Paul Lutus Advertising Essay

In his article entitled Consumer Angst written in 2007, capital of Minnesota Lutus makeed that No matter how true any bingle revealment is, new-fashioned ad, taken as a whole, tells a lie that you need the involvement world advertised. To explain his point, Paul Lutus further claims that valuable consumer intelligents need non be advertised because it is a necessity by itself and no procession is needed for it to attract and keep back sales. Moreover, he explained that the quality of the harvest-tide should declare for itself and there is no need to waste companys currency asserting the obvious.In his above-mentioned arguments, Paul Lutus obviously focuses nevertheless on one aspect of advertising which is to sell. He missed to cherish the other function of advertising which is to in operate. Advertising, as defined by Wikipedia. org, is the form of communication whose purpose is to inform potential customers ab turn show up increases and services and how to obta in and use them. The primary purpose of advertising is to get to public sensory faculty nigh a certain carrefour or service that is existence advertised. It aims to communicate to the intended audience that such a product or service exists.As Taflinger (1996) claims the basic purpose of advertising is to identify and punctuate one product from another in order to persuade the consumer to grease ones palms that product in preference to another. Advertising is usu exclusivelyy used to create a unique image that will be identified to a product or service. The contentedness that is being communicated usually highlights the best features of the product its uniqueness, usability, best characteristics, etc. that will customers attention to it. subsequently providing information on the product or service features, advertisings goal is to entice customers to try out the product.It is therefore safe to claim that the end-goal of any advertisement is to generate sales in terms of p roduct or service. However, while it is true that every advertising campaign is aimed at generating r even upue for the brand that is being advertised, it is not proper to claim that all advertisements are lies. Even premium brands such as Nike, Armani, Prada and others do advertise their products. These brands are sought after and hold up all proven to be of good quality. But these brands still invest on advertisement. Advertising has develop an important part of todays business.With new products sprouting same mushrooms everyday, competition has become stiff and advertising has taken a grown role in allowing the product or service to compete in the market. In his article entitled Educating the Consumer about Advertising Some Issues Stephen Gotlieb (1991) explains that advertising promotes competition among producers of products and services, keeps prices low through the development of mass markets, encourages store owners to filiation a variety of items, supports free express ion by funding media sources, and spurs trick.The more you are seen and understood by your customers, the bigger chance you have to stay in the mainstream. It is therefore important to get you message through, so that your product or service gets noticed. Or else, your offer will fitting perish. Also, with the competition getting tighter, advertisers today cannot afford to rely on chimerical claims for their products of services. With a lot of other options available in the market, a single wrong claim will trigger the customer to try out other product. It is the role of advertising to entice customers and encourage them to try out the product.Once the customer is convinced with the advertising claim and decides to avail the product or service, it is now the role of the product to prove itself and embody what is being stated in the advertising claim. It is therefore crucial to communicate the message that best embodies the product. Once advertised, the product or service is alrea dy opened to t he public eye and scrutiny. Unless the customer has already well-tried out the product or service, their perception of the product will depend on the advertisement. It will either make or break the future(a) of the product or service depending on how you position the message about the product.Therefore, while an advertisement is typically used to create or demasculinize the consumers perception of a product and induce them into buying it, it cannot be said that it is Alwaysa lie. For obvious reasons, advertisements only highlight the good side of the products or services. We cannot blame the advertisers to do this. While they are obviously banking on the good side of their offer, we cannot accuse them of telling us a lie. The beauty of advertising is it gives the customers the chance to evaluate the competing products or services even before purchasing it through the product claims.