Posted: June 13th, 2022
2 paragraphs for each topic, and at least 5 sentences each paragraph.
1-2 references applied for each topic and in-text citation.
The last sentence of each paragraph should not be a reference, because it will take the author’s voice away.
1. shock advertising
2. advertising to children （ethical and social concerns， see example 1）
3. Social and cultural consequences (see example 2)
4. Barrier to entry （power in the hands of large firms with huge advertising budgets, making it difficult for other firms to enter the market）
5. Materialism (advertising effect)
In Chapter 21, various types of ethical and social concerns regarding advertising are discussed, amongst which is advertising to children. Commercials aimed at children are a source of controversy due to the targeted audience being unable to distinguish fictitious lies/exaggeration from reality. Adverts specifically made to retain the attention of children can also be seen as manipulative because it takes advantage of the gullible children who might end up thinking that the advertised products are a need; and that if the parents refuse to buy it they are being mean.
The act of advertising to children comes off as unethical because it essentially makes children believe they need every product advertised to them in order to be happy. “Children today often feel the influence of advertising’s subtle messages more strongly than those provided by schools and even parents… a group of psychologists expresses their concern regarding the use of psychology in the marketing of products to children. It indicates that such knowledge is now often used in designing ad campaigns to the detriment of children.”(Coffee). Even if all parents supervised everything their children watched, adverts are very intrusive making them hard to fully avoid. It is easy for the advertisers to turn the blame on the parents by saying that the parents are the ones in control of what they purchase. However, advertisers seem to forget that the commercials aimed at children have a tendency of passing a message that tells kids that they need to get those products or else they will be alienated by other kids.
Advertising to children can be turned into a good thing if done right. “Communicate with parents. Make sure it’s easy for parents to see safety features and find out what their kids have been up to. Transparency is key… because at the end of the day, parents are the decision-makers.”(Templeman). The advertising to children while also focusing on informing the parents on what the product is exactly, as well as making that information clear enough for slightly more developed kids to understand is crucial. Adverts that follow this golden rule tend to benefit both the parents and the brands, because the brands inform parents of what is relevant in their children’s world, and the brands make sales when the parents are well informed and convinced.
Coffee, R. (2008, October 2). The influence of advertising on children. WeHaveKids. Retrieved June 9, 2022, from https://wehavekids.com/parenting/influence-of-advertising
Templeman, M. (2016, June 13). 3 fundamentals of ethically marketing to kids. Entrepreneur. Retrieved June 9, 2022, from https://www.entrepreneur.com/article/276437
Complaints about the influence of advertising on society, especially on morals and habits, are frequently raised. While a variety of variables impact a society’s cultural values, lifestyles, and behavior, many critics say that advertising has a significant part in shaping and transmitting societal ideals due to the overwhelming volume of advertising and its popularity in the mass media. In the textbook it states, “family, religion, and education have grown noticeably weaker over each of the past three generations. The world itself seems to have grown more complex. In the absence of traditional authority, advertising has become a kind of social guide. It depicts us in all the myriad situations possible to a life of free choice. It provides ideas about style, morality, behavior” (Belch) I think that these aspects have not grown weaker Due to the growing complexity to our country, individuals realize there are more important things within society to focus on. than what is sold as the “American Dream”
According to Mike Hughes, president and creative director of the Martin Agency, advertising has a significant influence on society: “Ads help determine what is hip in society; their messages contribute to public discourse.” Gap advertisements depict white, black, and Hispanic children dancing together. Hilfiger advertisements demonstrated that it is OK for everyone to get along. IKEA displayed a lesbian couple.” He contends that advertising firms have a social and ethical obligation to assess the impact of the advertising messages they develop for their clients. Many companies, including Gap, JCPenney, McDonald’s, Levi’s, and Amazon Kindle, have made advertising that are welcoming to lesbian, gay, bisexual, and transgender people. While there is widespread agreement that advertising is a significant social impact agent, perspectives on the value of its contribution are frequently unfavorable. Advertising is chastised for fostering consumerism, tricking customers into purchasing items they do not require, reinforcing stereotypes, and exerting control over the media.
Society’s “mental programming,” has a widespread and dynamic impact on each national market environment. Culture has an impact on global marketers, and they must be prepared to adapt to it or alter it. Human conduct is influenced by a person’s distinctive personality as well as his or her engagement with the collective forces of the community and culture in which he or she has lived. Attitudes, values, and beliefs, in particular, can differ dramatically from one country to the next. Differences in religion, aesthetics, dietary practices, language, and communication can also impact local reactions to brands or products, as well as firm personnel’s capacity to perform effectively in diverse cultures.
Belch, George E. Advertising and Promotion: An Integrated Marketing Communications Perspective. (12th Edition). McGraw-Hill Higher Education (US), 2020.
Unlisted. “Marketing Implications of Social and Cultural Environments.” Studylib.net, StudyLib, https://studylib.net/doc/9895213/marketing-implications-of-social-and-cultural-environments.
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