‘Advertisers seek only to ensurethat consumers make informed
choices.’ Discuss.
But not the ‘only’ thing they do
Overt manipulation
Selective use of info.
Distortsre.
➃
Tells you what’s goodabout the product
but
omits the bad
e.g.
car accelerates0–60 in 6 secs.
but
not that it has
a record of rusting
in 5 yrs.
e.g. latestprinter cando morethan anyother printer
on the market
but
printer cartridge
costs 5
¥
as
much as anyother printer
Takes info. outof context
e.g.
consumerreport
e.g. reviews
by art, theatre& literary critics
promoters use onlythe complimentarypassages to promotetheir products
Association
Associates info. with feelings & desires
Sex
assoc. productwith sexualdesires e.g.car/perfume/
clothesPrejudices
RacialSexualstereotypes
Classaccents
Weight
Status
Respect for auth.
e.g.
Prestige of
science
Popular/respected
pub. figurese.g. Sports/
TV
personalities
Subliminalmanip. thro’ assoc’n
Reduceshoplifting
‘I will not steal’‘I will be honest’
Ø
by 30%
Dangers
=
Pol. & Soc.manipulation
re.
A. Huxley
Brave New W’ld Revisited
Prom.comminterests
➂
48 Interpretation of the Question
HTW6 7/26/01 8:52 PM Page 48