Advertising & Consumption: the cause and effect...
If you look at materials dealing with “pop culture”, one of the topics that frequents discussions is that of consumerism. In fact, over the past few decades, concepts of consumer advocacy, consumer economics, and consumer psychology, to name a few, have popped up. But what is Consumerism?
According to the online Merriam-Webster dictionary consumerism is: “The belief that it is good for people to spend a lot of money on goods and services; the actions of people who spend a lot of money on goods and services,” (Merriam-Webster Online Dictionary). The fact is consumerism in its purest form has been around for centuries. From the agora of ancient Greece to the exotic markets of Marrakesh as depicted in the famous 1956 Alfred Hitchcock film “The Man Who Knew too Much” to a suburban shopping mall in 21st century, middle class America people have been buying and selling to satisfy their basic needs and wants across the globe for centuries. The question is, has consumerism changed in the present pop culture? The answer is yes. Consumerism, and consumers themselves, have changed considerably over the past few decades because of the application of mass media that includes a mix of text and image, and most specifically, the sophistication of advertising. It is this sophistication that has wrecked havoc with consumer behavior to the point where certain groups of consumers are brainwashed by the lure of the latest techno-gadgetry. In order to rectify this, consumers should be educated in the area of advertising in order to protect them from the pitfalls of tactics and practices used in 21st century advertising. First, it is important to understand mass media - its history and influence, then it is critical for consumers to understand the concept and effect of advertising. The Influence of Mass Media Mass media has actually been around since the invention of movable metal type by Johannes Gutenberg in the mid-1400s. For the first time the printed word could be mass produced and made accessible to people in all walks of life, in all demographic and economic categories. The industrial revolution pushed this even further with the invention of pulp paper and high speed presses that enabled communication between people across wide distances (Vivian). Images in mass media, and specifically for advertising, became very prevalent in the late 1800’s through the work of Currier and Ives. These “printmakers to the people” were the first to introduce images tied to news and create the concept of mass media as we’ve come to know and understand it today. Indeed, the fire, sinking, and loss of life aboard the steamboat Lexington in January, 1840 was the first “news extra” and “the first time Americans ever experienced an illustrated news story” thanks to the genius that was N. Currier (WGBY Public Broadcasting). However, Nathan Currier actually started out as a “jobs printer” turning out advertisements and music covers (WGBY Public Broadcasting). As the firm matured and became Currier and Ives their goal was to create visuals that depicted their, the firm’s, view of the American way of life – to appeal to the pathos of consumers. This they did well and became very successful with the legacy of Currier and Ives still alive and well today (WGBY Public Broadcasting). Indeed this notion of “pathos” and leading the consumer lived on in 20th and now 21st century mass media. In addition, agenda setting, “gatekeepers” and “cultivation theories” all deal with concepts of how media attempts to influence and manipulate consumers. This is especially true in the area of mass media that is advertising. The Advertising Effect In an article “How to Change Consumer Behavior through Advertising” Candace Webb states that “the basic foundation of advertising is to control and drive consumer behavior toward a product or service” (Webb). What we are finding in our 24/7 online culture is that on an average day consumers will be bombarded with over 3,500 brand images (Gannon and Lawson). The messages put forth by these images can have a variety of effects on consumer behavior. These effects range from one end of the spectrum to the other. As Kevin Johnston writes in his article, “The Effect of Advertising and Promotion on Consumer Behavior”, one of these effects is to simply inform consumers about products and services – their functions and value. While another effect, at the other end of the spectrum, is for consumers to “identify ways the product or service can make them happier, improve their lives or give them pleasure,” (Johnston). This part of the consumer response, according to Johnston, “is irrational and can lead to impulse buying and competition to obtain the product” (Johnston). So what can be done to prevent this type of manipulation from happening? There are two main steps for consumers to take at this time: becoming aware of how they are impacted and using the technology itself as a shield. Step 1: Awareness. The first step involves awareness and education regarding the impact of advertising on behaviors. Consumers need to become aware of the lure – become educated about how advertising practices work and develop good buying habits to overcome the impulse buying phenomenon. Step 2: Technological Shield. The second step is, surprisingly, to use the new media technology itself as a means of gathering information that we can trust. Statistics have shown that “78% of consumers trust peer recommendations” from platforms like blogs and social media sites as opposed to only “14% of consumers trusting what they see in advertisements,” (Qualman, Eric; Hult International Business School). This is a real shift from earlier decades. Unfortunately these statistics don’t tell us what businesses are doing to work within the world of social media to overcome this shift and expand their advertising and marketing efforts. This is another angle that is still being researched - that of social media marketing and the impact on consumers. Therefore, as the information platform shifts, and consumers move out into the world of cyberspace for information, they need to seek out trustworthy spaces to help inform their buying practices. In addition, they need to be aware that mass media, and the advertising that comes through these channels, have a direct impact on buying habits and behaviors. However, consumers can begin to overcome these effects through improved awareness and using the technology to their advantage. |
Works Cited Gannon, Zoe and Neal Lawson. The Advertising Effect. London: Compass, 2011. Print.
Johnston, Kevin. "Effect of Advertising & Promotion on Consumer Behavior." n.d. Houston Chronicle. Houston Chronicle Online. 3 November 2014. Merriam-Webster Online Dictionary. Consumerism. 2014. Web. 2 November 2014. Qualman, Eric; Hult International Business School. "The Social Media Revolution 2014." 2014. YouTube. Video. 3 November 2014. Vivian, John. The Media of Mass Communication, Tenth Edition. New York: Allyn and Bacon, 2011. Print. Webb, Candace. How to Change Consumer Behavior Through Advertising. Houston, 2014. Online Newspaper. WGBY Public Broadcasting. Currier and Ives: Perspectives on America. Boston, 25 February 2008. Video. Assignment: Advertising and Consumers - The Cause & Effect The Assignment: Watch each of the Coca-Cola commercials below. There is one commercial for each decade starting from the 1950’s thorough today. As you are watching, take notes on the impact each has on you as a viewer. Think about the “story”, design elements, length and anything else that stands out. What rhetorical appeals are represented in each? What claims are being made in each? What assumptions? How do these fit the "cause and effect" narrative that we have discussed on the impact of advertising on pop culture?
The Purpose: To develop primary research skills; to analyze primary artifacts and determine their impact on pop culture, to work with the cause and effect pattern. |