Free Essay

Does Advertising Create Artificial Wants?

In: Business and Management

Submitted By kirpu6a
Words 2619
Pages 11
ESSAY QUESTION
Does advertising create artificial wants? Your answer should discuss John Kenneth Galbraith’s ‘dependence effect’ and F.A.Hayek’s response.

Nowadays, the media’s power is indisputable and it is not accidental that it is called the fourth estate. That power represents the possibility to exert influence on people’s behavior. Nowadays one very hot and disputed issue is the advertisement effect on the consumers’ buying behavior. Well prepared campaign can influence consumer decisions and make them buy certain product. The modern world is a world of overproduction. We are surrounded by all kinds of goods- some urgent and some not so much. Certain goods are sold quickly while others remain on the shelves. Every company seeks to put on the market such a product that will grab the consumers’ attention, and make them feel incomplete if they do not have it. But among the abundance of goods, a product may remain unnoticed. That is why corporations rely heavily on advertising to sell their production. They have realized that not the quality of the product, but the advertising sells it. Advertising companies strive to convince the consumers that the product is extremely urgent and without it a person’s would be less happy than others who have it. There are different strategies that companies use in order to touch the consumers’ subconsciousness- they play with customers’ emotions, they rely on celebrities to advertise the goods, and they target the deceivable children.
Advertising is the most powerful medium for creating artificial wants and desires. It is not the consumer who motivates/rules the industrial system rather it is the company that decides what should be produced and then create the wants into the consumer’s mind. The thesis that consumer wants what he is advertised is also supported in Kenneth Galbraith’s essay “The dependence effect” where he defend the fact that goods that are created by advertising cannot be urgent and are shaped by it. In his essay, John Galbraith analyzes a very hot issue in nowadays society- the advertising, its function and purpose. According to him, the myth of the omnipotent consumer who determines what to be produced is refuted. Nowadays the relationship between the consumer and the producer goes in the other direction- firstly, corporations create products and then they form what the consumers’ mind would want. Consumers’ society is created of wooden heads that do not know what they want and let themselves be ruled by the powerful corporations. Consumers are following the trends that they observe in the people around them and take into consideration needs that are actually not necessary. And all these artificial wants are created by the powerful advertisements, which with their skilled and fine workmanship mesmerize consumers and lead them to spend millions each year on things that are unnecessary and useless in most cases. As a result of great advertising, most people soon realize they have bought goods that cannot be used for anything other than to satisfy purely imaginary needs. Needs that exploit a strive to a useless and pointless extravagance.
I want to clarify what is the difference between needs and wants. According to the dictionary, the word need is explained as a necessity and essentials. Therefore, needs are the things without which a person cannot live- needs like food, water, air, heat, light, etc. Wants are requests, desires, and inclinations. Nowadays a person is no longer limited by what is necessary, but constantly tries to surround herself with things that make her life more comfortable. Therefore, the needs are essential for the person’s existence while wants are essential for comfortable and cozy living. Gilbraith wrote in his essay that modern production creates the wants that it seeks to satisfy through advertising which is exactly what the “Dependence effect” is. He called ads “a system to create needs” (Gilbraith). Those created needs are what we call artificial wants. Аdvertising stimulates false needs, that are imposed on people’s minds - false desires that would not occur without advertisements. The user responds inadequately by submitting fаlse information about his or her needs. The circle advertising → false needs (called artificial wants) → wrong signals → unnecessary goods → advertising turns infinitely and distorts the society’s perception of what the real meaning of needs and wants is. All these wants are artificially created by advertising and are designed to support a person’s comfortable way of living. They are not essential for one’s survival. And just because of that reason, corporations spend millions of dollars each year in order to develop well-planned advertisements that are so powerful they can create artificial wants which in turn are essential for a companies’ prosperity.
In today’s world, materialism seems to spread rapidly affecting more and more people. This phenomenon has taken alarming proportions and threatens the new generation to live inadequate life with unrealized potential. That is due to the growing popularity of people’s commercial lifestyle. In the past, the most important things for people were to have something to eat, to have a place where to sleep, and enough money to support their family. In the 21th century our values have changed drastically- satisfaction is no longer based on what we are and what skills we have but on what stuff we possess - phones, TVs, cars, luxurious homes. As George Carlin said in one of his stand ups: “All they want is the shiny stuff. That's what your house is, a place to keep your stuff while you go out and get...more stuff!” Contemporary people stress more attention on satisfying their consumerist desires rather than on anything else like family, skills and values. Companies take advantage of a people’s weaknesses (mostly the desire for material possessions) and develop powerful advertisements that target exactly those consumer weaknesses in order to convert them into more sales and higher profit. In today’s busy and stressful life, people think that possession of more staffs will lead to higher satisfaction. But materialistic wants can never be satisfied- for example, after buying the latest phone, you then want the latest car, the latest fashion clothes and so on… your desires never end. Actually satisfaction never comes and desires continue to appear and become more and more intense. Consumers act on the base “The more- the more” as Winnie the Pooh said. And that is exactly at what corporations aim because higher consumption leads to higher profitability. Companies have realized that by relying on consumer’s materialistic nature they can develop advertisements that can provoke the tendency to turn them into active buyers.

