ADVERTISEMENT MORE MANIPULATED THAN INFORMATIVEAdvertising is any paid form of non personal

presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising is

actuallyCREATING culture(s) and is more and more targeted at changing the basicmind of the target
customers.Ads thus serve some standard purposes like:• Advertising differentiates products•
Advertising communicates information about the product, its price andlocation of scale• Advertising
induces customers to try new things and induces reuse• Ads stimulate distribution of the product• Ads
increase product use• Ads build brands preference, value and loyalty• Ads decrease overall cost of sale
etc.Various studies indicate that indeed ads have been increasingly usingmethods to manipulate
customer’s behavior. Some elements of such ads aredesigned to influence consumers without
consumers having any possibility of rejecting that information. Manipulative advertising has a negative
influencewhen it dictates what an individual should do, rather than just inform orpersuade a consumer
about a product. At present, manipulative advertisingseems to simply represent poor ethical standards
and lack of considerationfor members of the public. In future, with the development of
newtechnologies, it may become more effective, more manipulative and moredifficult to
detect.Manipulative Ads can be divided into two sub categories- positive ornegative.

Positive Manipulation:

In ordinary terms, these are ads that carry themessage “If you do this/buy this, then you will achieve XYZ
benefits.” This may actually lead to betterment in the lifestyle/personality/psychology of thetarget. The
absence or non-use of the offering does not hamper the target inany way, and this is not suggested in
the communication. Thus, ads of products like Dettol actually benefit the target with the inculcation of
cleanliness as a regular habit. This ensures that the target’s manipulationcan only result in betterment,
and not in feelings of inferiority. Also ad of Pepsodent and colgate inculcate the habit of brushing teeth
in the night.Advertisement of some detergent powders like Ariel and Rin promote thehabit of neat
dressing among children. Ad of Shoe polish Cherry blosom isyet another example of positively
manipulated ad and to an extent isinformative.

Negative Manipulation:

These would go to suggest that if some product isnot purchased, then the target chances the risk of non
acceptance, orunsuccessfulness, or some kind of negative repercussion. These brink on theedge of using
fear psychosis to induce people to purchase the offering.Worse, these actually may alter the
ego/personality or confidence levels of the target. E.g. The Fair and Lovely Ads clearly mention how a
female willNOT succeed if she does not apply the product, while if she does, sheachieves instant
success. There is no proven correlation between the skincolor and the chances of success of a female
individual. Studies have proventhat such ads have an enormous influence on susceptible targets
especiallyyouth and children. Thus, manipulative ads not only affect comparativebuying behavior of the
currently adult TG, but also form the normativebehavior pattern of future consumers, by targeting kids
today. Also ads of Rexona deodorant wherein a college boy is shown as a smelly goat since hedoes not
use the Rexona deodorant.Manipulated ads are like convincing customers to purchase something, but
itis based on incorrect or inconclusive information. Advertisers use attractiverates, enticing images, and
a variety of forms of suggestion to influence thecustomers. The customers are mislead into thinking they
are actuallyreceiving a bargain. When advertisements are manipulated like this "normal"people's
freedom to choose freely is taken away. The important thing toremember is that it is not what was said
and or done by the advertiser, buthow a person (people) respond to what is trying to influence them. It
issomewhat like lying, but it is the truth stretched out so far that it neverseems to reach a lie. Some
advertisers do lie and are held accountable inthe sense that their business suffers because of it, but for
the most partmanipulative advertising is very common and well practiced. A very sad point concerning
manipulative advertising is that advertisers advertise toeveryone including those very vulnerable people.
Children as well as thosewith a weak state of mind, such as the mentally ill and many others inaddition
to "normal" people fall into the cunning face of manipulativeadvertising every day. It is understood that
the more profitable a business isthe longer they will be in business. It is a shame that most business
useadvertisements to falsely lure customers to their products or to theirbusinesses in order for them to
purchase their product and, or service.Some advertisements drive very odd ideas into the vulnerable
minds like “itis compulsory to have sweet on the first of every month” – as said in the adof some famous
Cadbury ad.Manipulated Advertising focusses only on positive aspects of product, neveron negative
ones. When supermarkets lower some of their prices, they makesure everyone knows about it. When,
after a while they raise prices again,they keep their mouths shut. Not only will advertisers show only the
positive,they will also present products as better than they actually are. The pizza inthe advertisement
surely looks more delicious than the real product. That'sbecause it isn't the real product. Promotional
photos of food usually aren'tvery real. The food is made to look good by using plastic vegetables,
puttingsome extra of the good looking stuff on top of it, and making it shineartificially. Photographers
know how to make things look good. Theymanipulate the lighting, make sure the model smiles, and
choose the bestangle. Photos are not like the real thing, although they appear like they are. The
advertiser uses an attractive person to deliver the message, asattractive people are accommodated and
trusted more. Attractive youngmen or women often deliver the message in advertisements. This is, of
course, a staged situation, the attractive person is paid to deliver themessage. Separate enjoying that
person from believing the message. Afamous person in an advertisement tells how good the product
is.Advertizing companies pay celebrities to appear in ads. It is not like thecelebrity spontaneously
supports the product, he or she is asked and paid. They may not even use the product themselves
(although they may say so).Manipulating advertisement has also adverse effects on the society.
Parentsare voicing their anxiety over alcohol and tobacco ads that are saturatingacross the country.
More dangerously, these advertisements tend to relateusage of such products with positive and
necessary characteristics likeconfidence, self esteem etc., thereby making the children think that they
require such products to acquire these characteristics. Their primaryanxieties stem from the fact that
many ads are purposely placed indemographic areas dense with children and minorities especially
adolescentsreaching the age where they make their own consumer and buying choices.Some ads like
Amul Macho and Diary Milk have hidden meaning which mayhave adverse impact on the morality of the
school going children or theyounger generation. Such ads may generate curiosity among children
andthey may start asking for clarification to elders. Unfortunately, due to thevulgar aspects involved
elders will be unable to clarify such queries by thechildrenConclusionIn today’s world, while purchasing
a product, a consumer takes it for grantedthat the basic need – solution derived from that product – will
be satisfied. Sowhat is going to drive a consumer towards a product? It’s whether his/heremotional and
ego needs are going to be satisfied from the offering or not.So in order to influence his behavior for that
offering, an ad has tonecessarily appeal to (or manipulate) his/her emotional/irrational
behavior.Manipulative ads are here to stay for now. As markets get more and morecluttered in
increasing number of categories, such ads are going to spill intomany domains. Manipulative ads are
NOT the ultimate remedy for allmarketing needs, only a time-adapted solution in accordance with
thecurrent market-customer variable mix. When every ad tries to manipulatecustomers’ behavior, a
time will come when customers shall refuse to letevery other marketer to mess around with his/her
mind, and marketers willhave to find a new method to ensure sustenance of the growth curve. Finallyit
is important for every consumer to distinguish between an informative orgenuine ad and manipulated
one by looking into the various aspects broughtout by me.