In his article entitled Consumer Angst written in 2007. Paul Lutus claimed that “No count how true any individual advertizement is. modern advertisement. taken as a whole. tells a prevarication — that you need the thing being advertised. ” To explicate his point. Paul Lutus farther claims that valuable consumer goods need non be advertised because it is a necessity by itself and no publicity is needed for it to pull and obtain gross revenues. Furthermore. he explained that the quality of the merchandise should talk for itself and there is no demand to “waste company’s money asseverating the obvious” .
In his above-named statements. Paul Lutus evidently focuses merely on one facet of advertisement which is to sell. He missed to appreciate the other map of advertisement which is to inform. Ad. as defined by Wikipedia. org. “is the signifier of communicating whose intent is to inform possible clients about merchandises and services and how to obtain and utilize them” . The primary intent of advertisement is to make public consciousness about a certain merchandise or service that is being advertised. It aims to pass on to the intended audience that such a merchandise or service exists.
As Taflinger ( 1996 ) claims “the basic intent of advertisement is to place and distinguish one merchandise from another in order to carry the consumer to purchase that merchandise in penchant to another. ” Ad is normally used to make a alone image that will be identified to a merchandise or service. The message that is being communicated normally highlights the best characteristics of the merchandise – its singularity. serviceability. best features. etc. – that will customer’s attending to it. After supplying information on the merchandise or service characteristics. advertising’s end is to lure clients to seek out the merchandise.
It is hence safe to claim that the end-goal of any advertizement is to bring forth gross revenues in footings of merchandise or service. However. while it is true that every advertisement run is aimed at bring forthing gross for the trade name that is being advertised. it is non proper to claim that all advertizements are lies. Even premium trade names such as Nike. Armani. Prada and others do publicize their merchandises. These trade names are sought after and have all proven to be of good quality. But these trade names still invest on advertizement. Ad has become an of import portion of today’s concern.
With new merchandises shooting like mushrooms everyday. competition has become stiff and advertisement has taken a large function in leting the merchandise or service to vie in the market. In his article entitled “Educating the Consumer about Ad: Some Issues” Stephen Gotlieb ( 1991 ) explains that advertisement “promotes competition among manufacturers of merchandises and services. supports monetary values low through the development of mass markets. encourages store proprietors to stock a assortment of points. supports free look by funding media beginnings. and spurs invention” .
The more you are seen and understood by your clients. the bigger opportunity you have to remain in the mainstream. It is hence of import to acquire you message through. so that your merchandise or service gets noticed. Or else. your offer will merely die. Besides. with the competition acquiring tighter. advertizers today can non afford to trust on false claims for their merchandises of services. With a batch of other options available in the market. a individual incorrect claim will trip the client to seek out other merchandise. It is the function of advertisement to lure clients and promote them to seek out the merchandise.
Once the client is convinced with the advertisement claim and decides to avail the merchandise or service. it is now the function of the merchandise to turn out itself and incarnate what is being stated in the advertisement claim. It is hence important to pass on the message that best embodies the merchandise. Once advertised. the merchandise or service is already exposed to t he public oculus and examination. Unless the client has already tried out the merchandise or service. their perceptual experience of the merchandise will depend on the advertizement. It will either do or interrupt the hereafter of the merchandise or service depending on how you place the message about the merchandise.
Therefore. while an advertizement is typically used to make or change the consumer’s perceptual experience of a merchandise and bring on them into purchasing it. it can non be said that it is Always a prevarication. For obvious grounds. advertizements merely highlight the good side of the merchandises or services. We can non fault the advertizers to make this. While they are evidently banking on the good side of their offer. we can non impeach them of stating us a prevarication. The beauty of advertisement is it gives the clients the opportunity to measure the viing merchandises or services even before buying it through the merchandise claims.