Advertising is seen as crucial for the survival of most companies nowadays. Even the biggest corporations in every industry still advertise, as they are uncertain about the repercussions of not doing so and are afraid of being overlooked. The market requires innovative and captivating approaches to engage customers and persuade them to buy, but companies frequently go beyond acceptable limits. The issue of whether advertising creates artificial desires remains a highly contentious subject.
Contrary to popular belief, the notion that advertisers wield a substantial sway over consumer desires may be questionable. Humans, unlike animals, possess rational thinking abilities that enable them to make sensible decisions. This rationality empowers individuals to make informed choices about their purchases and which advertisements they place trust in. People have the freedom to determine how they allocate their finances and the liberty to pursue happiness by acquiring products that bring them joy and fulfillment.
John Kenneth Galbraith argues for anti-consumerism, stating that anything beyond basic needs is not considered “urgent” or “important.” However, Abraham Harold Maslow’s Hierarchy of Needs suggests that humans require more than just meeting physiological needs to live a fulfilled life. According to Maslow, individuals also have inherent needs for safety, love, belongingness, respect, and self-actualization. Galbraith’s perspective is flawed because people cannot truly live or desire self-improvement without feeling safe, beautiful, powerful, happy, desired respected or loved.
To illustrate the presence of free choice and rational decision-making independent of consumer behavior in individuals’ lives, one can observe real-life examples. People have the freedom to choose whom they love based on perception and emotions and can decide whether to engage in legal or illegal stealing.
Ultimately, human beings possess the capacity to shape their values according to their own interpretation of what is morally deemed “good.”
Individuals have the freedom to choose whether to pursue self-actualization needs through educational and intellectual improvement or give up. They also have the option of participating in adventurous activities like para planning or staying home to watch TV. Furthermore, they have the autonomy to decide which people or groups they want to be associated with in their community. People can also exercise their agency by selecting what political views they want to respect and honor. However, Professor Galbraith argues that advertisements not only influence individuals’ purchasing choices but also shape them.
The author raises doubts about people’s rationality and indicates that they are susceptible to manipulation and bullying. However, Galbraith counters by asserting that contemporary individuals are better educated and less susceptible to the influence of advertisements when making decisions. This shift in consumer behavior is attributed to the recent economic crisis, which has made people more price conscious and inclined towards finding a balance between quality and affordability in their purchases.
In addition, persuading individuals has become more challenging nowadays due to the cumulative effect of advertising messages and negative experiences. Many consumers now disregard advertisements when making purchasing choices, as they have become more cautious and skeptical of their persuasive content. As Galbraith suggests, people tend to make impulsive decisions and are easily influenced by manipulation.
The hierarchy of effects approach proposes that purchasing a product involves a complex process. It begins with creating awareness and knowledge about the product, developing liking and preference for it, forming conviction, and finally culminating in the act of purchasing. Consequently, individuals have the prerogative to make “bad” decisions as they are aware of their choices.
In the conventional perspective, advertising links a specific brand or product with a prestigious individual or an idealized lifestyle. It implies that using the product will result in the consumer becoming more attractive, desirable, or energetic.
The consumer makes a purchase, whether fully or partially believing it and whether consciously or unconsciously influenced by the ad’s suggestion. However, this idea of advertising directly affecting consumer decision-making does not completely clarify why consumers choose what they do in most instances. It is crucial to acknowledge that businesses may occasionally exceed limits. Nevertheless, when it comes to their aspiration to appear “beautiful,” “desirable,” and “energetic,” they are prepared to go to any extent. According to Galbraith, advertising enables companies to generate artificial desires, resulting in societal devastation.
In his book “Affluent Society,” the author discusses how the market fulfills consumer desires by offering products that meet their needs. However, individuals are not easily convinced by advertisements if they do not desire or need the product being promoted. Sometimes, consumers prioritize their desires over rationality when making purchase decisions.
Many women aspire to have an attractive, slim, and lovely figure for various reasons. Their demand for such a physique stimulates the supply in the market. However, there are instances where the market fails to efficiently or wholesomely fulfill their desire.
There are several products on the market, such as pills, tea, and coffee, that aim to assist individuals in reaching their objectives. Historically, customers have exhibited specific desires and demonstrated a willingness to make sacrifices in order to fulfill them. A Bulgarian company introduced their dietary supplements as the top-rated and most efficient approach for rapid and healthy weight loss. Unfortunately, after the product became available, over fifty customers who utilized it were admitted to hospitals due to heart-related problems occurring during the summer months.
This case, which was not widely publicized, came to my attention and prompted me to personally share this information with my friends, family, and acquaintances. I managed to convince most of them that their well-being should be prioritized and there might be potential risks involved. However, a few individuals chose to ignore my advice because they had experienced positive results from using the product. According to Galbraith’s theory, society’s belief in being thin is influenced by social factors; nevertheless, each person has the freedom to determine what makes them happy and define their own standards of beauty.
According to Professor Galbraith, there is a direct relationship between high production and increasing wants. However, I would argue that the dependency exists between innovation and increasing wants. Apple’s success in predicting demand is a prime example of this. They are able to respond quickly to the ever-changing environment and the trend of efficiency. Customers now require constant access to the internet and the ability to react instantly. The introduction of the iPad raises questions about whether its strategy is driven by the product itself or if Apple is attempting to convince people they need it when they do not. Critics may point out that the iPhone already has similar features, suggesting there is no need for the iPad. However, the iPad serves a purpose by fulfilling a predicted demand for a larger device that provides comfort for extended usage and can be utilized for multiple purposes. Apple’s advertisements effectively encourage potential customers to connect with their products.
