OUGD401 - Lecture Notes - History Of Type

OUGD401 - Essay: “Advertising doesn’t sell things, all advertising does is change the way people think or feel.” – Jeremy Bullmore. Evaluate this statement with reference to selected critical theories (past and present).

We were asked to explore the library and find some books to help us with the research on our 3000 word essay. Out of the provided questions, I chose:

"Advertising doesn't sell things, all advertising does is change the way people think or feel" (Jeremy Bullmore). Evaluate this statement with reference to selected critical theories (past and present).

Rodgers, S and Thorson, E (2012) Advertising Theory, 1st Edition, Routledge Publishers. - 659.1

Advertising Theory provides detailed and current explorations of key theories in the advertising discipline. The volume gives a working knowledge of the primary theoretical approaches of advertising, offering a comprehensive synthesis of the vast literature in the area. Editors Shelly Rodgers and Esther Thorson have developed this volume as a forum in which to compare, contrast, and evaluate advertising theories in a comprehensive and structured presentation. Chapters provide concrete examples, case studies, and readings written by leading advertising scholars and educators.

Utilizing McGuire’s persuasion matrix as the structural model for each chapter, the text offers a wider lens through which to view the phenomenon of advertising as it operates within various environments. Within each area of advertising theory – and across advertising contexts – both traditional and non-traditional approaches are addressed, including electronic word-of-mouth advertising, user-generated advertising, and social media advertising contexts.

Wright, R (1999) Advertising, 1st Edition, Financial Times. - 659.1

The first four chapters of this book look at the meaning and use of advertising, it's growth, the part it plays in society, it's relationship in marketing and how organisation can maximise it's potential.

Arens, W (2010) Contemporary Advertising, 13th Edition, McGraw-Hill/Irwin. - 659.1

Known as the “coffee table book” for Advertising, it is known for its current examples, the author’s ability to pull from real-world experiences, and the clear writing style. Taking a comprehensive view of the industry, this text presents advertising from the creative stand-point and Arens draws from his own industry experience to lend life to the examples. Author Bill Arens continues to address the importance of Integrated Marketing Communications (IMC) in the field of Advertising and how it impacts advertising strategy through featured examples of IMC campaigns.

MacRury, I (2009) Advertising, New Ed Edition, Routledge Publishers. - 659.1

Iain MacRury's Advertising offers the means to explore and evaluate this transition with an introduction to advertising for the contemporary reader.

Advertising provides a clear and easy guide to a changing cultural and commercial genre. It explores how advertising can be studied as a cultural industry, and as a sign system, and how adverts and the reception of adverts can be considered drawing on approaches from literary criticism, structuralism, post-structuralism, psychoanalysis and ethnography.

Yeshin, T (2005) Advertising, 1st Edition, Cengage Learning EMEA. - 659.1

Providing both an understanding of the application of the principles of advertising from a practitioner perspective, as well as a sound academic underpinning, and illustrated with examples of contemporary practice. This text is suitable for undergraduate students of Marketing, in particular Advertising and Marketing Communications and postgraduate students on marketing-led Masters.

In our seminar about advertisement, we discussed some really interesting content on advertisement and the thought-field behind it all. Here are some notes I made which I will come back to for my essay content.

The first book I looked at was Arens, W (2010) Contemporary Advertising, 13th Edition, McGraw-Hill/Irwin.

This was a very useful book when the appropriate information was found, as it covers an excessive amount for advertisement theory.

Contemporary Advertising – page 8 – What is Advertising?:

“At the beginning of the 20^th century, Albert Lasker, who today is generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why.”

Contemporary Advertising – page 8 – What is Advertising?:

“Advertising is a type of communication, which is commonly defined as a process through which meaning or information is exchanged between individuals using some system of symbols, signs or behaviour.”

Contemporary Advertising – page 39 – The Modern History of Advertising:

“Appearing in publications across the country, print ads were the first to incorporate Santa Claus. Interestingly, it was not until the mid-19^th century that Santa Claus began to be portrayed in this rotund, jolly manner, and in fact, artists working for Coca-Cola played a major role in popularising the Santa Claus we know today.

Contemporary Advertising – page 45 – The Golden Age of Advertising:

“Postwar prosperity of the late 1940s and early 1950s seemed to many to create a culture in which consumers tried to climb the social ladder by buying more and more modern products. A creative revolution ensued in which ads focused on product features that implied social acceptance, style, luxury, and success.”

