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“Advertising negatively affects people’s choice”

Kazakhstan Institute of Management, Economics and Strategic Research

“I declare this work to be my own, original work and not appropriated from any other source except were cited”

December 2nd , 2011

People are surrounded by advertising. It is everywhere, on television, newspaper, magazine pages, billboards, in the public places and it is illustrated even on the public transports. It is known that the purpose of advertising is to make such impact on a person to encourage him to buy the advertised goods or services. There are lots of tricks that advertising is explicitly or implicitly influence people’s needs and desire: i.e. one of the most widely used methods is use of slogans. This allows people to concentrate the main features, the name and image of the advertised product in to the one sentence, which is embedded in the consciousness of consumers. Therefore, slogan helps to remember not only a specific product features and also its idealized positive image: for example, “Nokia- Connecting people”, “Nike- Just do it”, “Nivea- it helps to protect your skin”, “Always Coca-Cola” or “Life tastes good” and etc. Following example shows how advertising by using the positive image of the product affect people’s choice. In fact, it is well known that Coke and Pepsi are rival companies. The president of Global Customer Experience Management Organization Mr. Sampson Lee (g-cem) conducted taste tests: students and working adults with ages ranging from early 20s to late 40s were asked to choose the soft drink they liked better, without knowing whether the cola they tasted was Coke or Pepsi. Each person performed two taste tests - one was a blind taste test, in the other they knew which cup contained Coke and which contained Pepsi. From one-fourth to one-half of students did not respond consistently to the blind and open taste tests. Some...