How Advertising Affects What You Buy Essay

, Research Paper

How Advertising Affects What You Buy

Catherine Crawford

English 1A MW 4-515

Dr. Bergmann

November 13, 1994

(Research Paper)

OUTLINE

Thesis: Advertising has different effects on consumers, it changes their

prospective on what is, and what is not, worth buying, what they buy and when

they buy it.

1. How advertisers target a certain background or area

for their product, and how they get your attention.

2. What advertisers use to get you to buy their product,

such as symbols or slogans.

3. Description of five key points of their strategies;

what makes advertisers good or bad.

4. What people used before nylons; what advertising did

for the new Nylon product.

5. What advertising did for a new type of car; how people

reacted to the early advertising. Why the original

idea was changed and how that effected the desire for

one of these cars.

6. What advertising did to get rid of left over war

goods. How the people reacted to the stars when they

were confronted by the idea of using what they do.

How the company went about changing their product,

and how it changed. What inventions made the

transition easier.

7. What makes advertising effective for public relations;

direct advertising; public relations themes;

advertising to consumers.

8. Criticisms of advertising; who the advertisement

appeals to, is it biased, conflicting claims, is it

vulgar.

9. How advertising developed; what the first one was

doing; what lured people to doing it; and what

advertising people do.

“Advertising has developed and supported great industries, bulwarked-”or

increased- “entire economies, and changed a sufficient number of human habits”

(Wood 3). Like that paragraph says, advertising effects people in what they do

and how they do it. It has effected the Kleenex company, the Nylon

manufacturers and a company of a new type of car, the Tucker Corporation, from

the 1940’s. Advertising has changed due to these people by their ways of making

people notice their product. Preston Tucker advertised his new car early, and

received many replies on what the car was about; the Nylon company advertised a

day in which their product would start selling and the country ran out of

stockings to sell; and the Kleenex company used advertising to decide which of

two products they should sell. Advertising has different effects on consumers,

it changes their perspective on what is, or is not, worth buying; what they buy,

when they buy it and how much are bought. Advertising “symbolizes and

concentrates in its image all that is considered good and bad in present day

commercial and industrial capitalism in America.” (Bensman 9).

When advertisers plan their strategies for the sale of a certain product,

they look at who would use the item. If the product was make-up, the type of

person that would use it would most likely be a woman, around the age of

thirteen and up. The advertisers would then find an ideal looking woman to

model for ads to show the makeup on a person and try to get women to use it.

The way that the advertisers describe the model will also get your attention;

they might say that she is not really beautiful until she puts on the makeup, or

something along those lines. Advertising is an effective method of public

relations communication for several reasons. It is economical, making it

possible to carry out a public relations message to a large number of readers at

a relatively low cost per reader. It can be highly selective and concentrated

on a particular segment of the public such as stockholders, suppliers, or

opinion leaders. Intensive community coverage may be secured through the use of

local newspapers, radio, or television advertising. Which will provide enough

space to tell a complete story and inform and educate people. The advertiser

can control the timing and space given a public relations message by buying a

certain amount of time on the air, or space in a specific article or paper

(Canfield 493). Advertisers grab your attention with funny, or serious,

statements and pictures. They aim at getting you to at least look at their

article to see a picture or name of the product they are trying to get you to

purchase.

Sometimes advertisers use just the product itself trying to get you to

notice it, and maybe if you see it in the store you will know what it is.

“Other advertisers have had to seek out the symbols, characters, brands and

slogans with which they identify and advertise their product” (Wood 270). The

slogans are aimed at being “catchy” so that you will remember them, and keep

repeating, so you can remember it, and buy it. Advertising can then be a type

of telephone effect, you say it in front of someone else they hear it r

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