Contemporary Advertising – page 323 – Nature of the Medium and Mood of the Message:

“An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message. Advertising messages differ in many ways. Some are simple messages: “Just do it” (Nike). Others make emotional or sensual appeals to people’s needs and wants: “The great taste of fruit squared” (Jolly Rancher candies). Many advertisers use a reason-why approach to explain their product’s advantages: “Twice the room. Twice the comfort. Twice the value. Embassy Suites. Twice the hotel.”

Next, I read through Yeshin, T (2005) Advertising, 1st Edition, Cengage Learning EMEA.

I went through the appropriate sections and listed articles which would come in useful to my understanding of the subject matter:

Advertising – pages 9-10 – The Persuasive Function:

“Much ‘cause’ advertising attempts to persuade consumers to alter their attitudes towards a particular issue. Political parties use this form of advertising, especially during the run up to an election, to persuade the audience that their policies are the most appropriate and to motivate them to vote for a particular party. Similarly, charities often attempt to focus attention on a specific concern.”

Advertising – page 13 – Criticisms of Advertising:

“Shimp (1997) identified several areas where critics contend that advertising has a negative effect on society: Advertising is untruthful and deceptive, manipulative, offensive and in bad taste; It creates and perpetuates stereotypes; It encourages people to buy things that they don’t really need; And it plays upon fears and insecurities.”

Advertising – page 13 – Advertising and Society:

“Social responsibility in marketing covers a diverse range of issues such as consumerism, environmentalism, regulation, political and social marketing.”

Advertising – page 15 – The Consumer and Advertising:

“Mittal (1994) found that a sizeable proportion of respondents from a study indicated advertising for furthering materialism, overselling sex and promoting unwholesome values.”

Advertising – pages 48-49 – Weak Versus Strong Theories of Advertising:

“Ambler (2000) suggests that all ‘persuasion’ theories possess a series of defining characteristics: There is a sequence of stages, although the nature of the elements may be different. Advertising is received by consumers in a manner which is processed. Advertising seeks to change the consumer’s knowledge and attitudes in such a way that behaviour will also change. Persuasion theories address only part of the topic. They consider how advertising is processed, but do not explain how the processed ads impact upon consumer choices, i.e. behaviour.”

Finally, the last book I took out of the library to study further was Wright, R (1999) Advertising, 1st Edition, Financial Times.

Advertising – page 28 – Influences On The Consumer:

“History will see advertising as one of the real evil things of our time. It is stimulating people constantly to want things, want this, want that, there is no end to it.” – Malcolm Muggeridge.

Advertising – page 29 – The Counter Argument:

“It is further argued that images and stereotypes used in adverts only reflect the ideas, beliefs and attitudes that already exist in society, that in fact adverts follow rather than lead social and cultural developments.”

Advertising – page 29 – The Counter Argument:

“Advertising is an open instrument in the hands of the people that use it. If evil men use advertising for base purposes, then evil can result. If honest men use advertising to sell an honest product with honest enthusiasm, then positive good for our kind of capitalistic society can result.”

Essay:

“Advertising doesn’t sell things, all advertising does is change the way people think or feel.” – Jeremy Bullmore. Evaluate this statement with reference to selected critical theories (past and present).

In this era of globalisation and consumerism, advertising is the main control point in the competitive business world. Businesses seek to win their customers from competing rivals through the means of advertising – the main form of communication between industry and society. “Advertising is a type of communication, which is commonly defined as a process through which meaning or information is exchanged between individuals using some system of symbols, signs or behaviour.” [Arens W, Weigold M & Arens C (2010) p.8]

