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Julian Heaver

on 10 January 2014

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Transcript of Advertising

According to statistics, teenagers watch about 3000 adverts on TV a day. That is about a year and a half of watching adverts in their entire lifetime. Not to mention our other exposure to advertisements through radio, billboard etc.

But the big question is: Are advertisements manipulative or inspiring?
Manipulating is when the adverts persuade you to buy their products without you realizing it which is downright criminal! They don't lie but, they don't tell the entire truth either. Instead, they twist the reality in a sly and misleading way to make you want to buy their product even more. It's almost like the company selling the product is a puppeteer and (potential) buyers are the puppets.
Inspiration is when an advert is trying to inspire you to do what they want. It is especially useful for charity organisations who rely on digital advertising and social networking to spread awareness.

How many slogans can you remember?
Advertisers love slogans, and this is one of the sneaky ways they try to manipulate you into buying their products. I specifically remember hearing someone walk into a shop and say 'Look, Dear, its the Toshiba from the billboard, lets get it!'. It may sound stupid that they are buying the product without researching whether it is useful/reliable/good, but you've been informed, the reality is, they haven't.

Apple's unique slogan manipulated younger people into buying its more expensive products versus Microsoft.
Of course,slogans aren't all bad. Charitable slogans for example 'give, so someone can live' inspires you to donate and make a positive change in the world around us.
Events and sponsorship
Events and sponsorship are almost always used in adverts. They either use famous people to show off their products to the general public. Additionally the often use logos and taglines so that the general public is able to recognize their product and raise awareness of it. This is an example of manipulation, as they don't want you to buy their product because it works, but because your favourite celebrity is wearing/using it, making you want to use it too.
Events and sponsorship - part 2
Moreover, sponsorship is when the company who hosts the event gets support from the other companies in terms of money; the event's tickets are more affordable to the general public and/or the product becomes cheaper. However, majority of the sponsor(s) of the event may be irrelevant (e.g. McDonald's sponsoring the ) and kind of ironic. Also, if you like the brand that sponsors something, you might be persuadOlympicsed to try out that brand just.
Some advertisements are inspirational, for example, there was a smoking advert where they try to help you to stop smoking. Smoking is an addiction, it's almost impossible to stop once you start. These advertisements are helping save your life and billions of others that you risk whenever you smoke and pollute their lungs as well as yours. Most of the other advertisements are manipulative. Beauty advertisements are giving you a false definition of beauty. The model is obviously photoshopped and that is in a way, insulting the model as well, you're saying that she isn't beautiful enough to advertise your product. They don't tell lies, but they twist the truth to make it a half lie. They zoom in or out on graphs to suit them and make the difference bigger or smaller to their advantage. When they give you results on a survey, they either ask the people who obviously like their product or they don't ask enough people to make it a fair test. And sometimes they just give you the average number. Using just the average can cancel out the anomalies and make the actual results completely different. In conclusion, what we're trying to say is that while some of the advertisements are inspirational, a very high majority of the advertisements are just manipulating you to buy their products and at what cost? They are using deception and trickery just for money.
Statistics are near to always used in adverts; to enable the company to persuade the potential buyers to buy their product and/or to persuade potential sponsors to sponsor that particular event(s) event etc. However, many companies tweak the graphs; surveys; simple statistics so therefore, they can manipulate potential buyers to benefit themselves and seem more persuasive. For example, they zoom in the actual graphs to make the increase in points seem bigger or smaller to their advantage. In addition, for surveys and statistics, they only ask the questions to the general public which obviously like their product, but it is only a sample of results because they don't include the general public who don't like their product so all the results seem positive and the companies and use that for leverage. Therefore, this can be classified as manipulation.

The great thing about inspirational advertising advertising is that it can really inspire some good and positive change in the world. For example, charities rely on digital advertising and social media to raise awareness about their organization. Take a look:
Thanks so much for watching
:) We hope you learned something today and enjoyed it! By Narissa, Avinash, Lana and Julian
Group L2
Image Manipulation
An inspiring advert to quit smoking, or, an advert telling grown ups what to do, I mean it is their own lives, isn't it?
The original graph
The actual graph used by manipulative adverts
Full transcript