As a powerful manipulation tool, the influence of advertising on society and public opinion is capable of directing consumer behavior, using everything from television advertisements to billboards on the street. Street advertising has been an effective way of conveying messages to the masses. However, it is also a powerful tool for manipulating the individual and through this, manipulating the society to which he belongs.
Through advertising, manufacturers, distributors and service providers develop information campaigns through which they disseminate the characteristics and qualities of their goods or services, seeking to position them among consumers’ favorites, and trying to motivate the recipient of their products. ads so that you prioritize the consumption of your services and products over those of the competition.
However, and despite the fact that the means used by advertising to achieve its objectives is mainly based on information, in some cases the offer made can become a legally binding offer by itself, obliging the advertiser to supply the service or product. in accordance with the terms and conditions offered in your advertisement.
Thus, although advertising is seen as a harmless form of promotion of products, services and brands, it is often built on half-truths and psychological manipulations designed to sell products that may not be necessary or even harmful to society, to instil interested ideas and trends, or to offer distorted visions of reality.
Currently, the existing legal framework establishes the obligation to disseminate truthful, verifiable information, free of elements that lead or may lead to error, or that favor confusion or deception; however, it is still possible to glimpse advertisements or advertising campaigns with incomplete, inaccurate, and even in some cases false information.
A clear example of this is the advertising of unhealthy foods and drinks. Many companies have the habit of using celebrities and famous athletes to promote their products. products as healthy and stylized items, seeking to influence the lives and habits of consumers. Evidence has shown that, although society knows that some of these foods may not be as healthy or recommended for your health as they seem, the image that is projected of them will have much more impact on your purchasing decision.
Advertising has also been used to manipulate consumers’ perceptions of available purchasing options. An example is the use of labels such as “organic” or “natural” for products that do not comply with the necessary regulations, which often manipulates less informed consumers, directing them towards purchasing options for items that do not really meet the legally formulated premise for truly organic or natural items.
In addition, advertising has also been used to manipulate consumers’ perceptions of the social value of the products they purchase. An example is advertisements that highlight the exclusive experience of the brand or the membership in social groups or very specific sections of society, thus raising the self-esteem that the consumer feels when purchasing it and creating an emotional dependence on the brand.< /p>
Advertising has also been used to manipulate society through the use of fears, desires and insecurities. An example of this is the advertising of beauty and cosmetic products. Many of these advertisements focus on the need to look young and attractive, which can increase insecurity and anxiety in society, generating demand increasing number of expensive and even dangerous products in certain cases and situations.
Another common example of manipulation through advertising is the use of stereotypes and prejudices in the design of advertising. Some advertisements use stereotypical images, racist or sexist to appeal to certain groups, or generate actions that may be harmful to certain specific social groups. Many times advertisements use the idea of exclusivity as an entry filter to the community of people who can access a product, in this way entry barriers of accessibility and convenience are generated.
There are many and diverse ways in which an advertisement can try to influence its target audience using techniques that lead to error, that hide information that is truly relevant to the total knowledge of the characteristics and qualities of the good. or service, using unrealistic comparative techniques with other similar items, causing the discredit of similar products or services, and even taking advantage of the characteristics or qualities of other products and even using covert advertising techniques (widely used on the Internet) going so far as to simulate in a informative article, what really is an advertising article.
To combat these manipulative practices, it is important that society gets involved in knowing the regulations of advertising and is also able to analyze the ability to present complete, honest and accurate data about the products that are promoted in an advertisement or advertising campaign both on paper, radio, television or the internet.
In any case, advertisements must be transparent and ethical in their presentation of information, so that society can make correct decisions, based on good knowledge about what they are buying.
Advertising should also be regulated to avoid the repetition of costly half-truths and half-falsehoods. Crossing the thin line that can separate confirmed facts from distorted or incomplete manipulation of data can direct consumers and individuals towards undesirable habits, towards the consumption of products that are considered healthy or towards the estimation of certain information as true, although in reality don’t be.
Advertising must offer a balance that minimally affects the daily lives of consumers and at the same time be a source of useful and truthful information, which favors sustainable and balanced consumption and, if possible, encourages truly necessary consumption.
Advertising can be a useful and informative tool for consumers, but it can also be used to manipulate society and direct its behavior. Society must be alert to identify these manipulation techniques advertising and take appropriate measures to reduce it in order to ensure honest and strictly regulated advertising of all promoted products. Transparency and truth must be the basis of all advertising and this must never be allowed to change.
