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Persuasive Advertising, Autonomy, and the Creation of Desire Roger Crisp

Persuasive Advertising, Autonomy, and the Creation of Desire Roger Crisp. ADVERTISING PLAYS ON THE UNCONSCIOUS DESIRES FOR: Sex Money Adventure Power. PERSUASIVE ADVERTISING. All forms are wrong because Includes subliminal advertising, puffery and repetition

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Persuasive Advertising, Autonomy, and the Creation of Desire Roger Crisp

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  1. Persuasive Advertising, Autonomy, and the Creation of DesireRoger Crisp • ADVERTISING PLAYS ON THE UNCONSCIOUS DESIRES FOR: • Sex • Money • Adventure • Power

  2. PERSUASIVE ADVERTISING • All forms are wrong because • Includes subliminal advertising, puffery and repetition • Removes autonomous reaction to decision making • Based on linkage to things (sex, drugs and rock and roll) outside of the object

  3. ARRINGTON IN SUPPORT OF ADVERTISING • AUTONOMOUS DESIRE (A search for a new look for the sake of a new look) • Crisp- no so because of linkage to secondary needs (sex, drugs and rock and roll) • RATIONAL DESIRE AND CHOICE (People do not need perfect information only enough to make a decision) • Crisp - The information provided is there to persuade not educate • FREE CHOICE (The act of buying can be justified in the mind of the purchaser) • Crisp - Desires may be so covert that individual is unaware of manipulation • CONTROL AND MANIPULATION (Advertisements do intend to control all conditions to meet a need) • Crisp - Causes people to be brain washed into accepting what they would reject if aware of reasons for manipulation.

  4. CONCLUSIONS • PERSUASIVE ADVERTISING OVERRIDES AUTONOMY AND IS THEREFOR IMMORAL • IMPOSES A DISTORTED SYSTEM OF VALUES ON CONSUMERS • MAY PLAY TO STEREOTYPES OR DISCRIMINATION

  5. Ethical Myopia: The Case of “Framing’ by FramingAlan E. Signer • Mental Accounting • How a person goes about accounting for money • Framing • How the deal is framed rather than the objective value • Transactional Utility Theory (TUT) • Segregated Gains (Two $50.00 winning tickets rather an One $100.00 ticket • Perceived Price -Emotional Value ( Inaccurate pricing, Inaccurate costing, Minimum Pricing, Add on) • Market Clearing • Market works when Supply and Demand are balanced • Reframing to make people happier

  6. EXPLOITING COGNITIVE HABITS • Focus on peoples belief (how they see the world. This can be distorted by • Lying about product • Nondisclosure (Herbal Medicine) • Labeling (price per bottle or price per wash)

  7. RECOMMENDATIONS • Legislate protection against “deceptive practices” • Teach social consequences in marketing classes • Consumer education • Researcher indicate areas that are appropriate and those to avoid

  8. Marketing to Inner-City Blacks: Powermaster and Moral ResponsibilityGeorge C. Brenkert • Heilman Brewery facing bankruptcy • Decided to sell to inner city blacks using higher alcoholic content than other malts • Appealed to Power and Boldness in customers • Ads impacted viewers in a way that made them “exceptionally likely to be influenced by the advertising” Social vulnerability

  9. CONCLUSIONS • Marketers must look at the context of their campaigns • Marketers who target a specific group must consider harm done to that group • Marketers must accept collective responsibility for their products in the market place

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