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Advertising and its manipulation

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Paula Retamal

on 12 September 2014

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Transcript of Advertising and its manipulation

Sense and feelings manipulation

Have you ever thought on how
many advertisements do you
see during the day?

Language Manipulation in Advertising
Advertisers use the manipulation of language to create claims that suggest something about their products without directly claiming it to be true.

Does advertising manipulate us?
“Advertising has a history of employing various tools and tricks to boost sales. Nowadays, thanks to sophisticated technology (...) businesses, marketers, advertisers and retailers have got far craftier, savvier, and more sinister” Martin Lindstrom in Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy.

Weasel Words*
Better Best
Can be
Up to

The feel of
The look of

WEASEL WORD is a word that has little meaning, or more than one meaning, that you see when you want to avoid saying sth in a clear or direct way.
These words modify the claims that follow them by being subtle enough for consumers to not notice them and only take in the information that follows them.

in Advertising
Using the right colours to promote a business during a marketing and advertising campaign is extremely important. This is because a color can represent many different energies, emotions, and feelings.

The colour White -------------> represents purity, innocence, and cleanliness.

The colour Black -------------> usually represents authority, boldness, and elegance.

The colour
-------------> it is associated with
action, excitement, and passion

The colour
-------------> it is one of the most common colors used during marketing campaigns because it represents
feelings of confidence, trust, and security.

The Colour
-------------> it represents

creativity and enthusiasm
and is best used with businesses that promote

The color
-------------> it symbolizes
freshness, growth, health, and nature.

The Colour
-------------> it is commonly associated with
sunshine therefore creating feelings of warmth, happiness, excitement, and fun.

The color
-------------> it is most commonly associated with
youthfulness, and energy

The Colour
-------------> it represents
stability, age, and relaxation.
They mix amusement with ads

Some food companies disguise their ads as entertainment, which of course is especially appealing to kids. According to a report, the biggest cereal companies, General Mills, Kellogg’s and Post used games to sell their least nutritious cereals.
There’s some research, which suggest that newborns develop preferences for specific stimuli when they’re in the womb.

They target babies in the womb
False or deceptive advertising
Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities.
They capitalize on panic and paranoia.

Companies have capitalized on health scares like the swine flu by connecting their sanitizer products to these outbreaks
During the swine flu scare, Lysol said on their website that while we don’t know how the virus spreads, “following proper hygiene routines can help prevent the spread of illness.”

-False or deceptive advertising

-Manipulation in advertising
Let's focus on...
DECEPTIVE: to represent wrongly or inaccurately
What does advertising mean?
It is a form of marketing communication used to encourage, persuade, or manipulate an audience to take or continue to take some action.
* MARKETING: the activity of presenting,
advertising and selling a company's products
in the best possible way.
The most common ones
Some of the most known advertising scandals
A form of influenza which affects pigs, or a form of human influenza caused by a related virus.
Let's discuss!
What do you think about the video?

Do you think is right that beauty canons, which are clearly manipulated for advertising industry and created by Photoshop, govern people's lives?
What do you think about
the importance of these
brands in our lives?

Are they important for your
way of life?
This happens not only in food
PURCHASE: (noun) when you buy something
REBATE: a reduction or discount when buying something
BLATANT: something noticeable
HOAX: a deception
Types of deceptive advertising
- Inflated price comparison
- A product sold with rebate
the habit of keeping things clean
Mostly manipulation works through senses, thoughts, behavior, attitudes, feelings, fears and desires. All the senses can be manipulated to attempt to alter consumer mood and perception.
Disguise (as sb/sth)
To hide sth or change it, so that it cannot be recognized

“Helps control dandruff”

* DANDRUFF: very small pieces of dead skin
seen as a white dust in a person's hair.
In Spanish "Caspa".
Full transcript