Television Advertising on 20-Something Females
Effectiveness of Television Advertising

Television is a traditional, yet the largest communication medium used by business corporations to promote their products and services to their potential customers. Advertisements done on television reach large target audience in both urban and rural areas. Every television advertisement has a specific target audience which constitutes the most potential customers for the company. The response rate and reaction of audience to television advertising is much greater than all other traditional and contemporary marketing mediums. Companies use targeted advertising on this medium to achieve better results of their marketing efforts.

This paper aims to evaluate the effectiveness of television advertising to young female consumers with age group of 18-25. It is widely believed that television advertising largely influences the behavior of young females which then becomes their attitude. Young females with age group of 18 to 25 are highly active viewers of television.…...

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Works Cited

Debra Trampe, Diederik A. Stapel, Frans W. Siero. "The Self-Activation Effect of Advertisements: Ads Can Affect Whether and How Consumers Think about the Self," 2011. Journal of Consumer Research, 37 (6): 1030-1045. Print.

Frith, Katherine & Mueller, Barbara. "Advertising and societies: global issues, 2nd Edition. New York: Peter Lang. 2010. Print.

Gary, Austin, Witt. "High Impact: How You Can Create Ads that Sell!," Marketing Psychology Group, Inc., 1999. Web. December, 04, 2013.

Hanan, Jessica. Coping with changing roles for young men and women, 1st Edition. New York: Rosen Pub. Group. 2000. Print.

If children are repeatedly exposed to certain portrayals of an ethnic group, they may develop corresponding beliefs about the group" (Horgan, et. al., 2001)

Because there are very few advertisements that use the minority groups as the product endorsers, children are made to believe that these minority groups are not part of the "elites" and are just second-class citizen. This then cultivates the idea to children that minority groups do not deserve to receive the same attention that what other citizens are receiving, thus a clear indication of racism.

Conclusion

Intentionally or not, controversial advertisements do affect the psychological, emotional, physical and sociological state of the children. Children are very susceptible to various effects presented by the advertisements because they can easily be swayed to change their perceptions and even their behaviors. This is the very reason why there must be strict control over the contents and implication of the commercials being aired…...

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Works Cited

Edelson, Sharon (August 1995). "Shock values: do they sell?." Fairchild Publications, Inc.

Horgan, K.B. et al. 2001. "Television Food Advertising: Targeting Children in a Toxic Environment," the handbook of Children and the Media.

Schuster, Camille P. And Christine Pacelli Powell (1987) "Comparison Alcohol Advertising Controversies," Journal of Advertising, 16 (2), 26-33.

TV Advertising
Marketing success is almost always found in celebrity endorsements. We can take a look at Pepsi ads which have featured Madonna, Michael Jackson, Brittany Spears, and even Mike Tyson. Pepsi is known around the world, just as the celebrities whom are featured on the Pepsi commercials. In other words, in using the notoriety of celebrities, a corporation may be able to increase its market share into the pockets of consumers who are more familiar with the celebrity than the product. The celebrity thus is a bridge between the consumer and the product. But what happens when those celebrities are notorious for other things as well as their entertainment or sport talent? And why do the corporations continue to utilize these celebrities if these celebrities have been known to engage in improprieties or dubious activities?

Corporations have a business model that has multiple branches leading from three or four divisions such…...

TV Commercials
The role of advertising, especially television commercials, in influencing social lifestyles has long been a raging debate between public interests groups, government and industry. Critics believe that advertising imagery, coupled with television programming, preys on susceptible minds. Pro-choicers, on the other hand, point out that freedom of speech and expression constitutes a basic, inviolable constitutional right, and that advertising merely facilitates consumers to exercise choice in their lifestyle decisions. Much of the debate, though supported by research, is based on the rhetoric of ideology. As against this, it is the objective of this paper to establish that advertising has a very fundamental and valuable contribution, in as much that it fuels economic and social progress. For one, advertising stimulates economic growth through creating new desires, thereby increasing the demand for goods and services. Second, advertising allows consumers to make informed purchase decisions. Third, advertising revenue enables affordable, mass access…...

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Works Cited

Bennett, C.L. "Effects of Magazine Advertisements on College Females' Drive for Thinness, Self-esteem and Body Satisfaction." College of Communications, Schreyer Honors College. The Pennsylvania State University. Spring 2003. Retrieved Feb. 7, 2004:  http://www.ipa.udel.edu/students/bennett/ugthesis_bennett.pdf .

Brown, S. "The role of advertising today." Marketing Monthly. Oct. 2003.

