Transcript Marketing
Persuasive Advertising, Autonomy, and the Creation of Desire Roger Crisp • ADVERTISING PLAYS ON THE UNCONSCIOUS DESIRES FOR: – – – – Sex Money Adventure Power PERSUASIVE ADVERTISING • All forms are wrong because – Includes subliminal advertising, puffery and repetition – Removes autonomous reaction to decision making – Based on linkage to things (sex, drugs and rock and roll) outside of the object ARRINGTON IN SUPPORT OF ADVERTISING • • • • AUTONOMOUS DESIRE (A search for a new look for the sake of a new look) – Crisp- no so because of linkage to secondary needs (sex, drugs and rock and roll) RATIONAL DESIRE AND CHOICE (People do not need perfect information only enough to make a decision) – Crisp - The information provided is there to persuade not educate FREE CHOICE (The act of buying can be justified in the mind of the purchaser) – Crisp - Desires may be so covert that individual is unaware of manipulation CONTROL AND MANIPULATION (Advertisements do intend to control all conditions to meet a need) – Crisp - Causes people to be brain washed into accepting what they would reject if aware of reasons for manipulation. CONCLUSIONS • PERSUASIVE ADVERTISING OVERRIDES AUTONOMY AND IS THEREFOR IMMORAL • IMPOSES A DISTORTED SYSTEM OF VALUES ON CONSUMERS • MAY PLAY TO STEREOTYPES OR DISCRIMINATION Ethical Myopia: The Case of “Framing’ by Framing Alan E. Signer • Mental Accounting – How a person goes about accounting for money • Framing – How the deal is framed rather than the objective value • Transactional Utility Theory (TUT) – Segregated Gains (Two $50.00 winning tickets rather an One $100.00 ticket – Perceived Price -Emotional Value ( Inaccurate pricing, Inaccurate costing, Minimum Pricing, Add on) • Market Clearing – Market works when Supply and Demand are balanced – Reframing to make people happier EXPLOITING COGNITIVE HABITS • Focus on peoples belief (how they see the world. This can be distorted by – Lying about product – Nondisclosure (Herbal Medicine) – Labeling (price per bottle or price per wash) RECOMMENDATIONS • Legislate protection against “deceptive practices” • Teach social consequences in marketing classes • Consumer education • Researcher indicate areas that are appropriate and those to avoid Marketing to Inner-City Blacks: Powermaster and Moral Responsibility George C. Brenkert • • • • Heilman Brewery facing bankruptcy Decided to sell to inner city blacks using higher alcoholic content than other malts Appealed to Power and Boldness in customers Ads impacted viewers in a way that made them “exceptionally likely to be influenced by the advertising” Social vulnerability CONCLUSIONS • Marketers must look at the context of their campaigns • Marketers who target a specific group must consider harm done to that group • Marketers must accept collective responsibility for their products in the market place