...FTVMS 11O Assignment 2: Research Essay (Final) My assignment 2 question is : “Pollay (1986) suggests that advertising has profound consequences due to its pervasiveness, stereotypical portrayals, manipulative and persuasive nature, preoccupation with materialism and consumption, frequent use of sex appeals and lack of information” (Yeshin 18). Critically discuss this claim, looking both at the flaws in Pollay’s argument AND the ways in which aspects of his argument might be considered valid. Hypothesis : Advertising itself is very indistinguishable to the idea of complexation as it has got multi-purposes but connects as one. By having a consumer society it would unquestionable mean that advertising will posses negative aspects that cause manipulative and persuasive, therefore a false consciousness society is established, this is quite visible throughout history of Advertisement. However Advertisement can also influence positive attributes, depending on how an advertisement is understood. Essay: Advertising is often referred as a “mediated form of communication” (Richard and Cullen) usually from a recognisable source that manipulates as it gains control over the viewer to take a particular action in order to be satisfied whether it is materialistic or informational. In the article “Distorted Mirror” by W.Pollay, he suggests that advertising is nothing but pervasiveness and leads to consequences in our society. As he states “Perhaps the least important...
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...Is Negative or ‘Attack’ Advertising at effective tool in of Political engagement and mobilization? There are assault ads, conveying the simple message over and over, that Brand X, the rival, is a cheesy piece of goods, won’t hold up, has to be cranked by hand… This is the model for not just our commercial product sales but, rather more vigorously, for our political campaigns as well… we have gradually just gotten used to them. Its not so much that I am wonderful the candidate explains, as the opponent is a lying, cowardly, two faced cheat and con artist. (Pulitzer Prize winner and Washington Post columnist Meg Greenfield, 1995) Whether through print or television media, advertising affects behaviour. A key tool of political parties, it has been used to win support during critical governmental assessment or change, and engage the susceptible electorate to participate in the political process. Yet, where features such as wit, charisma or aptitude have been emphasized and admired, the intemperance of political campaigning has also drawn out a negative side, one that seeks to cast a damaging shadow on any opposition in order to attain the support of the majority. The types of political message given out by both politicians and the media vary in how they are constructed and what they intend to achieve, and despite widespread criticism surrounding its ethical fragilities, attack politics in particular have become a fundamental component of any political campaign and evidence...
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...THE ROLE OF LANGUAGE CODESWITCHING IN INCREASING ADVERTISING EFFECTIVENESS AMONG MEXICAN-AMERICAN YOUTH by MELISSA MAIER BISHOP Presented to the Faculty of the Graduate School of The University of Texas at Arlington in Partial Fulfillment of the Requirements for the Degree of DOCTOR OF PHILOSOPHY THE UNIVERSITY OF TEXAS AT ARLINGTON December 2006 Copyright © by Melissa Maier Bishop 2006 All Rights Reserved ACKNOWLEDGEMENTS A wise professor told me before starting my PhD work to not forget my distractions. Therefore, this work is dedicated to my three favorite distractions—my husband Jeff and my two sons, Abel and Peyton. Thank you, Jeff, for all of your encouragement, your support, and your shoulder to lean on and your ear to listen during the past five years as we’ve come together on this journey. Thank you, Abel and Peyton, for sharing me with my studies and for often keeping me company while I studied for my exams and wrote my papers. Thank you also to my wonderful committee who were all so encouraging and patient with me, especially my Chair, Dr. Mark Peterson. Your excitement for my ideas inspired me as well as your belief in me. You have an unselfish and self-sacrificing nature that shines through you, and you are a gift to all of your students. Many thanks also to Dr. Roger Dickinson, who was a great support to me over the past five years and a big reason I decided to join the program in the first place. Thanks to my parents and to Jeff’s parents...
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...significant intermediaries, wholesalers and retailers (Atkinson, 2000). 1. Unethical behaviour: Unfair trading and competition The first unethical conduct identified within the De Beers example is unfair trading and competition, particularly in the formation of cartels. Unfair competition is unethical in terms of the Teleological Framework, as it focuses on the negative result of the conduct of an individual or company as a juristic person, which forms the basis of self-interest (ethical egoism), thereby going against the rights of others (Stanwick & Stanwick, 2009). This section will briefly explain the De Beers example of this form of unethical conduct, and look at ways in which De Beers could redeem their reputation. We will begin with the definition of a cartel. A cartel is a group of people, organisations, or companies that cooperate together to control production, marketing, and pricing of a product (Smith, 2003). Cartels are an example of unethical conduct and are thus explicitly illegal under antitrust laws in many countries of the world, as they eliminate fair market competition. A cartel’s biggest effect is driving the price of a commodity up and well beyond what is considered a reasonable and fair market value; this causes an artificially inflated price. Since these organisations control the level of production, they are able to decide what is available in the market, and as a result they can manipulate the market by lowering production, raising prices, and making...
