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Use of Manipulation in 3 Ads

Companies use advertising to educate the public about their products and services, but also to persuade the public to purchase those same products and services. When viewed critically, one can ask whether the public is being manipulated into believing that a "need" exists where in fact, only a "desire" drives the purchase decision. This research considers three print advertisements and considers the level of manipulation in each.

In this advertisement, the only realistic rendering of any object is the product·a bottle and glass of Redwood Creek wine. The rest of the ad uses a highly stylized illustration technique reminiscent of many years ago ("Redwood Creek" 2004). The copy, "Satisfy Your Taste for ADVENTURE!" suggests that drinking Redwood Creek wine will result in a fantastic adventure. Adventure is not typically associated with wine or wine drinkers, and it may be that Redwood Creek is seeking to create a new brand image for itself. However, wine drinking does not typically lead to gondola rides in forests·if one can fid a gondola ride in a forest·although excessive consumption of wine can lead to other types of adventure involving police.

In its ad for the v710 cell phone, Motorola uses a highly stylized film setting and a large headline that suggests that film industry professionals would choose this camera-phone. The list of features is prominent in the ad, including video capture/playback, camera, GPS and wireless capabilities ("CineMoto" 2004). Here, the consumer is led to believe that not only is this the phone of choice in the film industry, which has a particular appeal to many consumers, but that consumers need a GPS-enabled phone, or a phone that can capture and playback videos. It is not at all clear that most consumers have need of these features, but ads such as this make these features desirable.

Although much attention has recently bee

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Use of Manipulation in 3 Ads. (1969, December 31). In LotsofEssays.com. Retrieved 08:58, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1695145.html