There are other very well-known tactics, besides relying on the materialistic approach that advertising uses in order to shape what a consumer wants. One very subtle strategy is when advertising tries to reach and touch a customer’s feelings and emotions. What the ads are trying to do is to inspire and connect the different feelings and emotions with the possession of a certain product. For example, an ad for a new kitchen appliance inspires into the housewives the desire to have one, because the result of its possession will be a happy and well-fed family. Playing with the user’s emotions accelerates the process of creating a desire and a subsequent purchase. This type of advertising relies on emotions and stresses on the beneficial side of the product and on the positive emotions of its usage. Emotional ads lead to higher consumer involvement and higher retention which results in an increase in sales. Usually people buy products mainly driven by emotions rather than rational decisions. As Niaz , Ghani and Sadia Aziz proved in their paper:
Emotion is a main factor that holds an important position in advertising […] Emotional advertisements create more positive feelings toward the advertisements than interesting and informative advertisements.

Emotionally involved people are more likely to buy a product if ads succeed to touch their minds. Customers, driven by their feelings, are convinced that the advertised product would bring them the desired emotional satisfaction whether it be happiness, security, freedom, difference. That is why nowadays corporations are spending a lot of money for investigating their targets in order to penetrate into their minds and make them personally attached to what is being sold. Another very interesting and popular tactic used in advertising is targeting children. The number of ads created exactly for this part of the audience is an evident proof. Advertisement aims to suggest a want to the most vulnerable ones like kids, because they are prone to manipulation, they are naïve and easily misled. Today, advertising plays an important role in society and it has a huge impact on the young children’s minds. The ads created for children are designed to attract their attention and lure them into certain wants. And since children, in most cases, are unable to purchase a certain product, they demand it from their parents. If they do not receive it, they start crying, getting angry and start getting into troubles. Parents, wanting to satisfy their children’s needs, are usually pushed to buy the desired product or go to the desired place. Therefore, advertising can have negative impact not only on a child’s mind but also on the family’s budget. Parents should be careful with the powerful campaigns because only one exposure to certain advertisements can cause a want into a child’s mind. As Melissa Dittmann wrote in her article
[..] after just one exposure to a commercial, children can recall the ad's content and have a desire for the product.( MELISSA DITTMANN)
Every day, children have access to some sort of media whether it is Internet, television or radio. “A recent study found that a majority of all U.S. children have televisions in their bedrooms” (advertising children) which makes it possible for ad massages to reach the young part of the audience. Also kids are subjected to advertisements in all aspects of their everyday life- at home, at school, on the street or on the television. Usually kids lack supervision from their parents which leads to different interpretation of the massages they saw or heard. The problem comes from the fact that children only see the colourful image of some toy or a tasty food but they cannot fully understand the advertisements and to make rational decisions based on them: “That lack of adult interpretation is a concern because young children tend to accept ads as fair, accurate, balanced and truthful” (Melissa Dittmann).
Most advertisements that target kids are related to fast food, candies and toys. One example of fast food company that targets young children is MacDonald’s. In its campaigns the lunch in any of the restaurants is presented as an adventure. What they can get from the meals is satisfaction, happy family hour and of course toys and fun. But the opposite side, the body damages and the health risk, of this unhealthy food is not shown. Because of their vulnerability and exposure to unhealthy food, American children are one of the most.
