations? Should they alone be blamed for the present situation of presenting distorted information? Should not the consumers use their intelligence, discretionary powers and family discussions, before making purchase decisions? Should the consumers solely depend on the information portrayed in the advertisements, for purchasing the products rather than be on the lookout for value packed in them? Indeed these are some very logical questions which the consumers have to answer. But though the business firms are held mainly responsible for their increased use of advertisement manipulations, the consumers also have to accept a part of the blame, since they do not use their discretionary powers by discussing with their family members. Thus in this age when globalization is underway and the markets are open to the entire world, advertising often can be termed as the sole means by which the information about products are being passed on to the consumers. But business firms and the producers of the goods often use deceptive techniques to manipulate, attract and fool the consumers. In most cases the consumers are forced by the companies through advertising manipulations into buying products, that they least require and ultimately they lose their precious money. (www.articlebase.com) Hence most of today’s business advertisements are loaded with tones of quantity information that is mostly manipulated neglecting the quality aspect in them. To conclude in today’s educated society should people not care about asking questions for themselves whenever they see advertisements, so as to valuate the product based on their views as well as importance and then take a decision of purchasing them, rather than to fall a victim to manipulated information that are being advertised? (www.youthkiawaaz.com) References: Yordanof Boyan “Advertising – Precious Information or Vicious Manipulation?” www.articlesbase.com October15, 2008. Web. March19, 2011 Jardin Jessica “Advertising Manipulation”www.associatedcontent.com April24, 2008. Web. March19, 2011 Carlson Royce “Corporate Propaganda and Media Manipulation” www.zenzibar.com January26, 2003. Web. March19, 2011 Venugopal Soumya “Advertising: Information or Manipulation?” www.youthkiawaaz.com May19, 2010. Web. 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