Sample Business Essay Paper on Advertising

Advertising

Advertising is a critical thing in creating awareness and promoting goods and services offered for sale. However, unless conducted in the right way, advertisers may manipulate it to promote their goods and services at the expense of consumers. This may happen because advertising is a persuasive force that other than creating awareness to consumers it alters their saving and spending habits (Batra et al. 695). By so doing, advertising promotes materialism rather than informing consumers about the services and goods on sale. This paper argues that advertising other than achieving its core objectives, it promotes materialism.

To start with, a society that is characterized by heavy advertising practices tends to change its spending habits because in way it tries to conform to a status seeking behaviour that advertising promotes in the said society. In particular, people living in such a society perceive advertised brands as symbols of success, happiness and status. As a result, the society members end up buying the advertised brands because they get an impression through advertising that they need the brands in question (O’Guinn et al 82). This means that other than creating awareness among the members of such a society, advertising ends up promoting materialism among such people.

As indicated earlier on, advertising is a persuasive force that alongside with creating awareness, it influences the way consumers behave. It may change consumers’ behaviours for good or for worse because as a persuasive force, it portrays the noble part of life. It also portrays the noble part of the goods and services on sale. By so doing, it stimulates specific consumption behaviours among consumers by convincing them to buy advertised goods and services (Zinkan 274). In other words, though promoting goods and services is not a bad thing, advertising ends up promoting materialism rather than satisfying the immediate needs for consumers.

Furthermore, other than creating awareness, advertising creates an impression that people need certain products or services to survive. Currently, many people do not evaluate their needs before they buy their goods and services. Instead, majority of them evaluate their needs based on the products and services available to them which in most cases are advertised on televisions, radios and in other media. This usually happens because most of the time people are keen to get the best product or service on sale. Aware of this fact, advertisers tend to promote their goods and services in a manner that convinces consumers that they need those goods and services (Medoff and Kaye 215). When this takes place, consumer end up looking for services and goods advertised on television, radios and in other media.

In extreme cases, advertising promotes goods and services that consumers do not need. However, it lures consumers to purchase those goods and services anyway through its persuasive forces. In most cases, when consumers buy such goods and services they end up being frustrated, but they cannot do anything about it. At the same time, advertising encourages consumers to buy goods and services they may not afford simply because through advertisement they are convinced that they need such things. By so doing, advertising other than achieving its core objective of creating awareness among consumers, it promotes materialism (Medoff and Kaye 215). Based on the above understanding, I agree with the statement that advertising promotes materialism. I agree with this statement because advertising lures consumers to buy goods and services they do not need simply because it convinces them that they need such things

Works Cited

Batra, Rajeev et al. Advertising management. Delhi: Pearson Education India, 2006. Print.

Medoff, Norman, and Kaye Barbara. Electronic media: then, now, and later. Burlington: Taylor & Francis, 2013. Print.

O’Guinn, Thomas et al. Advertising and integrated brand promotion. Stamford: Cengage Learning, 2014. Print.

Zinkan, George. Advertising research: the internet, consumer behaviour, and strategy. Washington: Marketing classics press. 2012. Print.