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Titlu referat: Advertisment

Nivel referat: liceu

Descriere referat:
Advertisement
In
today’s world advertising
is an important part of our economy. Advertisers are hired by companies, to
come up with ads that will sell their product. Advertisers and marketers say
that the world of advertising is very important, because it helps run the
capitalist society that we have in this country. They say that by advertising,
it keeps the economy running. However, advertisers go way to far in trying to
sell their product. They use a language full of euphemisms to try and trick the
consumer into thinking their product is the best on the market. They use such
ploys as applying their product to children, knowing that children are
inexperienced in the today’s market, to try and sell their product. They also use things like
color and coarse language to make the product appeal to the consumer.
Advertisers go too far in their advertisements, in order to compete with their
rival company, and to make money. Your job is to figure out exactly what each
word is doing in an ad- what each word means, not what the advertiser wants you
to think it means.” In this quote, William Lutz describes a form of language
that is widely used in advertising. (Goshgarian 313) The use of doublespeak
helps advertisers make their product seem as if it is a miracle product. In
doublespeak advertisers, don’t use definite words. This makes the product have no definite
levels of how good the product works. The only thing these words express is
that the product has exponential or never-ending possibilities. In this way
advertisers are able to show, legally, that their product has absolutely no
flaws. Most advertisers try to make their product seem better then any other
product that is on the market. With the use of doublespeak they may use lines
like, “this product takes out virtually all stains”. (Goshgarian 303-304)
However, what does virtually really mean? If the product can not get out all
stains, what stains can’t
it get out? If advertisers told people this in their TV commercials, and
magazine advertisements, people would not want to buy the product. That is why
they throw in words like practically, virtually, and almost, so that they are
not telling the whole truth, yet they are not lying either. Lutz talks about
other “weasel words” used in doublespeak in advertising. Words like “new
and improved”, “acts fast” and “like magic” help advertisers in
making their product seem better then others. (Goshgarian 304-306) When an item
is new and improved, what is it improved from? What was wrong with the old
version of this item? Also, if there was something wrong with the old item,
what is to say that there will not be anything wrong with the new item? Still
consumers travel down the aisle of different stores and see “new and
improved” and they figure it’s has to be the best of them all. Let’s examine “acts fast”. When an
advertiser describes the product with the phrase “acts fast” they try to
show that the item will work faster then other products. However, what exactly
does that mean? Does the product run fast, cook fast, drive a car fast, or
speak fast? It is not known exactly what the product does. People assume that
the product that “acts faster” is the best product for them. Sometimes
advertisers use the word “like” in an advertisement. This stops the
consumer from concentrating on the product, and exactly what it can make your
life “like”. If an advertiser claims a certain tire makes your car drive
like it is floating, people start thinking about their car floating.
Personally, I would rather drive a car that floats, and so would most
consumers. This makes the consumer want to buy this product, and once again the
advertiser wins. Lutz makes a good point in saying that these doublespeak
slogans help sell products. “Remember, the ad is trying to get you to buy a
product, so it will put the product in the best possible light, using any
device, trick or means legally allowed.” (Goshgarian 313) Another thing
advertiser use in their commercials is the use of additives or accessories. In
the advertisement of a product, an advertiser may say that the product has a
high amount of a certain chemical that no one that uses the product actually
has heard of before. If people hear things like “Certs contains a sparkling
drop of Retsyn” (Goshgarian 311) Consumers hear this and say, “wow Certs is
better then Tic Tacs because it has Retsyn!!” However, in reality, what on
earth is Retsyn” For all anyone knows Retsyn is the leading cause of gum
disease, who knows. Consumers hear scientific words like this and think that
this is coming from a smart scientist that knows that Certs is better because
it has Retsyn. Another example of advertisers trying to sell their product by
any means necessary is the tobacco industry. On most cigarette advertisements,
it shows a few good-looking men smoking the cigarette that is being advertised,
and they are surrounded by a few great looking women. Advertisers find this to
be a perfect way to sell their product. If they have their advertisements focus
on children, then the kids, who do not have much experience as a consumer will
believe every word the advertisement says. For example, if a child sees a
commercial for a brand new toy on the market, advertisers will show the toy
almost life size, running through real swamps (puddles) and climbing real
mountains (a mound of dirt). In some instances the toy even takes human traits
like language and movement, on it’s own. When a child sees this commercial he right away knows he
must play with that toy. Children don’t usually have a job or a bank account, or any form of their own
income, so they always go to their parents first when they want something new.
If the commercial works correctly, the young child will be bugging his or her
parents for that toy until one of them takes them to the toy store. Throughout
this aisle, the child sees such items as Lion King action figures, balls,
games, coloring books, videogames, CDs, and other paraphernalia. With the movie
that the child had scene fresh in his or her mind. The toys remind them of the
fun time they had at the movies the other day. They quickly find their mother
or father in the store and try to convince them to buy the Lion King toys for
them because they remember how much they loved the movie. This works for other
products too besides toys. If a mother wanted to buy her child a new
toothbrush, and they show their child a plain red one, and then one with Simba
on it, with out question they will choose the Simba toothbrush. This is just
another example of how advertisers use children to sell their product and make
a lot of money. Types of images also have a part in how advertisers market
their product. The use of colors in commercials and magazine advertisements
appeal to the human eye. For example. In a McDonalds commercial you never see
the color puke green, brown, gray, or blue. This is because the first color
that the brain associates with food is red and yellow. This is why, in the
McDonalds logo all you see is the “golden arches” with red in the
background. This also may be why Coca-Cola sells more soda then Pepsi-Cola. The
Coke can is predominantly red while the Pepsi can is blue. Damn is a word that
has always been considered a borderline swear word. Nowadays damn is allowed to
be heard on commercial television. When someone hears the word “damn“ on TV
it is added to the subconscious of their brain. This message is stored in the
person’s brain until the
next time they need to go buy new tires. There seems to be no stopping
advertisers as they continue to toy with our basic emotions to try and sell
their products. Advertisers use euphemisms, color, and bold words to sell their
stuff. Advertisements that lure children and “tough” guys, are things that
help advertisers compete in today’s capitalist society. Consumers should start becoming smarter when
it comes to deciding what items to purchase for their family.



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