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Advertising remains a powerful provision in the marketing realms. As consumers, the importance of advertising in influencing purchase decisions remains critical. Various advertising techniques enable consumers to change their purchasing habits and adopt the usage of new products (Randfish, 2010). Of particular interest is the manner in which appealing advertisements of drugs manipulate the consumption and addiction trends of the consumers.
It is vital to note the role of advertising in transforming consumer’s health-related lifestyle either for the best or worst. Thus, the effect of advertising is usually subtle and inherent. Generally, advertising is largely about manipulating individuals’ decisions and choices. The principle aim of advertising is usually to bring a concept to the public’s awareness. This occurs by highlighting desirable qualities or traits in order to stir clients’ desire to buy the advertised brands and their products (Randfish, 2010).
It is critical to observe that the consumer behavior transforms with the advertising technique employed by the company. This is applicable in the context of drug abuse and addiction. Usually, when correct media are appropriately used in advertising, there is an equal responsive behavior from the targeted audience.
A televised advert on cigarette smoking accompanied with persuasive presentations and appealing comments would definitely influence most consumers to try the cigarette. This is similarly realized when different alcoholic brands are persuasively and colorfully advertised. The processing companies have learnt to develop persuasive and attractive adverts within appropriate media channels to influence the purchasing behavior of their consumers or target group (Schooler, Basil & Altman, 1996).
A persuasive advertising would make a person believe in the products or service and buy it. False imagery and exaggerated advertisement messages are usually pertinent within persuasive advertisement. These exaggerated messages and over-estimation of the positive impacts of a product have a potential role in swaying a consumer’s conviction and behavior. The exposure of consumers to such attractive adverts plays a significant role in transforming their lifestyles as well as behaviors.
The incorporation of trendy messages and attractive pictures within most adverts has played a critical role in transforming consumers’ behavior and consumption trends (Randfish, 2010). Observably, most persuasive adverts are not usually accompanied by pertinent information regarding the negative impacts of the particular drug in context. Most of persuasive adverts generally explicitly convey the exaggerated information about a particular product.
This is particularly with the realization that most client would want to associate themselves with more trendy and appealing products. To successfully manipulate individuals’ perceptions, most organizations brainstorm for longer durations (Schooler, Basil & Altman, 1996).
Usually, their main aim is to develop appropriate campaigns with the objective of swaying the clientele’s behavior code. It is also important to note that the process of developing this behavior transformation through conviction remains very tough. This is important in the context of drug promotion and other related advertisement provisions.
Mostly, persuasive advertising adopt the input from notable celebrity personalities. They use them in their products promotion to enhance and popularize their brands. This has significantly transformed consumer behaviors particularly within the youth who are keener of associating themselves with certain celebrities or popular brand.
Such persuasive advertisements might also result into peer influence and pressure within groups, thus making people to willfully change their lifestyle and behaviors through adoption of certain brands (Randfish, 2010).
It is vital to note that in several media discourses, behavioral targeting remains a critical advertisement technique that has led to a significant count of behavior change among consumers. The marketers by application of relevant technologies are capable of delivering appropriate information to various consumers based on their already profiled characters.
As a consumer, commercial advertisements that popularize alcoholic substances have particularly remained appealing (Schooler, Basil & Altman, 1996). Generally, it is observable that certain behaviors have developed collectively amongst the youth due to the persuasive advertisement techniques.
For instance, an attractive demonstration of how the taste of a certain alcoholic drink tastes is a more persuasive advertisement approach capable of causing a significant behavior change. Within certain adverts in the media, certain heroic characters, celebrities, and many achievers have been associated with the use of certain drinks (Randfish, 2010). For example, these include the notable energy drinks. It is clearer that as a consumer, one would categorically get influenced in their behavior and consumption trends.
It is evident that such behavioral transformations usually begin with the urge or desire to have a taste of the attractively advertised product. Consequently, this urge eventually leads to a habitual practice, causing one to adopt an addiction behavior. Generally, it is notable that the influence of the advertisements on the media, television, magazines, and radio among other social channels remain critical in transforming the behavior of consumers.
Whether the Majority of American Advertising Send a Message of Drug Prevention
Although considerable effort has been put by the American government agencies and other lobby groups to prevent drug abuse and addiction, it is notable that there still exist some gaps. However, it is critical to observe that most American advertising have incorporated the messages or information about the negative impacts of drug use. The advertisements common in most media houses and channels are mostly geared towards the youth as well as the teenage population.
For instance, the National Youth Anti-Drug Media Campaign remains a key contributor in educating as well as encouraging youths within US to reject the use of drugs and other intoxicating substances (NYADMC, 2001). As a result, there has been significant awareness creation through advertising in the media on the negative effects of tobacco and alcohol. The government agencies as well as other advocacy groups have initiated significant purchase of the advertising media.
There has also been the establishment of an array of media-based instruments for educators as well as community groups. Media literacy has played a critical role in the campaign against drug abuse within US. This vital information has been developed appropriately through the involvement and engagement of major government agencies as well as other advocacy or lobby groups.
Through active media campaigns, youths are increasingly becoming the target population of the active advertisement through the media. Some of the observable media channels used in the advertisement of drug prevention include the billboards, the magazines, radio, and television as well as through the internet and other social sites like Facebook (NYADMC, 2001).
The advocacy groups have particularly impacted on the media positively towards creating and launching the drug prevention media campaigns. Most advocacy groups have realized the importance of media on the America’s teenage or young population.
This perhaps explains why there seems to be equally intensive campaigns and awareness creation on the negative health and social impacts of addiction and drug abuse. The extents of the challenges and complications emanating from drug use have also led to these intensive campaigns. Media literacy has helped the teenagers comprehend the manner in which the media are developed (Schooler, Basil & Altman, 1996).
There are also active campaigns that educate the recipients on the various methodologies applied to enhance persuasion in the drug advertisements. There are advertisements that aim to assist the youths as well as other persons that are vulnerable to drug and substance abuse develop critical thinking and decision skills. Through the various warning and advertisements, the recipients develop the capacity to change their behaviors into constructive and healthy lifestyles (Schooler, Basil & Altman, 1996).
It is crucial to note that active advertisements against drug and substance abuse may similarly lead to a positive behavior change amongst populations. The youth and other vulnerable persons to drugs are able to internalize critical skills necessary for them to guard themselves from seductive messages concerning drugs as well as other unhealthy lifestyles behaviors or resolutions.
The advertisements have also led to the development of healthy self-esteem appropriate for avoiding seductive advertisements that are more likely to persuade people to adopt drug use behaviors (NYADMC, 2001). It is noteworthy that most government agencies and other advocacy groups have actively campaigned through the media on the negative influences of drug use and substance addiction.
Despite these efforts, it is still apparent that there are notable challenges that are intrinsic in these initiatives. In conclusion, it is important to note that the issue of drug and substance abuse has led to significant challenges within US. Some of these challenges mostly affect students, teenagers, and youths and range from socio-economic to public health problems.
References
NYADMC, (2001). Helping Youth Navigate the Media Age: A new App roach to Drug Prevention. Web.
Randfish, (2010). An Illustrated Guide to the Science of Influence & Persuasion. Web.
Schooler, C., Basil, M. & Altman, D. (1996). Alcohol and Cigarette Advertising on Billboards: Targeting With Social Cues. Health Communication. Vol. 8 (2), 109-129.
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