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BAB 2 LITERATURE RESEARCH

2.1 CHAPTER INTRODUCTION

Advertising is the means of informing as well as influencing the general public to buy
a product or services through visual or oral messages. A product or service is advertised to
create awareness in the minds of potential buyers through various advertising mediums
such as Newspaper, Magazines, Television, Radio, Posters, Hoardings, Billboard and in recent
time internet and web advertising. It is a promotional activity for marketing a commodity. In
the present day world of mass production and distribution, advertising serves as a powerful
tool in the marketing process. Advertising is used for communicating business information to
the present and prospective customers. It usually provides information about the advertising
firm, its product qualities, place of availability etc.

2.2 CONCEPT / THEORY

The manipulative advertising intends to do that by using facts, arguments and
playing with consumers emotions in a misleading and deceptive manner. The most claims
used in manipulation through advertising are the exaggeration of the quality of product,
fallacious arguments and emotional appeals.

User-generated content, social media, and narrower targeting may make it
worthwhile for us to look more toward interpersonal communication theories for ideas.
These new forms of advertising along with methodological changes such as multilevel
models (hierarchical linear analysis) may lead to greater exploration of the inter-relationship
between media advertising and the interpersonal spread of information. Advances in
neuroscience are likely to incorporate brain physiology and concepts of emotional response
and control into theories of consumer behavior and preference (cf. Ohme, Reykowska,
Wiener, & Choromanska, 2009; Koenigs & Tranel, 2008).

2.3 PREVIUOS RESEARCH

The manipulation through advertising became an issue the consumers are facing on
almost a regular basis. This practice move away the mission of marketing that of meeting the
needs of customers and widens the asymmetries of power between the company and the
consumer. Many of manipulative advertisements are difficult to prove because of their
controversial nature and content. This paper is about how the companies use the stimuli,
the techniques and the mechanisms of advertising to manipulate the consumers. At the
same time, it advances some suggestions about the diminishing of the manipulative
practices. The effectiveness of these solutions will depend on the observance of some

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