The last powerful strategy, that I want to stress my attention on, used by corporations in order to promote their product is the usage of celebrities in their campaigns. The efficiency of that technique is due to the consumers’ identification with whose celebrities and the desires to be like them. The use of celebrities is not only an effective way to reach the intended audience but also an opportunity to strengthen the consumer’ emotional connection with the brand. Corporations stake on well-known movie actors, politicians, singers, models and athletes who indicate that the advertised product or service is part of their life. Everyone more or less is eager to live like a celebrity, to have their perfect figure, cars, houses, holidays and whatnot. What makes advertising so very successful is the fact that most customers identify themselves with the celebrity and believe that the advertised product is worth buying as long as the celebrity uses it:
“campaigns featuring celebrities are no more or less likely to be successful than those which use any other creative technique such as humour, side-by-side comparison, product demonstration, fantasy or slice of life.” (How marketers can use celebrities to sell more effectively)
For example, the cosmetic industry usually employs good looking singers, actors or models and use them to convey the desired message that is: “If you want to be as beautiful as I am, you should use that product”. By using famous and attractive celebrities, corporations succeed to penetrate into the consumers’ minds and create artificial wants.
For an advertisement to be successful and powerful, several factors should be taken into consideration. According the Journal of Consumer Behaviour 4 different types of criteria should be accomplished in order for a campaign to be effective: “‘fit’, ‘fame’, ‘facets’ and ‘finance’” (How marketers can use celebrities to sell more effectively). First the celebrity should be able to embody the advertised product and the brand. For example the diaper ads where would be inappropriate to use a famous rugby player who looks coarse and crude. Second, different target groups need different celebrities. Third, it has to be decided which strength of the celebrity will be used in order to promote the product. And finally how much the famous person wants to be paid. Carefully planned campaigns have the potential to create artificial wants and higher demand for the advertised product.
Last thing that I want to look at is the opposite view of one very famous writer Friedrick A. Hayek. In response to the Gilbraith Dependence Effect, he wrote the “The non-sequitur of the dependence effect”. He disagrees with the statement that “production creates the wants it seeks to satisfy” (Gilbraith). According Hayek, there is no difference between urgent needs and non-urgent wants. People cannot be only limited to their basic needs like food, sex, shelter because if that is the case, they would not achieve any development and would still inhabit caves and would sleep under the open sky. If we take the Gilbraith position and conclude that the desires/wants are not important then “the whole cultural achievement of man is not important.”- like literature, art, music, dance. (The Non Sequitur of the "Dependence Effect"). Another argument that Hayek makes is that not advertisements but the culture and environment affect the way consumers make decisions. According him ads are designed only to inform the buyers and to promote them the product but nothing more.
Advertising is an integral part of humans’ everyday life and surround them from all sides. It is this which convinces people that they need a certain product and is designed with the purpose of increasing the consumption and usage of that product. Almost always campaigns act subconsciously and when a person thinks about what he or she should buy usually in his\her minds emerge footage from the commercial. To create greater impact advertising usually incorporate some well-known techniques like using celebrities, targeting children, relying on consumer’s emotions and materialism. Advertising is a manipulation on the public by inculcating them needs that are not urgent and that people will never think of if campaigns do not exist. As conclusion, advertisements are designed in order to create artificial want that production seeks to satisfy.

Niazi, Muhammad A., Usman Ghani, and Sadia Aziz. "The Emotionally charged advertisement and their influence on consumers'attitudes." International Journal of Business and Social Science 3.1 Jan. (2012). Web. 19 Oct. 2012.

http://www.apa.org/pi/families/resources/advertising-children.pdf (advertising children)

Dittmann, Melissa. "Protecting children from advertising ". American Psychological Association. June 2004 , Vol 35, No. 6 <http://www.apa.org/monitor/jun04/protecting.html>.

http://download.clib.psu.ac.th/datawebclib/e_resource/trial_database/WileyInterScienceCD/pdf/CB/CB_2.pdf (How marketers can use celebrities to sell more effectively)…...

Similar Documents

Free Essay

Does the Use of Multi-Sensory Devices in the Arts Create a Better Experience for the Viewer?

