ADV 318J Lecture Notes - Lecture 4: A.D. Vision
Document Summary
Social aspects of adv: adv educates consumers. Gives info to make smart purchasing decisions (yields economic power) However, some may believe it gives persuasion disguised as info. Speeds up the learning curve for consumers (learn about products quicker) Some may think it is intrusive or oppressive (erodes learning: adv improves standard of living. Ads stimulate demand, therefore increasing production and leading to lower prices. Ads help brands succeed, resulting in greater variety of products. Some may think ad spending is a waste of resources. Ads fuel competition, motivating brands to innovate and reduce prices. Some think ads confuse and frustrate consumers, not enlightening them. Ads aid diffusion of innovations: larger amount of people have access. Ads may widen the gap between haves and have nots . The haves, not have nots: adv affects happiness/well-being. Physiological > safety > love/belonging > esteem > self-actualization. Self-actualization: full potential as an individual is reached.
