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Mass Communication Process Thesis Paper Advertising Chapter 11 Advertising is a necessary market force that is responsible for the success of most and involved in all forms of Multimedia It is also responsible for some of our most powerful and long-living icons that dominate the American landscape Advertising like it or not is everywhere It is on buses billboards and hot-air balloons It invades our living rooms our classrooms and almost every aspect of human life The average American is exposed to 115 advertisements during their morning commute With this much exposure to the consumer market one wonders weather or not this is good or bad for the population at large Not surprisingly professionals have disputed advertisings effect across the globe In this paper I do not want to look at the effects of advertising as much as the techniques in which the advertisers choose to convey their message I intend to argue and support that the several techniques used by advertisers are underhanded and in some cases downright unethical Advertisers use several different techniques for selling products One can analyze these as persuasive techniques This first point summarizes the oldest and most conventional persuasive techniques Most are considered perfectly ethical at first glance but when you examine them further things are not always as they appear Two of these techniques include the plain-folks pitch and snob appeal These two techniques are used quite often Both hope to attract your attention by getting you to establish a need for the products In the Plain-folks pitch advertisers try to make things appear much simpler than they are An example of a typical Plain-folks pitch is Toyotas current pitch Everyday as in everyday people drive Toyota cars The Snob approach on the other hand tries to make you believe that upon the purchase of their product you will be accepted into the elitist society in which you always aspired to be a part of These advertisements are
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