Advertising: The Truth and the Lies

Introduction

Advertising as a basic definition is a paid publicity that was transmitted in different kind of media such as television, radio, internet, magazines, newspaper, or posters and billboards. It is expensive but promises additional profit because of its effective control over the audience. Although advertising is a non-personal communication, it can still reach the different parts of the world through the use of the technology. That is why, advertising also plays in between the wars of the giant businesses or industries, and they can promote all the good about the product or services the business can offer.

The promotional objectives can be determined by variety of factors such as the competitive situation, the position of the brand or service, life cycle stage of the service offered, and the organizational and marketing objectives. An advertisement completed its ingredients by creating an appeal to the public eye that is essential in presenting the promotional message. And a mixture of or more appeal is not restricted.

Rational Appeal - This kind of appeal presents information and facts about the certain products they endorsed. The message is sometimes logically that explains and compares against the competing brand, so that the decision of the buyer will rely upon the detailed information.

Emotional Appeal - Advertisers based their advertisement through the emotions or feelings of the audience. It is said that this kind of appeal enhances the message. One example is the British Airways’ efforts to differentiate itself on service and friendliness and a promotional campaign bringing the British Airways as “the world’s favorites’ airline”.

Fear Appeal - This is not entirely about threatening but yet tends to work best when the presentation is based on the current issue. An example is about an automobile that ensures the safety of every driver, because of their advanced technology that can save their lives when they are in great peril.

Humor Appeal - We always love to laugh and humorous messages are used successfully in many advertising campaigns. This kind of appeal attracts the audience’s interest, attention, and even imagination. This mood-enhancing tactic effectively convinces the consumers to buy their product in many various ways as possible and sometimes casting the fear of the potential consumers.

The Persuasion Knowledge Model and Consumer Behavior Model

Persuasion knowledge model (PKM) in advertising is the structure within the individual’s personal experience and gained information throughout his life span. This is the target of the advertising to be fulfilled. The PKM processes the factors that can affect the formulation of the presentation which are based through the consumer behavior and social influences.

Meanwhile, the consumer behavior is one of the popular method in determining the tastes and preferences of the consumers that can be projected to the presentation. As an advertisement based on the consumer’s behavior, the tendency to attract the customers is strong. Which is in the other way of distorting the facts about the product, like introducing a soft drink that is now sugar but in truth, a little sugar is added because of the gross taste.

Assessing the Advertising

Advertisements are very powerful that sometimes controls the decisions of the audience about their buying preferences. Through advertisements, the firms can gain additional income and the consumers can realize the fulfillment of one of their agenda. That is the power of advertising, they creates stories or short skit about the things that an individual needs although he can live without it.

But no matter how powerful they are, advertising has limitations and one of these is that they can’t extend the campaign overseas. It is because of the cultural differences that limit the recognition of the brand and its values that they deliver. And in contrast, when there is too much competition the businesses applies all their marketing strategies in its standard and advertising capability to increase efficiency (Mooij, 2003).

Conclusion

In advertising, the distortion of truths is not new to the public but it still effective in terms of selling the products. Distortion of the truth is a strategy for the companies to develop better effectiveness or less costly products. And if the short run gain from a distortion of the truth were large, then the temptation to lie would be strong that can result into danger for the consumers (Tuerck, 1978). But there is a legal action imposed by the government to avoid the fabricated truth behind every product promotions and advertisements.

References:

Mooij, M., 2003. Convergence and Divergence in Consumer Behavior: Implications for Global Advertising. International Journal of Advertising, Vol. 22, pp. 183-202. [Online] Available at: http://www.mariekedemooij.com/articles/demooij_2003_int_journal_adv.pdf. [Accessed 20 Nov 2009].

Tuerck, D., 1978. Issues in Advertising: The Economics of Persuasion. American Enterprise Institute, Washington, D.C., p. 83.