How Advertisements Influence Us

Running head: HOW ADVERTISEMENTS INFLUENCE US 1

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HOW ADVERTISEMENTS INFLUENCE US 2

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

HOW ADVERTISEMENTS INFLUENCE US 3

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.

HOW ADVERTISEMENTS INFLUENCE US 4

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.

HOW ADVERTISEMENTS INFLUENCE US 5

References

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:

Pearson.

Yucel-Aybat, O., & Kramer, T. (2017). Comparative advertisements and schadenfreude:

when and why others’ unfortunate choices make us happy. Marketing Letters, 28(4),

579-589.

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