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Friday, April 9, 2010

Advertising and Society

The people who lived within the society are more interested on the products endorsed by retailers and traders. The most common way of selling products to the people is advertising through the tri-media which is composed of television, radio and print media channels. With that, there is an invisible link between the media and advertising which runs the society as a dynamic mechanism of existence. In connection, there are two questions relating to the linkage of advertising and society in involving tri-media channels. The first query is focused on the evolution of product marketing through campaigns of social awareness. On the other hand, the second query is about the relationship between culture jamming and advertising. With analytical strategies and research on the topics given, the two questions can be answered in the most concise and informative manner.

With respect to the evolution of product marketing through campaigns of social awareness, there are many ideas related to the said topic. The evolution of product marketing through campaigns of social awareness has evolved into a more rigid and direct to the point style and tactics which requires product customers or clients to get involved by means of thinking it over. There are myriad issues in the society that attracts more customers and clients such as domestic violence, abortion, terrorism, drug addiction, global warming and other environmental issues, teenage pregnancy, education, and even health concerns. The strategy of advertisers is apparently to attract the attention of customers and clients to specific products by means of incorporating these issues into the advertisements. Social awareness has increased through the years when this strategy was developed by various product advertisers throughout the world.

A related question is that: what are the central ideas behind the branding of products as socially aware, and how have the tactics of marketing products as socially aware changed? There are various reasons and central ideas behind the branding of products through social awareness development. First, product advertisers want to reach out to more customers and clients that concerned in the events and state of the society. It has been proven that while clients or customers choose the products they would use, it is more likely that they would go into the products that are endorsed through social awareness strategy. A basic example of this idea is the success of the clothing products of United Colors of Benetton which were endorsed through brand ideas that hinted social issues like abortion, gender matters, teenage life, and care for the environment. The pictures or logos of the said company in advertising their products depicts of important social issues which attracts more buyers and customers.

Second, product owners requested product advertisers to bring their products and brands in global perspective. It is hard to keep up with the global market without incorporating social awareness strategy in product endorsement since more people are becoming concern with the environment and the society. Besides, a global brand is one which is perceived to reflect the same set of values around the world (Panda 3). Thus, a product that facilitates social awareness on abortion issues could attain more clients in a way that if one person in China thinks the same way with another person from the United States on the issue of abortion, both of them would buy the product. And third, companies that produced products that are endorsed through social awareness gain more brand trust due to consistency from clients around the world. Since social issues are dealt with formally by government and concerned individuals for the benefit of the public, prospective customers and clients are more attracted to the brand that cares for the people in the society.

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