Advertising Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Two kinds of selling - Expensive in both time and money
- Labor-intensive
- Time consuming
- Perceptible
- Actual differences
- Easily seen
- Imperceptible
- Actual differences
- Can’t be seen
- Induced
Puffery - The legitimate exaggeration of advertising claims to overcome natural consumer skepticism
Advertising aims at consumers’ subconscious minds much more than their conscious minds - Advertising aims at consumers’ subconscious minds much more than their conscious minds
- It’s all about getting the consumer to react on a basic, instinctive level, and not think at all
- It’s about “act now” on your basic desires – think only of yourself
- It’s usually selfish and anti-social
Tricks of the Trade - Advertising often uses logical fallacies rather than giving logical reasons to buy the product advertised.
- You think the ad is saying one thing when it fact it’s saying something else, or saying nothing at all
- It perpetuates stereotypes
- Absolutely true
- It has to
- Makes people buy things they don’t need
- Not true
- Advertising can’t make anybody do anything
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