According to Galbraith, this method of reaching people could be seen as manipulative and persuasive, as it aims to create an artificial desire. However, it also prompts the consumer to imagine owning the product and the benefits they could derive from it. Ultimately, it is the consumer who determines whether these products hold any value for them and offer them happiness. Galbraith further argues that advertising and excessive production have a negative impact on society, as they expose individuals to a “popular culture” where one person’s consumption becomes another person’s aspiration.
Hayek argues that individuals naturally strive to match the possessions of those around them, leading to the purchase of similar items. He contends that social and cultural factors do influence most basic needs, except for a few. However, Hayek asserts that advertisements do not primarily drive consumer purchasing decisions. Instead, their effectiveness lies in associating products with emotions, experiences, and desires, essentially creating a package of feelings.
I disagree with Galbraith’s view that this trend is negative. If anti-consumerism trends gain dominance, it will hinder development. However, the current market is continuously improving in terms of consumer satisfaction, meeting all their needs, desires, and preferences. Advertising serves both persuasive and informative functions. The informative aspect of advertising is deemed more authentic and organic as it aims to acquaint people with the product and distinguish it from competitors.
The main purpose of informative advertisements is to promote products and encourage competition by demonstrating how they can fulfill the essential needs of individuals. However, advertisements with manipulative intentions are primarily focused on selling products from companies that employ a product-driven approach. Galbraith specifically examines these products and how advertising exploits psychological needs in order to influence the desires of consumers. An example of this is targeting women who aspire to feel beautiful, elegant, and desirable, suggesting that purchasing clothing, lipstick, makeup, and similar items can help achieve this desired feeling.
Although lipstick may not actually improve a woman’s physical attractiveness, it does provide her with a sense of beauty. The compliments and admiration she receives are likely due to her confidence and individuality rather than simply the shade of her lips. It is impossible to persuade this woman that her inclination for these products is unnatural because they bring her happiness. To further demonstrate this point, let’s consider cars: while individuals require them for transportation, their purchasing decisions are influenced by their needs, preferences, and wants.
According to the Galbraith theory, a necessity car should possess efficiency, speed, moderate pricing, and low operational costs. However, luxury car brands such as Bentley, BMW, and Ferrari are renowned for their high prices and association with social status. In terms of transportation from one point to another, there is no distinction between luxury cars and regular cars. Luxury cars are frequently advertised in an extravagant manner that involves showcasing attractive women; this can be interpreted as generating an artificial desire to endorse a particular lifestyle.
Acquiring a property would bring me various positive emotions such as happiness, importance, sophistication, delight, and more. The reason for choosing it over an ordinary car is the strong emotional impact it will have on me. I do agree with Galbraith’s belief that once our physical needs are fulfilled, our psychologically driven desires become prominent. However, he argues that these desires are unnecessary and humans only require basic needs like “food,” “shelter,” and “sex.” I disagree because without these additional desires, people would lack motivation to live.
Hayek challenges Galbraith’s belief that without incentives, there will be no progress. Hayek argues that Galbraith lacks respect for progress and the history of evolution. To counter this, Hayek emphasizes the importance of education, love of art, and literature. He suggests that reading books can educate, entertain, and offer new experiences. Hayek refutes Galbraith’s theory from the book “Affluent Society,” which suggests that if a book is advertised persuasively, it has little value.
Reading and learning are essential for our development and separate us from other animals. Advertising aims to create feelings and experiences. However, the desire and necessity are not artificial; they genuinely exist. People truly feel the impact of acquiring an object – it boosts their self-esteem and well-being. An example of this is Power Balance bracelets, which claim to enhance strength, resistance, flexibility, as well as concentration and relaxation.
Although this bracelet’s claims may not be fulfilled, it is believed that the effect of the product could be similar to a placebo. From a practical perspective, both businesses and consumers benefit from advertising that brings life to a product or creates a certain feeling. Regardless of the success of their advertising strategies, companies generate profit. Consumers can satisfy their need for a certain feeling with or without a product that has artificial features. According to classical utilitarianism, we desire things simply because we desire them rather than because they are inherently good. Advertising helps people obtain what they want and find happiness while companies achieve success, thus serving the greater good. If an action benefits the majority, it is considered right. Personally, I support the use of advertising that adds value to products and fulfills natural innate desires. Based on my observations, I conclude that the desires are genuine but the characteristics attributed to these products are artificial.
It is crucial to me that advertising adds value to unnecessary products, as they can bring happiness, motivation, and improve consumers’ lives. Unfortunately, some companies deceive customers by selling products that do not meet expectations and can even be harmful to health. These companies prioritize profit, but it is up to individuals to utilize rational thinking. Blaming advertising for manipulating us and creating artificial desires should not excuse our irrational purchasing choices.
Kenneth Galbraith’s book, “The Affluent Society,” discusses the dependence effect and its impact on society. Michael Solomon’s “Consumer Behavior” explores consumer behavior and its influence on advertising. In Michael Phillips’ “Ethics & Manipulation in Advertising,” he argues against the indictment of advertising as unethical manipulation. Michael Schudson’s book, “Advertising, The Uneasy Persuasion,” examines the dubious impact of advertising on American society. F.A. Hayek’s article, “The Non Sequitur of the Dependence Effect,” critiques Galbraith’s argument. Robert White’s lecture notes define utilitarianism.Kenneth Galbraith’s book, The Affluent Society, was published in 1958 by The Riverside Press [9]. Finlo Rohrer wrote an article titled “What Are Power Balance Bands?” for BBC News [10]. Lecture.notes has information on utilitarianism [http:].
