Matthew Collins
CCDE 110N, Section D2
Revision of essay 2: Advertising as Argument
June 29, 2009
Advertising
Would you let someone you love fall into a trap that is deceitfully calculated to
potentially decrease the loved one’s well state of being? I hope not, I would be the first to lend an
ever-so-helping hand. Now let me ask you, why is it that these criminals still lay scandalous
traps? I’ll tell you why, it’s by reason of unethical and irresponsible advertising. It’s no secret
that advertisements are supposed to persuade you to buy a product. That’s their job. Advertising
may attempt to educate you or entertain you, but beneath it all, the ultimate goal is always to sell
to you. So, it’s only natural that advertisers would resort to all kinds of slippery tactics as a way
of getting you motivated to buy a certain product. The question is this; “Should advertisers be
more ethically responsible in the way they try to sell their product?” The answer is yes.
Advertising has become more of an art these days, drawn to make people spend money they
don’t have.
An advertiser's main purpose is to make consumers aware of new products and services,
which in turn, persuades them to buy. Granted, advertising does differ from the news and
entertainment media, but that doesn't mean it should not have to follow similar ethical standards.
Advertising should be held to the truth, as many people take it at face value and gullibly believe
all, or most, of what is said. Although it is true that we should learn how to interpret advertising,
it is not our responsibility to interpret an advertisement's honesty and accuracy, as an advertiser
can manipulate anything; some advertisements capitalize on half-truths and trickery. In “The
Persuaders,” (2004) there is evidence of a variety of marketing tools, and how they have found
new ways to weave the message into our everyday lives. Ways that are seen as “unethical.” The
film has many short case studies from different companies on how they are selling their product
whether it is an airline or laundry detergent, they try to manipulate the consumer in believe their
“homely” brand is the superior one. The documentary even dives into marketing effects in
politics.
Advertising typically plays upon emotions. It uses desires to lure people into the
purchase. Creating that desire is a task that requires a certain amount of illusion. Advertisers
must create a scenario that heightens the consumer’s emotional state. No matter what strategy
they use, they are always building a fantasy, one in which the consumer’s life is better because of
the product. This is abundantly clear when it comes to the young. Roy F. Fox (2006) contends
that “that adverting is harmful to the physical and social health of children. He argues that the
thousands of commercials seen by children each year cause obesity and other health problems by
encouraging the consumption of soda, candy, and high-fat foods. Furthermore, Fox maintains,
advertising help children develop negative values such as materialism and instant gratification.”
In related topics, David M. Haugen (2008) professes that “Numerous studies have documented
that young children have little understanding of the persuasive intent of advertising. Prior to age
7 or 8 years, children tend to view advertising as fun, entertaining, and unbiased information. An
understanding of advertising intent usually develops by the time most children are 7-8 years old.
Because of their level of cognitive development, children under 8 years of age are viewed by
many child development researchers as a population vulnerable to misleading advertising.” Now
are we to believe that the advertising companies use this as a tool in order to obtain profit? Yes,
and clearly, they share no consideration about what they’re doing. The young are obviously seen
as more as a “target” for marketing opportunities rather than a living, breathing individual.
Through sophisticated market research methods to better understand consumers and by
turning to the little-understood techniques of public relations to make sure their messages come
from sources we trust, marketers are crafting messages that resonate with an increasingly cynical
public. The culture of marketing has come to shape the way Americans understand the world and
themselves. Advertiser laid the trap, and the unseeing people fall right into treachery. Beneath it
all, the marketing system may come off as harmless, but the truth of the matter is, they need to
raise the standards on what’s ethical, and responsible. The next time you seen an advertisement
that seems very appealing, almost to the point to where you “need” that product, I want you to
take a step back and ask yourself, “should advertisers be more ethically responsible?” The
answer remains yes.
References
Fox, R.F. (2006). Opposing Viewpoints. Retrieved June 11, 2009, from Advertising-isHarmful-to-Children Web site: http://find.galegroup.com/ovrc
Goodman, B (2004). “The Persuaders”: a Frontline television program (PBS)
Haugen, D.M. (2008). Opposing Viewpoints. Retrieved June 11, 2009, from Advertiser
See Teens a Marketing Opportunities Web site: http://find.galegroup.com/ovrc