Week Five Concepts Review
Thekey persuasive techniques in consumer advertising are the techniquesand strategies that companies use to persuade consumers to purchasetheir goods and services. However, there are several critical issuesrelating to children and advertising, health and advertising, andpolitical advertising. Children products in the market are enormous.Every day, parents are working hard to raise their children in thebest way possible. On the other hand, children are greatly influencedby commercialisms that are against their parents’ wishes. Lustedand McIlrath(2009), states that advertising to children is destructive. Mostchildren cannot understand the difference between a program and acommercial, nor understand the importance of a commercial. Forinstance, industries that advert fatty food tends to target childrenwho are easy to influence. As a result, most children adopt unhealthyeating habits leading to obesity.
Further,as much as health industries claim their advertising offers benefitsthe public, they spend a lot of money promoting their products. Thisleaves one question whether they are truly benefiting the public orwasting time and money. Furthermore, most pharmaceutical ads are notbased on facts but emotions appeals, and they do not provide enoughsufficient information on the medical condition. Secondly, mosthealth advertisement uses fear campaigns (Flanagan,2008).This is whereby health industry makes people practise certainbehaviours for the fear that they will face serious health problems.Some even goes ahead and advice the public to consume their productin order to live a healthy life.
Althoughpolitical advertising offers an opportunity for politicians toexpress their views, they do not use it in a positive way. Mostpoliticians promote their advertisements against their opponentsbasing them on the opponent characters rather than actual platform.As a result, the public end up supporting the unsuitable candidate bywhat they believe are their true characteristics instead of thesupporting the best candidate based on positive information ((Kaidand Holtz-Bacha, 2006).Secondly, politicians need to be financially stable for them to besuccessful in campaigning. Therefore, using political advertingdenies the less wealthy politicians a chance in the society. The morewealthy candidates will always have greater resources to diminish theless fortunate advertisement traits. Thirdly, same agencies produceboth the political commercials and corporate commercials hence,politicians have the control on the advertisement in the media.
Question1. Television adversity
Childrenand animals are mostly used in commercials. Animals in advertisingare effective means of communication since they have the ability tocommunicate and express emotions just like human beings. In addition,they can be used to demonstrate human activities such as driving,running, using tools, among others. According to Hines(n.d), animals are used in many commercials for multiple purposeshence, they give multiple messages. For instance, KLM Royal DutchAirline featured Sherlock, a furry, four-footed worker to reunitedpassengers. Later, it was discovered the beagle was fake, though itserved its purpose.
Childrenhave different reactions to advertisement compared to grown-ups.Children who are exposed to many kinds of advertising are moreeducated to various lifestyles, and they easily adopt in the consumersociety. In addition, they learn various aspects of life such as theimportance of money, importance of advertised products, how to usethem, and their reactions.
Question2. Issues in Book Publishing
Oversome time, authors are protesting over the high cost of electronicbooks (Eddy, n.d). For instance, there have been arguments betweenthe Amazon and Bonnier, a local publisher. Bonnier is against theAmazon manipulating its customers over the availability of books andthe e-book prices. Additionally, Amazon points out that mostpublishers have unfair terms. To end these disputes, both thepublishers and authors should come up with clear defined terms. Inaddition, they should hold occasionally meeting to come with fairprices for their books.
Eddy,Melissa. "German Authors Join Protest Over Amazon’s Tactics inE-Book Dispute." TheNew York Times.The New York Times, 17 Aug. 2014. Web. 26 Sept. 2014.<http://www.nytimes.com/2014/08/18/business/international/german-authors-join-protest-over-amazons-tactics-in-e-book-dispute-.html?_r=0>.
Flanagan,T. (2008). Healthpromotion: A therapists` concise guide to advertising.Leicester: Matador Business.
Hines,Ree. "Airline`s lost-and-found dog is a fake, but he`s thecutest conman."TODAY.N.p., n.d. Web. 26 Sept. 2014.<http://www.today.com/pets/klm-airlines-lost-found-dog-fake-hes-cutest-conman-2D80172643>.
Kaid,L. L., & Holtz-Bacha, C. (2006). TheSAGE handbook of political advertising.Thousand Oaks, Calif: SAGE Publications.
Lusted,M. A., & McIlrath, M. (2009). Advertisingto children.Edina, Minn: ABDO Pub.