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...NAME: OLUWATIMILEHIN OGUNTONADE MISIS: M00558508 MODULE CODE: IFP 100 SECTION: GROUP E DATE: TUTOR: How Globalization threatens Cultural Identity. Globalization can be defined as a process by which national and local economies, social orders, and societies have gotten to be incorporated through the worldwide system of exchange, communication, immigration and transportation. Cultural Identity is a key contributor to an individuals well being. Relating to a specific society group helps individuals to feel they have a place and gives them a sense of security. This essay would show how globalization is a threat to cultural identity, it also explains on the factors that threaten the cultural identity in the UAE such as the loss of Arabic language, foreign educational curricula and Media. Despite the fact that, the significance of English as the most widely used language of globalization is perceived, Arabic is viewed as an essential piece of national, Middle Easterner and Islamic character. It is obvious that the individuals who are not familiar with English will be at clear disadvantage which leads to the fears of natives and governments seething that Arabic dialect is crumbling at a disturbing rate and adding to youth losing their personality, society and legacy (Tomlinson, 2013). Dialect is thought to be the most conspicuous piece of any society on the grounds that individuals use to communicate with and communication acts as an essential part in exchanging...
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...Bermudez 1 Essay September 2012 The effects of television on society are vast enough to be almost immeasurable. It is difficult to find an American citizen of any age (myself included) whose life has not been influenced by TV. The invention of TV was one of the most profoundly culture-changing developments of the 20th Century, and it continues to shape society in both obvious and subtle ways. In this essay I will try to identify and explore a major effect television has on society: the general decline of societal health. Certainly this premise is controversial, and many think that TV’s advantages enrich society more than the medium harms us. The term “societal health” and even the word “health” have many implications and mean different things to different people; I will focus on the physical health and mental health of our population, as they are commonly defined. Surely there will be some overlap when speaking of the sub-effects of these two areas. The first area of TV’s effects on society that I will discuss is human physical health. There is, undoubtedly, ample evidence that TV has made society less physically healthy in general. Since the inception of television in the 1940s, obesity rates have increased dramatically in America, especially among children. (Hicks, 1) While TV is not solely to blame, it is a major factor in our lifestyles which lead to poor health. TV-watching is, by nature, a sedentary activity. The vast majority of TV shows are consumed...
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...social network like Twitter, Facebook and YouTube to promote by advertising. In United Kingdom, approximately £800 million annually have spent on promotion of alcohol by factories (Alcohol Concern 2013). There is growing concern that this strategy might raise the impact of alcohol marketing on young people and a recent research have provided evidence that social networks as YouTube, Twitter and Facebook are widely utilized by young people and children and that such sites are utilized for promotion by alcohol firm (Winpenny et al, 2013). Studies have indicated that underage drinking is more exposed to advertising of alcohol than grown-up (Patil et al, 2014). It seems that there are many complex factors that affect alcohol consumption by youth. Nevertheless, the most important factor is advertising . This essay will examine the problems of alcohol advertising on adolescents and analyses some possible solutions. It will then evaluate the solution given in order to tackle this issue. Advertising creates favorable climate towards drinking alcohol(Gunter et al, 2010). As Saffer point out (2002) that the role played by alcohol advertising can lead to positive impact on behaviors and attitudes of young people. In United Kingdom, youth who their ages between 10-15 years have more exposed to alcohol advertising per watching 60 minutes than adult who their ages under 25 years(Patil et al,2014) and also such advertising about alcohol encourages underage people to start drinking by an...