...Does the use of multi-sensory devices in the arts create a better experience for the viewer? Sarah Rachel Kemp Manchester Metropolitan University, Fine Art - Printmaking “Synaesthetes may be more likely to participate in creative activities (Rich, Bradshaw & Mattingley 2005), and some studies have suggested a correlation between synaesthesia and creativity (Domino 1989; Dailey, Martindale & Borkum 1997).”[i] After reading an extract on sense experience from the text Phenomenology of Perception by Maurice Merleau Ponty, I decided to find out more about the condition of synaesthesia. I discovered the quote above and became intrigued by the idea that creativity could be linked to a specific genetically predisposed condition in the brain, as I had always believed that while some people are just naturally gifted when it comes to creativity, that to think in a creative way could be learned and developed through practice. If the experience of perceiving more than one sense at the same time is simply a natural part of the way we experience the world, then maybe multi-sensory art can be better appreciated by more people than an art piece that involves the use of only one of our senses to experience it? I decided to research further into the condition of synaesthesia in order to help me determine if the use of multi-sensory techniques and devices in the arts creates a better experience for the viewer. What is Synaesthesia? Synaesthesia is probably best......

Words: 8807 - Pages: 36

Premium Essay

Does Subliminal Advertising Really Work?

...Does subliminal advertising really work? What is subliminal perception? Subliminal perception occurs whenever stimuli is presented below the threshold, or limen, for awareness. These stimuli are thought to influence thoughts, feelings or actions. Advertising is one of the most important things in our economy. The main objective of advertising is to sell. The main objective of a company is to sell their goods and services. Companies use advertising to promote their services. Advertising is a big business. Companies spend millions of dollars promoting their products. It is an extremely competitive market. Companies are always striving to find new and innovative ways to reach the consumer and retain their loyalty. Subliminal messaging in advertising has always been a controversial topic. This began in the 1950’s when James Vicary, a marketing expert, claimed to influence consumer choices by subliminally flashing a brand name during a movie showing. He claimed that he had increased the sales of Coca-Cola by 57.7% and popcorn by 18.1% by subliminally interjecting the phrases “Drink Coca-Cola” and “Eat Popcorn” into a showing at a movie theatre(Bermeitinger,Golez, Johr, Neuman, Ecker, Doerr, 2009). In the decades following Vicary’s experiment, marketers, filmmakers and politicians tried to follow and achieve the same success of Vicary’s claim of subliminal messaging success(Stroebe &Wolfgang, 2012). Few, if any,...

Words: 600 - Pages: 3

Premium Essay

Does Advertising Mirror or Shape Society

...ADV101 – UNDERSTANDING ADVERTISING ASSESSMENT 1: TUTORIAL REPORT 1 DOES ADVERTISING MIRROR OR SHAPE SOCIETY? Table of Contents Table of Contents.................................................................................................................................................... 1 Executive summary ................................................................................................................................................ 2 Discussion ............................................................................................................................................................... 3 The evolution of advertising and it’s roles in business and society ........................................................................ 3 Analysis of the agency structure and its key players .............................................................................................. 4 The process of developing an effective advertising campaign ............................................................................... 5 Summary of Findings .............................................................................................................................................. 6 References .............................................................................................................................................................. 6 Executive summary The argument of whether advertising mirrors or shapes society...

Words: 2376 - Pages: 10

Free Essay

Does Highschool Hockey Create Violent People

...develops (Burge); this love is often shared with parents and fans as well. As a player matures and begins to play in more high-caliber leagues, the physicality and hectic atmosphere of the games increase. This, like any physical sport does often present the scenario of fisticuffs and other unnecessary violence, but it has been confirmed that hockey does have the most fights out of any major sport (SingerNet). While teams frequently are involved in violence on the ice, it is not completely unheard of to hear of fans participating in violence in the stands as well; especially in non professional levels of hockey where a large majority of the fan base is structured by parents of the athletes; although it is considered rare. With violence seeming to be considered ‘normal’ in hockey, this raises the following question: Does the violence that occurs in high-school hockey cause players and fans to act violent outside of arena? Composing the Atmosphere at a Hockey Game According to the Merriam-Webster dictionary, ‘ice hockey’ is defined as a “game played on an ice rink by two teams of six players on skates whose object is to drive a puck into the opponents' goal with a hockey stick” (Webster); Pertaining to the theoretical strategy of the game, this does hold true, but according to Matt Hunter, a bleacherreport.com correspondent, the game is much more than a bland definition. Hunter actually states that “hockey is the most exciting sport” (Hunter). There are three major groups......