There are many methods and mediums of advertising but the single thing they all have in common is the fact they are all used as a communication tool, honest or misleading. Features of advertising are to make an idea or a product appear desirable through a method of visual communication with the audience. An example of a range of products deemed desirable due to the impact it’s advertising has had on consumers is Apple products. Apple uses a very clean layout when using their advertising, they are all based around a white glowing background with their product placed and complimented with a title and subheading in Helvetica weights. Clever language is used to describe their products, some examples include: “The new iMac. Performance and design. Taken right to the edge.” [See figure 1]  and “iPhone 5. The biggest thing to happen to iPhone since iPhone.” [See figure 2] These modernist design strategies are the backbone of Apple’s success and are continuing to label their products as desirable to the general market audience. Corporations and businesses help their products enter the consumers market by using advertising as a promotional tool. These tools are made to create a positive idea in the audience’s heads of their product or campaign; this is called planting a seed. Planting a seed has the objective of provoking a thought, which will then become a desire for the product itself when in the right scenario. An example of this would be McDonald’s television campaigns about their savers menus or whenever they release a new seasonal burger. Their current television advert on the McDonald’s savers menu revolves around a couple at a baby scan but the husband hasn’t turned up. They start the baby scan and he walks in to his wife looking distraught at him. He reacts to this by holding up a McDonalds bag and says “I picked up a mayo chicken burger for 99p” for her to then smile and say “Can’t argue with that” This is effective due to the humour but also as a planted seed. The next time a member of the audience is wondering around town killing time, he/she will remember that they can pick up something from the savers menu for only 99p.

A positive aspect of advertising in the eye of the consumers is choice making. Some advertisements often compare products or prices against competitors in a way to encourage people to choose their product over others. This helps the consumer save money and normally create a positive opinion of the product or company, which will benefit them in future promotions and advertisements. A perfect example of this is ASDA Supermarket’s strategy of being the cheapest out of their competitors. On almost all of their adverts they include a price comparison where it shows the price of the same product from Sainsbury’s, Tesco’s, Morrison’s and others to prove that they are the cheapest to shop at. They particularly used to aim their adverts against Tesco’s as they were deemed as the most popular out of the competitors. So ASDA’s ideology was to show consumers that they are a lot cheaper than Tesco’s to convert them into their own customers, this ended up working extremely well and ASDA’s consumer base rose dramatically as Tesco’s lowered [See figure 3].

There is always a drive behind advertising, always a “reason why”. Whether is to sell, to inform, to persuade, to create an opinion. There is always a reason for it. There is also an incredible amount of medias in which to show it. This started through the essence of print and through modern day advancements is shifting towards web and television. “At the beginning of the 20^th century, Albert Lasker, who today is generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why.” [Arens W, Weigold M & Arens C (2010) p.8]

This essay will be a journey of critical thinking on the subject relating examples and professional statements to conclude whether the statement “Advertising doesn’t sell things, all advertising does is change the way people think or feel.” is an opinion or an obvious fact. We’ve already noted some examples of how different kinds of advertising have different aims and work to these aims by making people feel different emotions when exposed to these advertisements – This is our first clue. For the main body of this essay I am going to concentrate in a particular series of advertisements to which I hope will give me a further understanding of whether this statement is true or false.

            The idea of Santa Claus dates back as early as the fourth century in the name of Saint Nicholas. This idea is still going strong today. The shifts in cultures and identities has been expansive for this fictional character but what has built him up to be the idea of who we know him as today?

            The answer to that is advertising. Lets discuss the history of Santa Claus for a moment.

            Saint Nicholas [See figure 4] was the first known subject of this characterisation, famous for his generosity and giving attitude towards the poor or less fortunate. Portrayed as an old Greek long-bearded bishop, Saint Nicholas was highly religious from a very young age and built himself on that to make himself a better person, devoting his whole life to Christianity.

­            Odin [See figure 5], the celebrator of Yule, also known as the Jólnir (Yule figure) or Langbarôr (long beard) to the Germanics was seen as the leader of the ‘Wild Hunt’, a midwinter ghostly procession in the sky. "The appearance of Santa Claus or Father Christmas, whose day is 25th of December, owes much to Odin, the old blue-hooded, cloaked, white-bearded Giftbringer of the north, who rode the midwinter sky on his eight-footed steed Sleipnir, visiting his people with gifts.” [Baker, M (2007) p.62]

            Sinterklaas [See figure 6], also known as De Goedheiligman (The Good Holy Man), or De Sint (The Saint) is a Christmas figure celebrated in the Low Countries. He is celebrated on the 5^th of December (Saint Nicolas Eve) and the morning of the 6^th. This character is also portrayed as an old Saint with a long beard, but Sinterklaas wears a red cape, and holds a gold crosier as well as the book of Saint Nicolas (with the names of good and bad children within it).

            Father Christmas [See figure 7], the last character of the journey before becoming Santa Claus dates back to the 16^th century. This characterisation consists of a rather large man in green robes lined with fur. He represented the spirit of cheer and good health as well as luxuries such as wine, food and festivity. The feast of Saint Nicolas was put forward to the 25^th to fall on Christmas day. This is where we find the character of Santa Claus.

