Advertising And Science – Essay Example
Advertising and Science Advertising is away of creating awareness of the existence of a certain item or a product on the market according to Christensen and Hansen (2003). Mostly advertisements usually give brief description of the product being mentioned, its effectiveness, importance and its manipulation or operational instructions. This is mainly done to win the hearts of customers so that they can have a test of it. Advertising and science go hand in hand in a way that, most of the advertisements made are meant to draw attention of people among the social practices by conveying a strong message. Science in this case plays a major role to convince the target audience on the effectiveness of the product being promoted.
According to the research carried out, science plays a very important role in advertising in a way that ideas developed are on the basis of reality. It is believed that science is an efficient tool for validating skepticism and those ideas given are reasonably trustworthy and can search for truth and accuracy according to Hurd (1998). It is important to understand that modern science is the product of a long consensus building process by people who are after reliable ideas filtering out the vast mass of nonsense.
According to Christensen and Hansen (2003), a quantitative research was carried out on a sample of daily, weekly and monthly publications in two years using a coding frame that enabled identification of the frequency of scientific messages in advertisements, the occurrence of scientific content in the images, the context in which they are set and the type of the language used. The results revealed that science has a consistent presence in advertising thus deriving a positive image from the latter. Advertisers who apply pseudoscience in advertising often claim that scientific presentations (or misrepresentation) delight the audiences because is believed to be harmless. Therefore, the audience is rendered defenseless by its belief that no attack can be held against the advertising company
Ads are essential because they detect the psychological hooks of the consumer; and gauge the values and hidden desires of the consumer. The ads can be studied by the use of imagery, colour and symbols. The simplest way to study the ads is through the analysis of the language used when presenting what the advert claims. The “claim” is the print part of an ad that makes some claim of superiority for the product being advertised. A few of these claims are downright lies; some are honest statements about a truly superior product but mostly fit into the category of either bold lies or helpful consumer information (Christensen & Hansen, 2003). In this sense, it may be said that advertisers usually balance scientific truths and lies depending on the choice of words used.
On the other hand, ads may fall in another category known as pseudo-science or pseudo-information (Christensen & Hansen, 2003). This is usually applied to parity products, products in which all or most of the brands available are nearly identical. Since no one superior product exists, advertising is used to create an illusion of superiority. The largest advertising budgets are devoted to parity products such as beer and soft drinks, cigarettes, various headache cold remedies, gasoline among others. Comparing the two scenarios one finds that much of the advertisements made are real science and just a few cases here are pseudo-scientific.
Christensen B. & Hansen F. (2003) Branding and advertising, Copenhagen Business School Press DK, Copenhagen.
Hurd D. (1998) "Scientific literacy: New minds for a changing world". Science Education, 82, 407–416.