Words: 1675 - Pages: 7

Free Essay

Does the Media Influence Whether We Want It or Not

...Does the Media influence whether we want it or not Michel Johnson Introduction to Mass Communications 14930 MCM 101  April 24, 2013 Does the Media influence us whether we want it or not? This question must be pondered, because the mass media has never been more prevalent in our everyday lives. Television, radio, internet and so many more venues, media is everywhere, from the time we wake to the time we sleep and in some cases while we sleep. How has the constant bombardment of media affected society? Whether we are speaking of youth or adults, we have to consider whether the mass media is truly influencing or lives. Many concerns have been growing in the area of behavior; seems as though people are becoming more aggressive, particularly when it comes to lascivious and violent actions. It has become a daily occurrence hearing of inappropriate actions of children and adults in the homes, schools, and communities. People appear to less caring of others and more focused on self centered interest. Why is this? I believe it’s because of what we see on a regular basis. The mass media is so consistent and prevalent in our lives, and at times people cannot distinguish from fantasy. We as a society have been brain washed, self esteem and values are truly affected. Society has embraced television, movies, and music as way of thinking, incorporating it in their everyday lives. Young and old want to look and like their favorite stars. Not realizing that they are not looking at......

Words: 1128 - Pages: 5

Free Essay

Why Does Traditional Advertising Agencies Fails Going Digital.

...It is not about digital capabilities that you can develop by hiring digital people, making training or buying tools. In reality, traditional advertising agencies are failing for not changing the way they work and for not nurturing a culture of continuous innovation. If you work in this industry you are probably asking yourself "but we are in the business of creativity and we create everyday". So let me put it in a different perspective: AD Agencies are struggling because the way they were used to work is not enough to deliver a digital work that makes the difference. It means: relevant, disruptive, well done and profitable. They are trying hard hiring digital people, buying digital agencies, doing joint ventures, but none of this is really working while they don't change the way they manage their own business. From the way they think about communication and customers to their employees and clients, but most important, how does it all reflects in their way they working. Old management practices are not helping in this transition to digital. In-line and on Silos AD Agencies work from the last 50 years were mainly the art of thinking about a great creative message to interrupt people’s life. There were people creating the message, people buying media space, people talking to clients, etc. That’s why they created the departments: media is responsible for finding a place to interrupt people’s life, creative where trying to make is smooth by a communication that people will......

Words: 423 - Pages: 2

Premium Essay

What Extent Does Advertising Create Needs in Consumers?

...personal to professional needs in order to get “buy in” from the consumer. Pre-existing desires are often the prime motivator of why a consumer will give an advertisement their attention. The point is does advertising create a need for a product, or is it fulfilling an existing need already there hidden inside and stimulated once a product of interest is advertised, or a combination of both. It may be more of an underline need to satisfy a pre-existing desire that propelled a consumer to acquire a product, not the advertising creating a need. Advertisement, to what extend does advertisement create needs in consumers is an ongoing argument among society. “Advertising: It fosters materialism, it psychologically manipulates people to buy things they don’t need” (Laurence & Leonard 2011). There may be manipulation at hand that has little or no affect, but not a creation of a need for things they don’t need with advertising. There has been many studies of AMI (Advertising message involvement), which has been identified as an important individual or situational factor influencing the advertising processing. (Laczniak & Muehling 1993). This statement a lone said that advertisement is based on research of an individual needs or situations, which drives advertising not advertising driving needs. “In a marketing context, Perdue and Summers (1986) have discussed several issues regarding timing, construction, and analysis of manipulation and confounding checks.......

Words: 1252 - Pages: 6

Free Essay

“What Does Satan Really Want?”

...cannot get away from hell, as he is himself hell personified. He is also jealous of the other Angels, who “Fell not, but stand unshaken, from within / Or from without, to all temptations armed” (IV. 64-65). Satan, who was an angel, chose to give up that and follow his evil ambitions. However, with his above statement, he can be seen regretting his decision. This just does not show us Satan’s jealousy, but also his realization regarding his incapability of resisting temptation. Satan is seen in despair through his facial expression and his words. He in this conversation with himself is seen regretting his bad deeds due to his bad ambitions. He is seen listening to himself when he starts admitting the fact that he could not control his temptations, and thinks if Adam could have controlled his temptation had he been in his place (IV. 65-66). He asks himself which way should he fly, which shows us his conflicting mind trying to choose between the the two different ways, good and bad. “Me miserable! Which way shall I fly, Infinite wrath, and infinite despair?” (IV. 73-75). He recognizes God as the ultimate power. He wants to repent for his mistakes and his words that he gave to his fellow mates in hell. Satan says, “is there no place left for repentance, none for pardon left? (IV. 79-80). Satan is also seen listening to his inner self, which is telling him that the promises he made to his fellow mates, will go in vain. He says, “Ay me, they little know How dearly I abide......

