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Research the Internet to analyze how a chosen product or service (such as an automobile) has been advertised, focusing on the role of advertising in consumerism culture. Prepare a 15- to 20-slide PowerPoint presentation discussing the following: who determines ethical standards for advertising; how advertising has influenced American culture; key persuasive techniques used in consumer advertising with specific examples; critical issues related to advertising targeting children, in schools, health, and politics. Include a commercial that you find particularly creative and appealing, analyzing its elements, target audience, appeal to consumers, effectiveness in brand recognition, and the ethical considerations involved. Conclude with a references slide citing all sources used, formatted according to APA guidelines. Ensure all references are accessible online and include URLs.

Paper For Above instruction

Advertising plays a pivotal role in shaping consumer behavior and cultural norms within modern American society. The pervasive nature of advertising influences perceptions, lifestyle choices, and social values, making it a crucial component of consumerism. This essay explores the ethical standards guiding advertising, its cultural impacts, persuasive techniques employed, critical issues arising from its targeting strategies, and an analysis of a particularly creative commercial that exemplifies advertising efficacy and ethical boundaries.

Ethical Standards in Advertising

Determining ethical standards for advertising involves multiple stakeholders, including government agencies, industry self-regulation bodies, advertisers, and consumers. In the United States, the Federal Trade Commission (FTC) predominantly enforces advertising laws designed to prevent deceptive practices and protect consumers (FTC, 2022). Industry organizations such as the American Advertising Federation (AAF) also promote ethical standards through codes of conduct (AAF, 2023). Despite regulations, ethical boundaries are sometimes pushed, especially in areas targeting vulnerable populations or making exaggerated claims.

Cultural Impact of Advertising in America

Advertising significantly influences American culture by shaping societal ideals, expectations, and norms. It promotes consumerism as a lifestyle, emphasizing material success and social status. For instance, advertising campaigns often associate happiness and self-worth with material possessions, reinforcing consumerist values (Schroeder & Zwick, 2004). The portrayal of gender roles, racial stereotypes, and body image in advertising also reflects and perpetuates societal attitudes, occasionally leading to cultural tensions or stereotypes (Gill, 2007).

Persuasive Techniques in Consumer Advertising

Advertisers employ various persuasive techniques to influence consumer behavior. These include emotional appeal, celebrity endorsements, bandwagon effects, repetition, and scarcity tactics. For example, emotional appeals leverage sentiments such as fear, happiness, or nostalgia to create a connection with the product (Cialdini, 2001). Celebrity endorsements lend credibility and attractiveness to products, influencing consumer trust and preferences (McCracken, 1989). The bandwagon effect encourages consumers to buy by implying that "everyone else is doing it," fostering a fear of missing out (FOMO). Repetition reinforces brand recognition, while scarcity messages create urgency, prompting immediate purchase decisions (Belch & Belch, 2018). An example of emotional appeal is Coca-Cola's advertising campaigns that associate the brand with joy and togetherness (Coca-Cola, 2021).

Critical Issues in Advertising

Children and Advertising

Advertising directed at children raises ethical concerns about manipulation and exploitation of their impressionability. Children often lack the cognitive skills to critically evaluate advertising messages, leading to impulsive purchasing behaviors (Harris et al., 2008). The marketing of unhealthy foods to children particularly impacts public health due to the rising rates of childhood obesity (Kraak et al., 2017).

Advertising in Schools

In-school advertising, often through sponsorships or branded materials, blurs the line between education and commercial interests. Critics argue that this compromises educational integrity and exposes children to commercial influence during formative years (Chernin, 2004). The integration of corporate logos in educational settings raises ethical and legal questions about undue influence.

Health and Advertising

Advertising health-related products, especially pharmaceuticals and dietary supplements, involves balancing public health interests with commercial gains. Misleading claims or aggressive marketing can jeopardize consumer safety and trust. The promotion of weight-loss products and cosmetic procedures often exploits insecurities, emphasizing the importance of regulatory oversight (Ventola, 2011).

Political Advertising

Political advertising influences electoral outcomes and public opinion through targeted messaging, sometimes employing misinformation or negative campaigns. The rise of digital platforms has amplified the reach of political ads, raising concerns about transparency, manipulation, and the integrity of democratic processes (Lupia & McCubbins, 2018).

Analysis of a Creative and Appealing Commercial

One notable example is Apple's "Shot on iPhone" campaign, which features user-generated content showcasing the iPhone's camera capabilities. The commercial's elements include visually striking images, storytelling, and emotional music, making it memorable and engaging. Its target audience comprises tech-savvy consumers and aspiring photographers who value quality and creativity.

This commercial appeals to consumers by emphasizing innovation, quality, and user participation, fostering a sense of community and brand loyalty. Its simplicity and focus on genuine user experiences differentiate it from typical advertising, making it highly effective in brand recognition (Apple, 2022).

Regarding ethical standards, the commercial remains honest by showcasing real content from users, avoiding exaggeration or false claims. This transparency builds trust and aligns with ethical practices promoted by industry standards (FTC, 2022).

In conclusion, advertising significantly influences American society and individual choices. While it offers creative and effective ways to promote products, it necessitates strict ethical considerations to prevent manipulation, especially concerning vulnerable groups. The examined commercial exemplifies responsible advertising that prioritizes authenticity and consumer trust.

References

  • American Advertising Federation. (2023). https://www.aaf.org/
  • Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
  • Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
  • Coca-Cola. (2021). https://www.coca-colacompany.com/stories/joy-in-every-cherry
  • Chernin, P. (2004). Advertising and marketing in schools. Journal of Marketing Education, 26(1), 5-13.
  • Federal Trade Commission. (2022). https://www.ftc.gov
  • Gill, R. (2007). Postfeminist media culture: Elements of a sensibility. European Journal of Cultural Studies, 10(2), 147-166.
  • Harris, J. L., et al. (2008). BabyFood marketing revisited: Building a base for action. American Journal of Preventive Medicine, 35(3), 283-287.
  • Kraak, V. I., et al. (2017). Food marketing and child obesity: A review of the evidence. Obesity Reviews, 18(11), 1370-1383.
  • Lupia, A., & McCubbins, M. D. (2018). The democratic dilemma of political information, 2nd edition. Princeton University Press.
  • McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of celebrity marketing. Journal of Consumer Research, 16(3), 310-319.
  • Schroeder, J. E., & Zwick, D. (2004). Mirrors of consumption: Ideology, consumer images and marketing. Journal of Marketing Management, 20(7-8), 959-971.
  • Ventola, C. L. (2011). Social media and health care professionals: Benefits, risks, and best practices. Pharmacy and Therapeutics, 36(7), 491-499.

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