Good afternoon, teachers and fellow students.
Advertisements are all around us – Instagram, leaflets, railway stations, and so on and so forth. For some, they are just five-second videos interrupting your YouTube experience or noises that occasionally distract you in the trains. However, the manipulative techniques behind that scenes are so substantial that we, starting from today, should be aware of. Only in this way can we become smart consumers who think
before buying. Therefore, I will analyze techniques used by advertisers in this speech.
Take this anti-aging skin renewal complex advertisement by Demeritage as an example. Its target audience is women who are concerned about aging. The technique claims used in the written language of this app aimed at developing expectations in customers. “Less sprinkles”. Think about it. What’s “less”? Who defines “less”?
There’s no evidence of supporting this statement at all. That’s why it’s a claim. What’s good about using claims? Companies do not need to take responsibility for the possibly low quality of products. The company is not saying wrinkles will disappear after using the product. Customers cannot make any complaints because the company, indeed, has not promised them anything. Ladies and gentlemen, let us not be trapped by claims, such as “best,” “helps,” and “less”. They do nothing but develop false expectations. I urge you to do research and look at reviews of products before buying them so that you can get what you want, just like a smart consumer does.
Another technique used in the visual elements of this advertisement is exaggeration. Look at the two faces, one looks smooth and refreshed, while the other looks old and is full of wrinkles. How would a woman who is in her thirties and concerned about aging feel when she sees this ad? I believe she would be anxious on one hand and excited on the other hand. Anxious about getting wrinkles as she gets old, she frets; Excited about staying 18 forever after using this product, she decides to buy the product. The exaggeration and contrast between the two faces undoubtedly create an emotional impact and eventually manipulate consumers to buy the product. According to the Department of Psychology of the Yale University, 76% of women have felt insecure and shameful after feeling advertisements, especially those used in the cosmetics industry. Sounds familiar, right? Let’s stay rational while viewing ads and not be controlled by these “passive-aggressive” marketing weapons. Again, I urge you to think before you buy by evaluating your needs and what products can give you.
In short, advertisers adopt various techniques including claims and exaggeration to manipulate consumers to buy the products. As the saying goes, “Ads never force you to buy things- they manipulate without you knowing.” It’s about time that we identify manipulative techniques and avoid being affected by them. The sooner we take action, the sooner we can become wise consumers. Thank you.