            Santa Claus [See figure 8] is a combination of the folklore gift givers Saint Nicolas and Sinterklaas merging into the modern idea of what we think of today when we think about Christmas. However they weren’t the only things that brought to life what you are thinking of right now. As the years passed, more and more generalisations and characterisations surrounded the themed gift-giver of Christmas.

            The idea of Santa riding a sleigh with reindeer became a popular thought after a poem by Clement Clarke Moore – “A Visit From St. Nicolas: “When out on the lawn there arose such a clatter, I sprang from the bed to see what was the matter. Away to the window I flew like a flash, Tore open the shutters, and threw up the sash. The moon on the breast of the new fallen snow, Gave the luster of mid-day to objects below; When, what to my wondering eyes should appear, But a miniature sleigh, and eight tiny reindeer, With a little old driver, so lively and quick, I knew in a moment it must be St. Nick. More rapid than eagles his coursers they came, And he whistled, and shouted, and call'd them by name: "Now! Dasher, now! Dancer, now! Prancer and Vixen, On! Comet, on! Cupid, on! Donder and Blitzen;” ” – This poem has "arguably the best-known verses ever written by an American” [Burrows E & Wallace M (1999) p.462-463]  Other characterisations made in this poem push forward the evolution of who we think of today. Physical attributes made clear in the poem consist of - "chubby and plump, a right jolly old elf" with "a little round belly", that "shook when he laughed like a bowlful of jelly"

            Thomas Nast, an American illustrator from the 19^th century is noted the first to put Santa Claus’ modern day image into print for the cover of a newspaper “Harper’s Weekly” in 1863. Nast is also responsible for the idea of Santa living in the North Pole [See figure 9].

            The 20^th century was a good time for the development of Santa’s modern day image, which was popularised greatly through the visual idea of Santa painted by Haddon Sundblom for The Coca Cola Company in the 1930’s. Santa Claus was now being used as an advertising strategy during the holidays. Haddon Sundblom’s paintings were an iconic moment in American advertising history. The idea of using a fictional character that is associated with such a favourite time of the year by most was astounding. This campaign pushed out to the general public the idea of Santa Claus wearing red and white, having long silver hair and beard but also continuing that jolly and plump generalisation. “Appearing in publications across the country, Coca-Cola’s print ads were the first to incorporate Santa Claus. Interestingly, it was not until the mid-19^th century that Santa Claus began to be portrayed in this rotund, jolly manner, and in fact, artists working for Coca-Cola played a major role in popularising the Santa Claus we know today.” [Arens W, Weigold M & Arens C (2010) p.39]  Coca-Cola was easily cementing the modern day idea of Santa Claus into the public consciousness, not only that, but also boosting their winter sales an incredible amount with the spread of print ads all over the world showing our beloved Santa drinking a bottle of Coca-Cola.

            Particularly in the mid 1900s, the post-war prosperity created a very consumerist mind-set in which people became very materialistic and dreamed of climbing that social ladder. Coca-Cola took advantage of this and made their products appear desirable to the public eye by using clever combinations of words that made it seem a must have for a hard-working person deserving of a break - “Thirst asks for nothing more” [see figure 10] and “Thanks for the pause that refreshes”. [See figure 11] Luxury was another tool Coca-Cola favoured in their print campaigns to make it so desirable to the generalised public. “Post-war prosperity of the late 1940s and early 1950s seemed to many to create a culture in which consumers tried to climb the social ladder by buying more and more modern products. A creative revolution ensued in which ads focused on product features that implied social acceptance, style, luxury, and success.” [Arens W, Weigold M & Arens C (2010) p.45]  This can be seen as a very negative aspect of Coca-Cola’s advertising campaigns. They urged audiences to go and stock up for Christmas as they were expecting guests and they needed more coca cola in the house, when really they probably wouldn’t of thought to get more in the first place. This is an example of an advertisement making people feel below average if they don’t own a certain product or enough of it, subconsciously persuading them to get more, whilst also taking advantage of the holiday season. Here are a couple of quotes I found which emphasise this problem. “Shimp (1997) identified several areas where critics contend that advertising has a negative effect on society: Advertising is untruthful and deceptive, manipulative, offensive and in bad taste; It creates and perpetuates stereotypes; It encourages people to buy things that they don’t really need; And it plays upon fears and insecurities.” [Yeshin T (2005) p.13] and “History will see advertising as one of the real evil things of our time. It is stimulating people constantly to want things, want this, want that, there is no end to it.” [Wright R (2000) p.28]