Words: 961 - Pages: 4

Premium Essay

Does Marketing Create or Satisfy Needs? Take a Position, Marketing Shapes or Merely Reflects Needs and Wants of Consumer?

...Does marketing create or satisfy needs? Take a position, marketing shapes or merely reflects needs and wants of consumer? When we talk about marketing, there are lot things that we should know first. Marketing is activities of creating value that desired by the potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the......

Words: 2146 - Pages: 9

Premium Essay

What Impression Does Bill Bryson Create of Manchester as a City? [10]

...Manchester Mock Paper What impression does Bill Bryson create of Manchester as a city? [10] Bill Bryson gives the overall impression that Manchester on the whole, is a boring, dull and lifeless place to visit. One impression Bryson gives is that Manchester is a full and fast-paced city, “busy with traffic and hurrying pedestrians”. Another impression Bryson gives is that Manchester lacks in character due to the amount of people there, “boundless sprawl”. Bryson also gives the impression that Manchester never quietens down and is constantly congested even throughout the evening, “streets filled with slow-moving traffic”. Another impression Bryson gives is that Manchester is ordinary and disappointing, “three courses of pompous description and overcooked disappointment”. Bryson gives the impression that the people of Manchester are hostile and unfriendly, “been uncommonly surly throughout”. Another impression Bryson makes is that Manchester is a depressing place to be “I can’t remember a darker city”. Bryson also makes the impression that Manchester is an unattractive city, “the great dark bulk of the Arndale Centre”. The impression Bryson gives of Manchester is that it is a threatening place to visit, “with close-cropped heads and abundantly tattooed arms”. Bryson also gives the impression that Manchester is lifeless with no personality, “it is an airport with a city attached”. The final impression Bryson gives is that the city has no identity, “a huddle of glassy modern......

Words: 1231 - Pages: 5

Premium Essay

Does It in the Aec Industry Create Disruptions Rendering It Ineffective?

...Does IT in the AEC industry create disruptions rendering IT ineffective? Information technology in the AEC industry has presented positive effects such as improved education, increased competitiveness and heightened training solutions. Conversely, information technology has also introduced negative effects, for instance, file incompatibilities, outages and the improper use of technology by staff. This essay explores the ways information technology creates disruptions in the AEC industry and whether or not that is reason to deem them ineffective. This essay also asserts that the introduction of new information technologies in the AEC industry, such as Geographic Information System (GIS), Building Information Modelling (BIM), metres and mathematical models do cause temporary disturbances, but that does not make them worthless because their positives outweigh their negatives. Information technology bestows both positive and negative effects, but information technology has the capacity to reverse negative effects. The operation of information technology requires costly education, and information technology can provide education. For example, a BMS system will relay information that will help educate people on how to better manage buildings. In the AEC industry, GIS technology has been implemented to also inform and educate people. Borce Dimeski during his presentation enunciated “GIS can be used to produce a variety of maps that can relay information involving demographics,...

Words: 1455 - Pages: 6

Premium Essay

Which Character Does Harper Lee Create the Most Sympathy for in to Kill a Mockingbird?

...Which Character does Harper Lee create the most sympathy for in ‘To Kill A Mockingbird’? In ‘To Kill a Mockingbird’, Harper Lee creates many characters, which we, as the reader, can feel sorry for. Boo Radley, Atticus, even the Ewells at some points. However Tom Robinson has faced many hard challenges in his life but gets through them being kind and honest and yet in the end he still ends up shot out of cold blood. Harper Lee creates sympathy for Tom by allowing the reader to straight away know that Tom did not do the crime he was said to have done and was paying for. We gain sympathy throughout the novel as we see just how badly he is treated because of the colour of his skin. There is a large amount of Segregation still shown throughout the book as Harper Lee had written this book about 70 years after the American civil war. The black people live in a separate part of town, have a different church and are always treated poorly by the white people. This is shown predominantly in the court case, as it is obvious that Tom is innocent and yet is still said to be guilty. This trial is based on the Scottsborough trial, which occurred when Harper Lee was growing up, where two white women accused nine black men of raping them. Some of these men were hanged after the jury said they were guilty. A few months after, it was proven that they were in fact innocent. They, just like Tom, were judged not on their crime but on the colour of their skin. Our sympathy for Tom increases......

