Reklama. Pomiędzy informacją a manipulacją
Advertising. Between information and manipulation

Author(s): Anna Kozłowska
Subject(s): Social Sciences, Economy
Published by: Szkoła Główna Handlowa w Warszawie
Keywords: ad; consumer; information; persuasion; manipulation
Summary/Abstract: An advertisement affects consumer’s attitudes and behaviors – and therefore is a message, using all possible means and techniques to inform about the product and encourage its purchase. The ad helps to build a positive relationship between the consumer and the product. This happens due to the impact on emotions, the development of aesthetic experience and glorification of the product. We have to try products like something special, without which we are not able to function. Moreover, advertising affects the consumer through all sorts of ambiguity, understatement. This kind of treatment make it difficult for rational verification of advertising content. It is therefore important to take action to increase the awareness of consumers of how advertising affects their attitudes (and behavior) consumption.

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