Retrieved Feb. 7,

2004, One Vision Web site: http://www.onevision.co.uk/xq/ASP/id.864/qx/default.htm?CT=LeftNav

The lizard is improbably likeable, with his enormous bright eyes and Cockney accent. The commercials are effective, in part, because they ask us to suspend belief. The lizard is the foil for whatever human character appears. The human does something silly or illogical and the lizard is the voice of reason. The situations are bizarre, which is what makes them funny. Geico is smart to change the commercials frequently. Just about the time the viewer tires of one, there is a new commercial starring the lizard in a fresh situation. As soon as the Geico logo appears on the television screen, the viewer is primed with anticipation for what the lizard will say and do next.
In each of these cases, the basis for appeal is appropriate to the product. Apple wants to appeal to our emotions while maintaining a serious tone. The iPad is supposed to be seen as…...

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Works Cited

'Geico Gecko Dollar Commercial,' YouTube. n.d. Web. 12 May 2011.

'If You Asked.' Apple iPad 2 TV Commercial. 4 May 2011. Web. 12 May 2011.

'Prius Harmony,' 2011 Toyota Prius TV Commercials. 2011. Web. 12 May 2011.

Cable television also opened up the medium to numerous types of television programming that had previously been excluded, simply because it could never have competed with the demand for mainstream types of programs during the same time slot.

Initially, cable television was only available in the largest markets like New York and Los Angeles and it was priced out of the range of most consumers. The technology also required a cable connecting the television to the channel box, which often was the size of small dinner platter. Within a few years, the technology advanced to the point of providing microwave remote controls that were no larger than those already included with many television sets.

The addition of virtually unlimited available channels resulted in the creation of dozens of specialty-interest program content such as cable television channels dedicated exclusively to history, science, nature, sports, politics, and comedy, to name just several.

In no small…...

S. Constitution is on the side of the distilled spirits advertisers. The right to advertise is constitutionally protected commercial free speech under the First Amendment (Distillers spirits advertising in perspective). The First Amendment protection afforded to distilled spirits advertising is equal in scope to the First Amendment protection afforded to the advertising of all other legal products and services, certainly wine and beer.
Many believe that advertisers should not be allowed to target underage audiences with products that are harmful to their health even if it means limiting constitutional protection because many children are not capable of making good choices. Research shows that youth exposure to alcohol advertising increases awareness of that advertising, which in turn influences young people's beliefs about drinking, intentions to drink, and drinking behavior (Alcohol advertising on television, 2001 to 2003: more of the same).

Opponents of advertising alcohol on television are growing more vocal as alcohol advertising…...

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Bibliography

Alcohol advertising on television, 2001 to 2003: more of the same. Retrieved November 9, 2005 from Web site:  http://camy.org/research/tv1004/ 

Beaver, W. (1997, July-August). What to do about alcohol advertising. Business Horizons.

Retrieved November 9, 2005 from Web site:  http://www.findarticles.com/p/articles/mi_m1038/is_n4_v40/ai_20141970#continue 

Bivins, T. (2004) Mixed media. Mahwah, NJ: Lawrence Erlbarum Associates, Inc.

So, advertising is not just bad because it lures us into eating unhealthy diets, the diets to lose some of the weight we gain are just as bad. Why? ecause they teach fast weight loss -- lose 10 pounds in two weeks. Is that possible? Yes, but it's usually "water" weight -- that weight that is most quickly put back on when we go back to a normal diet. ut just as the ads and promos don't tell us about all the calories in those RTE cereals and fast foods, when they push the fad diets, they don't mention that "water" weight problem.
And, sure enough, that's why people on fad diets eventually get frustrated. They lose ten pounds in a couple or three weeks, go back to their regular diet, and gain it right back. Eventually, the frustration level reaches a point that they give up and go have…...

