bookmark us

click me to order your dissertation
UK Dissertation Guarantees

Free Dissertations - Marketing Dissertations

"you Can Fool All The People All Of The Time, If The Advertising Is Right And ...

"You can fool all the people all of the time, if the advertising is right and the budget is big enough." Joseph E. Levine, 2006 (Hollywood Producer, quoted in the Daily Express) Discuss

Introduction
This statement by Joseph Levine is certainly persuasive and in today's media driven society it is clear that some people may agree with it. However, it is the opinion of the researcher that this statement, although convincing, is in fact false. The media may be strong and the power of advertising to deceive and persuade is extremely strong, but by no means strong enough to fool all of the people all of the time, even with a large budget and excellent advertising strategy.
There are surely cases where advertising has fooled a large number of people through effective marketing techniques and large marketing budgets, but still none has been capable of fooling everyone. Tobacco and fast food companies, toy makers, alcohol brands and the entertainment industry have all managed to deceive the masses over the years, but none has been so successful as to fool all consumers.
This essay will show some examples of how excellent marketing strategy combined with large budgets can lead to widespread deception or misrepresentation through advertising. Examples include McDonalds, advertising for children, alcohol and tobacco advertising, and the book and film the Da Vinci Code. All of these are examples where people have undoubtedly been fooled by the massive power of cleverly crafted corporate advertising. However, it will be shown that despite these deceptions, none of these campaigns has been effective in fooling ‘all the people all the time', and that ultimately most of them have eventually been realised as deceptions and policy changed. Even the best examples of mass marketing campaigns namely government spin are generally not able to fool everyone.
The essay will also look at how despite the increased potential of advertising through new types of media, these new media types have also given the consumer far more information and therefore power to help them find the truth about products. This is another reason why even the cleverest of marketing campaigns are unable to fool everyone all of the time.
Using sources from modern business ethics and marketing strategy as well as media and advertising articles, the researcher will attempt to show that although advertising is just as strong and persuasive as it has ever been, there has been no advertising campaign that has fooled all of the people all of the time, even those which have fooled many through excellent marketing strategy and large marketing budgets. It will be shown that whilst advertising has become more persuasive and powerful over the years, information for consumers has also grown and so the overall power of advertising to deceive has not increased. It is unlikely that there will come a time when advertising can fool all of us all of the time.
Advertising out to deceive?

Please note: The above dissertation snippet was written by a student and then submitted to us to display and help others. Thanks to all the students who have submitted their work to us.