In the cutting-edge digital age, product advertisements are becoming more and more commonplace in vast media. However, the question of whether the influence of commercials on the quantity of goods consumed outweighs the customers’ actual need to purchase them remains a controversial topic. From my perspective, I partly subscribe to this statement.
To begin with, there is no denying that advertisers apply marvelous techniques to captivate potential customers. Firstly, the advertising agents often organize a “sale program” or “lowing price festival” to entice buyers, especially those who suffer from FOMO, which is a term invented by a student at Harvard University and stands for Fear Of Missing Out. Clearly, in these special events, purchasers may have a chance to acquire items at substantial discounts, which prompts them to make additional purchases even if they already possess similar products. Moreover, agents also enhance their sales by using “psychological manipulation” techniques to threaten the target buyers. Advertisements about healthy drugs serve as typical examples. Middle-aged individuals whishing/ desiring to maintain fitness or beauty tend to believe that they must take these medicines; otherwise, they will become ill and unattractive. As a result, this method partly encourages the purchasing power of consumers.
On the other hand, not only adverts but also the urgent need for essential things contribute to their sales. Specifically, during the COVID-19 pandemic, the need for these healthcare products became a driving force behind their sales. The urgency and importance of protecting people from the virus resulted in a widespread recognition of their necessity. By the way of illustration, let me take one of my friends’ case study to clarify my point of view. Despite the most difficult period of time in the pandemic three years ago, she became richer and richer thanks to supplying medical care equipment for those who are in need of help such as masks, sanitation solution bottles, kit tests, to name just or few. As a result, as I mention above, people were motivated to purchase these products regardless of extensive advertising campaigns.
To sum up, advertising is a powerful tool that can greatly influence consumer behavior and contribute to high sales of popular consumer goods. However, it is important to consider the real needs of society and the value that products provide to understand the reason why certain goods are sold well.