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What makes us buy some products and not others? Why do we prefer some brands over others? Do print ads and TV commercials actually influence our behavior?. MARKETING COMMUNICATION SIDE EFFECTS. Positive side of Advertising. Negative side of Advertising. Feelings of Inadequacy.

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What makes us buy some products and not others? Why do we prefer some brands over others?

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What makes us buy some products and not others?

Why do we prefer some brands over others?

Do print ads and TV commercials actually influence our behavior?


If you think over about how advertising andother methods of marketing communication affect society, generally, what do you consider asthe main consequences of their impact in society?

side effect of food advertising
Side effect of food advertising

Negative phenomena:

  • obesity, excessive eating, deteriorated health
  • extensive shopping and consumption of unhealthy food
  • wasting of food and purchase of unneeded food
  • excessive price, increasing prices and deterioration of food quality

Positive phenomena:

  • Change to more healthy eating habits
  • Purchasing of more quality and healthy food
  • Increasing interest in what we eat

Food advertisements often use “food stylists” to style food for advertisements. For example, food stylists for roasted chicken will pull the skin tight on the chicken and sew it up with a needle and thread. Then they will stuff the chicken with wet paper towels, which keeps the chicken plump and creates steam. The chicken is then roasted just enough to make the skin bumpy while the insides remain raw. The bird then is painted a golden brown.

side effect of pharmaceuticals
Side effect of pharmaceuticals

Negative phenomena:

  • Excessive consumption; higher purchase of unneeded pharmaceuticals (vitamins and minerals)
  • Advertising discourages people from visiting a doctor;
  • Excessive dosing; the body pollution; lost immunity
  • Drug addition, narcotic addition
  • Untrue information about pharmaceuticals and brands
  • Excessive price of pharmaceuticals

Positive phenomena:

  • Supporting health; improving quality of life

A York University study revealed that U.S. pharmaceutical companies spend twice as much on advertising as they do on research.

side effect of alcohol
Side effect of alcohol

Negative phenomena:

  • Dependence and alcoholism
  • Deteriorates health
  • Leeds to illness
  • Unhealthy lifestyle
  • Alcohol availability and consumption are excessive
  • Increasing criminality

Positive effect are stayed rather as a joke:

- entertainment, experience, something new, a part of a party, no need for advertising

side effect of cigarettes
Side effect of cigarettes

Negative effect:

- damage, deterioration of health, illness, causing of cancer

  • Dependence, excessive consumption, excessive availability (even for children)
  • Pollution of the environment
  • Promotion of unhealthy lifestyle
  • Higher costs of medical treatment of smokers

The famous Marlboro Man ads began in 1955. The Marlboro Man actually included a variety of masculine figures such as athletes, gunsmiths, and captains, but the rugged cowboy image proved the most marketable. Three men who appeared in the advertisements later died of lung cancer, earning the brand the nickname “Cowboy Killer.”

side effect of cars
Side effect of cars

Negative phenomena:

  • Pollution of the environment
  • Deterioration of the traffic situation
  • High price of cars
  • Lack of physical movement of people
  • Lack of money for buying a car (depression and jealousy)

Positive phenomena:

  • Possibility to travel
  • Social status and personal image
  • Faster transport
  • Safety
  • Increasing of economy
side effect of mineral water
Side effect of mineral water

Negative phenomena:

  • Pollution of the environment with plastic bottles
  • Higher consumption of mineral water
  • Deteriorated health of the pollution by unhealthy effects of sugar
  • Drop in consumption of normal (natural) water

Positive phenomena:

  • Belief in medical effects of mineral water
  • Link with the nature and healthy lifestyle
side effect of holidays
Side effect of holidays

Negative phenomena:

  • Financial stress (high prices, only for the rich people)
  • Disappointment with the place compared with the ad
  • Leads to pollution in the environment in recreation areas
  • Depression of those who do not have money
  • Tourism in the home country are neglected

Positive phenomena:

  • Rest and relaxing, traveling
  • Better experience with other countries and cultures
  • Influence on social prestige of a person
  • Influence on economy of the country
side effect of newspapers
Side Effect of Newspapers

Negative phenomena:

  • Provide an untrue information
  • Manipulation of people
  • High consumption of paper and therefore also cutting of forest

Positive phenomena:

  • Better orientation in social processes and education and formation of opinions
side effect of books
Side Effect of Books

Positive phenomena:

  • Creates pressure on education and knowledge
  • Invokes interest in reading
  • Influence on the quality lifestyle
  • Better utilization of leisure time

Negative phenomena:

  • Cutting a forest
  • Most ads promote low class books
  • Wasting money, “ we have libraries”
  • Deterioration of eyes
influence on children
Influence on children
  • The average child in America watches over 40,000 television commercials in a year, or over 100 a day.
  • Advertisers consciously try to create a ‘nag factor” by bombarding kids with ads encouraging them to buy certain products in order to become popular. American children ages 12-17 will ask a parent for products they have seen on television an average of nine times until parents finally give in.
  • In advertisements for children, child actors are typically older than the target audience. For example, a commercial for 8-year-olds will show 11- or 12-year-old models playing with an 8-year-old toy. Advertisers use older children as role models, as an image of what younger children will want to be like.

Advertisers often use a technique called “affective condition,” which means they take a product and place it next to other things consumers feel positively about. For example, a detergent ad will juxtapose their brand with babies, sunshine, flowers, or other similar items. Repeatedly showing their brand with these items makes consumers feel good about the detergent too.

  • Advertisers appeal to several common psychological themes to motivate people to buy their products. Some of the most common psychological appeals are to self-preservation, sex, self-esteem, fear, authority, and imitation.