            The print ads by Coca-Cola were a series of monumental works of art, which we all remember and continue to see today. This was because of how well the medium worked with the style and mood of the message they were out to communicate. They had little catch phrases that would stick in the audience’s heads, a very child-friendly print campaign in which children would always admire the prints of the winter gift-giver of the North Pole. This is a particular reason it worked so well was the target audience of children and families. “An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message. Advertising messages differ in many ways. Some are simple messages: “Just do it” (Nike). Others make emotional or sensual appeals to people’s needs and wants: “The great taste of fruit squared” (Jolly Rancher candies). Many advertisers use a reason-why approach to explain their product’s advantages: “Twice the room. Twice the comfort. Twice the value. Embassy Suites. Twice the hotel.” [Arens W, Weigold M & Arens C (2010) p.323]

            The modern-day Christmas television adverts by Coca-Cola [See figure 12] have become a traditional speculation all over the globe. Particularly in the UK the British public have grown the idea that it’s officially Christmas time as soon as the Coca-Cola adverts begin. This shows the impact of what Coca-Cola has done as a company just through advertising with the jolly bearded man.

As a conclusion to this essay, I have come to find that it wasn’t a new thing to use Santa as an advertising campaign, as a mineral water company ‘White Rock Beverages’ used it first two decades beforehand. “There’s one problem with Coke’s assertion that it created the fat, white- whiskered, red-and-white garbed Santa: The Claus that refreshes was actually introduced two decades earlier by White Rock Beverages.” [BevNET Staff (2006)] [see figure 13] This proves that the success of their advertisements wasn’t due to the fact there is an urban myth that they started the stereotype, but it was how they advertised it. It was the clever use of language, the coordinating colour scheme and the extent of the publicity.

I consider the Coca-Cola adverts some of the most successfully executed in the world mostly because of the effect they have had on the human mind, which still continues to grow. Yes, it did begin as a stolen idea in a hope to success it further than White Rock Beverages, however they did take it to a whole new level. Using ideas, stereotypes and images which are recognisable as visual communication to the generalised public, it has continued to expand and been shown in a variety of different formats.  “It is further argued that images and stereotypes used in adverts only reflect the ideas, beliefs and attitudes that already exist in society, that in fact adverts follow rather than lead social and cultural developments.” [Wright R (2000) p.28]

The best thing about the statement by Jeremy Bullmore “Advertising doesn’t sell things, all advertising does is change the way people think or feel.” Is if you split it in half and then question the meaning of that. “Advertising doesn’t sell things” If we look at it in a logical way then of course it doesn’t. It is seen to because it’s the direct communication between industry and society, however it is the industry itself that is selling things/services. And then we look at the second half “All advertising does is change the way people think or feel.” This statement here couldn’t be worded any better. Throughout the examples I have shown in this essay from different companies selling different things whether they were desirable technology from Apple or a refreshing drink of Coca-Cola, they are all changing the way you think or feel about a product. Either from no experiences of it before or a very knowledgeable view on product being advertised, it will have changed your idea of the product. In your mind it may of made you instantly want to go and find this product for yourself, or it may of planted an idea or thought in your head which will grow the more you see the product or advertisement until purchase is made.

            It might not even be a product, the same forms of advertising are used for political parties as well as charities to both inform you of an idea and give you a formed opinion on it (particularly in a positive interest) as well as a built attitude about a cause or idea in which they are working on. “Much ‘cause’ advertising attempts to persuade consumers to alter their attitudes towards a particular issue. Political parties use this form of advertising, especially during the run up to an election, to persuade the audience that their policies are the most appropriate and to motivate them to vote for a particular party. Similarly, charities often attempt to focus attention on a specific concern.” [Yeshin T (2005) p.9-10]

Overall, the summary of my conclusion to this essay ends here and after the research I have committed and the opinions I have made during the creation of this essay I can safely say that Jeremy Bullmore’s statement “Advertising doesn’t sell things, all advertising does is change the way people think or feel.” Is absolutely right. Advertisements are constantly changing the way you think or feel towards an idea or a product. It is what they have always been made for since the very beginning, and I don’t think that will ever change.

