Hum 186 University Of Phoenix Tips For Organizing The Presen

Hum186university Of Phoenixtips Fororganizing The Presentationver 8

The assignment involves preparing a 15- to 20-slide PowerPoint presentation analyzing the role of advertising in a consumerist culture. You need to select a product or service, research how it is advertised, and present your findings covering aspects such as the ethical standards in advertising, its influence on American culture, key persuasive techniques, critical issues related to children, schools, health, and politics, as well as a creative commercial example. The presentation should incorporate specific examples, and references must follow APA guidelines.

Paper For Above instruction

Advertising plays a pivotal role in shaping consumer culture and influencing societal values. As a pervasive force in American life, it informs not only purchasing decisions but also cultural perceptions of identity, beauty, success, and morality. This paper will explore the ethical standards that govern advertising, its cultural impact, persuasive techniques used by advertisers, critical issues emerging from various advertising sectors, and an analysis of a particularly creative and effective commercial.

Introduction

The influence of advertising on American consumerism is profound and multifaceted. Advertising is a powerful tool that shapes perceptions and behaviors through various techniques aimed at persuading audiences. Understanding how advertising functions ethically, culturally, and psychologically is essential for critically engaging with media messages.

Who Determines Ethical Standards for Advertising?

Ethical standards for advertising are primarily established by industry organizations, regulatory agencies, and societal norms. In the United States, the Federal Trade Commission (FTC) plays a central role by enforcing laws to prevent deceptive and unfair practices (Federal Trade Commission, 2020). Industry groups, such as the American Advertising Federation (AAF), develop voluntary codes of ethics to guide advertisers in maintaining honesty, social responsibility, and fairness (American Advertising Federation, 2022). Additionally, societal expectations and consumer advocacy groups influence standards, pushing companies toward transparency and ethical conduct (Baker & Martin, 2018). Despite these frameworks, advertisers sometimes push ethical boundaries, leading to debates over the limits of persuasion and honesty.

How Advertising Affects American Culture

Advertising significantly influences American culture by shaping ideals, reinforcing stereotypes, and setting social norms. It promotes consumerism by creating desires for products and lifestyles, often equating personal success with material possessions (Schroeder & Borgerson, 2019). Advertisements often depict idealized images of beauty, success, and happiness, impacting societal standards and self-esteem, especially among youth and vulnerable populations (Leiss et al., 2018). The proliferation of advertising in various media also shapes cultural attitudes toward health, gender roles, and social values, with some critics arguing that it commodifies culture and perpetuates consumerist priorities over communal and environmental concerns (Klein & Johnson, 2021).

Key Persuasive Techniques Used in Consumer Advertising

Advertisers employ numerous persuasive techniques to influence consumer behavior. These include the bandwagon effect, emotional appeals, celebrity endorsements, and scarcity messages. The bandwagon effect, for example, persuades consumers by implying that everyone is buying a product, thus encouraging conformity (Cialdini, 2009). Emotional appeals leverage feelings such as fear, happiness, or nostalgia to establish a connection with the audience (Pollay & Mittal, 1993). Celebrity endorsements utilize the influence of public figures to enhance credibility and desirability (McCracken, 1989). Scarcity messages create urgency by suggesting limited availability, prompting immediate purchase decisions (Lemon & Verhoef, 2016).

Example of Persuasive Technique: The Bandwagon Effect

The bandwagon effect is a prevalent persuasive technique in advertising, based on the principle of social proof. An example can be seen in social media campaigns where brands highlight the large number of followers or users they have, such as "Join millions of satisfied customers." This technique works by tapping into the human tendency to conform to social norms and fear of missing out (FOMO). When consumers see that many others are participating, they are more likely to engage themselves to avoid exclusion. For instance, a Coca-Cola TV commercial showing diverse groups of people enjoying the beverage creates a sense of belonging and popularity (Cialdini, 2009). This tactic effectively boosts brand recognition and promotes the idea that consumption is socially endorsed.

Critical Issues in Advertising

Children and Advertising

Advertising targeting children raises ethical concerns due to their limited capacity to critically evaluate media messages. Children are more impressionable and susceptible to commercial influences that may promote unhealthy foods, materialism, or gender stereotypes (Ott et al., 2019). Regulations like the Children's Advertising Review Unit (CARU) aim to protect this vulnerable demographic by enforcing guidelines on truthful and non-harmful advertising (Federal Trade Commission, 2020). However, conflicts persist as advertisers often find innovative ways to appeal to children while pushing boundaries.

