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Persuasive Advertising, Autonomy, and
the Creation of Desire
Roger Crisp
• ADVERTISING
PLAYS ON THE
UNCONSCIOUS
DESIRES FOR:
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–
–
–
Sex
Money
Adventure
Power
PERSUASIVE ADVERTISING
• All forms are wrong because
– Includes subliminal advertising, puffery and
repetition
– Removes autonomous reaction to decision
making
– Based on linkage to things (sex, drugs and rock
and roll) outside of the object
ARRINGTON IN SUPPORT OF
ADVERTISING
•
•
•
•
AUTONOMOUS DESIRE (A search for a new look for the sake of a
new look)
– Crisp- no so because of linkage to secondary needs (sex, drugs
and rock and roll)
RATIONAL DESIRE AND CHOICE (People do not need perfect
information only enough to make a decision)
– Crisp - The information provided is there to persuade not
educate
FREE CHOICE (The act of buying can be justified in the mind of
the purchaser)
– Crisp - Desires may be so covert that individual is unaware of
manipulation
CONTROL AND MANIPULATION (Advertisements do intend to
control all conditions to meet a need)
– Crisp - Causes people to be brain washed into accepting what
they would reject if aware of reasons for manipulation.
CONCLUSIONS
• PERSUASIVE ADVERTISING
OVERRIDES AUTONOMY AND IS
THEREFOR IMMORAL
• IMPOSES A DISTORTED SYSTEM
OF VALUES ON CONSUMERS
• MAY PLAY TO STEREOTYPES OR
DISCRIMINATION
Ethical Myopia: The Case of “Framing’ by
Framing
Alan E. Signer
• Mental Accounting
– How a person goes about accounting for money
• Framing
– How the deal is framed rather than the objective value
• Transactional Utility Theory (TUT)
– Segregated Gains (Two $50.00 winning tickets rather an
One $100.00 ticket
– Perceived Price -Emotional Value ( Inaccurate pricing,
Inaccurate costing, Minimum Pricing, Add on)
• Market Clearing
– Market works when Supply and Demand are balanced
– Reframing to make people happier
EXPLOITING COGNITIVE HABITS
• Focus on peoples
belief (how they
see the world. This
can be distorted by
– Lying about product
– Nondisclosure
(Herbal Medicine)
– Labeling (price per
bottle or price per
wash)
RECOMMENDATIONS
• Legislate protection against “deceptive
practices”
• Teach social consequences in marketing
classes
• Consumer education
• Researcher indicate areas that are
appropriate and those to avoid
Marketing to Inner-City Blacks:
Powermaster and Moral Responsibility
George C. Brenkert
•
•
•
•
Heilman Brewery facing
bankruptcy
Decided to sell to inner city
blacks using higher alcoholic
content than other malts
Appealed to Power and
Boldness in customers
Ads impacted viewers in a way
that made them “exceptionally
likely to be influenced by the
advertising” Social
vulnerability
CONCLUSIONS
• Marketers must look at the context of their
campaigns
• Marketers who target a specific group must
consider harm done to that group
• Marketers must accept collective
responsibility for their products in the
market place