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Arens W, Weigold M & Arens C (2010) Contemporary Advertising, 13^th Edition, McGraw-Hill Higher Education, page 8:

“At the beginning of the 20^th century, Albert Lasker, who today is generally regarded as the father of modern advertising, defined advertising as “salesmanship in print, driven by a reason why.”

Arens W, Weigold M & Arens C (2010) Contemporary Advertising, 13^th Edition, McGraw-Hill Higher Education, page 8:

 “Advertising is a type of communication, which is commonly defined as a process through which meaning or information is exchanged between individuals using some system of symbols, signs or behaviour.”

Arens W, Weigold M & Arens C (2010) Contemporary Advertising, 13^th Edition, McGraw-Hill Higher Education, page 39:

 “Appearing in publications across the country, Coca-Cola’s print ads were the first to incorporate Santa Claus. Interestingly, it was not until the mid-19^th century that Santa Claus began to be portrayed in this rotund, jolly manner, and in fact, artists working for Coca-Cola played a major role in popularising the Santa Claus we know today.”

Arens W, Weigold M & Arens C (2010) Contemporary Advertising, 13^th Edition, McGraw-Hill Higher Education, page 45:

 “Postwar prosperity of the late 1940s and early 1950s seemed to many to create a culture in which consumers tried to climb the social ladder by buying more and more modern products. A creative revolution ensued in which ads focused on product features that implied social acceptance, style, luxury, and success.”

Arens W, Weigold M & Arens C (2010) Contemporary Advertising, 13^th Edition, McGraw-Hill Higher Education, page 323:

 “An important influence on the media element of the mix is how well a medium works with the style or mood of the particular message. Advertising messages differ in many ways. Some are simple messages: “Just do it” (Nike). Others make emotional or sensual appeals to people’s needs and wants: “The great taste of fruit squared” (Jolly Rancher candies). Many advertisers use a reason-why approach to explain their product’s advantages: “Twice the room. Twice the comfort. Twice the value. Embassy Suites. Twice the hotel.”

Baker, M (2007) Discovering Christmas Customs and Folklore: A Guide to Seasonal Rites Throughout the World, Osprey Publishing, page 62:

"The appearance of Santa Claus or Father Christmas, whose day is 25th of December, owes much to Odin, the old blue-hooded, cloaked, white-bearded Giftbringer of the north, who rode the midwinter sky on his eight-footed steed Sleipnir, visiting his people with gifts.”

BevNET Staff (2006) ‘Coca-Cola’s Santa Claus: Not The Real Thing!’ (Internet) Watertown, MA, Available from <http://www.bevnet.com/news/2006/12-18-2006-white_rock_coke_santa_claus.asp> (Accessed on 24/01/2013)

“There’s one problem with Coke’s assertion that it created the fat, white- whiskered, red-and-white garbed Santa: The Claus that refreshes was actually introduced two decades earlier by White Rock Beverages.”

Burrows E & Wallace M (1999) Gotham: A History of New York City to 1898, New York, Oxford University Press, pages 462-463:

"arguably the best-known verses ever written by an American"

Wright R (2000) Advertising, 2^nd Edition, Pearson Education, page 28:

“History will see advertising as one of the real evil things of our time. It is stimulating people constantly to want things, want this, want that, there is no end to it.” – Malcolm Muggeridge.

Wright R (2000) Advertising, 2^nd Edition, Pearson Education, page 29:

 “It is further argued that images and stereotypes used in adverts only reflect the ideas, beliefs and attitudes that already exist in society, that in fact adverts follow rather than lead social and cultural developments.”

Yeshin T (2005) Advertising, 1^st Edition, Cengage Learning EMEA, pages 9-10:

“Much ‘cause’ advertising attempts to persuade consumers to alter their attitudes towards a particular issue. Political parties use this form of advertising, especially during the run up to an election, to persuade the audience that their policies are the most appropriate and to motivate them to vote for a particular party. Similarly, charities often attempt to focus attention on a specific concern.”

Yeshin T (2005) Advertising, 1^st Edition, Cengage Learning EMEA, page 13:

 “Shimp (1997) identified several areas where critics contend that advertising has a negative effect on society: Advertising is untruthful and deceptive, manipulative, offensive and in bad taste; It creates and perpetuates stereotypes; It encourages people to buy things that they don’t really need; And it plays upon fears and insecurities.”