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Bibliography

Atkins, B. (2007, August 7). Advertising affects children's food choices. Retrieved May 13, 2009, from Mydietexercise.com:  http://www.healthcentral.com/diet-exercise/news-152468-29.html 

Cohen, M. (2008, November 6). An investigation of the role of advertising in diet choice. Retrieved May 13, 2009, from http://www.macohen.net/prospectus_Job_Market.pdf

Elliott, V. (2007, February 3). TV's new junk food rules allow chips with everything. Retrieved May 13, 2009, from Timesonline.com:  http://www.timesonline.co.uk/tol/news/uk/health/article1426542.ece 

Kluger, J. (2009, April 22). Dieter self-control: Why you make bad choices. Retrieved May 14, 2009, from Time.com:  http://www.time.com/time/health/article/0,8599,1892943,00.html

..hile older children and adults understand the inherent bias of advertising, younger children do not, and therefore tend to interpret commercial claims and appeals as accurate and truthful information," said psychologist Dale Kunkel, Ph.D., Professor of Communication at the University of California at Santa Barbara and senior author of the task force's scientific report. (Kunkel, et.al, 2004)
The Lego ads, when seen by younger children who "do not understand persuasive intent in advertising," might feel as if the balance of the world really does hang in their hands -- and an older child might be confused by the overlapping techniques of advertising, which blur the lines between advertising with a persuasive ulterior motive to encourage consumption, and entertainment in the form of cartoons. This confusion might be another reason for the greater efficacy of movie and product tie-ins with children's advertising."(Briesch, Bridges, & Kim, 2004) This fact is seconded by J.…...

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Works Cited

Briesch, Richard, Eileen Bridges, & Chi Kin (Bennett) Yim. (Nov 2004) "Advertising

Decisions and Children's Product Categories." SMUCox. Retrieved 6 Dec 2006 at  http://www.cox.smu.edu/article/research/research.do/114 

Campbell, Margaret & Amna Kirmani. (2000). Consumers' Use of Persuasion

Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent." Journal of Consumer Research. Vol. 27. Pp.69-83. Retrieved 6 Dec 2006 at  http://www.journals.uchicago.edu/cgi-bin/resolve?id=doi:10.1086/314309&erFrom=8138845525183247928Guest

(Snyder & Deono quoted in Kjeldal 2003, Introduction section, ¶ 6).
The results from the study Kjeldal (2003) conducted with 70 participants in two stages suggest that the word association responses high self-monitors (HSMs) produce reflect selective activation of a personally meaningful, experiential, system. The responses low self-monitors (LSMs) produce, on the other hand, indicate an intellective factual system.

2. Decision Making Process Theories

Dr. onnie Halpern-Felsher (2009), an Associate Professor at theUniversity of California, San Francisco, identifies a number decision-making criteria in her report, "Adolescent decision making: an overview." According to Halpern-Felsher, determinations of definitions for a competent decision, the process of how the decision was made, differ dramatically. The actual behavior or outcome, albeit, does not determine competent decision making, however, during the normative model of decision-making process, one does consider the consequences to not choosing a particular behavior or a specific event.

Normative models of decision making, commonly utilized in…...

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BIBLIOGRAPHY

'Advertising, Public Relations' N.d. < > [25 May 2009].http://courses.umass.edu/bmat352/lectures_and_readings/KA_16.pdf

Bahaudin, M & Jue, A 2005. 'Deceptive and Subliminal Advertising in Corporate America: Value Adder or Value Destroyer?', Journal of Applied Management and Entrepreneurship. Nova Southeastern University Wayne Huizenga Graduate School of Business. HighBeam Research. Available from: <   > [20 May 2009].http://www.highbeam.com 

Barnard, N & Ehrenberg, A 1997. 'Advertising: Strongly Persuasive or Nudging',

Journal of Advertising Research - January/February 1997.

The same can also be said of corporate organisation that has in their possession accumulated research capacity which enables it to deliver unique products and services from its competitors.
1.2.7 To increase market share.

Advertising can also be used to increase the market share of an organisation resulting from the acceptance of the products but the consumer and subsequent recognition of the brand.

1.3 FUNCTIONS OF ADVERTISEMENT

Advertising as a promotional mix element is expected to play some functions. Organisations usually employ advertisement to play the following functions.

1.3.1 To distinguish products from their competitors

Advertising has been found to be a useful promotional tool when it comes to distinguishing between the products of an organisation from their competitors. There are so many products in the market. Sometime the same types of products are competing in one market. It is even the case that other manufacture may imitate the products of another organisation though with…...

Children Could Lose Their Attention on TV Advertisements
While watching TV, children could create their own imaginary world and totally engrossed in it for a period of time. Recent survey finds out that children watch their favorite program on TV for about four or more hours every day. It is assumed that television has brought hazardous effect on children's attitude, intelligence, and social acceptance this way. However, based on my recent observation, kids are not totally engrossed on the program. My subjects show that during the program they also insert several different tasks such as inviting friends (other people over). Why do some children lose interest in television programming during commercials and begin other task? Is it because they lack of concentration span as most children do? Are there any other factors from the commercial itself that prevent them from watching? The research will combine behavior observation and questionnaire method to…...

