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Essay / Research Paper Abstract
This 6 page paper considers to what extent brand advertising is a form of social pollution and to what extent it may be argued as economically essential and culturally enhancing form of symbolic communication. The bibliography cites 5 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEsocpollution.rtf
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Unformatted sample text from the term paper:
need or desire to buy them brands undertake high profile marketing. This may be seen as an economic necessity, increasing growth and the economic well-being of a society, at the
same time it may be argued as causing social pollution. Advertising can be a facilitator, it is only with advertising that consumers may perceive the need or desire to
own or buy a produce ort service. In many instances the need is only the perception, it is not physical. In a consumerist society there is the desire to buy
goods that the individual thinks will make them happy. However, it is difficult to tell how much the desire for new products is a real desire, and to what extent
is has been created polluted by commercial environment. The traditional manner of examining advertising and marketing is from an economic perspective. The assumption behind the way purchasing takes place
has been based on an economic model, with the assumption that the primary motivator for purchase is utilitarian as the consumer is looking for functions that are purchased by buying
goods or services. Kotler (2003), argues that people do not buy a bed or pay for a hotel room, they purchase the facility to sleep in relative comfort, that
consumers do not buy drills, they buy the ability to make holes, it is the use that the goods or services are put to that is important. However, there
are alternative paradigms emerging, where the primary motivations is not seen as the economic approach, but more intangible aspects such ass emotional reasons and unarticulated desires. For many years markets
have used patterns of advertising that seek to appeal top the desires of the consumer, appealing to ideas such as pride and the desire to present a social symbol rather
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