(How) Does advertising influence customer values? Can advertisers shape their audience's cultural values in their interest? Or do advertisements simply appeal to values pre-existing in a society?
These questions are nowadays more relevant than ever before especially regarding the U.S. culture and advertising industry, which are serving as the objects of study. In the course of developing an answer, secondary research is conducted in the form of analysis and interpretation of literature, journal articles, reports and studies.
In the course of developing an answer, secondary research will be conducted in the form of analysis and interpretation of literature, journal articles, reports and studies. The paper is set up as follows: Chapter 2 will precisely define and discuss the terms employed, and provide an in-depth look at U.S. values and their history. Chapter 3 will elaborate the mechanisms by which advertising influences vari-ous constructs on behalf of its audience, complemented with two studies related to the topic. Chapter 4 will conclude by bringing together the values treated in chapter 2 and the effects of advertising dis-cussed in chapter 3.
Inhaltsverzeichnis (Table of Contents)
- Abstract
- 1.1 Definition of advertising
- 2 Customer values in the U.S.
- 2.1.1 Historical background of U.S. cultural values
- 2.1.2 Recent research on U.S. cultural values
- 2.1.3 American dream and U.S. cultural values
- 3 How advertising influences customer values
- 3.1 New view on the process of segmentation, targeting, positioning (STP)
- 3.2 Advertising normalizes what it endorses
- 3.3 Advertising appeals mainly to extrinsic values
- 4 Conclusion and limitations
- 4.1 Conclusion
- 4.2 Limitations
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper examines the influence of advertising on customer values in the United States. It seeks to understand how advertising shapes and reinforces consumer values, particularly in a society characterized by individualism and a strong emphasis on material success. The paper explores the mechanisms by which advertising impacts consumer behavior and analyzes the ethical implications of such influence.
- The relationship between advertising and customer values in the U.S.
- The historical and contemporary perspectives on U.S. cultural values.
- The impact of advertising on consumer behavior and decision-making processes.
- The role of advertising in shaping and reinforcing consumer values, particularly in relation to individualism and materialism.
- The ethical considerations surrounding the influence of advertising on consumer values.
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 2 delves into the definition of advertising, providing a clear framework for understanding its role in communication and persuasion. The chapter then explores customer values in the U.S., examining their historical roots, recent research findings, and the concept of the "American Dream" as a shaping force. Chapter 3 focuses on the mechanisms by which advertising influences customer values. It examines how advertising utilizes segmentation, targeting, and positioning strategies to appeal to specific consumer segments and how it normalizes and reinforces certain values through its messages. The chapter also explores the tendency of advertising to appeal primarily to extrinsic values, which are often associated with material possessions and social status.
Schlüsselwörter (Keywords)
Advertising, customer values, U.S. culture, individualism, materialism, consumer behavior, ethical considerations, segmentation, targeting, positioning, extrinsic values, intrinsic values.
- Quote paper
- David Apel (Author), 2015, Advertising and Customer Values. To what extend does one influence the other?, Munich, GRIN Verlag, https://www.grin.com/document/302628
