CHAPTER II

OF RESEARCH PAPER

Submitted by:

MARY JOSEPHINE GUTIRREZ

AND

JULIANA ROSEIR REGINALDO

GRADE 10 – ST. ANDREW

NOTRE DAME OF GREATER MANILA

S.Y. 2019 - 2020

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter consists of the review of related literature and studies. The chapter

cites articles, books, encyclopedias, magazines, newspapers, professional journals, and

other publications similar to the researchers’ topic “The Effects of Propaganda

Techniques in Advertisements and the Consumer Behaviour of Damers”,

which has the main perspective in having knowledge about the influence of daily

advertisements towards the consumer behaviour. The related literature and studies will

give a big benefit to the researchers’ problems. It will be a guide in conducting the study.

Impact of Advertisement on Consumer Behaviour

Consumer’s choice in buying products depends on the way of communication

conveyed by advertisements. Advertisements are restrictedly shown by TVs, radios,

posters and newspapers in the late 80’s, but now the ways to show it has improved

massively. Digital advertising like television, social media and mobile advertisements

has been widely used by large companies today.

In addition, Advertising mostly focuses on the consumer behaviour. It requires

the people to remember their product or service. A memorable advertisement to

the buyer's mind is linked to the success of the reputation of a brand. Having a suitable

advertisement leads to the customer buying the product. Entertainment has an

important factor needed in creating an advertisement. Tedious advertisements are

simply forgotten by buyers but having entertaining ones can bring buyers to remember
the product. Because of this, a large amount of money is spent by companies in

producing entertaining advertisements. Duncan and Nelson (1985) tested feedbacks of

consumers towards ads and the results were entertaining ones are most likely to

persuade buyers. Therefore, having entertaining advertisements lead to consumers’

contentment influencing the consumer behaviour.

(Haider, 2018)

The more people liking the company's product the more the business becomes

successful. In order to obtain the goal, companies pay a high bill in having an enticing

or entertaining advertisement. The issue here in some advertisements is that there are

bad effects caused by this.

The Use of Propaganda Techniques in Advertisements

Propaganda is widely used in promoting of ideas, services, products, and others. It

benefits companies by promoting services or products to the public. Some propaganda

techniques can cause false information to the buyers. This can also lead them to buying

things that are not essential. Propaganda has a big role in advertising. An advertisement

with propaganda techniques spreads widely through the media all over the world. It can

be seen on televisions, social media, and billboards. Propaganda has a big role in

controlling the public views and opinions towards something. In wanting different

things to buy even though it is not important said by some psychologist are caused by

propaganda. This changes our thinking towards something. Therefore, propaganda has

a big effect on people.

advertisements can be false ads which influences people to buy things that are not

essential. It can also influence someone’s thinking such as perspection in perfection like

having perfect bodies, etc. This may cause depression or stress to the young ones

growth.

Advertising in Mass Media

Companies use the mass media to get the attention of a massive amount of buyers.

This allows different ideas to spread in the community. The bad outcome of this is that

the things that are not essential turns into a requirement for others.

Advertisements are needed in numerous channels so that it would gain income. Without

advertisements some channels would be unable to fund itself. Companies has a lot of

competition so it gives a massive amount of funds in making advertisements since it

focuses on the attraction of people in their product or service. If there is a bad

advertisement funded by a company, it causes the company to have a downfall in their

business.

Some of the advertisements that are widely spread through media has a bad

influence to people especially young ones. Other advertisements only seek for viewers to

buy their product even though it means making a fake one. Advertisers would use

Photoshop to make their product more alluring to the consumers’ eyes. Some of the

advertisements can lead young people to know the wrong idea in achieving the view in
perfection. Young minds are easily shaped in the misleading consistent information

given by advertisements causing them to have depression and confusion.

(Shah, 2012)

Advertisements before has a minimal amount of ways to spread information

about their product, but in this generation it is easily showed by the massive media.

This focuses on the consumer behaviour of people, simply saying whether they like the

product or not. Because of this, Companies mostly use propaganda techniques because

it is the key in controlling Media views and opinions.

Advertising Culture of Filipinos

Indigenous people in the Philippines have their own different ways of conveying

with their fellowmen as well as Filipinos who are part of Western culture. When both of

the indigenous and western tribes are combined they will not be in an agreement

because they have different cultures so that means that the decision that they are going

to make will not be a successful one. Advertising in the Philippines should be a culture-

related advertisement for it to be effective. The most convenient way of communicating

with one another is letting both the consumer and advertiser to have a common attitude

towards each other. It will be more effective if both of the sender and receiver of the

message have the same culture because they will easily understand and connect with

each other. The advertiser could experience some problems regarding on how to attract

buyers if he/she and his/her chosen viewers do not share a common experience.

Advertising is a service that is culture-bound that is why the advertiser should always

consider the accurate culture that he/she wants to target. Well, having an advertising
message is not likely an effective way of attracting consumers but it is one way for the

audience to apprehend, analyse and feel what the message is about. If they had

comprehend and understand the advertisement because of the same culture that is

being seen, then it could basically lead into persuasion for the buyer to decide on

purchasing the product. Reflecting on one exact culture enhances the system of

communication between the advertiser and viewers that’s why its importance should be

an objective in making an advertisement.

