Advertising changes social values assignment

Advertisers use many different methods on how to appeal to the senses, but one of the most common techniques is the use of animals. Advertisers recognize that consumers are attracted to animals and, for some industries at least, the use of animals actually increases sales compared to brands that do not use animals in their promotions (Spears 2007). According to Nancy Spears and Richard Germain, “ Depictions of animals change in accord with the changing times between and within time periods”(Spears 2007).

Horses, dogs and birds are the most commonly used animals, but the way they are depicted in the advertisements varies throughout the time periods. Spears(2007) also said “ The nature of the themes that were commonly shared between animals in print advertisements and society underwent a shift across the century, moving from themes related to the economy/political climate to themes related to social issues such as relationships and search for identity”(Spears 2007). This shows us that even animals used in advertising change during time periods when social values shift.

According to Lee (2011), “ Transformational strategies focus on emotion and seek to make consumers feel good about the product by creating a likable or friendly brand. While Informational strategies are product-focused and typically feature product attributes or performance”(Lee et al. 2011). Informational strategies, as I stated earlier, are the strategies used during recessional periods. While advertisements change due to economic factors there are also other changing values that affect advertisements. Social values change due to new information on old behaviors.

For example now that we know smoking is bad for you and can cause serious health problems, people have turned away from smoking. This is reflected in advertising in that now smoking commercials are completely banned from airing. But while smoking has decreased, drinking alcohol has greatly increased. Binge drinking is now considered a norm many alcohol companies are taking advantage of this and constantly creating commercials of how “ cool” it is to drink. One commercial that stands out to me is for Dos Equis beer.

Instead of Coke taking over the site it hired the two and let them control the page. They felt this was beneficial because it was “ fans” doing the advertising and so there would be no bias and therefore create more loyalty on the page. Another company that does a great job as well is a guesthouse, The Literate Perch. They created a Facebook page and let former guests design rooms and activities to be incorporated. Now these guests feel as if they need to go see their creation. This is a great way to advertise without directly advertising. Other social media sites, such as online dating, are on the rise and advertise all over TV.

They use information showing that the internet is now one of the top ways for people to find a relationship. This is a change from previous behaviors in that when I was younger it was always “ never talk to people online because you don’t know who they really are”. To now people are finding the love of their lives just by meeting someone in a chat room. Changes in our social values have been brought upon by the increase in technology and advertising in the new technology just reassures the fact that as values change so does advertising. Just like in every other aspect of society as the time changes so too does gender roles.