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Bibliography

____. Survey Design. 2001. The Survey System's Tutorial. Creative Research System.   2002)http://www.surveysystem.com/sdesign.htm .(Apr5,

____. TV or No TV?. 2000. Your Child's Health. 2002).http://www.yourchildshealth.com/family/tv.html.(Apr5,

Commercials. 1997. Center for Media Education. 2002)http://www.cme.org/children/kids_tv/commercial.html.(Apr5,

DeGaetano, Gloria. 1998. Visual Media and Children's Attention Span. University of Oregon. (Apr5, 2002)http://interact.uoregon.edu/MediaLit/mlr/readings/articles/degaetano/visualmedia.html

Children (boys especially) are predisposed to watching scenes of violence for long periods of time without feeling the need to change the program. Consequent to this, they are expected to display antisocial behavior.
Cartoons are essential in influencing children, given the fact that most seem innocent to most parents, thus preventing them from wanting to change the channel. Studies have shown that cartoons have a more negative influence on children in comparison to violence seen directly on TV. hile cartoons do not necessarily influence a violent behavior in children, they are apparently responsible for children having a decreased capacity to create neurotic connections.

Advertising is yet anther domain which catches children of guard, taking into consideration that they are less capable of ignoring advertisements. hen they are specially made for children, advertisements have an even greater influence, as they can affect their "beliefs, values, and moral norms" (Moniek Buijzen, Patti M.…...

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Works cited:

1. Buijzen, Moniek and Valkenburg, Patti M. "The Impact of Television Advertising on Children's Christmas Wishes," Journal of Broadcasting & Electronic Media 44.3 (2000)

2. Gunter, Barrie; Charlton, Tony; Coles, David and Panting, Charlie. "The Impact of Television on Children's Antisocial Behavior in a Novice Television Community," Child Study Journal 30.2 (2000): 65.

3. Johnson, Marilou M. "The Impact of Television and Directions for Controlling What Children View," Journal of Broadcasting & Electronic Media 45.4 (2001).

4. Reis, Raul "The Impact of Television Viewing in the Brazilian Amazon," Human Organization 57.3 (1998).

Convenience rather than creating cuisine is the priority of Kraft ads. Adult tastes are given less of a priority than suiting the palate of children. Nutrition is paid homage to, but only in the sense of giving a family a starch, protein, and vegetable on a plate in the Hormel TV dinner advertisement.
One ad that occurred towards the end of the show, a Domino's Pizza advertisement, seemed to clash with the demographic of the other advertisement. However, the cheapness of Domino's many specials enables a mother to feed a large family quickly.

It is interesting to compare the Martha advertising with the advertising for later-night television programs aimed at a younger demographic, with a larger male audience. These ads favor snack food like sodas, have hipper and more conceptual features, and in the case of many fast food advertisements like KFC and McDonald's, often feature minority actors, even those ads…...

Other annoying commercials include several of those for SUVs, which are sometimes shown driving over speed bumps to suggest that no other car could ever navigate through a city than an SUV. Similarly, some SUV commercials show the driver truly off-road, but most consumers use their SUVs in the suburbs and never drive off-road. Therefore, bad ads are generally unrealistic or annoying to the senses.
Good ads, on the other hand, can be hilarious and even enjoyable to watch. A recent UPS ad depicts some office workers who can't figure out how to send an international package. The acting is good and the commercial uses no annoying music or cliches. The Axe body spray commercials are slightly annoying but still have comedic value because they depict a pile of attractive women assaulting the man who uses the product. Some of the Budweiser commercials that air during sporting events use great…...

There have been many studies that have looked at the impact of popular media on children’s behavior.  The general consensus is that children are significantly impacted by media exposure.  Of course, this impact increases when the media in question is an advertisement; the whole purpose of advertising is to bring about a targeted change in the audience.  The goal of advertising is to inspire the target audience to want to purchase the goods or supplies.  Children’s advertising appears to successfully accomplish that goal; studies reveal that after being exposed to advertising children....

1. Commercials have always been a powerful tool in shaping consumer culture, and American commercials from the 1970s and 1980s were particularly influential in this regard. During this time period, television had become a dominant form of entertainment, with households across the country tuning in to watch their favorite shows. Advertisers recognized the potential reach of television and began creating commercials that not only promoted products, but also established a connection with the viewers. These commercials utilized catchy jingles, memorable characters, and emotional storytelling to capture the attention of consumers and compel them to make purchases.

2. One of the....