Most advertising is designed to prevent consumers from making rational choices. This is true to say because of the strategies that advertisers use. These may include techniques such as ‘shock’ advertising and ‘humor’ advertising that overwhelm the rationalizing process. However, such an argument might be easily opposed. Opposing the notion that, most advertising is designed to prevent consumers from making rational choices, might follow the association of rationalization with shock advertising. This is an example of the way that through advertising techniques consumers might be compelled to realize what advertisers are trying to express or impress upon them. Alternatively, this does not have to be true in all cases, especially with other strategies of advertising.

Some forms of shock advertising as well as humor advertising seemingly do not have anything to do with rational choice making. This is because of the strength or appeal that each advertising strategy might have. If the appeal is strong enough, it is more than likely that consumers would not rationalize. This is something that may be explained on the basis of individuals’ emotions having been stimulated. In addition to this, it may be asserted that where rationalization lacks in consumer behavior, stimulation of emotions is precisely what takes place. Hence, a relationship is established in which the lack of rationalization in consumer behavior can be proportional to stimulation of emotions through advertising. However, in opposing such a notion, one may also find that this is not a universal relationship, as there can be various intervening factors involved. This is why it is better to state that not all but most advertising is designed to prevent consumers from making rational choices.

Keywords : Term Paper, Essays, Advertising

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