Advertising in Schools

The presence of advertising within educational settings blurs the lines between education and commerce. While some argue it provides necessary resources, critics contend it exploits students and distracts from academic goals (Bohn & Baaquie, 2012). Corporate sponsorships and product placements in schools can influence youth preferences and behaviors prematurely, raising ethical questions about the commercialization of education (Cohen & Gerhardt, 2019).

Health and Advertising

Health-related advertising, especially for products like alcohol, tobacco, and junk food, sparks debate over public health impacts. While regulations restrict advertisements that target minors or make unsubstantiated health claims, some ads continue to promote unhealthy lifestyles (Hastings et al., 2018). Critical issues include the responsibility of advertisers to promote healthful choices and the role of government regulation in balancing commercial interests with public well-being.

Political Advertising

Political advertising profoundly influences democratic processes by shaping voter perceptions and debates. While it is protected under free speech laws, ethical concerns revolve around misinformation, selective editing, and targeting tactics that undermine informed decision-making (Loffer & Zard, 2017). The rise of microtargeting on social media platforms has intensified concerns about manipulation and the spread of disinformation, eroding trust in democratic institutions (Tucker et al., 2018).

Analysis of a Creative Commercial

An example of a particularly creative and appealing commercial is Nike's "Dream Crazy" featuring Colin Kaepernick. The commercial is notable for its emotional appeal, inspiring story, and bold messaging that champions social justice. Its unusual element lies in its integration of a controversial figure and themes of perseverance, which challenge traditional advertising narratives. The target audience is youthful, socially conscious consumers who value activism and authenticity (Nike, 2018). The commercial appeals to consumers by aligning the brand with values of courage and resilience, thereby fostering strong emotional connections. Its effectiveness in brand recognition stems from its controversial, memorable content that sparks conversation and aligns Nike with social issues, encouraging brand loyalty among a specific demographic (Kotler & Keller, 2016). Ethical considerations are pushed in how it challenges social norms, but Nike maintains that it supports free expression and social issues responsibly.

Conclusion

Advertising's pervasive influence in American society raises complex issues related to ethics, culture, and consumer behavior. While it can inspire and inform, it also presents challenges such as exploiting vulnerable populations and promoting materialism. Understanding persuasive techniques and critically evaluating advertising content is essential for consumers and regulators alike to foster a responsible advertising environment that respects ethical standards and promotes societal well-being.

References

• American Advertising Federation. (2022). Code of ethics. https://www.aaf.org
• Baker, S., & Martin, J. (2018). Ethical issues in advertising. Journal of Business Ethics, 148(2), 251-263.
• Bohn, S., & Baaquie, S. (2012). Corporate sponsorship and advertising in schools. Educational Policy, 26(7), 951-976.
• Cialdini, R. B. (2009). Influence: Science and Practice. Allyn & Bacon.
• Cohen, J., & Gerhardt, C. (2019). Commercialization of education: Implications for student learning. Journal of Educational Change, 20(3), 255-273.
• Federal Trade Commission. (2020). Advertising practices. https://www.ftc.gov
• Hastings, G., et al. (2018). Public health implications of unhealthy food advertising to children. World Health Organization Report.
• Klein, J., & Johnson, L. (2021). Consumer culture and media influence. Social Science Journal, 58(4), 515-529.
• Leiss, W., et al. (2018). The consumer society: Myths and realities. Routledge.
• Nike. (2018). Nike “Dream Crazy” Campaign. https://www.nike.com
• Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience. Journal of Marketing, 80(6), 69-96.
• Loffer, F., & Zard, D. (2017). Political advertising and voter influence. Political Communication, 34(2), 231-249.
• McCracken, G. (1989). Who is the celebrity endorser? Cultural contradictions in advertising. Journal of Consumer Research, 16(3), 310-321.
• Ott, J., et al. (2019). Advertising directed at children and its societal impact. Journal of Marketing Ethics, 57(2), 123-138.
• Pollay, R. W., & Mittal, B. (1993). Here’s the beef: A comparative analysis of advertising appeals. Journal of Advertising, 22(2), 7-24.
• Schroeder, J. E., & Borgerson, J. L. (2019). Consumer culture theory. Routledge.
• Tucker, J., et al. (2018). Social media and misinformation. Journal of Democracy, 29(2), 54-68.