Question

In regards to Coca-Cola company please answer the following questions:

Investigate the role of advertising in a culture of consumerism.

Who determines ethical standards for advertising?

In what ways has the advertising affected American culture?

What are the key persuasive techniques used in consumer advertising? Illustrate with specific examples, explaining how each technique works.

Answer 1

Consumerism is the mechanism through which the interests of the direct and indirect consumers of products and services are addressed and promoted. Advertising is a marketing tool, which helps in promoting a product or service among consumers. The objective of advertisement is to create awareness among the consumers about the features and properties of the product or service offered.

The advertisement is crafted by the marketing team with the objective of attracting the consumers towards the product i.e. a pull strategy. Usually the advertisements try to aim at the consumerism of the territory. For example: Coca Cola had tried to instill activism with its “ I’d like to buy the world a coke” advertisement.

The ethical standards for advertising are usually set by AAF and IAE. AAF is American Advertising Federation and IAE is Institute of Advertising Ethics. These 2 governing bodies validate the ethical dimension in advertisements.

Advertisements have had a grave effect on American mindset. Advertising has a critical role in pushing the Americans towards junk and fats food. McDonalds, Burger King, Coca Cola, Pepsi, etc. have instilled their products in the minds of the consumers through the tool of advertising.

The key persuasive techniques that are used in consumer advertising are:

• Consumer testimonials on the product website
• Consumer stories in form of print and video ad
• Pull strategy for advertising to pull consumer’s interests towards the product
• Scarcity advertising, which urges the consumer to get the product before it gets off the shelves.

Companies often sell their product stating, “ Hurry! Last 2 products left.” This way, the consumer mind is instilled that he should go grab the product, before the stocks get over. This is an example of persuasive marketing.