purpose of advertising is to create wants in the lives of the people
Answers
Answer:
A successful advertising message transcends the audience perceptions of needs and wants. It creates an emotional appeal that subtly convinces the audience that the item being promoted will make a difference in their lives by either making them happy, giving them status, satisfying a desire or providing security.
Explanation:
Answer:
Turning Wants into Needs
Advertisers carefully craft messages to turn wants into perceived needs. Think of all the things we consider necessities today that years ago (or in other cultures) would be luxuries: a smartphone, a latte, wireless Internet service and fast-food or convenience meals. Through commercials, product placements in movies, print ads and other means, advertising has firmly established the belief to many that these are things we cannot do without in our everyday lives -- even though older people can easily recall life without them.
Emotional Appeals to Create Needs
A successful advertising message transcends the audience perceptions of needs and wants. It creates an emotional appeal that subtly convinces the audience that the item being promoted will make a difference in their lives by either making them happy, giving them status, satisfying a desire or providing security. Think about advertising promoting sales. The sales appeal to shoppers by giving them permission to rationalize and indulge in wants that they might otherwise resist. The shopper feels he needs to get the item now, otherwise the sale will end, and price will once again be a deterrent.
Recession Changes Some Messaging
As people were struggling to make ends meet during the recession of 2007 to 2009, advertisers recognized that wants wouldn't be top priority for most. So some advertisers switched and began touting low cost, do-it-yourself and other messages to promote frugal "wants" to consumers watching their spending. Examples included the fast-food chains and their dollar menus, Kmart and its pre-Christmas revitalization of layaway and Home Depot promoting inexpensive home projects. Not all advertising was affected, however. Peer pressure for status items proved to be recession proof for iPads, iPhones and other consumer goods.
Balancing Needs and Wants
Distinguishing between wants and needs depends on your age and circumstances. A teenager may feel that a particular type of designer shoes is a need, not a want, particularly in high school. Someone in his 30s might feel a knock-off or competitor’s version will satisfy the basic need of footwear. The negative impact of advertising encouraging people to purchase their wants is lack of willpower to ensure they can afford the item. Balancing needs and wants – and one’s budget – is critical. Ads for luxury toys may heighten their appeal, but consumers need to resist temptation for things they truly don’t need.