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...Shears-Barnes AC1208360 Lesson 6: The Essay Assignment 6_12 January 02, 2013 Three Ways That Cigarette Ad’s Hook Kids Smoking is a bad habit. It causes lung cancer, depression, and is addictive. In order to survive, tobacco manufacturers need to continue to recruit new cigarette smokers. More than 80% of adult smokers started before they turned 18 and by that time more than half of them were already smoking daily. We know that kids feel peer pressure from other kids in their everyday lives. But the teens and adults in cigarette advertising may be one of the most influential peer groups of all. As they move into their teens, kids often feel insecure about their appearance and their popularity. Cigarette ads use these insecurities to make empty promises. Ads give teens the message that smoking can help them become attractive, desirable, and independent when the reality is quite different. Smoking can cause bad breath and yellow teeth, isolate teens from largely non-smoking peers, and possibly lead to a deadly, lifelong habit. Images such as the Marlboro Man equate smoking with a macho ruggedness that is appealing to men and boys. This theme mirrors the pressures many boys face to be “tough”. Boys may believe that smoking will give them the aura of coolness they are searching for. Tobacco companies have specifically targeted women and girls for many years by associating specific brands with slimness. In fact, cigarette advertising often depicts smoking as a weight management...
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...The Use of Classical Conditioning in Advertising IT Carlow Consumer Insights Y3 12/10/2012 April Brophy Introduction Classical conditioning in advertising has been used by firms who sell products to get consumers to purchase from them instead of their competition. (CALVIN BIERLEY, 1985) This essay will briefly explain what classical conditioning is. It will examine the problems with experiments on classical conditioning in advertising and briefly look at two experiments which try to overcome these problems in testing classical conditioning in advertising. The first experiment will look at the effects of background features in advertising by Gerald J.Gorn. The second experiment will investigate whether consumer attitudes towards a product can be conditioned and it will examine weather classically conditioned attitudes can be stronger with larger numbers of trials. The essay will then look at what advertisers need to remember when using classical conditioning and then give examples of companies that use classical conditioning in their advertising campaigns. Classical Conditioning was discovered by Ivan Pavlov by accident while he was researching the digestive system of dogs where he presented food to the dog. Pavlov noticed that the dog would start to salivate when he just walked into the room even without food in his hand. Pavlov’s main belief was that learning occurred through association. The dog associated Pavlov with the food and would then salivate. It occurs...
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...Television Is Affecting Children Negatively Larry Hering ENGL 101-B25 June 18, 2012 Gerald Spence Abstract Television and television advertising are effectively altering the way children think, act, and interact. Sedentary lifestyles are thought to be synonymous with watching too much television and childhood obesity has become a major issue in the United States. With all of the data and recommendations showing the negative affect television is causing, parents are in control of the issue right in their own homes. All that is needed is for them to assume responsibility. Television Is Affecting Children Negatively Over the last thirty years obesity has tripled in children ages 5 and up (Eaton, 2010). It is an epidemic that needs to be addressed in order to regain health among the nation’s children. While there is clearly more than one factor, technology has to take a major part of the blame along with parents. Children are spending too much time watching television and using systems such as Play Station and X-box. Computers are another source that takes away from activity Sedentary lifestyles are taking the place of wholesome activity-based play. Notice this child is sitting approximately three feet from the television and still uses a remote (see his left hand). His only activity appears to be eating potato chips and drinking soda. This image could be from any home in the country as sedentary lifestyles have become common. -based fun. Sedentary lifestyles...
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...authors show their awareness of the problem at hand but point the finger at two very different groups of people using factual and statistical evidence as well as personal opinions. Although both arguments are very valid, David Zinkzenko’s essay provides the reader with a lot more than opinion. The title in every essay brings it to life. A spunky title will keep your audience yearning to read what the writer has to say, while a boring title will readers doped up on energy drinks to get through what the writer has to say. David Zinczenko’s title, “Don’t Blame the Eater” catches the reader’s eyes. The title as a whole has the audience asking questions about the “eater”, and who blames them? However, the title of the second article, “What You Eat Is Your Business”, by Radley Blanko comes off as arrogant and insensitive to the reader. An example of a less arrogant title would be, “All You Can Eat”, this title would be more pleasing to the reader allowing them to imagine an all you can eat buffet. As a reader, I take immediate offense to the title because of the negative connotation it gives off. Without a strong claim, a paper has no foundation. Both author’s do exceedingly well when providing a powerful claim to their argument. In the essay “Don’t Blame the Eater” Zinczenko expresses his concern for obesity but argues that the consumer is not the one to blame, fast-food companies are. As he emphasizes on...
