Hooking Consumer Behavior

Improved Essays
Advertising companies have been known to use a variety of approaches to connect with a desired audience. These paid announcements, being quite informed on the irrational behavior of the public, utilize an array of cunning practices to garner customer loyalty. Coca-Cola, Apple, and McDonald 's are among many that exploit the explosive power of public relations. Some stunning examples of these culture-wounding practices include: altering emotional states by creating ties to a product through disinformation, connecting consumers with a product by employing widely recognized celebrities into endorsement deals, as well as objectifying the female image to coerce men and women alike into buying a product with unrealistic fantasies portrayed by media. …show more content…
In his Psychology Today web article "Seven Reasons Why We 're Irrational Shoppers," Alain Samson notes, "Effective advertising doesn’t simply provide rational arguments in favor of a purchase, but works through emotions as well."
Advertisement 's are aimed at hooking into the emotional triggers of a person and reeling him or her in with an invitation to explore what their products have to offer. But to hook a person or group of people in, there has to be bait, or something that allures and captivates in the same way a magician provokes the audience with his personality. Typically, this charming stratagem manifests itself in a number of ways. A couple of these are fantastical family values or even tone and type of music to facilitate a filter bubble for perception. These two techniques can be married together and create a distorted version of reality. Another prime example of this is the use of popular names placed on Coca-Cola bottles to appear personalized and unique. These kinds of attempts to sway the public are emotionally manipulative because they present intentionally exaggerated scenarios unreflective of real
…show more content…
"Culture" can be a good thing when all are participating in creating it. Culture is supposed to be an ongoing process that allows each individual to contribute; but, that kind of culture is only possible when the individual is made aware of their ability to contribute. When submerged in an almost airtight deluge of images and messages-afforded by advertisement companies abroad-the growth of a culture can be subverted and twisted into something torturous for the people coming out of it. The use of emotional manipulation, iconic celebrities, and the objectification of women in advertisement is a power game levied against the consciousness of the public. Instead of being a public of consumers, people should make an effort to be a republic of consumers and creators that balance each other

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