Manipulation of People through Advertisement

Fashion outlets such as Gucci, Prada, and Dolce & Gabbana are symbolic of high class and high expense. Over the years they have fabricated their ascent to become among the finest in luxury apparel and accessories outlets. These companies encompass much of the high-end global fashion market and their names are automatically associated with desirable luxury. Similarly, such lavishly embellished and pricey brands are not only present in the fashion industry, but also in other markets, such as chocolates. For example, the idea of purchasing chocolate for $2,600 a pound is most probably viewed as a complete outrage by the majority of the American public. However, there are patrons of this perceived madness who willingly relinquish their stacks of cash to indulge in such luxury.

The luxury goods market has grown 7% in the past year, totaling to $14.8 billion in sales in the United States alone (Zargani). Excessive spending is the negative trend that results when consumers are manipulated to lavishly indulge in overpriced items that are put forth by high-end retailers, while neglecting the more fundamental goods that are necessary for a comfortable livelihood. So, the obvious question arises: Why such excessive spending on a perishable food item that can be had for much cheaper? The answer lies in the fact that spending on luxury items results from subtle consumer manipulation through advertisement which leads us to overvalue expensive goods.

It must first be noted that advertisement induces wasteful spending—billions are pumped into the marketing and promotions sector to generate even larger billions in returns through the sales of products. Advertising is a vital investment for any business. Take for example the multitude of beer companies in the United States. Top brewers including Anheuser-Busch, Miller, and Coors spent nearly $550 million in advertisement alone during the 2006 fiscal year (Mullman). Also, fashion outlets such as Chanel and Armani regularly erect towering billboards in America's largest cities to perpetuate brand image. Even with rates for billboards as high as $350,000 a month, New York City's Times Square has become a premiere advertising locus for luxury retailers due to the high amount of exposure it provides (“The Cost of Advertising”).

These businesses spend such a large amount on advertising alone so that they may differentiate their product by making it more appealing to consumers. Higher investment leads to a larger turnover in sales, which is especially important when there are a so many different options for consumers in our mixed market economy. Brand name recognition and identification is built through ads, and so there is intense focus to create appealing advertisements and air them during prime time television in order to influence a large potential consumer base. Furthermore, certain companies engage in extensive advertising campaigns combined with athlete endorsements to encourage product sales.

These days, kids as young as twelve are sporting Michael Jordan's $175 Jordan XX2s, LeBron James' $150 Nike Zoom LeBron IV's and Tracy McGrady's $130 adidas T-MAC 6's (Foot Locker). On the contrary, Stephon ...