Advertising manages the human subconscious. High-quality PR approach ensures a high demand for any product. First of all, the fact is that every society has formed some sustainable spending habits. For example, if the product has the status of a scarce, it will be of high demand. Manipulation in advertising related to the concept of “deficit”, mainly relating to luxury goods (cars, jewelry). Manipulation in advertising is often associated with the price of goods. For example, the high price is an indicator of quality. The client does not always understand that there is an optimal price / quality ratio (Phillips 1997). Manufacturer, overstating the price of goods and reflecting it in advertising, is manipulating the consciousness of consumers (or even the unconscious, wishing to make buyers to believe that the more expensive goods are better).
Manipulation in advertising is also related to the stylization. Sometimes products are stylized according to younger generation (using the idols of this generation), or are stylized as classic, or historic. Manipulation in advertising exists for manipulation of the most intimate parts of our subconscious. It manipulates the names of famous personalities, styles, eras (Day 1999).
In addition, the manipulation in advertising uses such factors as “do as everyone does” or “do as we do” (Van Tuinen 2011). Thus, the manipulation in advertising is the result of the imposition of some ideas to the audience. Advertising surrounds us everywhere, and manipulates our minds. It dictates us what to do, what to buy, what to wish. Society should realize the threat of this phenomenon and try to confront it.
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Day, Nancy. Advertising: information or manipulation? 1999. p. 45. Print.
Kloss, Ingomar, Abé, Makoto. Advertising worldwide: advertising conditions in selected countries. 2001. p. 153. Print.
Phillips, Michael J. Ethics and manipulation in advertising: answering a flawed indictment. 1997. p. 165. Print.
Van Tuinen, Henk. The Ignored Manipulation of the Market: Commercial Advertising and Consumerism Require New Economic Theories and Policies. Review of Political Economy, April 2011, Volume 23, Number 2, pp. 213-231.