How Advertisements Influence Us

How Advertisements Influence Us
Institutional Affiliation
How Advertisements Influence Us
Television advertisements, often just commercials, ads, ad-films, or adverts are spans
of television programming produced and paid for by organizations to convey products and
services to target markets as messages (Keeler & Haase, 2014). Advertising is the hallmark of
modern capitalism because it helps fuel economies by supporting selling while at the same
time motivating buyers. To most manufacturing and vending companies across the globe,
advertising is the most effective means of communicating information concerning products,
ideas, and services to the consumers. However, luminaries like Marshall McLuhan have
made its influence on people the subject of philosophical discourse. Advertisements influence
us through persuasion, reassurance, and education (Keeler & Haase, 2014). It affects our
shopping experience by making it more straightforward and time-efficient and facilitating the
moderation of prices of the advertised products and services.
Informative advertisements educate the masses about the existence of particular
products and services, mainly those that they might be interested in buying. It is a typical
market practice for consumers to fail to buy products and services that they are not aware
exist. As a result, they depend on all kinds of commercials to educate them about different
brands’ features and functions, like their costs, how they work, and the locations of the
physical stores from where they can be accessed. Aware of this, advertisers employ layout
and illustration, color and music, photography and art, and even choreography and drama to
attract attention and drive their messages home (Lane, King & Reichert, 2011). Most of the
information conveyed by ads are reliable and verifiable because they come directly from
manufactures; hence, they help us make informed choices that satisfy our needs.
Advertisements simplify shopping for the consumers. It does so by reduces the need
by consumers to physically search for products and stores stocking them. Consequently, it is
making shopping simpler and more time-efficient (Lane, King & Reichert, 2011). It relieves
the consumers of the unnecessary need to take risks by facilitating more comfortable decision
making during purchases.
According to Yucel-Aybat and Kramer (2017), the use of innovative techniques like
direct brand-to-brand comparisons in advertisements persuades people to prefer specific
products and services to others with the belief that they can better serve their needs. Such
persuasive actions of advertising often motivate people to take immediate actions like
requesting more information about advertised brands before trying them out as well as
redeeming coupons. Aside from calling attention to different applications of products and
services, ads encourage us not only to buy in bigger volumes but also frequently than we
would otherwise have done.
Keeler and Haase (2014), maintain that advertisements reassure the buyers about their
decisions. In every purchasing attempts by the consumer, it confirms to them that they are
getting what they wanted. Even long after transactions, advertisements work to remind the
consumers the reason for spending their time and money and reassures them that it was the
right decision. The reassurance effect of adverts is crucial especially when the purchase
decision involved many risks. Therefore, advertisements help in eliminating buyer’s remorse-
the psychological discomfort felt while acquiring an expensive product.
Advertising works to moderate product prices by stimulating direct price competition
amongst industry-common products (Yucel-Aybat & Kramer, 2017). Through commercials,
companies can reduce distribution and marketing expenses over an extended period by
educating them and motivating them to repeatedly and in high volumes. It is more cost-
effective than personal selling because just a single commercial is sufficient to influence
millions of consumers. Over time, the cost reduction effect of advertisements help companies
moderate the prices they charge the consumers.
With the increasing market competitiveness, the competition between industry-related
companies to strive for larger market shares is becoming cutthroat. Because of this, there is
an extreme need for companies to retain customers. As a result, advertisements have become
typical with most companies across the globe that use them to brand preferences and
consumer behavior. These advertisements improve our shopping experience by making it
both easy and time-efficient. Additionally, they educate us, and through cost reduction
techniques, they make manufactures moderate the prices they charge buyers.
Keeler, F. Y., & Haase, A. E. (2014). The Advertising Agency (RLE Marketing): Procedure
and Practice (Vol. 8). Routledge.
Lane, W. R., King, K. W., & Reichert, T. (2011). Kleppner's Advertising Procedure. Boston:
Yucel-Aybat, O., & Kramer, T. (2017). Comparative advertisements and schadenfreude:
when and why others’ unfortunate choices make us happy. Marketing Letters, 28(4),

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