Words: 543 - Pages: 3

Premium Essay

Does Creative Advertising Matter

...RECALL AND PERSUASION Does Creative Advertising Matter? Brian D. Till and Daniel W. Baack ABSTRACT: Creativity is an important component of advertising. This research examines the potential effectiveness of creative advertising in enhancing recall, brand attitude, and purchase intent. Our basic methodology compares a set of randomly selected award-winning commercials (Communication Arts) with a random sample of control commercials. The commercials were embedded in television programs and subjects for a naturalistic viewing experience. Studies 1 and 2 had aided and unaided brand and execution recall as dependent variables. For Study 3, brand attitude and purchase intent were the dependent variables of interest. Results indicated that creative commercials facilitate unaided recall, but that creativity did not enhance aided recall, purchase intent, or brand and advertisement attitude. The basic advantage of creative advertising in enhancing unaided recall was found to persist over a one-week delay. Creativity is arguably a very important component of advertising. Advertising agencies pride themselves on industry awards, which are often focused more on the creativity of the advertising than brand performance. Past research on the topic has ranged from focusing on formulaic scales of creativity (e.g., Barron 1988; Kneller 1965; White and Smith 2001) to discussing creative strategy in holistic terms (e.g.. Bell 1992; Blasko and Mokwa 1986). A small number of empirical studies......

Words: 7778 - Pages: 32

Free Essay

How Does Browning Create Sympathy for the Reader?

...How does Browning create sympathy for the speaker? Browning creates sympathy for the reader when he compares the setting of the house-roofs to ‘heave and sway’ to ‘nobody’, and this evokes how sad and lonely the solider feels. The contrast of change of setting shows how the solider went from being almost loved and praised to becoming hated and isolated by the same people. Furthermore the solider refers back to his past in the opening of the poem ‘what else?’ when the public offer the solider more luxurious prizes, however the narrator turns this down. This emphasis how the solider did not decide to take advantage of the public when he knew he could; he is not greedy. This shows that the solider is a very noble and selfless character and it makes us feel more sympathy towards the speaker, as we all know these good things about him and that he does not deserve his later punishment. Browning creates the illusion of sympathy when the speaker makes a reference to ‘Shambles’ Gate’, butchers’ trade. This symbolises death and animals being slaughtered and hung like a piece of meat. This is exactly how the solider is being treated. The people have overlooked all of the soldier’s good deeds and treated him like a traitor. In the last two stanzas poet uses pathetic fallacy to highlight the mood of the atmosphere ‘rain’ and this demonstrate how sad and upsetting his situation is. The poet structures the poem from the past to the present. The order of events makes us feel sympathy......

Words: 279 - Pages: 2

Premium Essay

Does Marketing Create or Satisfy Needs? Take a Position, Marketing Shapes or Merely Reflects Needs and Wants of Consumer?

...potential buyers and receiving value from the potential buyers for the value that they have received. When marketers want to create something that has value to the potential buyers, marketers must know first, what do the potential buyers need or want. As a marketer, it does not make any sense if we sell something that does not have value, or if the marketers want people to purchase something that they do not need of even want. Marketers can not force anyone to do something. They can only ask them to buy their product or service. Some people might not care about what they are asking for. So, in the business of selling product or service, we know word “marketing”. Marketing is an art of identifying and meeting the people’s needs and wants. It is all about communication between two parties that profitable for the both sides by exchanging value. Marketing is not that easy to do. As we know, we can not mess with the “free will” of the people around us or people that we see as the potential buyers. It is up to them if they are willing to buy the marketers’ products or service. In this case, the marketers have to do their marketing activities. Their job is to tell people that their product or service is suit with the people’s need or want. Therefore, the marketers have to know what do people need or want. How can the marketers find out about what the people need or want? They analyze the potential buyers. They have to collect data about the potential buyers. The data is all about......

Words: 336 - Pages: 2

Papa no Iukoto wo Kikinasai! | Proximamente Órbita 9 (2017) 1 LINK HD Zippyshare | Elephant Animal Family Onesie Matching Christmas Pajama - BLUE - KID 140