(Marquez, 1975)

One way of increasing the knowledge of people is through advertising. They will

learn new things with this and will influenced them to support the product being

shown. Advertisement that are culture-bound are more likely to be comprehended by

the audience because if the advertiser and the viewer have the same culture, they will

probably communicate with each other effectively.

Importance of Persuasion in making Advertisements

Attracting the audience is one of the obligations that a company should do in

order to make a successful advertisement. Competition is always present in this kind of

business because it can destroy any product that is useful or price advantaged without

any difficulty. Many groups target teenager students for their ads by offering them

money to join their company because they believe that these people will influence many

viewers. It is not a sufficient way to hit the target audience and build visibility with them

because it depends much more on the persuasiveness of what is being advertised.

However, many advertisers think about getting the attention of the viewers rather than
persuading them to buy the certain product that is why the content of persuasive is

seldom appraised. A lot of people believe that the word influence and persuasion are

nearly similar with each other but they are all wrong with that, they have a different

meaning. Although one way of influencing someone is through persuasion, not all ways

of it should be to persuade. Celebrities are seen as influencers because they serve as a

role model without purposely knowing of doing so. Everyone can be an influence to

others by acting in ways that are harmful to our interests that cause people to have hate

on us. Generally, others can influence us as well as we can influence them without any

trust being included. Without trust, no form of persuasion is being generated because it

is a thing that allows people to give and take in communicating with one another to

create loyalty. Consumer’s loyalty plays an important role in advertising because that

means that he/she cares about the particular brand. Advertising should produce trust to

have an effective outcome. In the process of persuading people, your mind set shouldn’t

be seeking for a material reward in return. People are considered as social animals

because we try to associate with others so this means that we want to comprehend and

support one’s beliefs or views about something. Similar with those producers who make

creative advertisements, they should be also understand the audience they want to

target.

(Routlegde, 2004)

Setting your mind to persuade people to purchase the products that you are

sharing is a must. In order to do that, you must have a clear decision on picking the

advertiser. The producer should also begin to build creativity when it comes to taking

shots, background designs and making props because that will serve as an
entertainment to people. Being able to attract people is a good marketing strategy

because it will make them believe that what you are saying to them is absolutely true. .

Every member of the company should have trust on each other. They should help each

other with trusting one another because it will strengthen the relationship of the

company. Without trust, the advertisement will not be a successful one because of one

element that is missing.

Different Strategies for an Effective Advertisement

Business people spend all their time in making advertisements while people who

are living in a not-so-wealthy lifestyle are trying to avoid them. Trusting your co-

workers would be the biggest challenge that an advertising company is struggling

nowadays but it is also the cornerstone in a healthy relationship with the buyers. This

should be earned and put in their way of messaging so that the viewers will see them as

an influence for being honest and transparent. Creativity should be a priority to

fascinate the audience in the products or services that are being introduced to them. In

our generation, advertisements are often seen in different social media platforms like

Instagram that’s why consumers think of how, when and what brand should they engage

with. With that, business handlers should put a much greater effort on advocating

messages to each and every one even strangers. Most of the advertisers of a company

prioritize the things that they are going to need in making ads than thinking how they

can persuade consumers which is understandable because all businesses have their own

goal of earning. There are so many ways to market people and make them buy the

products. Firstly, by informing them that the brand that you are introducing might be
the answer to their problems. Next, always include a form of entertainment because this

will surely increase their will to support the advertisement. Lastly, people will also be

focused if the commercial or ad is about taking action to lessen the issues within our

surroundings specifically, the environment or the government.

(Bakhtiari, 2019)

The advertiser should know what his/her audience are up to so that he/she has

the idea what kind of marketing he/she will do. The viewers should be influenced by

the advertisement and it can only be done by giving them enough informations that

are very convincing and credible. Advertisers should rely on the environment and

place that is surrounding him/her because the more you know the people that

surround you, the more you gain viewers that can relate to the advertisement that you

are making. Advertisement companies nowadays are lucky enough since there are a

lot of ways to approach or to get people’s attention because of our technology. Those

ways are a huge help mostly to the advertisers because it would let them showcase

their advertisement through different social media platforms.

BIBLIOGRAPHY

A. E-BOOK/ INTERNET SOURCE

Bakhtiari, Kian (2019). 7 Reasons People Hate Your Ads and what to Do About It.
Retrieved from https://www.entrepreneur.com/article/336798

Essays, UK. (2018, November). How Propaganda Is Used In Advertising Media Essay.
Retrieved from https://www.ukessays.com/essays/media/how-propaganda-is-used-in-
advertising-media-essay.php?vref=1
Haider, Tashrifa (2018). A Study on the Influences of Advertisement on Consumer
Buying Behaviour. Retrieved from https://www.abacademies.org/articles/a-study-on-
the-influences-of-advertisement-on-consumer-buying-behavior-7177.html

Marquez, F.T (1975). The Relationship of Advertising and Culture in the Philippines.
Retrieved from https://journals.sagepub.com/doi/pdf/10.1177/107769907505200305

Routlegde (2004). Persuasion in Advertising. Retrieved from

Shah, Anup (2012, March). Media and Advertising. Retrieved from