Everyday Advertising
by Jennifer Thayer
Imagine a world where huge companies affect your thoughts and send you messages about what choices to make in your life. Every thought and every action is controlled by men and women sitting around a large desk making decisions for you. Scary? Believe it or not, it happens every day, right here in the United States. Over $200 billion dollars are spent each year to advertise using such mediums as television, radio, billboards, newspapers, and magazines. That staggering number doesn't even account for the billions of dollars spent on packaging, merchandising, and product placement fees. We are bombarded every day with messages telling us what to eat, drink, and wear. We see advertisements telling us where we should shop, sleep, and go to school. What brands of detergent, toothpaste, shampoo, conditioner, lotion, and soap are used in your house? Do you ever wonder why you use certain brands?
Sure, a few choices are inherited. Some people buy the same brands that their parents bought and that they grew up using. However, many of the choices we make are a result of the advertisers branding items. For instance, many dish soaps are nearly identical in how they are made. However, because of how they are branded, one might claim to make skin softer, while another might argue that it is tough on grease. The consumer (or person who buys a product) will gravitate toward a product based on what is needed most from that item.
Another way advertisers try to win consumers is by using commercials that are targeted to a key group of people. These commercials are made with a specific audience in mind. They are placed where and when the right person will see them the greatest number of times. The next time you watch television, notice what commercials come on at certain times during the day. Early on Saturday mornings, there are many ads for toys, cereals, and junk food because this is a time when children make up most of the viewing audience. Late at night, the commercials will most likely lean toward cars, banking solutions, travel destinations, and exercise equipment. This is because many adults are most likely watching shows then, and that's who the companies want to reach.
Sometimes we don't even know we're being shown an advertisement. If you see a favorite celebrity drinking a specific soda or wearing a particular brand of clothes in a television show or movie, there is a good chance it was not a personal choice. Product placement is becoming more and more common. Companies see a way to make a product appear to be the choice of a celebrity or sports star. They are hoping you will want to be like the famous person and use the same product.
Consumers need to be smart and question their choices. In the United States, young people view approximately 3,000 advertisements a day. Don't let large corporations take advantage of you. When purchasing products, make sure you are making the decisions instead of just acting out the decisions of others.
5
The word "bombarded" has a connotation that suggests that the author believes consumers feel
A.
violent
B.
overwhelmed.
C.
enthusiastic
D.
confused