Consumers’ perception of truth in advertising

Thesis Overview

<p> </p><p><strong>TRODUCTION</strong></p><p>&nbsp;</p><p>&nbsp;</p><p><strong>1.1 Background to the Study</strong></p><p>&nbsp;</p><p>&nbsp;</p><p>Humans by very nature seek after the best in all endeavors. As a result, they get easily caught up with the “better option” rather than being content with where they are and what they have. Advertisers have exploited this human psychology to their advantage. Several advertising contents have challenged the consumers’ perception of the ideal message, otherwise called the truth. The whole essence of advertising is to create attention, desire, action and interest in the consumers. Sexual, factual and emotional strategies are a few methods that advertises use to appeal to consumers.</p><p>&nbsp;</p><p>In an effort to woo consumers, advertising exaggerates the difference between the perceived product and the reality of the product. This is very common amongst competitors. They tend to include more than available information on a perceived benefit and exclude all the disadvantages. Cohesion cannot be used as a tool in making consumers to buy something they don’t need, but effective advertising can increase consumer wants and desires.</p><p>&nbsp;</p><p>This research evaluates the level at which consumers agree with the various creative techniques used by advertising practitioners.</p><p>&nbsp;</p><p>For example; the advertised hamburgers, which are usually larger than life, though appetizing, TV commercials for video games, where the trailers have high computer generate imagery (CGI) and graphics that cannot be matched in real life and the various Coca-Cola and Pepsi advertisements.</p><p>Enticingly, advertising connects a good to a need, suggesting that by consuming a particular good or service, a need will be achieved. It is within this frame that consumer’s derive their own meaning of what is truthful and what is deceptive. Various research studies have presumed that advertising could resurface consumers hidden needs as well as create new ones, if the advertisement is effective enough. However, consumer’s limited level of reasonability usually restricts the number of brands with high memorable capacity in a given category. In this scenario, advertising has to be exceptionally brilliant in order to occupy that portion of the consumers mind in order to create brand equity through resonance, recall and loyalty. Brand equity is the conscious remembrance of a product or service by a consumer towards a particular good or service. Therefore, when asked about brand of a certain product (sodas), the consumer will quickly answer with that which he or she is most aware of.</p><p>&nbsp;</p><p>Advertising stresses the importance of a connection between their identity to the brand and the brand itself. It creates an environment for consumers to purchase the goods and service for ambitious purposes e.g. (my hair style has to be the best).</p><p>&nbsp;</p><p>In a more practical orientation, attention is paid to satisfy a certain need or desire, advertising prompts first purchase by motivating and generating occasions. It creates a feeling such as “the time has come” or that of “the due date is close”, providing an inner desire to purchase a product.</p><p>&nbsp;</p><p>In advertising, the type of behaviors related to the usage of a particular good or service can be extended to the social obligations of the consumer. This is particularly effective when a purchase has a social meaning attached to it e.g. (if I buy the Rolex watch, they would know that I have arrived).</p> <br><p></p>