How Advertising Affects What You Buy

Catherine Crawford
English 1A MW 4-515
Dr. Bergmann
November 13, 1994
(Research Paper)


Thesis: Advertising has different effects on consumers, it changes their
prospective on what is, and what is not, worth buying, what they buy and when
they buy it.

1. How advertisers target a certain background or area
for their product, and how they get your attention.

2. What advertisers use to get you to buy their product,
such as symbols or slogans.

3. Description of five key points of their strategies;
what makes advertisers good or bad.

4. What people used before nylons; what advertising did
for the new Nylon product.

5. What advertising did for a new type of car; how people
reacted to the early advertising. Why the original
idea was changed and how that effected the desire for
one of these cars.

6. What advertising did to get rid of left over war
goods. How the people reacted to the stars when they
were confronted by the idea of using what they do.
How the company went about changing their product,
and how it changed. What inventions made the
transition easier.

7. What makes advertising effective for public relations;
direct advertising; public relations themes;
advertising to consumers.

8. Criticisms of advertising; who the advertisement
appeals to, is it biased, conflicting claims, is it

9. How advertising developed; what the first one was
doing; what lured people to doing it; and what
advertising people do.

"Advertising has developed and supported great industries, bulwarked-"or
increased- "entire economies, and changed a sufficient number of human habits"
(Wood 3). Like that paragraph says, advertising effects people in what they do
and how they do it. It has effected the Kleenex company, the Nylon
manufacturers and a company of a new type of car, the Tucker Corporation, from
the 1940\'s. Advertising has changed due to these people by their ways of making
people notice their product. Preston Tucker advertised his new car early, and
received many replies on what the car was about; the Nylon company advertised a
day in which their product would start selling and the country ran out of
stockings to sell; and the Kleenex company used advertising to decide which of
two products they should sell. Advertising has different effects on consumers,
it changes their perspective on what is, or is not, worth buying; what they buy,
when they buy it and how much are bought. Advertising "symbolizes and
concentrates in its image all that is considered good and bad in present day
commercial and industrial capitalism in America." (Bensman 9).
When advertisers plan their strategies for the sale of a certain product,
they look at who would use the item. If the product was make-up, the type of
person that would use it would most likely be a woman, around the age of
thirteen and up. The advertisers would then find an ideal looking woman to
model for ads to show the makeup on a person and try to get women to use it.
The way that the advertisers describe the model will also get your attention;
they might say that she is not really beautiful until she puts on the makeup, or
something along those lines. Advertising is an effective method of public
relations communication for several reasons. It is economical, making it
possible to carry out a public relations message to a large number of readers at
a relatively low cost per reader. It can be highly selective and concentrated
on a particular segment of the public such as stockholders, suppliers, or
opinion leaders. Intensive community coverage may be secured through the use of
local newspapers, radio, or television advertising. Which will provide enough
space to tell a complete story and inform and educate people. The advertiser
can control the timing and space given a public relations message by buying a
certain amount of time on the air, or space in a specific article or paper
(Canfield 493). Advertisers grab your attention with funny, or serious,
statements and pictures. They aim at getting you to at least look at their
article to see a picture or name of the product they are trying to get you to
Sometimes advertisers use just the product itself trying to get you to
notice it, and maybe if you see it in the store you will know what it is.
"Other advertisers have had to seek out the symbols, characters, brands and
slogans with which they identify and advertise their product" (Wood 270). The
slogans are aimed at being "catchy" so