‘Advertisers seek only to ensurethat consumers make informed
choices.’ DiscussCovert v. Overt.
manipulation
All but a few
=
informative
Some onlyconcernedwith givinginformationPublic
info.
Govt. health
warnings
Smoking
use ofdomestic
fire alarms
At times more than implied e.g. Govt.aim
=
to shock re. dangers of smoking
& drink driving
implied suggestion
=
we sh/change our behaviour
Changes inregulations& rates oftaxation
Others give info. while
covertly promotingtheir products
But
not the “only”thing they do
Re
➂
New products& technology
Computer
tech./software
Telecoms
e.g.
mobile phonetechnology
Entertainment
Hobbies
Digitaltech.
Videos
Musicsystems
TV
Cameras
But rarely just informationSuggestion
=
we can’t afford
not to keep up with progress
New designs
FashionsClothes
H/holdequip.
e.g. washing
machs
microwaves
Suggestion
=
can’t afford toallow o/selvesto fall behind
friends
+
neighbours
ConspicuousconsumptionYou are whatyou own
➁
Brainstorming 47
HTW6 7/26/01 8:52 PM Page 47