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...ESSAY QUESTION Does advertising create artificial wants? Your answer should discuss John Kenneth Galbraith’s ‘dependence effect’ and F.A.Hayek’s response. Nowadays, the media’s power is indisputable and it is not accidental that it is called the fourth estate. That power represents the possibility to exert influence on people’s behavior. Nowadays one very hot and disputed issue is the advertisement effect on the consumers’ buying behavior. Well prepared campaign can influence consumer decisions and make them buy certain product. The modern world is a world of overproduction. We are surrounded by all kinds of goods- some urgent and some not so much. Certain goods are sold quickly while others remain on the shelves. Every company seeks to put on the market such a product that will grab the consumers’ attention, and make them feel incomplete if they do not have it. But among the abundance of goods, a product may remain unnoticed. That is why corporations rely heavily on advertising to sell their production. They have realized that not the quality of the product, but the advertising sells it. Advertising companies strive to convince the consumers that the product is extremely urgent and without it a person’s would be less happy than others who have it. There are different strategies that companies use in order to touch the consumers’ subconsciousness- they play with customers’ emotions, they rely on celebrities to advertise the goods, and they target the deceivable children...
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...Rhetorical Analysis Essay My argument about direct-to-consumer advertising of prescription drugs is that, it should be changed to something better. My reasons for making this argument is that Elizabeth Almasi and Randall Staffords showed a lot pathos and logos but did not show any ethos. Peter Mansfield argues about replacing the DTCA with something new also showing a solution to the problem. Richard Kravitz uses a lot of all three pathos, logos, and ethos, in his argument about regulating it. Some background about the debate on whether the DTCA should be banned, regulated, or changed is which one is going to be beneficial for the public. The first viewpoint, Elizabeth Almasi and Randall Staffords, shows that advertising prescription medicines could trigger a placebo effect. The effect is serious given that one-third of patients reported that the had relief from coughs, headaches, depressions while given a placebo. There are two models that explain the placebo phenomenon, the first model classical conditioning which is a learning process that occurs when two stimuli are repeatedly paired. “According to this theory, prior experiences with effective medical treatments “condition” the patient to associate pills, syringes, and authoritative medical options with imminent pain relief, eliciting a response similar to the active agent” (Almasi 107). Second...
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...Dittmar 2005.1089). Whilst many other issues contribute to wellbeing, body image correlates with health, happiness and life satisfaction; it is how we see ourselves that ultimately dominates who we are and how we interact with the communities we live in. Accordingly, this essay examines the unavoidability of today’s “perfect” body advertising, the role materialism plays and the claim that thin does not guarantee sales; whilst considering to what extent mental health, personal health and happiness play in determining wellbeing, and then exploring the often overlooked effects body image has on a community’s wellbeing. Constant exposure to idealised media images is unavoidable; boys, girls, men and women alike are inundated with thousands of images, portraying (for most) desirable yet unattainable and unrealistic body and self, expectations and ideals (Dittmar and Howard 2004, 478). A selection of research suggests that it is not the advertisements themselves that pressure individuals; but rather, the individuals beliefs, values and ideals relating to their own appearance that impact on their body image and level of dissatisfaction; that advertising, even though relentless – only highlights an existing negative self assessment (Dittmar and Howard, 2004, 478 and...
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...Assignment 1 Critical Essay Introduction: This essay will attempt to critically explain how the poor economic climate in the UK might affect the marketing mix of a start-up retail venture in the high street. This essay will walk through the processes of starting a retail business venture in the high street and discuss how the economy and the marketing mix directly effects each step. To do this it will be vital to explore the current economic climate and what a poor economic climate means? A definition of a poor economic climate “a recession is a decline in growth, domestic product for two consecutive quarters and a depression as a prolonged recession resulting in falling prices, reduced purchasing power, excess in supply, unemployment, and a general reduction in business activity” (Downes,j.,& Goodman,J.E.(1995).Dictionary of finance and investment terms Hauppage,nj:Barron’s educational series) This has been the case for the UK since 2007 as we are in what is known as a double dip recession narrowly escaping a triple dip recession. (BBC News 2013, http://www.bbc.co.uk/news/business-22290407) This downturn indicates that the UK is indeed suffering from a poor economic climate having the effect of less spending and so less trade occurring in the local, regional, continental, or global marketplace. How this relates to a start up venture in the high street has both negative and positive effects. To look at each of these effects it is best to look at the entire...
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