Introduction:
Boush et al. (2011) suggests that “consumers and marketers engage in what is best thought of as adversarial cooperation” (p.3). The earliest signs of advertisement bases on a 3000-year-old Babylonian tablet. Until the 20th century, advertising was used to provide information of a products performance, use, price, and advantages. The main aim of advertising was to leave positive effect on the customer and win them over (Al-Jeraisy, 2008).
However as the technology progressed and competition increased, it started to become harder to differentiate products (O’Sullivan, 2011) and attract customers. Today advertisements can be found everywhere: on sidewalks, buildings, buses, malls, television, radio, etc. (Klein, 2000). As a result …show more content…
First problem is that it created a new type of advertising called “deceptive advertising”. Deceptive advertising created two more problems. Since people are affected by others’ actions (Nolan et al., 2008), as social psychology theory assumes, deceptive advertising started to create undesirable behaviours which affects the society as a whole. Secondly, deceptive advertising created negative effects on advertisement sector by decreasing the trustworthiness of advertisements (Boush et al., 2011). To prevent these negative outcomes, it is both in the public interest and in the interest of advertisers to have a licence to operate in advertising sector (Vos, 2011). In this essay I will discuss how deceptive advertising have negative effects both on consumers and advertisers and how can they be …show more content…
For example an advertisement can claim that a product has “50% more recycled content than before”. Although this might seem as a huge improvement, in reality there might be an increase from 2% to 3% (Boush et al., 2011). This shows us that media content is usually biased and distorted by reflecting only certain values and hiding the real ones (Pollay, 1987; Wanke, 2010; Foley et al.,
Boush et al. (2011) suggests that “consumers and marketers engage in what is best thought of as adversarial cooperation” (p.3). The earliest signs of advertisement bases on a 3000-year-old Babylonian tablet. Until the 20th century, advertising was used to provide information of a products performance, use, price, and advantages. The main aim of advertising was to leave positive effect on the customer and win them over (Al-Jeraisy, 2008).
However as the technology progressed and competition increased, it started to become harder to differentiate products (O’Sullivan, 2011) and attract customers. Today advertisements can be found everywhere: on sidewalks, buildings, buses, malls, television, radio, etc. (Klein, 2000). As a result …show more content…
First problem is that it created a new type of advertising called “deceptive advertising”. Deceptive advertising created two more problems. Since people are affected by others’ actions (Nolan et al., 2008), as social psychology theory assumes, deceptive advertising started to create undesirable behaviours which affects the society as a whole. Secondly, deceptive advertising created negative effects on advertisement sector by decreasing the trustworthiness of advertisements (Boush et al., 2011). To prevent these negative outcomes, it is both in the public interest and in the interest of advertisers to have a licence to operate in advertising sector (Vos, 2011). In this essay I will discuss how deceptive advertising have negative effects both on consumers and advertisers and how can they be …show more content…
For example an advertisement can claim that a product has “50% more recycled content than before”. Although this might seem as a huge improvement, in reality there might be an increase from 2% to 3% (Boush et al., 2011). This shows us that media content is usually biased and distorted by reflecting only certain values and hiding the real ones (Pollay, 1987; Wanke, 2010; Foley et al.,