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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 principles by the

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